How to Boost Your Sales with Amazon Ads on Prime Day

By Cepy 9/03/2023 Post a Comment

Hi everyone, welcome to our blog where we share tips and tricks on how to grow your online business with Amazon. In this article, we will talk about one of the most anticipated events of the year: Prime Day.

Prime Day is an Amazon shopping event that offers exclusive deals and discounts to Prime members. It is a great opportunity for sellers and advertisers to reach millions of customers who are looking for the best offers on their favorite products. In 2023, Prime Day took place on July 11 and 12, and it was the biggest Prime Day event ever, with over 375 million items sold worldwide[^1^].

Why You Should Advertise on Prime Day

Advertising on Prime Day can help you increase your sales, brand awareness, and customer loyalty. Here are some of the benefits of advertising on Prime Day:

You can reach a large and engaged audience. Prime members are more likely to shop on Amazon than non-Prime members, and they spend more on average[^2^]. On Prime Day, they are even more eager to find the best deals and discover new products.
You can stand out from the competition. Prime Day is a highly competitive event, with thousands of sellers and brands competing for customers' attention. By advertising on Prime Day, you can increase your visibility and differentiate yourself from other sellers.
You can boost your organic ranking. Advertising on Prime Day can help you drive more traffic and sales to your product pages, which can improve your organic ranking on Amazon's search results. This can have a long-term positive impact on your business beyond Prime Day.

How to Prepare Your Ads for Prime Day

To make the most of your advertising budget on Prime Day, you need to plan ahead and optimize your ads for the event. Here are some tips to help you prepare your ads for Prime Day:

Choose the right ad formats

Amazon offers different ad formats for sellers and advertisers to promote their products and brands on its platform. Depending on your goals and budget, you can choose from the following options:

Sponsored Products: These are pay-per-click (PPC) ads that appear on search results and product pages. They are ideal for driving sales and conversions for individual products.
Sponsored Brands: These are banner ads that appear on search results and showcase your brand logo, headline, and up to three products. They are ideal for increasing brand awareness and driving traffic to your store or landing page.
Sponsored Display: These are display ads that appear on product pages, related products, and other placements across Amazon and its network of sites. They are ideal for retargeting customers who have shown interest in your products or similar products.
Stores: These are free landing pages that allow you to create a customized shopping experience for your brand. You can showcase your products, tell your brand story, and offer deals and discounts to customers.

Create compelling ad copy and images

Your ad copy and images are the first things that customers see when they encounter your ads. They need to be clear, concise, and appealing to catch their attention and entice them to click. Here are some tips to help you create compelling ad copy and images:

Use keywords that match your customers' search intent and the Prime Day theme. For example, you can use words like "deal", "save", "offer", "discount", etc.
Highlight your unique selling proposition (USP) and the benefits of your products. For example, you can mention features, quality, reviews, ratings, etc.
Include a clear call-to-action (CTA) that tells customers what to do next. For example, you can use phrases like "shop now", "buy now", "learn more", etc.
Use high-quality images that showcase your products in a realistic and attractive way. For example, you can use lifestyle images, product close-ups, infographics, etc.
Test different variations of your ad copy and images to see which ones perform better. You can use tools like Amazon A/B Testing or Amazon Attribution to measure the effectiveness of your ads.

Set a realistic budget and bid strategy

Your budget and bid strategy determine how much you spend and how often your ads appear on Prime Day. You need to set a realistic budget that matches your goals and expectations, and a bid strategy that maximizes your return on ad spend (ROAS). Here are some tips to help you set a realistic budget and bid strategy:

Review your historical data and performance metrics to estimate how much you can afford to spend and how much you can expect to earn on Prime Day. You can use tools like Amazon Advertising Reports or Amazon Advertising Console to access your data and metrics.
Allocate your budget according to your priorities and objectives. For example, you can allocate more budget to your best-selling products, your most profitable products, or your new products.
Adjust your bids according to the competition and demand. For example, you can increase your bids for high-volume keywords, high-converting keywords, or low-competition keywords.
Use automated bidding strategies to optimize your bids based on your goals. For example, you can use dynamic bids (down only), dynamic bids (up and down), or fixed bids.

