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Order completed. Every small business that sells products on Amazon loves to read those two words. If you’re like me, and your business makes significant profits from the retail giant, then you know that participating in Prime Day is easy. The 48-hour shopping extravaganza is one of the busiest online days of the year. Purchases reach billions and result in unprecedented profits for brands. Last year we experienced a 69% increase in sales compared to the previous year.
Related: You’re Probably Falling for All of Amazon Prime Day’s Psychological Sales Tactics A marketing professor reveals them — and how you can actually get the best deal.
But if you’re not prepared, Prime Day can be a colossal flop. It is crucial to plan and get your online presence in top shape. Here are some tips we’ve adopted to ensure Prime Day is a success:
1. Invest, no matter what
Don’t have the budget for constant marketing? Nevermind. If you take advantage of Prime Day, you can reap the benefits all year long. If marketed correctly, high traffic will pay off. There are many ways to participate, from special offers to promotions, discounts and ads. Coupons are an investment that pays off. An affordable and compelling offer can attract volume. Promoting the deal on your social channels drives traffic to your Amazon listings, something the seller likes.
Prime Day is not just one day. Special offers leading up to it increase conversions, which Amazon’s algorithms favor. This pushes your product higher in search results. One way to do this is to invest in a “Lighting Deal,” a limited-time, promotional offer that runs for a limited number of hours on the Amazon Deals page.
Related: A guide to finding deals online outside of Amazon Prime Day
2. Update your lists
Review your headlines, photos, and descriptions to make sure they’re in good shape before driving traffic to your pages. Ads should focus on consumer benefits and answer the question, “What’s in it for me?” Descriptions should be simple and enticing. Avoid industry jargon and use a label for easier readability. Product photos should be shown from multiple angles, ideally on a plain white background. The primary photo is the most important. Include at least three more photos, including one of a person using your product. If you can, add a high-quality video as it improves your listing and the perception of product quality.
3. Ship enough inventory
Participating in Prime Day means more sales, so make sure Amazon can fulfill orders. Lack of inventory lowers search rankings during Prime Day and beyond. Make sure you send plenty of product in advance. My product sat in a trailer in the parking lot for several weeks waiting to be picked up. Send at least 1.5 to 2 times the amount sold in the last 30 days, depending on the product and if you have a Prime Day promotion.
4. Generate product reviews
More traffic and sales provide a great opportunity to increase your product reviews. If you have a great product and customer service, positive reviews will reflect that. Consider engaging with a company that helps increase customer reviews, such as Feedback Genius. This service has significantly improved my company’s reviews.
Related: 5 Common Mistakes to Avoid When Selling on Amazon
5. Use your website
Consumers often do brand research by going directly to a product’s website before making a Prime Day purchase. This is an ideal time to capture traffic and offer free coupons/deals with email opt-ins. For example, present an offer similar to the one on Amazon or create a special offer for website visitors. One alternative is to refer Prime Day customers to your product on Amazon.
6. Review, document, repeat
After Prime Day, review and analyze your program. See conversion rates, visits, coupons redeemed and more. Did the program work as expected? What can you do differently in the future? We detail and document all findings and revisit them when we plan for next year’s Prime Day.
Prime Day offers epic deals for both sellers and buyers. As a small business, our participation has produced amazing results, but we have had to adjust our participation from year to year to get the most out of it. Planning and preparation are crucial. Without it, you can damage your brand and spend the year repairing it instead of reaping the benefits. Using these tips will ensure you get the best deal.
Related: A Guide to Starting a Fulfillment by Amazon Business