Preparing for Amazon Prime Day 2021 – Quick Tips and Strategies
It’s that time of the year again! Veteran Amazon sellers around the world are looking forward to this all year. It’s probably one of the most important times of the year, next to Christmas or Black Friday.
What is it, you ask? Well, you read it in the title – it’s Amazon Prime day!
Don’t know why you should be looking forward to it? Or maybe you do know what this day is all about, and need a quick refresher of what you should be doing? Then this is the perfect article for you!
In this blog post, we cover:
- What is Amazon Prime Day & why is it so great for us sellers?
- When is Amazon Prime Day in 2021?
- Figuring out your deals
- Optimizing your listings
- Inventory management
- Amazon advertising
- And finally – leveraging social platforms
What is Amazon Prime Day, and as online sellers, what should we do to make the most out of it?
Amazon’s Biggest Sale
The first Amazon Prime Day was held on July 15, 2015. It was created to commemorate Amazon’s 20th anniversary. It has since become a yearly tradition for Amazon, even pushing through last year despite the pandemic (although at a later date).
It’s basically Amazon’s summer sale – turning an otherwise dormant online shopping time into the hottest time of the year for members and sellers. During this day, huge deals are being offered on Amazon. Consumers get to enjoy the lower prices, and sellers get to enjoy the greater volume that they are able to sell.
Since 2015, it’s usually held in July, around the time of Amazon’s anniversary. However, in 2020, it was moved to October due to the pandemic.
During this time, Amazon offers huge discounts for their products like the Kindle and the Echo. A lot of consumers flock to Amazon in order to avail of these deals. Other retailers capitalize on this surge by offering discounts of their own.
Despite the delay last year, Amazon still saw record performance – most likely because people turned to online shopping while the world was on lockdown and physical stores were closed.
Amazon Prime Day Comes a Little Earlier this year
This year, Amazon Prime Day will be happening on 21st & 22nd June.
This prediction is based on the fact that Prime Day FBA inventory cut-off dates for the U.S. are slated for the end of May – an entire month earlier than usual. Therefore us sellers have to move fast, because we won’t want to miss Amazon Prime Day 2021.
This shift is probably intentional on Amazon’s part, because they want to capitalize on the easing of the pandemic. The world is starting to open up, and people are looking to start spending again.
The thing with being locked up inside our homes for the past year is that we’ve gotten used to online shopping even more. This makes Prime Day 2021 a bigger deal, because people have been shopping online for the better part of the past year. And with incomes around the world affected by the lockdowns, Prime Day deals matter even more.
A Few Key Benefits from Amazon Prime Day
If you make the most of Amazon Prime Day – you can reap the following rewards:
- Maximize your sales
- Improve your ranking
- And use it as an opportunity to sell your slow-moving stock (this can help you cut storage costs in the future)
Quick Tips and Strategies for Amazon Prime Day 2021
What then should we do in order to capitalize on Amazon Prime Day? Maybe you’re a new seller, and this is your first Amazon Prime Day. Or maybe you’re an experienced seller looking for a refresher on what to do. Regardless, there are a few basic things that sellers can do in order to maximize this huge event.
1. Figure out your Amazon Prime Day deals
With the amount of people logging in during Amazon Prime Day, some sellers don’t even need to run their own deals. The increased traffic is enough to sell more. However, it’s also a good idea to figure out what kind of deals you can offer for your product. Maybe this is the exact push you’d need to start moving more inventory! Or you can use it as an opportunity to sell your slow-moving products, by launching massive discounts on these items.
Even though Prime Day lasts 48 hours, you can maximize the time by running offers all week:
- Pre Prime Day offers
- Prime Day offers
- Last Chance Prime Day offers
One way to offer a deal is to use Amazon Coupons and Lightning Deals. It’s the best way to show your customers that you’re offering a Prime Day price, because it clearly shows up on your listing. Check out Amazon Seller Central for more details.
Another way is to manually change your listing price for this period to generate more sales. However, doing this won’t actually show that you lowered your price for Prime Day (unlike a coupon). However, consumers might still bite, especially if they see the value that you’re offering!
2. Optimize your listings
First off, you need to ensure that your listings are optimized. If you haven’t reviewed your listings recently, now is the perfect time!
There are a variety of ways to do this – however, the best way is to go back to basics:
- Review your listing titles, keywords, and descriptions, and make sure they’re up to date.
- Make sure your images are clear and updated.
- Make sure your product bullet points are clear and descriptive, and your main product description expands on the points brought up here.
- Also check out your biggest competitors; are they highlighting any product features which you’re missing?
Here’s one of our older blog entries on Amazon keywords to hopefully help you out. Keywords are constantly changing so it’s worth checking the data to make sure you are always capitalizing on what people are searching for.
The point here is that your listings need to be spotless – this is necessary at all times, but even more so during Amazon Prime Day.
3. Send out your FBA inventory shipments by the deadline (and make sure you have enough stock)
You need to ensure that you have enough stock once Amazon Prime Day rolls around.
It’s also worth considering that there might be a demand for more of your products during this period, so it might be wise to stock up a little more than usual.
Make sure you evaluate your inventory levels now. If you think you might run out before Prime Day, you could place a last-minute order with your supplier and ship it via air so that it arrives in time.
Amazon has sent out the cut-off deadlines for receiving inventory in the following markets; however, don’t be too worried if you don’t get your stock in the warehouse in time. Amazon generally receives inventory quickly because they earn money through us making our sales, so it’s in their best interest to receive the stock as quickly as possible.
So try to get your stock into the warehouses as close to the following dates as you can:
- May 30: India
- May 31: U.S. and Canada
- June 1: Australia and Mexico
- June 6: U.K., Germany, France, Italy, Spain, the Netherlands, and Turkey
- June 7: U.A.E. and Saudi Arabia
- June 13: Japan
5. Make the most of Amazon advertising
To further capitalize on Prime Day, make sure you’ve optimized your PPC campaigns.
The cost of bids will most likely increase because all the competition will be fighting for your keywords – so take a look at your budget.
You may want to increase your spend over the 48 hours or even over the 7 days.
You can either increase your bids on the keywords or increase your overall budget… or do both. It will all depend on the amount of money you have to spend so make sure you check your overall budget so you don’t spend more than you can afford.
Increasing your budget the week before Prime Day will help boost your sales and ranking in anticipation of the big day.
6. Leverage social platforms
You can use your own social media channels to promote your Prime Day sales and lead people into your listings. If you’re live on channels like Instagram, Facebook, or Pinterest – it’s a great way to publicize your Prime Day offers and drive traffic to your listing.
You might even want to put some money behind some of your content. Depending on your budget, you could run ads on Facebook, Instagram, YouTube etc and bring in new customers through there. If you do go ahead with this, make sure you drive your traffic to a landing page where you can highlight the product benefits and offer more. Driving people straight from an ad to an Amazon listing can be a bit abrupt and can put people off ordering; a landing page will help to convert this traffic into customers.
Now is the perfect time to be creative with this, in order to maximize your profits!
Hopefully, you find some value in these quick tips and strategies for Amazon Prime Day 2021. It may come just once a year, but this is probably the most important time for Amazon Sellers.
We wish you the best of luck (and a lot of sales)!