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Did Your Amazon Prime Day Not Go as Planned?

Category: SMALL BUSINESS
August 12th 2021
6:53:13 pm

Another Amazon Prime Day has come and gone, drawing in hordes of deal-seeking consumers across the world snapping up over 250 million items.

However, despite the impressive numbers, it may not have been enough to produce significant growth over the previous year.

As figures:

“Overall sales of Prime Day 2021 were modest compared with growth in previous events… While Prime Day 2021 marked yet another record-breaking two-day event for the retail giant, year-over-year growth decelerated quite a bit compared with previous Prime Days, a Digital Commerce 360 early analysis shows. Digital Commerce 360 estimates Amazon’s sales on Prime Day hit $11.19 billion globally over the two-day period spanning June 21 and June 22, up 7.6% during the 48-hour event in October 2020 when sales reached $10.39 billion.”

Part of the reason behind the stunted growth of the event is likely due to the fact that circumstances surrounding COVID in 2020 pushed that year’s Prime Day event late into the year. As a result, there were only eight months between Prime Day 2020 and Prime Day 2021.

Moreover, it seems that Amazon anticipated slower growth this year, as much of its advertising for the event was “muted.” As:

“Amazon has previously characterized the event as its ‘biggest day ever’ or the ‘largest shopping event in Amazon history.’ That language was noticeably absent from this year’s results, with the company instead opting to note that Prime Day was the ‘two biggest days ever’ for merchants.”

What this effectively means is that, while many retailers had a great Prime Day, others likely suffered as a result of the minimal time gap between the 2020 and 2021 Prime Day sales event.

For those who didn’t have their best summer sales event to date, worry not.

Today, we will be covering various tips for sales after Amazon Prime Day to help make up for the minimal growth.

On that note, let’s dive in.

Tips for Sales After Amazon Prime Day

While most merchants are familiar with tactics for how to sell on Amazon Prime Day, far fewer give enough consideration to maintaining sales levels after the event is over.

Therefore, the following tips are not only geared toward those who didn’t have the blowout that they were hoping for, but also those who aim to continue maximizing profits and after Prime Day has ended.

Some of the ways that merchants can achieve this aim include:

Win the Featured Offer

One of the best ways for merchants to produce more sales following Prime Day is to implement the tactics necessary to.

For those who are unfamiliar with what the Featured Offer is, as:

“Offers for new products that we display on a product detail page with an Add to Cart button that customers can use to add items to their shopping carts.”

In essence, the Featured Offer is the same thing as the Buy Box.

To snag this coveted spot, some things merchants must do include:

  • Possess stellar seller metrics
  • Feature competitively priced products
  • Maintain ample inventory
  • Provide fast shipping

By working to grab this spot after Prime Day when some sellers might be out of inventory, retailers can help to on Amazon.

Develop Post-Prime Days Clearance Sales

A highly effective post-Prime Day promotion for elevating revenue is to put on a clearance sale.

Prime Day, much like the holidays, is a time when merchants bulk up on inventory to meet heightened levels of demand.

However, for those whose Prime Day did not go as expected, they likely have some surplus inventory on their hands.

Clearance sales will enable merchants to quickly earn back money on the additional units that they are holding. By cutting prices, retailers are likely to attract more buyers (thereby having competitive pricing and elevating sales volume, both of which can help to win the Featured Offer slot). As long as retailers maintain a sale price that is above the company’s overall unit price, merchants will still turn a profit.

However, when running a post-Prime day clearance sale, it is wise to combine this tactic with other promotional means, such as, paid advertising, and the like, which leads us to one of our next tips for sales after Amazon Prime Day.

Boost Average PPC Spend

When looking for after Prime Day, an ideal tactic is to further invest in the brand’s PPC efforts on the platform.

Amazon provides a variety of effective advertising formats for merchants to leverage as a means of driving traffic and generating sales.

Utilizing something like Sponsored Display ads can help merchants to get in front of the right customers at the right time as these can appear at the top or bottom of the website’s SERPs, as well as in the top portion of the offer listings page and on customer review pages.

Moreover, retailers can in both offensive and defensive ways, thereby making them quite versatile.

This gives sellers many potential opportunities to engage shoppers.

