Over the course of the two-day shopping event in July 2023, Prime members purchased more than 375 million items worldwide, making 2023 the biggest Prime Day event yet. If you want to reach new customers, here are some top tips to help you promote and sell your products during Prime Day. They’re designed for all Professional sellers, including those with a brand enrolled in Amazon Brand Registry, a free resource to help you build and protect your brand.
Prime Day prep tips for Professional sellers
1. Grab attention using coupons and Lightning Deals
Coupons are a great way to attract customers during Prime Day. When you create a coupon, the product appears in shopping results with a green coupon badge showing the amount of the discount.
We recommend using the following criteria when setting up your coupon for Prime Day:
- Discount the product more than 5%.
- Schedule the dates to coincide with Prime Day.
- Set the audience to Prime.
To get started, hover over Advertising in the Seller Central main menu, then click Coupons and Create a new coupon.
Another way you can grab customers’ attention is by creating a Lightning Deal. Lightning Deals can give products greater visibility and generate excitement because they’re available for a limited time on the Amazon Deals page.
To get started, hover over Advertising in the Seller Central main menu, then click Deals and Create a new deal. Eligible products display automatically.
2. Prepare your advertising budget for higher traffic
During peak shopping events like Prime Day, your ads may receive more clicks than normal, which means you may run out of budget quicker than expected. When that happens, your ads pause until midnight the next day. One way to prevent this and keep your campaigns active is to increase your budget, and budget rules makes it easy to do in advance.
Schedule-based rules allow you to change budgets on your campaigns prior to special events like Prime Day, or based on a custom period. The rule will increase the campaign budget by the percentage you specify, either during the date range you set in the rule or during the special event selected.
In addition to adjusting your advertising budget, take a look at your inventory. Assess your inventory levels to ensure you can accommodate higher sales volumes without running out of stock. Learn more in this guide to inventory management.
3. Adjust your bids to stay competitive
When adjusting your ad campaigns for Prime Day, stay competitive by setting your bids to the maximum amount you’re willing to pay for a click. You can lower your bids again anytime you choose.
Sponsored Products are a cost-per-click (CPC) ad option in the Amazon store. You can use dynamic bidding with your Sponsored Products campaigns, which increases your bids in real time for impressions that may convert to a sale. Sponsored Products also reduces your bids for impressions that are less likely to convert to a sale. This helps to focus your Prime Day spend on quality clicks and can improve the return on your advertising investment.
Prime Day prep tips for sellers with a registered brand
1. Create a Prime Day version of your storefront
Use the scheduling feature in the Amazon Stores builder to create a Prime Day version of your Amazon storefront, and submit it for approval at least a week before Prime Day. You can choose the date you want the Prime Day version of your content to be published, and the day you want the content to revert or change to another version.
When preparing your storefront for Prime Day, you can also add a page for the Featured Deals widget. This is a great way to add visibility to products that have promotions, such as deals and coupons, or Subscribe & Save. The widget updates automatically so products only appear for as long as the promotion lasts.
2. Advertise beyond the Amazon store and earn a bonus
Promoting Amazon listings and deals through other channels leading up to and during Prime Day can help increase your reach, engage current customers, and improve your sell-through rate.
With the Brand Referral Bonus, you can earn a bonus in the form of a credit to offset future referral fees when you use Amazon Attribution tags as part of your ads. The bonus isn’t available for Amazon advertising, but you can use it for social media campaigns, search and display ads, emails, and other forms of ecommerce marketing. Enroll to earn a bonus averaging 10% of qualifying sales.
3. Leave time for publishing
Make sure you leave ample time to get your creative content approved so you don’t miss out on potential sales.
Plan for possible delays by giving yourself at least one week for the moderation of your content. You’ll want to have enough time to make changes and resubmit for approval if any of your content doesn’t pass moderation.
Examples of content requiring moderation in the Amazon store are storefronts and A+ Content. As an advanced option for adding rich text, imagery, and other elements to Amazon product detail pages, A+ Content can help increase sales by up to 20%.
Increase sales for your business this Prime Day—and any day of the year
You can find more tips for boosting sales on Prime Day and throughout the year in this guide to making money in the Amazon store.
To get started, sign up for a Professional selling plan, and consider enrolling your brand in Brand Registry so you can start accessing a suite of brand selling tools and protection programs.
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