5 reasons why joining Amazon Prime Day is a must-try

When does Prime Day take place?

In 2015, on the occasion of the 20th anniversary, Amazone launched an event called Prime Day for the first time in order to thank its customers for their trust and support during several past years. This was a large-scale online shopping event with millions of deeply discounted products across diverse industries, attracting the participation of numerous shoppers from around the world.

The 2015 Prime Day event was considered a massive success, achieving impressive numbers. In detail, there were more than 34 million orders successfully made within just 24 hours, far exceeding Amazon’s expectation. Sellers who attended FBA (Fullfilment by Amazon) in 2015 also experienced a dramatic increase in their sales, which was by as much as 300% compared to common periods. Therefore, at that time, Amazon Prime Day became the biggest online shopping event in Amazon’s history, marking a great turning point in the development progress of this eCommerce platform, which is nowadays a giant in its field.

The great success of its debut in 2015 has been followed by evolving Prime Day into an annual shopping event. Typically, Prime Day takes place in July every year and lasts 48 hours. However, these still might be changed, depending on actual situations at that time. For example, in 2020, due to the impact of Covid-19, a global pandemic, Amazone postponed Prime Day until October 5th.

In 2024, Prime Day was expected to take place on Tuesday, July 23rd, 2024. The scope of the event was global, including several participating countries such as Australia, Austria, Belgium, Brazil, Canada, China, Egypt, France, Germany, Italy, Japan, Luxembourg, Mexico, the Netherlands, Poland, Portugal, Saudi Arabia, Singapore, Spain, Sweden, Türkiye, the United Arab Emirates, the United States, and the United Kingdom.

Types of deals available during Prime Day

Prime Day offers buyers a variety of great deals, including:

• Deals of the day: Deep discounts on several Amazon’s best selling products, up to over 50%. These deals typically remain available for 24 hours of the first launched day, which means that they may no longer be accessible from the second day.
• Lightning Deals: Flash deals with limited quantity of products. These deals often happen in a short period of time, therefore, shoppers need to take quick action in order to succeed in “hunting for deals”.
• Invite-only Deals: Deals that are exclusively for selected customers. These deals are often expected to offer shoppers the greatest deals in limited quantities.
• Voucher and other sale promotions: Deals such as “Buy one get one” or discounts by categories of product, etc. These deals help buyers maximize their shopping cart savings.

Benefits of participating in Amazon Prime Day

1. Benefits for shoppers

Prime Day is often considered Amazon’s mid-year “Black Friday”. During the 2 days of the event, millions of products are offered at great-discounted prices. Below are some of benefits that buyers can experience during their participation in Prime Day:

• Saving money: Prime members saved over 2.5 billion USD in this year’s event due to millions of special deals. This serves as evidence highlighting the price appeal that Prime Day offers participants.
• Diversity of products: Prime Day event offers a broad range of discounted products from different categories, ensuring consumers’ needs to purchase both electronic equipment and daily items.
• Exclusive discounts on Amazon devices: Prime Day is an opportune time for shopping Amazon devices such as Kindle, Fire TV, and Echo at their lowest price in the year.
• Convenient shopping experience: Prime Day’s deals are designed to be easily accessed and searched, helping buyers make full use of these deals without missing any major opportunities.
• Cashback: Participating in the Cashback program, shoppers can receive refunds when buying selected products. Cashback rates may range from a few percent to significantly higher amounts, helping buyers save a significant amount of shopping costs.
• Free shipping cost: During Prime Day, Amazon frequently offers free shipping on a wide range of eligible products. This helps reduce their spending on shipping costs, especially when buying items that are bulky or high-value.

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2. Benefits for sellers

Amazon Prime Day creates a golden opportunity for sellers and businesses, details as follows:

2.1. Increase sales revenue

It can not be denied that Amazon Prime Day has a massive impact on store revenue. The 2023 event alone set a new record with more than 375 million items sold in the global scope within 2 days, making it the biggest Prime Day in Amazon’s history all the time.

These impressive results reflect consumers’ enormous attention and purchasing demand during the event, creating a great opportunity for sellers to not only boost their sales performance but also accelerate business growth.