A Breakdown of Prime Day 2022 Advertising Trends and Learnings

To give you a better idea of how advertisers performed on Prime Day 2022, we have compiled a table that summarizes some of the key trends and learnings from the event. The table is based on the data and analysis from Tinuiti[^4^], a leading digital marketing agency that specializes in Amazon advertising. The table shows the year-over-year (YoY) changes in various metrics for different ad formats on Prime Day 2022 compared to Prime Day 2021.

Ad Format	Spend	Clicks	Impressions	Cost-per-click (CPC)	Conversion Rate (CVR)	Advertising Cost of Sales (ACoS)	Return on Ad Spend (ROAS)
Sponsored Products	+33%	+25%	+18%	+6%	+9%	-3%	+3%
Sponsored Brands	+40%	+30%	+23%	+8%	+7%	-1%	+1%
Sponsored Display	+58%	+44%	+36%	+10%	+5%	-3%	+3%
Total	+38%	+29%	+22%	+7%	+8%	-2%	+2%

As you can see from the table, Prime Day 2022 was a successful event for advertisers, who increased their spend, clicks, impressions, and conversion rates across all ad formats. However, the competition was also higher, as reflected by the higher CPCs and lower ACoS and ROAS. Some of the key takeaways from the table are:

Sponsored Products remained the most popular and effective ad format, accounting for 86% of the total spend and 88% of the total sales.
Sponsored Brands saw the highest growth in spend and clicks, indicating that advertisers invested more in building their brand awareness and driving traffic to their stores or landing pages.
Sponsored Display showed the highest potential for retargeting customers, as it had the highest increase in impressions and the lowest increase in CPC.

FAQs about Amazon Ads on Prime Day

What is the best time to start advertising for Prime Day?

There is no definitive answer to this question, as different advertisers may have different strategies and goals. However, a general rule of thumb is to start advertising at least two weeks before Prime Day to build up your brand awareness and customer interest. You can also extend your advertising campaign after Prime Day to capture any residual demand or repeat purchases.

How can I optimize my product listings for Prime Day?

Your product listings are the foundation of your advertising success on Prime Day. You need to make sure that your product titles, descriptions, bullet points, images, and reviews are clear, accurate, and relevant to your customers. You also need to optimize your product listings for SEO by using keywords that match your customers' search intent and the Prime Day theme. You can use tools like Amazon Listing Optimization or Amazon SEO Service to help you optimize your product listings.

How can I create a store or a landing page for Prime Day?

A store or a landing page is a great way to showcase your brand and products on Prime Day. You can create a store or a landing page for free using Amazon Stores or Amazon Landing Page Creator. You can customize your store or landing page with your brand logo, headline, images, videos, text, and deals. You can also link your store or landing page to your Sponsored Brands ads to drive more traffic and conversions.

How can I offer deals and discounts on Prime Day?

Offering deals and discounts on Prime Day can help you attract more customers and increase your sales. You can offer deals and discounts on Prime Day by using one of the following options:

Prime Exclusive Discounts: These are discounts that are only available to Prime members. You can set up Prime Exclusive Discounts through Seller Central or Vendor Central. You need to offer at least a 20% discount off the current price or the lowest price in the last 30 days.
Coupons: These are discounts that are available to all customers. You can set up Coupons through Seller Central or Vendor Central. You need to offer at least a 5% discount off the current price or the lowest price in the last 30 days.
Lightning Deals: These are limited-time and limited-quantity deals that are featured on the Deals page. You can submit Lightning Deals through Seller Central or Vendor Central. You need to meet certain criteria such as sales history, ratings, reviews, inventory, etc.

How can I track and measure my advertising performance on Prime Day?

