Prime Day is two of the biggest days for Amazon sellers. Many sellers spend months preparing for this day that will account for a large portion of their sales for the year.
Prime Day began in 2015, and it was originally a 24-hour event. In 2019, it switched to a two-day event. Over the years, brands have come to rely on Prime Day as a large sales day, on par or larger than Black Friday (historically the biggest sales day for brands). Brands across a variety of verticals participate in Prime Day — from haircare to kids’ snacks!
This year, more than ever, brands are beginning to utilize Prime Day in conjunction with their largest omnichannel DTC strategy. By pointing users towards Amazon during those few days, brands can more fully position themselves as universal brands.
Here’s our breakdown of Prime Day 2022!
When is Prime Day 2022?
Prime day is on July 12 and 13, 2022.
What Can You Expect on Prime Day 2022?
The past few years have been somewhat of an anomaly for Prime Day. Prime Day was postponed to October in 2020, and many sellers saw huge increases in their overall sales during the past two years. 2021 was perhaps more of a traditional Prime Day, but this year will arguably be even more “traditional.”
Sellers who have a great advertising strategy in place (more on that later) can bet on seeing success this Prime Day, though maybe not as high of sales as in 2020. Supply chain issues and manufacturing challenges can affect your sales this Prime Day as well.
How To Prepare for Prime Day 2022
Advertise
The number one tip we can give for Prime Day is to keep advertising. You might be tempted to turn off your ads, thinking that you’ll get extra traffic on the days leading up to the event. But in reality, you should ramp up your advertising in order to maintain visibility and potentially outperform your competitors.
Discount
Some brands do lightning deals or issue coupons on Prime Day. While this strategy is not suitable for everyone, it might be right for your brand! If you work with an Amazon Advertising agency, talk to your rep about the pros and cons of offering a discount on Prime Day.
Post-Prime Day
Ensure you have strategies and processes to capture additional sales post-Prime Day. Some users might view your product but not purchase it on Prime Day. By retargeting them with ads after the fact, you can capture additional sales that you might have otherwise missed! This is also a great opportunity to start preparing for Q4, which is right around the corner.
2021 Prime Day Examples
In 2021, we helped a luxury hair care brand increase their Prime Day sales by 87%. We sought to maximize performance before, during, and after the two-day event, so our team crafted an expert strategy to achieve amazing results.
We increased budgets two weeks before Prime Day to ramp up campaigns and visibility, and invested in non branded and branded campaigns to increase impressions and ward off competitors. On Prime Day, we monitored and managed budgets, increasing as necessary throughout the day to maximize visibility and bolster the brand. We also kept ad budgets higher after the event to capture lingering impressions and missed sales from the event.
This strategy resulted in an 87% increase in Prime Day Ad sales year over year, and a 60% increase in revenue month over month.
Want more help navigating Prime Day madness? Reach out to Blue Wheel, an Amazon Ads advanced partner!
