How to Boost Amazon Sales on Prime Day

TL;DR

To maximize Prime Day sales, leverage Amazon's DSP for targeted advertising and enhance product reviews. Use pre-event tactics like in-market segment targeting to increase brand awareness and post-event strategies to capture non-buyers. Ensure your Amazon account is optimized to avoid restrictions and learn from past sales data for better future performance.

Transcript

thank you again for joining us uh like i mentioned this is the second part of our prime day webinar about how to maximize your sales for the event so today i have with me our senior director of sales of amazon jenny silva as well as the marketing manager at e-com engine colleen so i'll let them introduce themselves in a minute but what we're going ... Read More

Key Insights

• Amazon's DSP is crucial for a robust advertising strategy, using billions of shopper data points for targeted ads.
• Pre-Prime Day tactics include in-market segment targeting to grow brand awareness and drive traffic to product pages.
• Post-Prime Day strategies involve using DSP data for retargeting, offering discounts to maintain sales momentum.
• Product reviews are essential; a 32% increase in positive reviews was observed after Prime Day, emphasizing the need for a review strategy.
• Avoid account restrictions by following Amazon's guidelines, such as neutral language in review requests and no incentives for reviews.
• Prime Day deals drive significant results, with deals seeing three times the average daily sales volume.
• Media support, such as advertising, is necessary to stand out during Prime Day, enhancing sales growth.
• Prime Day 2020 saw a 45% sales increase from the previous year, highlighting the event's growing significance.

Questions & Answers

Q: How to use Amazon's DSP for Prime Day sales?

Amazon's DSP can enhance Prime Day sales by leveraging its vast shopper data for targeted advertising. Pre-event, use in-market segment targeting to grow brand awareness and drive traffic to product pages. Post-event, capitalize on DSP data for retargeting and offer discounts to maintain sales momentum.

Q: What are the benefits of requesting product reviews post-Prime Day?

Requesting product reviews post-Prime Day can lead to a significant increase in positive feedback, as seen with a 32% rise last year. Many Prime Day purchases are used immediately, increasing the likelihood of reviews. Ensure compliance with Amazon's guidelines to avoid account restrictions.

Q: Why is Amazon's DSP important for advertising?

Amazon's DSP is crucial due to its use of billions of shopper data points and owned inventory sites for targeted advertising. This platform allows for impression-based display marketing, offering unique opportunities not available on other networks, and is vital for a comprehensive advertising strategy on Amazon.

Q: How can Prime Day sales data be used for future strategies?

Prime Day sales data offers valuable insights for future strategies, particularly for Q4 planning. Analyzing customer shopping behaviors and sales trends can inform advertising and product strategies, helping optimize efforts for the holiday season and ensuring better resource allocation throughout the year.

Q: What are the guidelines for requesting product reviews on Amazon?

When requesting reviews on Amazon, ensure neutrality in language and avoid offering incentives. Messages must be sent within 30 days of order completion, include the order ID, and be in the buyer's preferred language. Only one request per order is allowed to comply with Amazon's guidelines.

Q: How do Prime Day deals impact sales?

Prime Day deals significantly boost sales, with promotions seeing three times the average daily volume. Deals attract price-conscious consumers, making them an effective strategy for increasing sales during the event. Combining deals with targeted advertising further enhances growth potential.

Q: What are the key learnings from Prime Day 2020?

Prime Day 2020 saw a 45% increase in sales from 2019, with $10.4 billion in goods sold. Despite challenges like the pandemic and inventory issues, deals and media support drove significant results. Marketplace sellers experienced a 60% increase in sales, emphasizing the event's importance for sellers.

Q: Why might Amazon have another Prime Day in Q4?

Speculation suggests Amazon may hold another Prime Day in Q4 to capitalize on the holiday shopping season and compete with other major retailers. A Q4 Prime Day could attract consumers looking for deals before the holidays, potentially mirroring the success seen in the previous year's event.

Summary & Key Takeaways

• Amazon's DSP platform is vital for creating a targeted advertising strategy by utilizing extensive shopper data and owned inventory sites. Pre-Prime Day tactics like in-market segment targeting help increase brand awareness and drive traffic.

• Post-Prime Day strategies should focus on retargeting with DSP data, offering discounts to maintain sales. Product reviews are crucial, with a 32% increase in positive reviews observed after Prime Day, underscoring the importance of a review strategy.

• Prime Day deals significantly boost sales, with media support necessary to stand out. Prime Day 2020 saw a 45% sales increase, emphasizing its growing importance. Avoid account restrictions by adhering to Amazon's guidelines for review requests.