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Winning Marketing Strategies For Amazon Prime Day

Amazon Prime Day has changed online shopping significantly. Our research finds in 2017 nearly 50% of consumers shopped Amazon Prime Day, speaking opportunity for both retailers and consumers.

Brands looking to take advantage are well-positioned — only if they are strategic and thinking beyond Prime Day. The following provides an arsenal of proven tips to drive brand success.  

1. July Shopping Has Changed – Brands Need to Think Long Term

The introduction of Prime Day initiated a shopping surge beginning with back-to-school sales leading into the ever-coveted holiday shopping season. In the mix, it changed consumer shopping behaviors. Participation growth has been exponential with eMarketer forecasting a 12.5% increase in 2018 Prime Day participation from Prime members (including 58.7 million households and 109.5 million users). 

Consumers are now prepared for Prime Day deals. Brands should piggyback by marketing and promoting deals early and often. Hyping sales with focused messaging will ensure customers are ready and willing to shop. Marketers need to prepare and involve. 

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2. Free Shipping!

One of the biggest Prime Member incentives is free two-day shipping. We conducted a study showing 79% of consumers rank free shipping as the most important option when making a purchase decision. Brands must incentivize by offering free shipping with no minimum. Even a low-threshold minimum purchase (“spend $50 for free shipping!”) is beneficial and effective to win. 

3. When Amazon Goes Low, Brands Go Lower

Divert attention away from Amazon Prime Day deals by offering more than discounts alone. Advertisers can take advantage by offering incentives such as higher cash-back percentages, gifts with a purchase, reward and loyalty points, loyalty/rewards program and discounts on purchases for items such as gift cards. Adding value doesn’t solely mean final pricing. Look for opportunities beyond price slashing.

4. Beyond “One-Day”

Prime Day sales are limited. Strategic brands can push deals beyond Prime Day to capture consumer shopping momentum. This is especially true for early holiday shoppers. Extending deals beyond single days to beyond will drive revenue. Our clients realize higher overall sales growth with expanded deal periods. This is especially key for shoppers who may not have found what they were looking for on Amazon Prime Day but are still in-market. This is a key trend shaping retail sales during Amazon Prime Day. 

5. Shout Your Deals LOUD!

Prioritizing promotional messaging needs to be on par with exceptional promotions. Prime Day is in the headlines, and brands can steal the spotlight. Promoting through display, search and email marketing, along with social messaging will garner attention away from Amazon. Sharing information across a brand’s affiliate network is also a must. A common mistake brands make is forgetting to provide affiliates with promotional information needed to share with consumers. Marketers must prioritize awareness-building for Prime Day offers.

6. Infuse Excitement with Back-to-School

Back-to-school season is underway during Prime Day, and the holidays — though seemingly far off — str a factor. Our research found that, among consumers who shopped on Amazon Prime Day, 44% said it could impact their holiday shopping plans. Marketers should incorporate back-to-school and holiday shopping in their messaging. This period doesn’t change — meaning combined with Amazon Prime Day, back-to-school shapes the sound marketing strategies. 

7. Whatever You Do, Do Something

Brands that work to compete against Amazon Prime Day realize traffic and sales lift. Brands who don’t experience a negative impact. Prime Day is here to stay, and marketers must adapt and incorporate sales and discounts. No matter what, do something!

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