It’s never too early to start prepping for one of the biggest eCommerce events of the year.

Amazon Prime Day has overtaken Black Friday and Cyber Monday as the ultimate annual event to get products off shelves. In 2023, sales reached an estimated 12 billion U.S. dollars worldwide - that’s before the potential halo effect of customers finding their way to your website is taken into account. With 39% of UK Amazon shoppers subscribed to Prime, you could be missing out on a serious bit of eCommerce real estate if you’re not visible on Amazon.  

There are a number of benefits of getting involved, and they don’t all come from dishing out discounts. The allure of deals brings more shoppers to Amazon, which benefits all listings, not just those with discounts or Prime. Presenting a fantastic opportunity to bring in new customers, and build brand awareness. Additionally, a higher sales velocity will boost your organic rankings and give a great opportunity to increase your review count. 

The exact date of Prime Day is yet to be confirmed, but usually falls in the second week of July, but ensuring your catalogue is optimised in time should be the first thing you do to prepare for the big day. If you’re not currently on Amazon, maybe Prime Day will push you to take the plunge. 

And with 39% of UK Amazon customers having access to a Prime subscription it’s vital for sellers to ensure your listings and Amazon account are primed, whether you offer Prime or not. 

Below we’ve outlined some top tips to help put you in the strongest possible position. If you need some direction or expert help, we have a team of Amazon experts ready to speak to you about how we can help - start the conversation with one of our specialists here.

Here are some top tips to increase sales on Amazon Prime Day:

1. Boost organic visibility

Product visibility in Amazon’s search should be a top priority. 

Amazon’s algorithm uses a variety of factors to determine your organic placement in the search results - if you’re a reseller, you have less control over content but you should ensure that listing quality alerts are addressed, your listings are not suppressed, and your account is as healthy as possible. 

If you are the brand owner, you have a fantastic opportunity to optimise your content for Amazon’s algorithm to boost your search rankings. Utilise Amazon-specific research tools and competitor analysis to identify the best keyword opportunities for your listings. Using this research, implement high quality, relevant keywords and phrases into key areas of your  listings. 

2. Don’t forget the conversion rate 

• Customers are more inclined to checkout over Prime Day - so, don’t give them any reason not to.
• Check your listings for mistakes or anything that may put buyers off.
• Make sure you’re addressing or appealing negative feedback ahead of time.

Double check that  your listings contain all information required to check out and that you are highlighting benefits & USPs. Imagery and videos sell, so ensure that yours are showcasing your products well. Shoppers who watch videos on a product listing are 3.6x more likely to buy the product, according to Amazon experience data - now is the best time to invest. Not only will this boost visibility and conversion, but it’s a key time to make a great impression and get your branding in front of new customers. 

3. Watch out for aggressive competitors 

Ad spend increases over Prime Day as sellers compete for the top spots. Consider increasing your budget, or reallocating budget into promotions or optimisation work instead if you feel unable or unwilling to compete with the big ad spenders.

4. Check over your pricing & promotions

It’s important to maintain a good margin and profit, but consider the longer term benefit that could be had from a spike in sales, and in turn more reviews and brand awareness. Your product rankings can really benefit from a boost in sales velocity. Check out the various deals you can implement and make sure you’re aware of the deadlines for submission in advance. Shoppers are ultimately hoping for a deal. A repricer tool can help keep your pricing competitive. Our repricing functionality can be used to beat your competition to win the Buy Box in line with parameters you set. On the flip side, it can also be used to maximise your profit by raising your prices again if your competitors sell out.

5. Perform a health check

Performance metrics are important on Amazon, but aside from Black Friday, there's never been a more important time to make sure your account is in top condition. In the run-up, make sure your orders are dispatched on time, avoid claims and keep customers satisfied. 

6. Check your stock levels

There is nothing worse than running out of stock in the face of demand. Review past sales performance and make sure you have enough stock of your best sellers to meet potential demands. Not only will this ensure that you have enough stock to fulfil demand, but Amazon’s algorithm favours listings that have consistent stock levels - running out of stock may undo any ranking gains you achieve.

7. Prepare your website

Customers may be inclined to search for you after seeing your listings on Amazon if they want to learn more about your brand. Customers may also be more inclined to shop online if they have been specifically waiting for this event to make a purchase. Ensure your website is ready to create a great first impression and capture those sales. 

8. Last but not least, utilise Prime

Amazon Prime Day will prioritise Prime enabled listings in search, whether you are using FBA or Seller Fulfilled Prime. If you are already set up for Seller Fulfilled Prime, ensure that as many of your listings as you can have the Prime template enabled. If you aren’t able to offer Prime, at least make sure you are offering free delivery. 

The tips provided should give you everything you need to have a proactive, productive, and profitable Prime Day experience. To find out how our Amazon experts can help, get in touch with us here.