Prime Day is approaching and, in view of this event, we asked Luca Cattaneo, Head of Digital Performance of the Amazon Agency of Next14 what are the best practices to apply.
Ahead of Prime Day, many online retailers are looking for effective strategies to maximize sales on Amazon. What best practices would you advise them to adopt?
First of all, it is essential to plan ahead the activities to be implemented to ensure success during the event. Here’s what I would recommend:
- Optimize product pages: Make sure your product pages are complete, accurate and convincing. You have to use high-quality images, detailed descriptions and precise specifications to catch the attention of potential customers and guide them towards the purchase.
- Promotional offers: On Prime Day, you can offer special discounts, product bundling or time-limited promotions to increase conversions and create a sense of “urgency”.
- Advertising campaigns: using tools like Amazon Advertising to promote your products during Prime Day is absolutely crucial to bring a boost of sales to your account. You can take advantage of advertising through Sponsored Ads sponsorships to reach, immediately, an audience interested in their reference category and position themselves prominently in customer searches.
- Monitor and optimize performance: During the event, you need to constantly monitor performance metrics such as sales, traffic, and visibility. This data is very useful for identifying opportunities for improvement and making strategic decisions to optimize future strategies.
What are the most common mistakes that companies make during Prime Day and how can you avoid them?
During Prime Day, we noticed that many companies make mistakes that can compromise the results of their campaigns. Here are some very common ones to avoid:
- Lack of planning: Starting late or not having a clear strategy can lead to a loss of opportunity. You need to start planning in advance, setting specific goals and strategies to maximize the results. It is important to use DSP campaigns to gain pre-event visibility and reach all those audiences of potential customers who can then buy products during Prime Day days.
- Lack of visibility: on promotion days competition is extremely high. If the product we want to focus on is not visible, it may go unnoticed. You need to make sure you optimize keywords, improve ranking, and invest in advertising to increase visibility and reach potential buyers.
- Uncompetitive prices: one of the key aspects of Prime Day is to offer offers that are attractive to customers. If the prices of the products we have in the catalog are not competitive, it is likely that customers will protrude to the competition. You have to do a thorough research on the average prices within the relevant product category and make sure you offer significant discounts to attract the attention of buyers. All users who will shop on Amazon during the event days, will certainly go in search of the best price or the essential offer and will not buy a product not discounted that they know they can find on any other day of the year.
- Ignore customer reviews: reviews on Amazon are extremely important. Ignoring reviews or failing to manage them properly can damage the brand’s reputation. Responding promptly to reviews, both positive and negative, demonstrates a great commitment to providing a high quality shopping experience.
What are the emerging trends that could affect Prime Day and how do you recommend adapting to them?
The Amazon ecosystem, and the e-commerce landscape in general, is constantly evolving, and there are some emerging trends that could affect Prime Day 2023. Here are some of them:
- Personalize your experience: Customers expect a personalized experience when shopping online. Using data and customization tools to deliver relevant product recommendations, personalized promotions, and superior customer service are key elements to building a winning strategy.
- Sustainability: more and more buyers are interested in sustainable brands and products. Having products in the catalogue that present the possibility of communicating and promoting some sustainable aspects, such as the use of eco-friendly materials or responsible production processes is undoubtedly a plus.
Adapting to these trends requires constant monitoring and an openness to innovation. You need to be ready to embrace new technologies and constantly improve your customers’ buying experience to stay competitive in the market.
However, optimization on Amazon can take a long time and specific skills are needed to succeed, Collaborating with a strategic partner like the Amazon Agency of Next14, it is possible to achieve concrete objectives thanks to the optimization of the contents and the constant monitoring of the performances in order to be able to construct together specific strategies in order to obtain relevant results.