Marketing strategies and risk management for Amazon sellers before Prime Day

As the epidemic continues, many sellers are facing difficulties in product sales and inventory management. Against this background, Prime Day has become a peak season that cannot be ignored, and sellers need to adopt effective online marketing strategies during this period to ensure the normal operation of their business. The following are suggestions and considerations for Prime Day after the epidemic and its pre-marketing.

Online Marketing Strategy

1. Overseas internet celebrity KOL marketing

Internet celebrity marketing has always been a classic and effective way. By partnering with influential KOLs, sellers can increase brand awareness and attract target customers. The overall process can be divided into five steps:

• Arouse attention: Let consumers have a preliminary understanding of the brand and products;
• Continuous communication: Expand brand awareness;
• Enhance penetration: Promote consumer reviews to build brand sentiment and enhance trust;
• Product link: Add product links in KOL’s videos to increase purchase desire;
• Word-of-mouth sharing: Leverage user-generated content (UGC) to further increase brand exposure.

2. TikTok advertising

TikTok has risen rapidly since its launch and has become a new entrance to traffic. Its unique algorithm and accurate recommendations from thousands of people make it a platform with great potential in e-commerce marketing. Sellers can choose brand advertising or auction advertising, with e-commerce sellers leaning towards the latter. In addition, with the live broadcast of products on the site, the traffic conversion rate can be effectively improved.

In the US site, Amazon supports the live broadcast function, which not only brings direct traffic, but also provides long-tail traffic opportunities for products. Through the combination of live broadcast and TikTok, sellers should actively arrange traffic inside and outside the site to achieve dual drivers of business.

Prime Day Risk Management

Although Prime Day is the peak sales season, sellers also need to remain vigilant and control FBA inventory risks and store risks. Here are some things to note:

1. Dynamic inventory management: Refer to the sales of previous products in the same period and combine it with Google trend analysis to reasonably arrange inventory to avoid inventory backlog after the peak season.
2. Risk Assessment: Reduce risks caused by illegal operations by choosing a logistics partner with a good reputation. For example, when stocking high-risk areas, compliance should be scrutinized to avoid subsequent issues.
3. Financial Planning: Reasonably control the total inventory amount based on your own financial capacity and ensure positive cash flow. Also, evaluate the time and financial costs of clearing inventory in the event of unexpected sales.

When facing the upcoming Prime Day, sellers should combine effective online marketing strategies and risk control measures to ensure an invincible position in the market. I hope the above suggestions can help sellers avoid pitfalls and get more orders during this peak season.