Prime Day, Amazon’s highly anticipated annual sales event, evokes mixed feelings among sellers and brands.
Some are skeptical about its profitability due to heavy discounts, while others see it as an opportunity to boost search rankings and Best Seller Rank (BSR).
In this episode, I am joined by my friend Liz LaVallee. Liz grew an enormous digital business over 16 years for Vermont Teddy Bear and PajamaGram, and Ave7 is honored to have her as our Director of Operations.
We delve into the anonymized results from Avenue7Media’s client base, discussing the outcomes for those who participated and those who refrained from joining Prime Day.
Additionally, Liz reveals a winning strategy to leverage Prime Early Access in October for a sustained halo effect on rankings and sales.
Tune in!
The Debate Over Prime Day Participation
The debate over Prime Day participation among sellers is a subject of varied opinions. Some sellers are hesitant to take part, believing that they won’t be able to generate enough profits during the event. However, participating in Prime Day can be highly advantageous as it provides an opportunity to outpace competitors in search rankings and Best Sellers Rank (BSR).
Liz emphasizes that the potential for future revenue and profit growth makes the investment in Prime Day worthwhile. For sellers, leveraging Prime Day allows them to not only defend their brand but also propel it forward for increased revenue and improved profit margins.
“Prime day discounting is an investment in your future full price sales” Liz LaVallee
When it comes to Prime Day, sellers should adopt a “Go big or go home” approach. If they can manage it effectively, participating in Prime Day presents a massive opportunity to get ahead of their competitors in search rankings and BSR. By making their products more visible and enhancing their ranking during the event, sellers can come out in a much stronger position than when they entered.
Extended Prime Day Strategy: Maximizing Sales Momentum and Rankings
To make the rank improvements stickier and longer-lasting post-Prime Day, we recommend extending the Prime Day campaign beyond the two-day event. A two-week or longer sale event for your brand can create a more sustained, steady increase in sales, leading to a stronger halo effect and improved rankings.
“Forget about two days Prime Day; make it a two-week event, then capitalize and focus on that BSR rank for your brand.”
Jason Boyce
The strategy involves using the discounting offered during Prime Day to your advantage in the long run. After the two-week Prime Day campaign, sellers can increase their prices back to full margin while still maintaining a better rank and more sales momentum than before.
This approach is particularly effective, leading into fall events like the fall Prime Day event, Black Friday, and Cyber Monday. By participating in Prime Day and maintaining a sustained increase in sales, sellers position themselves well to capitalize on the Q4 holiday shopping season.
The Prime Day campaign can be structured as a “Prime Day sandwich” with three layers:
✅ Prime Day lead-up (one week before): Start with a smaller discount to protect margins while building momentum.
✅ Prime Day: Offer your main and most significant discount during the two-day event.
✅ Post-Prime Day (one week after): Turn on another discount to keep the momentum going and maintain a high conversion rate.
Overall, by crafting a comprehensive and extended Prime Day campaign, sellers can make the most of the event, improve their search rankings and BSR, and set themselves up for success during the Q4 sales period.
Listen to this episode to discover how a comprehensive and extended Prime Day strategy can catapult your brand ahead of competitors, boost search rankings, and sustain sales momentum throughout the year!
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