Amazon Prime Day preparation guide: from product selection to advertising optimization

1. List of important deadlines and activities

Time cutoff

• Exclusive discount purchase period: Based on 2021 data, Prime discount purchases will end two weeks before Prime Day starts, and purchasing is expected to end at the end of June.
• Lightning Deals (LD) registration deadline: April 16, 2021 is the deadline for North American sellers to apply for LD, and April 23 is for Europe, Turkey, the United Arab Emirates, Saudi Arabia, Japan and Registration deadline for Australian sellers.
• Deadline for declaring coupons (coupons): May 28, 2021 is the deadline for declaring coupon activities on the Amazon site.
• Deadline for product warehousing at each site: Different countries and regions have different deadlines. For example, the Indian site is May 30, 2021, the United States and Canada are May 31, Australia and It is June 1 for Mexico, June 6 for the United Kingdom, Germany, France, Italy, Spain, the Netherlands and Turkey, June 7 for the United Arab Emirates and Saudi Arabia, and June 13 for Japan.

Activities List

• Prime exclusive discount
• Prime Membership Promotion
• Lightning Deals
• Coupons

It is worth noting that applying for Lightning Deals or providing gift cards or coupons is not a prerequisite for participating in Prime Day activities.

2. High-quality product selection and inventory management

Product selection strategy

• In terms of Prime Day product selection methods, you should give priority to products with outstanding daily performance to participate in the flash sale, and comprehensively consider factors such as whether the product has a stable price, good scores, stable sales and transformation.
• It is also worth trying products that are not popular but have great potential. Sellers can take this opportunity to promote the sales of new products and attract the attention of buyers.

Inventory preparation

• Sellers need to start production and stocking 3 months in advance and complete FBA warehousing from the end of June to early July.
• Set automatic replenishment reminders to ensure adequate inventory before and after Prime Day.
• When preparing inventory, factors such as daily sales, past promotion growth, buyer evaluation growth, promotion cycles, marketing investment, and conversion rates need to be fully considered.

3. Make good use of product listing and advertising configuration

List optimization

• Conduct self-examination on the title, search terms, five-point description, main image, video, comments and stars, as well as the selection of category nodes.
• Use virtual bundled related products to combine 2-5 complementary ASINs into a virtual bundled product to help buyers better discover and purchase complementary products.

Advertising Optimization

• Find the most effective delivery method through the search term report, and adjust bidding strategies through the search term impression share report in product promotions and brand promotions.
• Analyze the “Purchased Items” report to discover potential items that have not yet been promoted, and cross-sell these items into peak season promotions.

4. Keyword settings

On Prime Day, if Amazon sellers want to achieve soaring sales, the key lies in the setting of keywords.

The above is a comprehensive guide on preparing for Amazon Prime Day. I hope it will be helpful to sellers!