Prime Day Preparation for Brands

June 29, 2022

In 2021, more than 250 million items were purchased by Prime members worldwide over the two-day timeframe. This year, preparations for Prime Day should be well underway by now so that your brand can be ready when millions of consumers shop during one of the most significant retail events of the year. Here are a few tips so you can be prepared ahead of time.

Amazon Prime Day Tips:

View your historical performance of past Prime Day events
Create a ‘Prime Day’ page within your Amazon Store
Start planning your budgets NOW. Remember, traffic to Amazon’s website is increased exponentially during the Prime Day event, so you want to capitalize on this. If you don’t have enough budget for your campaigns to stay visible throughout the day(s), your ads will be paused until the next day.
Build brand awareness ahead of the event with Sponsored Display Ads and Sponsored Brand Video ads. Shoppers are more likely to purchase a product during Prime Day that they discovered during the lead-up to the event.
During Prime Day, use Sponsored Display and Sponsored Product ads to engage with shoppers browsing similar products or even remarket to audiences that visited your product detail pages before Prime Day to stay top of mind on the day of the event.
Use negative targeting to help prevent your ads from appearing on shopping results pages that don’t meet your performance goals.
Check your inventory levels for your products, as well as understand your top-selling and least-selling products, so you know where to focus your efforts.
Create and choose strong products to focus on in your Sponsored Product campaigns. Ensure their product detail pages are informative, have high-quality and detailed descriptions, and include four or more high-resolution images with a strong title.
There are many more solutions for brands to reach audiences you might not be aware of. Consider diversifying your content before Prime day by streaming a video game on Twitch, listening to music through Amazon Music’s ad-supported tier, or streaming video via Freevee (formerly IMDb TV) and Fire TV…all of which are available via Amazon DSP ads.
Use Sponsored Display Ads to target other products in your category to help reach new customers, or consider targeting your product detail pages to introduce shoppers to other products you sell. Let’s take ‘Computers & Office’ as an example: to engage new customers and ensure that your laptops are top of mind, you can target similar product pages within the Computers & Office category, or you can target your own product pages to promote your complementary products (e.g., laptop cases or external hard drives).
Lastly, don’t forget, there’s the lead-up (- two weeks) and lead-out (+ two weeks) of the Prime Day event. Brands that advertise throughout all phases of Prime Day can better build brand presence with shoppers. According to Amazon’s internal data, “Brands that advertised leading up to and during Prime Day showed a 216% increase in awareness and 214% increase in considerations, compared to the week before.”

Amazon Prime Day Deadlines

Keep the following deadlines in mind for Prime Day as they are right around the corner, and some have already passed.

Prime Day Deals Deadline (for consideration):

April 29

Lightning Deals Submission Deadline:

April 29 (U.S. and Canada)
May 13 (France, Germany, Italy, Japan, Mexico, Portugal, Spain, and the UK)

Coupon Submission Deadline:

June 10 (U.S., Canada, France, Germany, Italy, Japan, Mexico, Portugal, Spain, and the UK)

FBA Inventory Cutoff Deadline:

June 20 (U.S., Canada, France, Germany, Italy, Japan, Mexico, Portugal)
June 29 (Japan)

Inbound Shipping Cutoff Deadline:

June 2 (U.S. and Canada)
June 22 (Mexico and Portugal)
June 29 (France, Germany, Italy, Japan, Spain, and the UK)

Prime Member Promotions Deadline:

April 29 (U.S. and Canada)
May 13 (France, Germany, Italy, Spain, Mexico, Portugal, Australia, Japan, India, the Kingdom of Saudi Arabia, the United Kingdom, and the United Arab Emirates)

Prime Exclusive Discounts Deadline:

July 8 (the U.S., Canada, United Kingdom, France, Italy, Germany, Spain, Mexico, Portugal, Australia, and Japan)
July 19 (India, the Kingdom of Saudi Arabia, and the United Arab Emirates)