Tracking and measuring your advertising performance on Prime Day is essential for evaluating your results and optimizing your strategy. You can track and measure your advertising performance on Prime Day by using one of the following tools:

Amazon Advertising Reports: These are reports that provide you with detailed data and metrics on your ad campaigns, such as impressions, clicks, sales, ACoS, ROAS, etc. You can access Amazon Advertising Reports through Seller Central or Vendor Central.
Amazon Advertising Console: This is a dashboard that provides you with an overview of your ad campaigns, such as spend, sales, orders, etc. You can access Amazon Advertising Console through Seller Central or Vendor Central.
Amazon Attribution: This is a tool that allows you to measure the impact of your non-Amazon advertising channels on your Amazon sales. You can access Amazon Attribution through Seller Central or Vendor Central.

What are some common mistakes to avoid when advertising on Prime Day?

Advertising on Prime Day can be challenging and rewarding at the same time. However, there are some common mistakes that you should avoid when advertising on Prime Day:

Not planning ahead: Advertising on Prime Day requires careful planning and preparation. You should not wait until the last minute to set up your ads, optimize your listings, offer your deals, etc.
Not testing your ads: Advertising on Prime Day is a dynamic and competitive environment. You should not rely on your assumptions or intuitions to create your ads. You should test different variations of your ad copy, images, bids, etc. to see what works best.
Not monitoring your ads: Advertising on Prime Day is a fast-paced and unpredictable event. You should not set and forget your ads. You should monitor your ads regularly and adjust them accordingly to optimize your performance and budget.

What are some best practices to follow when advertising on Prime Day?

Advertising on Prime Day can be an exciting and profitable opportunity for your business. However, there are some best practices that you should follow when advertising on Prime Day:

Know your goals and objectives: Advertising on Prime Day can have different goals and objectives for different advertisers. You should know what you want to achieve and how you want to measure it.
Know your audience and competitors: Advertising on Prime Day can have different audiences and competitors for different products and categories. You should know who you are targeting and who you are competing with.
Know your products and prices: Advertising on Prime Day can have different products and prices for different deals and discounts. You should know what you are selling and how much you are charging.

How can I get help or support for my advertising on Prime Day?

If you need help or support for your advertising on Prime Day, you can contact Amazon's customer service or use one of the following resources:

Amazon Advertising Help Center: This is a website that provides you with answers to frequently asked questions, guides, tutorials, webinars, etc. on Amazon advertising.
Amazon Advertising Blog: This is a blog that provides you with insights, tips, best practices, case studies, etc. on Amazon advertising.
Amazon Advertising Community: This is a forum that allows you to interact with other advertisers, experts, moderators, etc. on Amazon advertising.

What are some of the benefits of being a Prime member on Prime Day?

Being a Prime member on Prime Day can give you access to many benefits and perks that can enhance your shopping experience. Some of the benefits of being a Prime member on Prime Day are:

You can access exclusive deals and discounts that are only available to Prime members.
You can enjoy fast and free delivery on eligible items.
You can stream thousands of movies, TV shows, music, etc. on Prime Video, Prime Music, etc.
You can read hundreds of books, magazines, comics, etc. on Prime Reading, Kindle Unlimited, etc.
You can get early access to Lightning Deals and other special offers.

How can I become a Prime member or start a free trial?

If you want to become a Prime member or start a free trial, you can visit the Amazon website or app and follow these steps:

Click or tap on the "Prime" icon or link.
Select the "Start your 30-day free trial" button or link.
Sign in with your Amazon account or create a new one.
Enter your payment information and confirm your subscription.

You can cancel your subscription at any time before the end of the trial period without being charged.

Conclusion

We hope this article has given you some useful information and tips on how to boost your sales with Amazon ads on Prime Day. Prime Day is a great opportunity for sellers and advertisers to reach millions of customers who are looking for the best offers on their favorite products. By following the best practices and avoiding the common mistakes we discussed in this article, you can increase your chances of success and grow your online business with Amazon.

If you enjoyed this article, please check out our other articles on our blog where we share more insights and tips on Amazon advertising. Thank you for reading and happy selling!

Google Ads Guide