2.2. Strengthen brand awareness

Participating in Prime Day is not only an opportunity to drive sales but also a favourable condition to promote their brand to millions of potential customers on the Amazon platform – one of the world’s biggest eCommerce platforms. In addition, appearance at this event helps businesses enhance their brand awareness and consequently, it can contribute to strengthening their brand recognition and building greater trust among consumers.

A notable case study is Greenworks, a brand specializing in manufacturing and supplying battery-powered tools for gardening and outdoor landscape maintenance. By using Amazon advertising tools such as Sponsored Display or Amazon DSP, Greenworks has successfully launched a highly effective advertising campaign that results in an increase by 225% in the number of sales, at the same time attracting 69% more new customers to the brand.

2.3. Lower advertising costs

Amazon investing heavily in promoting Prime Day inevitably drives an enormous amount of traffic. Participating businesses can benefit from Amazon’s huge number of potential customers without having to spend a lot of advertising costs. In addition, sellers also have a greater opportunity to reach potential customers with higher conversion rates during Prime Day because buyers themselves are already in an active buying mindset and have the willingness to spend expenditure during the event.

2.4. Strengthen customers’ trust

Amazon applies a strict inspection procedure, ensuring only good-quality products are allowed to be launched on the platform. Participating in Prime Day implies that sellers’ products have met Amazon’s rigorous quality standards, which may not only help boost customers’ trust but also strengthen brand equity.

Furthermore, Amazon offers several customer-friendly policies during Prime Day, for instance, free shipping, easy returns of goods or refund guarantees. These policies provide shoppers with the greatest peace of mind when making purchasing decisions, consequently strengthening their trust and loyalty to sellers.

In fact, 72% of buyers admit that they are more likely to purchase goods from sellers participating in Prime Day. Meanwhile, 68% of shoppers say that they trust in the quality of goods sold during Prime Day, and 65% are willing to re-purchase from sellers they experienced on Prime Day.

2.5. Expand international sales

Participating in Prime Day, an event held by Amazon, a global eCommerce platform with over 300 million customers active in more than 190 countries, is a “golden” chance for sellers to reach an enormous quantity of potential customers all over the world.

In addition, Amazon provides various international advertising programs, helping sellers improve their brand’s visibility among target customers. Statistics show that the quantity of international orders during 2023 Prime Day increased by 25% compared to 2022 Prime Day, meanwhile, international sales of sellers participating in this event also experienced an increase by 37% compared to daily periods.

Requirements to participate in Prime Day

1. For buyers

Amazon Prime Day is an exclusive shopping event for Amazon Prime customers. Therefore, customers must subscribe to Amazon Prime in order to access all Prime Day deals and sale promotions. Currently, Amazon offers 4 membership packages serving every customers’ individual needs. For more details about what Amazon is and how to register, readers can refer to BurgerPrints’ previous article.

Once registered as a Prime member, shoppers can search and select items among millions of products on the Amazon platform, such as technology, household, fashion, toys and etc.

Regularly checking deals and discounts on Amazon’s homepage is necessary in order not to miss any deals, which are continuously updated during the 48-hour event.

2. For sellers

On the seller side, they can participate in Prime Day Deals and take advantage of the event’s great benefits by meeting some requirements, including:

• Sellers must have their own active Amazon accounts, either professional or individual ones.
• Products on sale must be listed as Prime-eligible items. For instance, if products are new and not in restricted items list, maintain the customer rate at least 3.5 stars or do not have any review yet, they can be offered to be discounted at a minimum of 20% and no more than 80% compared to the original price.
• Sellers are required to show their well-performed account with a good selling history, high rate of positive reviews by customers, and the maintenance of low order cancellation or complaint rates.
• Sellers must enroll to participate in Prime Day through the Amazon Seller Central page.
• The discount price provided during Prime Day must be at least a 20% discount and can not exceed 80% compared to the non-discounted price for buyers who are not Prime members.

