Prime Day has become one of the most critical annual shopping holidays of the year and Prime Day 2020 sales grew by 45% year-over-year to over $10 billion across the 2-day event.
Last year’s Prime Day was moved to Q4 due to the disruption of the pandemic but is back in the summer for 2021—and just around the corner. To help marketers get primed for Prime Day 2021, Skai recently showcased some helpful tips and tricks in two webinars, one in EMEA and the other here in the States.
As part of the presentations, a team of Skai Commerce and Retail Media veterans put together a Prime Day Management Checklist that you can download with all of the suggestions from the webinar in a handy downloadable guide.
As you’ll learn in the webinar, Prime Day campaign planning requires a sophisticated view that treats each of the key periods around it differently. The Checklist is laid out accordingly with objectives to complete in the weeks leading up to Prime Day, the actual days of the event, and the weeks following it.
Download the Prime Day Management Checklist today and get ready for the big shopping holiday.
Two Important Considerations for Marketers to Get Primed for Prime Day 2021
The Skai Commerce team recommends two key focus areas for Amazon Advertisers to make the most of the summer holiday.
Consideration #1 – Make sure your product detail pages (PDPs) are ready
While many marketers will be hyper-focused on their Amazon Advertising programs this Prime Day, Skai’s commerce experts recommend that non-advertising content—especially your brand’s product detail pages (PDPs)—also needs to be optimized in order to drive the maximum return on your advertising spend.
“Content plays a big role in ad effectiveness and efficiency with regards to success on Amazon,” says Kevin Weiss, Skai’s VP of Expert Service, Commerce. He references a Skai, Profitero, and Salsify a joint study called The Content Advantage in Amazon Advertising that analyzed product detail pages (PDPs) and ad performance across millions of products in multiple categories on Amazon to examine the effect of content on conversion and ad spend efficiency.
The study also finds that the top ten percent of products based on Amazon sales ranks include enhanced content (interactive content such as high-quality images, videos, comparison charts and 360 spins) 33 percent of the time, as opposed to three percent among the poorest performing ten percent of products. Regarding sponsored ads, A-rated content appears five percent higher in sponsored rank search results than B-rated content, which leads to improved conversion rates and return on ad spend (ROAS).
“The rush towards ecommerce this year has resulted in much tougher competition for brands to stand out and capture the attention of their target consumers online,” said Rob Gonzalez, CMO at Salsify. “This study proves that truly engaging commerce experiences on Amazon–driven by content designed to showcase the brand at its best–can make or break brand manufacturers’ efforts to win on the digital shelf.”
Consideration #2 – Prime Day is more than just a day
Skai Commerce experts recommend a three-phase approach to Prime Day.
The Lead Up. As consumers get ready for the big event, they’ll begin window-shopping Amazon.co to start their purchase research. There’s no reason to wait for the actual Prime Day to start providing deals and selling. Brands should have some strong promotions ready to go, supported by Amazon Advertising in order to start converting interested shoppers if they’re already ready to buy.
Prime Day (48 hours). Of course, the day and a half of the Prime Day event is critical for marketers to be ready for the volume that will certainly increase significantly. Amazon itself puts a lot of marketing behind Prime Day so sellers and vendors should take advantage of that by boosting their ads within the online retailer. Most importantly, ensure that the products you expect to sell the most are in-stock.
The Lead Out. How do you re-engage with interested shoppers who may have not purchased from you on Prime Day? Well, for those of you who missed the deals and didn’t pull the trigger during the event, the two weeks following Prime Day offer a bit of a halo-effect period where consumers are still thinking about buying. Don’t leave money on the table during this key period!
Are you primed for Prime Day 2021?
Imagine how much better your Amazon Advertising strategy for Prime Day 2021 would be if you already knew what was going to happen? You could make the right choices, be confident in your decisions, and avoid common pitfalls. Most importantly, you could maximize your marketing return for this important shopping holiday.
They say that hindsight is always 20/20…
Skai’s Senior Director of Marketing Research, Chris ‘Coz’ Costello, analyzed Prime Day campaign performance through Skai over the last several years in order to better understand what might happen during this year’s event. This Prime Day research includes nearly a billion dollars of Amazon advertising spend hosted on the Skai platform from June 2018 through December 2020.
“While 2020 was an anomaly in many ways, we can still guide the future by the past by looking across historical data,” says Costello. “It may not perfectly represent your situation, but it gives us a baseline we can use to contextualize our current programs.
You can catch Costello’s analysis along with expert tips and tricks on how to take advantage of these data-driven insights to improve your Prime Day 2021 plans by either:
- Download the complimentary Skai report, The Key To Prime Day Success: Insight To Impact
- Watch him present his findings in a webinar with a panel of Skai’s Amazon Advertising experts offering tips and tricks to maximize Prime Day results