Amazon Prime Day Marketing: If you can do these 6 things, are you still worried that your brand will have no sales?

For Amazon sellers, Amazon Prime Day is the biggest shopping frenzy of the summer. This day is like Christmas, with huge traffic. Prime members will take advantage of this big sale to buy a variety of products, just like supermarkets have promotions. Prime Day mainly focuses on Amazon's full-site promotions, which is simple and crude. This year's Prime Day is expected to be in early July, so sellers are reminded to formulate promotion strategies in advance so that they can be prepared. This article summarizes 6 marketing suggestions for sellers, hoping to help you make full use of Amazon Prime Day traffic peak and build a good brand reputation.

Amazon will gradually increase Prime Day advertising in the weeks or months before the sale. If you have optimized all the products in your store but are not running a Prime Day sale, you can use the sale traffic to run unofficial sales:

• Price reduction vs coupons: Consumers tend to buy discounted products, so it is better to directly offer 10% off the product rather than offering a buy one get one free offer. Discounting products is often more likely to lead consumers to place orders than other promotions.

• If you want more orders, then price competitively. You can’t do this in the long term, but you can succeed during the Prime Day shopping frenzy.

• Price cuts often outperform coupons and other promotions, but there are some consumers who will buy familiar and favorite brands regardless of discounts.

First, you need to optimize your product detail page to highlight your product rather than the discount price. Each seller's discount will be displayed on a product detail page. Therefore, sellers cannot add any other content to the product detail page. Any content such as shipping method, pricing strategy, etc. cannot appear on the product detail page. The product detail page must be directly related to the product. Note that sellers cannot add content mentioning Prime Day specials, discounts, etc. in their product detail pages, otherwise it will violate Amazon's terms of service.

Make sure to optimize your various product images to increase conversion rates. We have previously compiled an article on what kind of product images to upload, click here to view . Product images should pay attention to: the first image must be a white background, and all other images should show the key features of the product. Some consumers will look at the product image before reading the five bullet points, so you must upload high-quality product images. Remember, don't copy directly, get inspiration from it, and make your product images unique.

Consumers are savvier than ever, and they track pricing through the CamelCamelCamel, making it harder for you to manipulate pricing. Besides, if you manipulate pricing to make customers feel like they are getting a good deal, you are treading the line of breaking the law. So don’t try to manipulate pricing!

Customers usually know the cost of the product, and if you raise your product price, you may lose potential sales. Remember, most of the highest-selling categories on Amazon are not the lowest prices on the entire network. In addition, if your product cannot be discounted, then you have to give a good reason why consumers should spend more money to buy your product.

If you want your product detail pages to have the highest possible conversion rates, make sure you’ve completed the second tip above, optimizing your product detail pages, before launching sponsored products and sponsored brands campaigns. The same goes for organic traffic, if you want to attract traffic, you need to make sure you’ve optimized your product detail pages and keywords.

Before Prime Day, sellers will spend a lot of money on advertising. To recoup your costs on Prime Day advertising, you need to be vigilant and check your ad bid maximum limit every day before Prime Day. Don't forget it. Think about how much traffic Amazon will receive on Prime Day, and how much money will the advertising cost before you get actual advertising results? Therefore, it is very important to run ads before Prime Day. Refer to the cost of Prime Day last year or Black Friday and Cyber ​​Monday, and calculate how much you will spend this year.

You should also attract traffic outside of Amazon, that is, in addition to the promotions on the Amazon Prime Day, you should also consider off-site marketing. You should know that the three key indicators that affect sales ranking and search ranking are the number of consumers' wish lists, off-Amazon traffic, and affiliate marketing.

Therefore, you need to understand the influential influencers in your business scope; find ways to put your Amazon product links on the affiliate marketing platform to bring more traffic, and Mommy blogs and fan groups on Facebook are good affiliate resources. The first thing sellers need to do is to get natural search traffic and let consumers open your product links so that you can receive orders as soon as Prime Day arrives.

If you have an off-Amazon audience, invite them to participate in your store's promotions. But this strategy only works if you have set up affiliate groups. Sellers without affiliate groups or audiences can use Facebook ads to achieve the same effect. But be aware that Facebook ads are difficult to generate your product profit and loss report in a short period of time. If you haven't started off-site promotions yet, start now, and you will get rich rewards during Prime Day and the fourth quarter.

The Halo Effect is a factor that affects interpersonal perception. People's perception of things is a subjective impression based on partial generalizations. Therefore, your Prime Day performance may affect the sales of subsequent products and lay the foundation for preparing for Q4. Prime Day may increase a company's market share.

According to the psychology ratchet effect principle, people's consumption habits formed in the short term are irreversible and are prone to increase consumption as their income increases. Therefore, after Prime Day, you can promote your products by advertising for high-traffic product keywords to improve the ranking of all products. What you need to do is simple, determine whether your product is bundled with other products in the "Frequently purchased together" section. If you want to increase the sales of key products, you can bid on them, so that the products with less sales in the store can get more traffic from the details page of the key products, which is killing two birds with one stone.

The key product is like the river and the other products are like the boats. If the water level rises, all boats will rise. If you know where to look and which keywords to target, the success of one product can also boost the sales of your other products. You can use some tools to conduct keyword research:

In short, this year's Prime Day, your primary goal is not to drive traffic to your products on that day, but to generate as many sales as possible and build a good brand reputation on Amazon. The best way to convert visitors into buyers is to create an eye-catching store detail page, so you should be prepared to attract a lot of traffic on Prime Day.

Building a good brand reputation on Amazon is a bit tougher, and as an Amazon retailer you’ll face even greater obstacles, but you can improve your brand reputation by leveraging review management tools like Feedback Genius.