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Tips for shoppers to hunt for the greatest Prime Day deals

1. Create a wishlist of products

Prime Day providing an enormous quantity of attractive deals may easily make shoppers purchase impulsively. Creating a wishlist of products beforehand can help buyers stay focused on the item that they actually need while saving time at the same time.

Use Amazon’s Wish List feature in order to save their desired products before shopping. Shoppers can also set up personal notifications through Alexa or the Amazon app to notify whenever your selected products are discounted.

2. Check the product price before buying

Do not rush into purchasing just because that product is labeled as a deal. To ensure that the best price is offered, buyers can use some tools such as CamelCamelCamel or Keepa for free price-tracking and viewing how the price trends have changed during its history before Prime Day takes place.

3. Use Amazon app

One of the advantages when using the Amazon app is that it allows users to monitor products and set up deal alerts when seeing discounts. It is also especially useful if buyers already have their own wishlist prepared for Prime Day. In this condition, users can receive a notification saying that there are 5 minutes left until the deal is officially available.

4. Compare prices to other sellers

Even if not being an Amazon Prime member, buyers can still hunt for attractive deals from other major retailers such as Walmart or Best Buy. To compete with Prime Day, many retailers promote their own deals and discount programs. Although these competing sales events may be not as large-scale as Prime Day, shoppers can still hunt for great deals on electronic or household products without requirements to subscribe to Amazon Prime.

What should Amazon Sellers prepare for Prime Day?

1. Before Prime Day

For Prime Day preparation, sellers on Amazon should pay attention to building brand awareness and strengthening product presence on the platform. This preparation plays a critical role in attracting new customers and boosting sales through effectively making use of advertising tools and optimizing pages showing products. To achieve this effect, the process should follow the steps below:

Optimize advertising content: Using both static ads and video advertisement in order to capture target audiences’ attention and raise their product awareness. Brand logos should also be clearly designed and advertising messages should be not only concise but also impactful, highlighting the special deal offered to customers.

Prepare special promotions: Creating special discounts and deals programs in order to attract more customers, including digital coupons, category-based discounts, or deals programs such as buy-one-get-one.

Optimize product pages: Updating and optimizing product detail pages in order to ensure that all information is accurately and completely demonstrated. The information may include compelling product descriptions, high-quality images, and clear details of prices with great deals. As a consequence, all of the information may help improve customer trust and increase conversion potential once shoppers land on the product page.

Pay attention to Amazon’s advertising policies: Strict compliance with Amazon’s advertising policies may help avoid issues that advertisement might be rejected. In particular, retailers should not use Prime Day’s logo unless they have official deals at this event and their advertisement is being displayed outside of Amazon’s platform.

By implementing the above-mentioned steps, Amazon sellers can maximize their performance on Prime Day, not only increasing brand awareness but also being able to improve their chances of driving higher sales during one of the biggest shopping events of the year.

2. During Prime Day

2.1. Optimize advertising performance

In the lead-up to Prime Day period, sellers should optimize their ads placements by highlighting their best-selling products and being-discounted items through Responsive eCommerce Creative (REC) ads. This can not only contribute to a traffic increase but also improve overall conversion rates during this event.

2.2. Optimize contents on store official homepages

Sellers should make promotional deals highly visible on their Amazon store homepage. By highlighting top offers, sellers can help shoppers find it easier to identify the best deals available and take advantage of those offered deals.

2.3. Pay attention to details of products and target audiences

Sellers should use high-quality product images, especially ones that are large and have clear visuals, in order to make those products standout during Prime Day. Advertising content should also remain clean, easy to read and be highlighted with sharp graphics, which allows their products to quickly attract shoppers’ attention.

2.4. Use Responsive eCommerce Creative (REC)

Sellers should promote their top products and featured deals through Responsive e-Commerce Creative (REC) ads. Making use of REC ads can offer several advantages, including the ability to automatically generate ads for up to 20 related products, also automatically resizing creatives across placements, and display promotional information directly from product detail pages.

