Managing your Amazon seller account effectively is crucial for success in the highly competitive...
Maintain Amazon Prime Day Sales with this 7-Step Strategy
Amazon Prime Day is one of the biggest drivers of traffic, engagement, and sales for e-commerce brands — sellers typically move a lot of inventory. But how do you maintain this growth? What is the best Amazon Prime Day marketing strategy for after the show is over?
This consumer study done by Jungle Scout in early 2022 shows that 47% of consumers will only purchase products if they’re on sale or discounted. Amazon sellers should be prepared for an influx of consumers that have waited to score the best deals. Beyond optimizing your stock and order fulfillment, sellers should think long-term when it comes to Prime Day. This event can significantly improve your ROI for the coming year — that is, if you have a post Prime Day strategy that continues the momentum you get.
Prevent product sales from dropping after the Amazon Prime Day rush by incorporating these 7 strategies.
How to Prepare for the Amazon Prime Day Aftermath
1. Study Your Amazon Prime Day Sales
Though you might get delayed conversions spilling over from the event, you can get a good idea of your success by keeping track of metrics related to your best-selling product. This data will provide valuable insights for your strategy. You can then apply what you learn to future versions of Prime Day to make predictions on product popularity.
For example, the types of products that sell well give you an idea of what the market views as your best items. You can review your product offerings to see if this is the case. If not, and the other products are just as good, you can examine your strategy to find the discrepancy.
Perhaps you need to improve your keyword targeting or change some aspects of your forecasting. In any case, studying your Amazon Prime Day sales will help you understand and improve your conversion rates.
2. Know What People Are Saying About Your Products
Reviews are still the best gauge of buyers’ interest in your products. This is because they are concise, and you immediately know if a buyer is satisfied (or not). This method is also preferred by Amazon customers as they send out reviews faster than other types of feedback. However, keeping track of your product reviews while juggling your entrepreneurial responsibilities can be a challenge.
To make sure you catch them all post Amazon Prime Day, use review notifications to get updated on what buyers say about your products. Products like Seller Labs’ Feedback Genius are helpful to alert you with an email or a text message whenever someone leaves a neutral or negative review.
3. Build a Strategy for Getting Product Reviews and Seller Feedback
Create and send custom messages to repeat buyers to build rapport. After all, keeping a customer is cheaper than finding a new one. Going the extra mile for your Amazon buyers will pay off long term.
Send unique messages to people with different levels of investment in your brand. For example, you might send a friendly thank you letter to someone who purchases for the first time. You can also introduce yourself and share your brand story with them. It’s important to put emphasis on creating something personal for a customer who has bought twice or more. This is where you can thank them for their loyalty and request a review or seller feedback.
If someone buys from you a second time, you can safely assume that they enjoyed your products and service the first time around. As a result, they are more likely to write about what they think than first-time buyers.
With options like Amazon Vine used to provide timely customer service, there are effective ways to show buyers that you genuinely care about their feelings toward your products. The more people you encourage to give feedback, the better you can make your product, and the better your ratings will be.
Remember that the reason you ask for product reviews is to grow your brand. You need to tell your story, build your presence, and enhance your reputation using these reviews. The messages you send to buyers can help with it, especially right after Amazon Prime Day.
When you send customers unique, personal emails, you show them that you care about what they think. Unique emails keep buyers engaged with your brand and your products. Conversely, if people receive generic emails from your brand, they will likely unsubscribe or pay less attention to your messages. Being intelligent and intentional about messaging can help you gain valuable insights from customers while creating a positive impression of your brand.
How to Maximize Amazon Prime Day Sales
4. Refine Your Amazon PPC Management
Many sellers are aggressive with their ad campaigns leading up to Amazon Prime Day, but they end their ad spend right after. This is one of the biggest mistakes you can make. Ending your ad spend here will stagger your sales since customers will still be on the platform days after the event.
When asked about the most successful strategies for brands during Prime Day, Amazon’s Global Industry Marketing Team Lead Awilda Hancock agreed that every brand’s ad campaigns should be active before, during, and after the sales event. Her team’s research in 2021 saw a 216% increase in awareness for brands that implemented this ad strategy compared to those that didn’t. You do not want to miss out on potential earnings.
For example, when shoppers see your brand through sponsored ads and head to your page but don’t add products to their cart, you need to re-engage them with the relevant ads. What’s more, if you use Amazon DSP as part of your PPC management, the increase in views to your ASINs might convince you to go for a remarketing campaign.
For busy sellers, Amazon PPC services like Simpliworks build campaigns that understand your requirements and leverage the user interaction on your products during high volume events like Amazon Prime Day.
5. Leverage Spillover Traffic Post Prime Day
After Amazon Prime Day, many sellers experience a golden period with improved sales, better rankings, more reviews, and more seller feedback. It’s crucial to capitalize on this halo effect that Prime Day creates. It could give your brand the boost it needs to be better positioned for higher sales volumes during the holidays.
You can position your brand for this halo effect by studying your high-selling products, following up with repeat buyers, and making your follow-up emails highly engaging. Of course, some people will inevitably miss Amazon Prime Day sales. You can still entice them with special discounts and offers different from those you had during the initial promotion.
6. Reinvest Time and Effort in Your Listings
Of course, every seller’s goal is to boost profits with Amazon Prime Day sales. But analyzing the data from after the event can be just as valuable to your marketing and sales strategy. With valuable insights into how your products performed, you can optimize your listings to better cater to consumers (particularly ahead of the Black Friday holiday rush).
Updating your listings should never be a one-and-done task; it requires routine monitoring. It’s critical to your future growth to reinvest into your listings. You can strategically do so with your Amazon Prime Day data analysis. Perhaps you’ve discovered new keyword phrases that converted well in your PPC ad campaigns. Adding them to your listing ensures your products rank for them organically, and you’re better positioned to compete in the dynamic Amazon arena after Prime Day.
7. Get Dedicated Amazon Ads Support
Another way to reinvest in your brand is to look for Amazon PPC services for your brand. Prime Day summons crowds of customers grabbing at discounted items, but online sales don’t just land in your lap. They require strategic planning, dedication, and optimization. You want to make sure that all your products get their spotlight when Amazon Prime Day season is here.
An Amazon PPC consultant has the knowledge, time, and expertise to execute campaigns that fit within your strategy, create content optimized for mobile, and handle all the finer details required to run a successful ad.
If you’re not looking to add more headcount or manage another freelancer - try an automated Amazon PPC software. PPC automation software typically uses machine-learning to identify keyword gaps, high-performing combinations, and more. Get out of the ad account for good and back to building your long-term strategies so you can identify growth opportunities more clearly.
Make Sure Your Hard Work Pays Off
Having a plan for before, during, and after Amazon Prime Day is crucial to get the most ROI on your products. These top-shelf seller tactics can help you build momentum and see significant sales before and long after Amazon Prime Day.As an Amazon seller, you face fierce competition from other sellers daily. It can be challenging to stand out from the crowd and get your products noticed. With Simpliworks' Amazon account management services, we can help you optimize your product listings, boost your rankings, and increase sales.