Prime Day 2021, Our top hacks and tips to outperform your competitors

PRIME DAY 2021

Do you think you're ready for Prime Day 2021? The team at Les Pitchous shares some hacks & tips to help you outsell your competitors.

This new edition will feature deals ranging from 20% to 30% off, an increase in advertising bids, record sales volumes and some surprises.

In 2020 the dates of Prime Day were 13-14 October and this event helped sellers on the platform to generate a total of $10.4 billion in sales. This year, Prime Day will take place on 21 and 22 June in most countries except in Canada and India where Prime Day has been cancelled by Amazon due to Covid 19.

An event like Prime Day can be anticipated. For example, the one and only goal we had with our clients over the last 4 weeks was to focus on good organic SEO while maximising advertising spend to show Amazon that we had the right products (increased sales volumes. increased conversion rates and good product reviews).

Short-term strategies rarely work in the long term

Here are some strategies you could apply to your business on Amazon:

  • Optimise the titles of your product listings (add keywords that generate high visibility in your sub-category)
  • Optimizing bullets points
  • Add at least 7 visuals or 6 visuals + 1 video
  • Update your Store for Amazon
  • Plan a substantial Ads budget for this event and set an ACoS / ROAS target in advance.
  • Activate Amazon DSP campaigns

Like every year, Prime Day brings a significant increase in keyword bids in several categories. Knowing this, be SMART. There are dozens of different ad placements on Amazon that are often under-utilized by self-appointed "Amazon Experts". Take advantage of this opportunity to focus on those placements that will allow you to easily get a high volume of sales at a low cost. Depending on your budget and product category, rather than spending your budget in the first few hours of Prime Day, you may want to save your budget for June 22.

On the other hand, we are not going to encourage you to create your promotion campaigns (coupon, Lightning deals) now since it has already been several weeks since we can no longer submit Prime Day deals to Amazon. Depending on your stock levels for an upcoming event such as Black Friday / Cyber Monday or Prime Day 2022, ask yourself if you absolutely must run promotions on your product catalogue. Just because Amazon or your agency or the press tells you to run promotions doesn't mean you should. Last year, we did some experimentation for our own brand of products but also for some of our clients to test a sales strategy without any promotions. It was a risky bet but as our products were positioned in the top 20 best sellers of the sub-category, we wanted to do this test. This experimentation was more than conclusive, since on average we were able to increase sales by +35% for Prime Day 2020 vs (Prime Day 2019 with promotion) without cutting into the margin of the products.

Finally, don't forget that most of your competitors will focus mainly on the 2 days of promotions without putting in place a particular strategy for the 2-3 weeks following this event. This is also a way to easily take market share from your competitors.

We wish you a great Prime Day and hope that you will be growing compared to Prime Day 2020.

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Cheers!

Guillaume