Amazon will be hosting this year’s second Prime Day event next month, called “Prime Big Deal Days.” The event begins at 3 a.m. EDT on October 10th and runs through the 11th.
Coming only a few months after the annual July event and one month before holiday shopping season ramps up, it can be challenging for brands to plan ahead for another Prime Day without knowing:
How Amazon plans to market the sales by category, and
How the strategic approach should differ from Black Friday/Cyber Monday
However, based on what we know so far, it’s still possible for your brand to get ready for Prime Day, strategically.
An October Prime Day may be the unofficial kick-off to holiday shopping as, according to Optimove’s 2023 Holiday Shopping Survey, half of US consumers are expected to start their holiday shopping earlier than Turkey-5 (the five-day stretch from Thanksgiving to Cyber Monday).
So, similar to Amazon’s July Prime Day and past events, expect to see shoppers grabbing early big-ticket deals in preparation for the holidays (electronics and so on), but also adding-to-cart their everyday essentials within the same basket trip.
Amazon’s July Prime Day saw 58% of advertising-attributed DSP (programmatic) purchases coming from new-to-brand shoppers, which means consumers are using the event as an opportunity to engage with new brands by taking advantage of event-day deals and discounts.
While we wait for event deals to be released, here are PRISM’s 5 quick tips for how to set your brand up for success during Prime Big Deal Days:
Refresh Detail Page A+ Content
Make sure detail pages are up-to-date with your latest videos, product shots, comparison charts, and any educational information that will help shoppers inform their purchase decision.
Optimize Your Brand Store
Encourage brand Follows on your Store, incorporate shoppable images, and launch new Sponsored Brands Store Spotlight ads to drive traffic to your page.
Schedule 1+ Posts Per Week
Plan ahead to pulse-release your Posts content, with the goal of launching at least 1 per week throughout Q4.
Email Your Brand Followers
Send an email marketing message to your brand Followers during and after Prime Day with a unique deal or thank you message.
Remarket To Browsers Post-Event
Customize lookback windows to target category and brand shoppers who didn’t yet convert in an effort to drive final purchase with Amazon Display paid ads.
Following these tips will help set your brand up for a successful October Prime Day, but there’s still room to grow. If you have questions about how to accomplish these first steps, or if you’re interested in advanced strategies to take your brand to the next level on Amazon, let’s connect.
Laura Cohen is PRISM’s Senior Retail Media Manager, specializing in eRetail advertising strategies. Prior to joining PRISM, she spent the last 9 years at Amazon Ads managing CPG media partnership and before that, 4 years at AOL Advertising. While at Amazon, Laura worked on the very first Prime Day advertising sponsorship back in 2014. She is a mom of two boys and lives in CT.