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With Prime Day just around the corner and Early Prime Day deals already live, now is a crucial time to run through any last-minute adjustments before the big event. We have put together a last-minute checklist for you to ensure you are Prime Day ready.

Check Your Prime Day Deals

It may only seem like yesterday that you were submitting your Prime Day deals but we recommend in the final run-up to Prime Day, that you check your deals every few days. Some of the Amazon promotions require a certain amount of inventory or star rating to allow them to run, so make sure you keep an eye out for this.

It is a good idea to have a backup option in place to ensure you still can run a promotion if Amazon revokes your deal. Usually, Amazon will let you run a voucher or price discount 24 hours after submitting it.

Ramp Up Your Advertising Campaigns

Undoubtedly, Prime Day is a huge opportunity for accelerated sales. To capture the full benefit of the traffic and revenue uplift, it is important to commit a sufficient budget to ads so your products remain visible and buyable – especially against the most important Keywords and Campaigns. A high tide floats all boats but an underweight Advertising budget functions as a short anchor chain, tethering you below the high water mark, limiting visibility/reach and allowing competitors to capture a greater share of the upside. We recommend you start ramping up your campaigns 2-3 weeks before the event and continue to run aggressively until after the event.

Advertising Budget Recommendations

Most brands on Amazon will be running aggressive ads with higher budgets than usual. Be sure to allocate increased budgets and aggressive advertising not only during Prime Day itself but also in the Lead-up and Lead-out periods. You want to maximize the impact and reach of ads to get the full halo effect. A good rule of thumb is to adjust budgets at least +200% higher than your daily campaign spend.

Your Last-Minute Checklist

  • Check your Inventory – Dedicate extra stock to Amazon to allow for a spike during and after Prime Day and make sure you have your stock in ahead of time to allow for busy processing times at the fulfilment centres.
  • Look at Your Competitors – Keep an eye out for what your competitors are doing for Prime Day and don’t forget to check on any 3P sellers on your listings – you don’t want to lose the buy box!
  • Look Over Your Listings – Look over your listings and account health but be cautious when changing anything before the main event. Unless something is urgent, we recommend not touching listings less than 2 weeks out from an event.
  • Increase Advertising – including adjusting your PPC strategies to maximise ad placements during this peak period leading up to Prime Day and capturing the traffic after the event too

On Prime Day Itself?

  • Keep an Eye on Your Advertising Campaigns – Make sure you don’t run out of budget or any errors cause the advertising to stop
  • Check Your Deal is Running –  If your deal doesn’t run, unfortunately, there isn’t a lot you can do to get the original deal up. Instead, try to submit a voucher or price discount in its place.

If you missed the deadline for Amazon Deals for Prime Day altogether, don’t worry! There is still time to submit vouchers or price discounts for Prime Day.

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