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  • Ridgeline Insights

Preparing for Prime Day: Tips to Best Set Yourself Up for Success

As Prime Day approaches, it’s crucial to differentiate your brand from the competition and make the most of this sales opportunity. Prime Day 2024 has not been announced yet, but these are some strategies we suggest to help boost your brand's visibility and sales. Instead of following the crowd, consider a strategy that ensures your products stand out and gain visibility even before the big event. Here are some insights and tips to get ahead of the curve:

Before you begin strategizing, reflect on what Prime Day represents for your brand. What are your objectives? Are you looking to clear out slow-moving inventory or highlight your top sellers? Is your goal to gather more reviews to enhance your Amazon rankings or expand your customer base? Ensure that your team is aligned with these goals so everyone is working cohesively. Regardless of your approach, the main advantages of participating in Prime Day are increased product visibility and customer acquisition.

Boost Visibility and Sales

Offering coupons on Amazon can significantly improve your product's organic search rankings. Studies have shown that products with active coupons appear more frequently on page one of search results, a benefit that often continues even after the coupon period ends. This increased visibility is due to Amazon’s search algorithm prioritizing lower-priced, high-conversion products.

Impact on Search Metrics

Coupons not only drive sales but also enhance your product’s visibility on Amazon's search engine results pages (SERPs). Tracking organic search metrics during your promotion is essential, as these metrics can indicate long-term visibility improvements. Additionally, you can tactically adjust your advertising efforts based on these changes to minimize the total advertising cost of sales (TACOS).

Consider Larger Coupon Values

The larger the coupon value, the higher the redemption rate and conversion. This boost in sales velocity can positively influence your product’s search rankings, helping maintain visibility gains post-promotion.

How Coupons Appear on Amazon:

How to Set up Coupons in Seller Central:

Enhancing your product listings is another effective way to boost sales before Prime Day:

  • High-Quality Images and Compelling Descriptions: Attract potential buyers with eye-catching images and persuasive product descriptions.

  • Customer Reviews: Encourage satisfied customers to leave positive reviews.

  • High-Value Keywords: Use relevant keywords to ensure your products rank higher in search results.

Utilize your social media platforms and website to drive traffic to your Amazon deals. Highlight upcoming Prime Day promotions to create anticipation and direct customers to your products.

Although the deadline for submitting Prime Day deals has passed, ensure your inventory is ready. The cutoff for sending inventory to Amazon is June 20th, 2024. To avoid delays, ship your products ahead of time, as receiving tends to slow down as Prime Day approaches.

By implementing these strategies, you can significantly enhance your sales performance and visibility on Amazon, both leading up to and during Prime Day. Don’t get lost in the crowd—set your brand apart with early, strategic promotions.



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