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3. After Prime Day

Prime Day creates a lasting impact even after the event officially ends, and sellers should take advantage of this opportunity to maximize their long-term results:

• Keep marketing efforts implemented: Shopping behaviour created during such a high-traffic shopping event like Prime Day would not disappear right away. Therefore, sellers should maintain their brand visibility after the event by running remarketing campaigns for launched products, as well as retargeting customers who viewed their products during Prime Day but did not make any purchase decisions.
• Build customer list: Sellers can still reach customers who continue to visit Amazon after the event by promoting their complementary products to both existing and new customers. This is a great way to increase average order value and encourage repeat purchases.
• Strengthen relationships with customers: Sellers should implement some post-event campaigns promoting complementary products, which not only help reinforce their relationship with customers but also create additional cross-selling opportunities.
• Analyze performance metrics: Finally, sellers should carefully review their performance on Prime Day to identify which one is the best-selling products, then better understanding customers’ purchasing behaviour and well preparing for future events.

Notes for participating in Prime Day

Prime Day is a great chance for sellers to increase revenue and expand their market reach. However, in order to achieve success from this large-scale event, sellers should have some important notes kept in their mind, including:

1. Pricing strategy

In the world of online business, an effective pricing strategy plays a critical role in attracting customers and optimizing profitability. To achieve this, sellers need to adjust product pricing strategically in a flexible and logical way based on thorough market analysis and competitor comparisons. The goal is to set a price that is attractive enough to customers while still maintaining healthy profit margins.

In addition, promotional strategies such as vouchers, category-based discounts, or special promotions like buy-one-get-one campaigns can further increase efficiency in attracting customers.

Sellers should also provide detailed and clear shipping fee information. High shipping fees can cause customers to hesitate to complete their purchases. Therefore, ensuring that customers have a clear understanding of related costs and shipping policies can contribute to building their trust and satisfaction, then encouraging them to complete their purchase process.

2. Supply preparation

In the process of preparing for participating in Prime Day, supply preparation is an essential step ensuring a successful campaign.

• Forecast customer demand: Using sales data from previous years alongside analyzing current market trends can help sellers predict more accurately customer demand during Prime Day. Deep understanding purchasing patterns allows businesses to make a more effective supply plan and avoid both stock shortages and excess inventory.
• Increase inventory levels: Sellers should ensure they have sufficient inventory available to handle the surge in demand during the event. For sellers, running out of stock not only results in missing sales opportunities, but can also negatively affect brand image among customers’ views.
• Update inventory information regularly: Closely monitoring and constantly updating inventory status on Amazon is extremely essential for maintaining accurate product information. A well-managed inventory system helps avoid confusion and ensures customers always receive completed and up-to-date information about product availability, thereby strengthening customer confidence and satisfaction.

3. Be cautious about counterfeit products

Sellers need to always ensure that products they offer are authentic and fully compliant with Amazon’s regulations. Selling counterfeit goods not only violates Amazon’s policies but also seriously damages brand reputation and customers’ trust. Therefore, to avoid these potential issues, sellers should carefully verify product sources and quality before listing them for sale.

4. Returns and refund policies

Amazon allows customers to return products purchased during Prime Day. In detail, these Amazon’s return policies generally remains consistent with the platform’s standard year-round return policy. Most items, including Amazon devices, can be returned within 30 days of purchase. However, there are still some certain categories that may not be eligible for returns, including products such as food items and gift cards. For this reason, both sellers and shoppers should carefully review Amazon’s return terms and conditions to fully understand product eligibility and avoid misunderstandings after purchase.

Conclusion

The above-mentioned information is about Prime Day and its benefits for participants. Hopefully, through this article, you now have a clearer understanding of what Prime Day is and necessary details to know about Amazon’s biggest online shopping event.

Overall, Prime Day is far more than just an opportunity for sellers to increase revenue. Achieving success during Prime Day requires careful preparation, from pricing strategies and inventory management to advertising optimization and customer service. More importantly, Prime Day creates valuable opportunities for businesses to establish stronger relationships with customers and reinforce long-term brand trust. Make the most of everything Prime Day has to offer, and BurgerPrints wishes you great success in reaching your business goals during this highly anticipated shopping event.

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