Amazon Prime Day is undoubtedly one of the most significant events for Amazon sellers, offering a golden opportunity to boost sales, gain visibility, and win new customers. However, once the confetti has settled and the Prime Day excitement has waned, it’s time for sellers to shift their focus from celebration to strategic action. In this post, we’ll explore how sellers can make the most of their Prime Day wins and double down on their success.
1. Invest in Top-of-Search Campaigns
If your Prime Day efforts resulted in improved Best Seller Rankings (BSR) for certain products, congratulations! But don’t rest on your laurels just yet. Consider setting up top-of-search campaigns for these products using relevant and winnable search terms.
However, a word of caution: ensure that you’re not already at the top of page one for those search terms. Top-of-search campaigns are most effective when you’re not already dominating the search results. Additionally, make sure your product remains competitive in terms of price and ratings for those search terms to maintain your visibility and sales momentum.
2. Restock Your Inventory ASAP
For third-party (3P) sellers, one of the crucial post-Prime Day actions is restocking inventory rapidly. Amazon’s fulfillment centers tend to fill up quickly after Prime Day, which can result in higher storage fees and even bidding wars for warehouse space.
Restocking immediately not only ensures you have sufficient inventory to meet post-Prime Day demand but also keeps your products eligible for Amazon Prime, which typically leads to more sales. However, remember that this advice applies to Fulfilled by Amazon (FBA) sellers; if you’re using Seller-Fulfilled Prime (SFP), the dynamics may differ.
3. Utilize post-Prime Day Promotions
While Prime Day is over, there are still many shoppers looking for deals and products they may have missed. To capture their attention and maintain the sales momentum, consider using post-Prime Day promotions. These can include setting up coupons on select listings to make it easier for shoppers to choose your products.
Take advantage of the fact that holiday shopping has started, and there are shoppers eager to make purchases. Make your listings stand out with appealing deals and discounts to sway undecided buyers.
4. Implement Brand-Tailored Promotions
Prime Day likely attracted shoppers who haven’t purchased from your brand before or who haven’t done so in a while. Seize this opportunity by implementing brand-tailored promotions to entice these potential customers to take the leap.
You know these shoppers have shown interest in your products, so offer them incentives such as coupons to encourage a purchase. By targeting this specific audience, you can potentially convert them into loyal customers.
5. Retarget Traffic with Sponsored Display Campaigns
Quality traffic to your Amazon listings is invaluable, but not all visitors make a purchase immediately. That’s where retargeting comes into play. Use sponsored display campaigns to retarget the traffic that didn’t convert during Prime Day.
Holiday shopping has kicked off, and many shoppers are in the browsing phase. Embrace these window shoppers by retargeting them with your products until they make a purchase decision. Sponsored display campaigns can keep your brand and products top of mind, increasing the chances of conversion.
6. Optimize Product Listings
Prime Day may have brought new eyeballs to your product listings. Now is the time to ensure your listings are fully optimized for conversions. Review your product titles, descriptions, images, and keywords. Make sure they are appealing, informative, and aligned with customer search intent.
Additionally, consider gathering customer feedback and reviews from your Prime Day sales. Positive reviews and ratings can further boost your product’s appeal and trustworthiness.
7. Evaluate and Plan for Future Events
Finally, take the time to evaluate the performance of your Prime Day strategies. What worked exceptionally well? What could be improved? Use the insights gained from this evaluation to refine your approach for future events and sales opportunities.
Amazon offers several major sales events throughout the year, such as Black Friday, Cyber Monday, and the holiday season. Your Prime Day success can serve as a valuable lesson for optimizing your strategies in preparation for these upcoming events.
While celebrating your Prime Day wins is essential, the true value lies in what you do next. By strategically doubling down on your successes through campaigns, restocking, promotions, retargeting, listing optimization, and future planning, you can continue to capitalize on the momentum generated during Prime Day and drive ongoing success in the competitive world of Amazon selling.