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Ep. 029 Keyword Podcast: Prime Day Prep

May 8, 2017
Ep. 029 Keyword Podcast- Prime Day Prep

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Amazon’s Prime Day is back and set for the second week of July. Sellers need to be preparing now to take advantage of one of the biggest shopping days on Amazon each year.


The second annual Prime Day was Amazon’s biggest day ever. That’s according to an Amazon press release dated the day after prime day in 2016. A million shoppers used the Amazon app for the first time. More than two million toys were purchased. A million shoes were purchased. There were more than 17,000 deals created by sellers.




“Don’t ignore it if you’re on Amazon,” says Peter Kearns, our Amazon Insider.











Amazon Prime Day 2017

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Show Notes:

Ep. 029 Keyword Podcast: Prime Day Prep

Amazon’s Prime Day is back and set for the second week of July. Sellers need to be preparing now to take advantage of one of the biggest shopping days on Amazon each year.

The second annual Prime Day was Amazon’s biggest day ever. That’s according to an Amazon press release dated the day after prime day in 2016. A million shoppers used the Amazon app for the first time. More than two million toys were purchased. A million shoes were purchased. There were more than 17,000 deals created by sellers.

Those deals bring a rush of customers to the Amazon platform. That means even if you don’t have a Prime Day deal, there will still be more shoppers looking at your products.

In this episode we’re focusing on prepping for Prime Day. The official date hasn’t been announced for 2017, but that doesn’t mean you shouldn’t start getting ready. We know it will be the second week of July and run for 30 hours starting the day before. That’s only two months away. You need to be ready.

“Don’t ignore it if you’re on Amazon,” says Peter Kearns, our Amazon Insider.

Peter used to work at Amazon. He would find holes in the Amazon catalogue and then find sellers whose products fit those holes. Now

Peter works to help his clients build their own brands on Amazon. You can find him at www.peterkearns.com

Prime Day is all about building up Prime membership but it ends up being great for sellers too.

“The more people that are signing up for Prime, the more customers,” Peter says.

There’s three things you need to know about Prime Day.

The first thing, the Prime Day Lightning Deals have to be submitted in advance. You can find a Lightning Deals dashboard in Seller Central where you can submit your deals. Deals have to be submitted by May 21. Amazon will decide what deals will be accepted and you’ll be notified on May 24.

There are limitations to what products qualify for Prime Day deals. You and your products have to pass eligibility requirements to be able to submit deals.

  1. Only professional sellers are eligible for Prime Day Lightning Deals
  2. Quality matters. Only products with a three-star rating or higher qualify.
  3. You have to have as many different product variations as possible.
  4. Category matters. There will be no Prime Deals for anything that’s offensive or inappropriate
  5. You have to be able provide Prime shipping either by Fulfillment by Amazon or Merchant Fulfilled Prime.
  6. Only new items qualify.

One final note on Prime Day Lightning Deals, if your deal is selected, Amazon picks what time it runs. If they choose a high traffic time, you will have to pay a higher fee. But remember, high traffic means more customers are seeing your deal so that fee, likely worth it.

The second thing you need to know about Prime Day, even if you don’t have Prime Day Lightning Deals, you will still see an increase in traffic and you can capitalize on that.

“I work with tons of sellers who had zero deals in the actual Prime Day deals section but saw great increases in sales just because of the sheer volume of traffic that’s going to the site,” Peter says/

To prepare for the increase you need to check your FBA inventory to make sure you have enough products in the Fulfillment Center. If you’ve never been through a Prime Day, this can be a tricky thing to do.  You’ll have to plan for a spike in sales. That increase can be anywhere from 25 to 50 percent.

“What I would do is equate that to seeing a spike in traffic like Black Friday or Cyber Monday,” Peter says.  

You also need to make sure that you have a promotions strategy for Prime Day.

“Create promotions because customers are going there with that mindset,” says Peter, “They’re going there looking for that great deal so give them a great deal.”

Amazon will start building up plenty of buzz leading up to Prime Day and you should be doing the same. Make sure to use your off Amazon marketing to drive excitement about your upcoming deals.

“If it were me I would be doing a countdown to Prime Day,” says Peter, “If you’ve got a good social media following, build that up, people love that.”

The increase in traffic will drive an increase in sales and that will increase your best seller rank – it creates a halo effect.

“So a product may have of a best seller rank of 50, 000 right and you drive a bunch of traffic to the ASIN over prime day,” says Peter, “You see your sales conversion, your impression conversion go from 16% to 32% , it doubles and then Prime Day leaves but now sales rank is in real time.”

After Prime Day, your product sales rank will have a new normal level. which is great, especially heading closer to Q4..

That brings us to the third thing to know about Prime Day. Prime Day is like a dress rehearsal for Q4.

“If you can have a successful Prime Day, you’re going to have a successful Q4,” says Peter, “If you have failures in Prime Day, you learn them on one particular day as opposed to the eight week shopping season of Q4.”

There’s actually a lot that can wrong when it comes to Prime Day. The good news, it’s only one day and you can fix problems before the Holiday shopping season. The bad news, you missed out on one of the biggest shopping days at Amazon in the year.

The first thing you want to avoid is running out of stock. Remember to plan for an increase between 25 to 50 percent. Your products need to get to the Fulfillment Center by June 20th. Another problem could be high traffic and low sales conversion.

“So you see this rise in traffic but your sales conversion stays the same so why isn’t the ASIN converting?” Peter says  
ASIN conversion problems could be related to bad optimization. In general you should focus on the things that customers see first, title, bullet points and your photos. Most customers look at every single photo, so you want to make sure they really showcase your product.

If you aren’t selling FBA and you aren’t able to handle the increase in orders, then Prime Day could also end up bad for you. Your defect rate goes up or your late shipment rate goes up.
Again, anticipate a 25 to 50-percent increase.

The final way Prime Day could be a failure for you is by picking the wrong promotions.
“Promotions that you thought were going to be successful that weren’t you want to deep dive into those and figure out why they weren’t successful,” Peter says.

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Keyword Podcast: Prime Day Prep - September 2, 2017

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