Amazon Prime Day Is Coming: 6 Ways You Can Join the Party

June 13, 2016

Marketplaces Bradley Hearn By Bradley Hearn

China has Singles Day. The rest of the world has Amazon Prime Day.

Last year on July 15, Amazon celebrated its 20th birthday by creating and hyping up a 24-hour retail event that was supposed to rival the biggest holiday shopping periods of the year. It went pretty well, so naturally, Amazon wants to make it a tradition.

And why not? If manufacturing an annual retail holiday worked for Alibaba, why wouldn’t it work for Amazon?

Amazon has already pre selected the sellers and official deals for this year’s Prime Day, which the company says will fall sometime in mid-July (though it hasn’t yet specified which day). So if you’ve been selected by Amazon, great! If not, don’t worry. This birthday party isn’t exclusive.

Here’s how to participate in the e-commerce event of the summer with deals of your own — and meet the hordes of deal-hungry shoppers flocking to Amazon.

6 Tips for Crashing the Prime Day Party

  1. Be Early: Look at your inventory now to determine the best products for promotion. There will be a lot of traffic on Amazon that day. What will catch a shopper’s eye? What products (or margins) do you have that others don’t? Use Seller Central to set up promotion rules before the big day.
  1. Dress Your Best: The theme of the day is “Deals!” And if you’re going to a promotion party, you better make sure your prices aren’t outdone by everyone else. If you’re a ChannelAdvisor customer, use the Repricer with Pricewatch to make sure you’re always lowest on price (within your predetermined budget).
  1. Volunteer to Drive: Offer free shipping for your products that aren’t in the Fulfillment by Amazon (FBA) program, so Prime customers won’t skip over them.
  1. Stand Out from the Crowd: Amazon Sponsored Products is a good way to stand out from a crowded pack. If you’re already using Sponsored Products, perhaps it’s time to bid up on your keywords. Create special campaigns just for Prime Day, use manual keyword targeting and get aggressive about the types of keywords you use and the amounts you bid.   
  1. Bring a Unique Gift: You’re going to be competing for shoppers’ attention among throngs of other great deals. Think outside the usual box with promotions that will get you noticed. Try bundling products together, offering two-for-one deals or allowing free returns on items that you normally wouldn’t.
  1. Offer to Help Clean Up: Hopefully you see a spike in orders on Prime Day. If so, don’t drop the ball and scare off your new customers (who could become loyal buyers). Anticipate increased demand and staff your shipping department adequately on both Prime Day and the day after, so your customer service doesn’t suffer with increased volume.

Whether you’re officially participating in Prime Day or not, this year’s event could prove to be a historic day for e-commerce.

Don’t be late to the party. Start prepping today.

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