Amazon Prime Day 2023: Set Your Brand Up for Success

Reading Time: 4 minutes

Prime Day is Amazon’s largest sale event of the year. Originally introduced in 2015 to celebrate the company’s 20th anniversary, it’s aim is to encourage spending and attract customers outside of the traditional festive holiday season from October to December.

Since its inception, Prime Day has grown into one of the biggest sales events in the retail calendar. While the exact sales figures have not yet been disclosed by Amazon, the last Prime Day event saw over 300 million items sold worldwide, making it a significant opportunity for brands to be at the forefront of their customer’s minds (and baskets).

Amazon Prime Day has been officially announced and will be taking place on 11th-12th July 2023.

How to Prepare for Amazon Prime Day in 2023

As we look ahead to Prime Day this year, it is important to consider the current economic conditions. The rising cost of living and increasing fears of a return to recession will likely influence customer behaviour. Customers at this time will look for value for money deals so it is important for brands to focus on meeting users’ demands and entice them with attractive discounts during Prime Day.

As a result of this, Amazon has also stretched the number of Prime Day events. Last year, the big retailer announced a second Prime Day event called ‘Prime Early Access’ running over the space of two days in October to give people a chance to start their holiday shopping early. Although the event did not achieve the expected results, it is thought that it will make a return this year as people are increasingly seeking bargains in an effort to cut down costs.

Maximise Your Sales with Amazon Discount Opportunities

While some brands experience increased traffic and sales without running specific deals, it is always advisable to offer customers ways to save, especially in the current climate. 

Amazon offers several different types of deals and discounts that you can use in conjunction with Prime Day exclusive discounts.

Lightning Deals are usually available for a short duration, typically a few hours or until the allocated inventory runs out. These deals are often featured prominently on Amazon and unlike Prime Day discounts, are accessible to all customers not just Prime members.  Taking advantage of these deals can be a valuable strategy to increase your product visibility, boost your sales, and potentially attract new customers.

Coupons are also an excellent way to highlight discounted prices to customers. When applied, coupons are visually displayed as bright green tags next to the list price on the product detail page, ensuring customers don’t miss out on the savings. Coupons can be a powerful tool for driving customer engagement and increasing sales. However, it is worth noting that Amazon charges a fee for each redeemed coupon, so you should consider your budget and potential impact on profit margins when utilising these.

Within Seller Central, brands can also create custom social media promo codes. These can be generated and shared with your audience or influencers outside of Amazon, providing a unique marketing opportunity to drive traffic and sales to your Amazon listings.

Optimise Your Product Listings Ahead of Time

In addition to providing discounts, optimising your Amazon listings ahead of Prime Day and any other events plays a critical role in attracting and converting potential buyers. By optimising your listings, you will reach consumers more effectively as your listings will show up when and where shoppers are searching.

Here are a few quick wins that you can implement to ensure you are Prime Day ready:

  • Ensure that your product titles are concise, include relevant keywords and highlight the key features of the product.
  • Use bullet points to highlight the unique selling points of your products. Focus on key features, benefits and any special promotions.
  • Write detailed and compelling product descriptions that provide additional information about your product and incorporate any relevant keywords
  • Include high resolution product images that showcase your product from different angles, ensuring that the images accurately represent your product and avoiding any watermarks or blurry images.
  • Encourage customers to leave reviews for your products. Positive reviews can build trust and credibility, influencing potential customers to make a purchase.

Optimising your Amazon listings is an ongoing process that requires regularly monitoring their performance and making the necessary adjustments to improve their effectiveness. With Prime Day and potentially other top events around the corner, it is more important than ever to ensure your campaigns and product listings are set for success.

At GA our international team of digital marketing specialists will assist you in crafting a strategy tailored to your business needs, selecting the most appropriate discount tactics to boost your sales and helping you prepare ahead of big events such as Prime Day. Get in touch for a free consultation and find out how we can help take your business to the next level.

Subscribe To Our Newsletter

Get updates and learn from the best