Are you ready for Prime Day?

In an article posted on Bloomberg, Wedbush Securities Inc. analyst Michael Pachter estimated that Amazon sales on Prime Day were around $4.2 billion. If you want to capitalize on this high-volume period, there are a few questions that you should ask yourself.
  • Have you submitted your deals on-time?
  • Is your detail page content optimized for the customer?
  • Are your products in-stock?
  • How are you going to maximize traffic?
Have you submitted your deals on-time?
The deadline for submitting Prime Day deals is May 17. Review the guidelines and submit your deals as ASAP to make sure that you are included.
Is your detail page content optimized for the customer?
Excellent content can improve your conversion rate, and poor content can turn customers away. If you are investing your money in promotions/advertising to grow your business, then it is equally as import to invest your time making sure that your detail pages are tailored to the Amazon shopper.
  • Verify your product detail pages are live and have not been altered by 3P sellers
  • Make sure that the detail pages provide the information necessary to help a customer feel confident with a purchase
  • Check to see that your content includes strategic search terms (this will also help your advertising campaigns)
  • Consider adding A+ content on products where it makes sense
  • Make any content changes sooner rather than later, to allow time for the catalog to be updated
Are your products in-stock?
If your product runs out of stock (OOS) during a promotion, you will miss sales on Prime Day, and any incremental sales caused by an increase in organic search rank from the success of the promotion. Amazon’s ordering system will try to forecast for Prime Day; however, their orders are not always sufficient. Current inventory levels can be checked in Amazon’s Retail Analytics portal. OOS problems can be combatted by enabling drop-ship or enrolling new products in the “born to run” program.
For vendors already utilizing drop-ship: Prime Day is a high-volume period, so make sure that your drop-ship inventory levels accurately reflect for what you can fulfill within your drop-ship lead time. The charge-back for cancelling drop-ship orders (formerly known as fill failure, or floor denial) is $10 per order.
How are you going to maximize traffic?
If you are just running a deal, there is no guarantee that customers will find the product. Coordinating advertising campaigns (sponsored products, sponsored brands) with your deal can help get your products in front of Prime Day shoppers.
If you are interested in running Prime Day promotions or want to learn more about how to succeed on Amazon, join us in Seattle for Navazon’s two-day learning seminar. Click here to learn more.