Alternatively, sellers might opt to as these also appear in a variety of critical destinations around Amazon.

No matter which ad format merchants opt to utilize, it is wise to increase the account’s average spend to reach more consumers and generate more sales.

While this will require a financial investment on the seller’s part, as the old saying goes, “You have to spend money to make money.”

Update Pages with A+ Content

When it comes to tips for sales after Amazon Prime Day, retailers will have a hard time gaining traction if their product listings are mediocre.

Therefore, it is not only critical that sellers make doubly sure that their for visibility and sales, but that they are doing everything possible to make a positive impact on page visitors and stand out from the competition.

One strategy for achieving that aim is to integrate A+ Content into various product pages.

For those who are unfamiliar, A+ Content (formerly referred to as) is a feature that allows retailers to alter their product descriptions, turning them into an image and information-rich section that draws consumers’ attention.

As:

“Using this tool, you can describe your product features in a different way by including a unique brand story, enhanced images, and text placements. Adding A+ to your product detail pages can result in higher conversion rates, increased traffic, and increased sales when used effectively.”

While A+ Content has been around for several years now, it is still not quite commonplace in Amazon’s marketplace. Therefore, by implementing this feature, sellers can help their products stand out and appear more desirable, thereby helping to boost post-Prime Day sales.

Build Out Email Campaigns

To this day, one of the single most profitable marketing tools that sellers have at their disposal is email.

As far as tips for sales after Amazon Prime Day are concerned, retailers should understand that their marketing efforts don’t need to be solely relegated to Amazon.

Therefore, it is highly advisable to leverage a merchant’s email list to reach out to customers and highlight deals the company is running on Amazon, directing traffic to various product pages.

This is likely to be a fruitful strategy for a number of reasons.

Firstly, engaging existing customers who have likely already purchased from the brand increases the chances of making a sale when compared to someone who is unfamiliar with the company.

Secondly, because email marketing enables retailers to reach a large audience (assuming sellers have a sizable email list), the chances of driving sales are relatively high.

That said, when considering tips for sales after Amazon Prime Day, email marketing campaigns should be at the top of every merchant’s list of tactics.

Leverage Social Media

In much the same way that retailers should be turning to email marketing to help drive post-Prime Day sales, it is also important to leverage social media to generate more clicks and conversions.

Using social media marketing for eCommerce is an excellent way for retailers to boost brand awareness, website traffic and retail revenue. Understanding that, merchants can just as easily leverage social media websites like Instagram and others to direct consumer traffic to Amazon product listings.

Therefore, sellers should use the existing platform they have on social media to highlight their post-Prime Day promotions, products that are on sale and other enticing offers that can help boost Amazon sales figures.

However, if merchants don’t have a sizable voice on social media, it is still advisable to utilize such platforms, but in a different way, which leads us to our next point.

Advertise Products on Facebook

For those who may not have much organic reach or engagement on Facebook (and even for those who do), it is potentially a good idea to with adverts promoting products on Amazon and related deals.

If retailers haven’t already, start by of shoppers who have purchased from the brand in the past and begin targeting them.

Afterward, sellers can also to reach those who haven’t heard of the brand before, but are likely to buy due to their similarity to existing customers.

With recent developments, such as the enacting of CCPA regulations and, merchants might find that their audience sizes are a bit smaller. However, given Facebook’s massive user base, merchants still stand a great chance of boosting their Amazon sales with Facebook advertising campaigns.

Final Thoughts

Because this year’s Amazon Prime Day was so close to 2020’s, many merchants likely felt a reduction in the sales volume they were expecting.

That said, while Amazon Prime Day was an overall success, these tips for sales after Amazon Prime Day should be helpful in making up lost ground for those who didn’t generate as much traffic and sales as they were hoping.

Utilize the strategies listed above to help your company make up for the potential dearth in sales experienced during Prime Day 2021.

Moreover, if your brand wants to ensure that it generates a significant number of sales with its post-Prime Day sales strategy, reach out to Visiture’s Amazon PPC management experts.

Our team of dedicated Amazon advertising professionals can help to ensure that your company’s increased spend on Amazon ad inventory generates a significant return on investment and makes your company whole for Prime Days sales figures.