Consumption habits have changed due to the pandemic. Electronic commerce is becoming more and more common. The way the customer consumes continues to evolve constantly. This fact has caused the value of the Amazon market to skyrocket to 90,000 million dollars. It is anticipated that the Amazon Prime Day 2020 is like no other in activity and sales.
Reprise Digital and the IPG Mediabrands group have prepared a report that defines the keys to success for brands. Prime Day 2020 will be celebrated on October 13 and 14. In this way, they want to help companies to raise one of the most lucrative advertising events of the year: Amazon’s Prime Day.
They have reached thisace 5 keys with which to optimize advertising on Amazon Prime Day 2020:
1. Have a hybrid account
Amazon Prime currently has more than 150 million members (data provided by Amazon in January 2020), largely due to the attractiveness for consumers of having the items available the day after making the purchase – or even, in some cases, the same day – rather than waiting the time set by other sellers.
Sometimes even though the next day delivery option appears, many Prime members will not see it as it is not marked with the Prime logo. It is something to avoid. You can filter your search results so that non-Prime things do not appear.
It is risky to rely only on Amazon to get the business done. The ideal is to partner with other brands, which are not as competitive, but which guarantee the level of compliance.
Have a hybrid account (both a 1P and a 3P) means that you can have the best of both worlds and optimize different metrics; at the same time that the risk that compliance by third parties will always entail is minimized.
2. Prepare the appointment
The delay in celebrating Prime Day means that brands have to plan and see it as a simultaneous boost to Prime Day and the holiday season.
People want to keep celebrating the holidays and buying gifts, that’s why Electronics, toys and higher priced items are expected to have strong sales, since the consumer wants to pamper himself and his loved ones after a very hard year (especially children).
The opportunity is limited, so you have to take advantage of the extra traffic from search engines that Amazon will have. For it it is key to get the price right to attract. But, in addition, it is a great opportunity to win new customers, since the incentives lead buyers to deviate from their usual purchases; You just have to analyze the buying behavior of different products to potentially get more income in the long term.
3. Optimized product listings
Product listings must be optimized before the event takes place. And it must be a priority, because if not, those listings will not be positioned properly, nor will there be a better performance.
To this are added certain design criteria, which will help the buyer to have a more complete idea of the product. You should make the most of the description, explaining the benefits it has, adding high-quality images, of what is sold, of lifestyle that show the product in use, or with text to highlight specific features and benefits.
4. Sufficient inventory
You have to be cautious to meet the demand. If products are out of stock, sales will be lost. If a product is out of stock, Amazon will not only stop showing it to potential buyers, it will also penalize you. This is why it is vital to analyze trends and historical sales of products on appointments like Amazon Prime or Black Friday, in order to forecast demand and make sure you can meet it.
5. Sponsored Ads
Launching sponsored ads on Amazon during Prime Day is obvious to gain an advantage in views and to grow in conversions, taking advantage of promotional periods like this. But it is key to first make sure that the page listing is optimized. The PPC strategy must start early. There will be a lot of competition, which will make it more expensive.
