Robert Runyon is the Chief Growth Officer at Sunken Stone, an Amazon marketing agency for growing 7- & 8-figure eCommerce brands. Robert has a background in B2B marketing & 3rd party logistics, and runs the day-to-day marketing operations at Sunken Stone. He manages the website, YouTube channel, and email marketing campaigns. When he’s not working, you can find him spending time with his family, taking vacations or umpiring college baseball. If you’d like to chat about Amazon, baseball or have a question about marketing, reach out to him on LinkedIn.
When is Amazon Prime Day?
Although Amazon doesn’t announce the date of Prime Day until a few weeks before the event, it typically falls between the first and second week of July. Over the past few years, Prime Day has occurred earlier than usual because of Covid-19. However, it’s likely to resume the July event date in 2022.
Amazon Prime Day 2022 is just around the corner, and sellers need to prepare now. It’s an opportunity for CPG brands and retailers to increase sales, connect with new customers, and boost their business.
This blog post will go over how Amazon sellers can participate in Prime Day and what they need to do to prepare for the event. We’ll also provide a checklist of things you should do to make the most out of Prime Day 2022.
Why Is Amazon Prime Day 2022 Important For Sellers?
Although most people assume that Black Friday is the leading shopping day of the year, Amazon’s Prime Day brings in more revenue for top sellers.
In 2019, Prime Day was so successful that it surpassed Black Friday and Cyber Monday combined!
The popularity of Amazon Prime Day 2022 is good news for sellers and provides the potential to meet sales goals on Prime Day.
However, it also means that there will be more competition from other sellers.
That’s why it’s crucial to start preparing now and make sure you’re doing everything you can to optimize your listings, products, and marketing campaigns.
But don’t worry; with our Amazon Prime Day checklist, you’ll be well on your way to a successful Prime Day event.
What Is Amazon Prime Day?
Amazon Prime Day is an annual event exclusively for Amazon Prime members in the summertime.
It’s a two-day event where Prime members can shop for deals and discounts on various products.
It’s estimated that in 2019, Prime Day generated over $800 million in sales! Thus, it’s a massive opportunity for Amazon sellers looking to boost their business.
When Is Amazon Prime Day 2022?
This year, Amazon Prime Day will take place in July, as it has the past several years before COVID.
Although there’s no official date from Amazon, you can expect it to occur around the second week of the month.
All The Ways An Amazon Seller Can Participate In Prime Day
As an Amazon seller, you might be wondering how you can participate in Prime Day and take advantage of all its benefits.
There are three significant ways to actively participate in Prime Day—Deal Of The Day, Lightning Deals, and Prime Day coupons. Let’s discuss all three in more detail.
Deal Of The Day
The Deal Of The Day is a unique, limited-time offer on a single product or group of products. They’re similar to Amazon warehouse deals for new items.
It’s a great way to showcase your products and attract attention from Prime members looking for deals.
To be eligible for the Deal Of The Day, you must receive listing approval from Amazon. Your items appear on Amazon’s Goldbox page, which has a prominent space on the homepage during Prime Day.
Lightning Deals are time-sensitive offers on popular products available for a limited time or while supplies last.
They’re a great way to move inventory quickly and generate interest in your products.
To be eligible for Lightning Deals, you must apply to Amazon and meet specific criteria, such as having a minimum number of reviews or being in a particular product category.
For your brand to list lightning deals, you must maintain a 3-star Amazon store rating, be Prime eligible, and be compliant with several seller policies.
Prime Day Exclusive Coupons
Another great way to participate in Amazon Prime Day 2022 is by offering coupons. Coupons are a great way to attract attention to your products and encourage customers to buy.
To be eligible for Prime Day coupons, you must have a Professional Amazon Seller account and be in good standing with Amazon. You also need to create a coupon code and submit it to Amazon for approval.
Although this can bring sales, they may suppress your listing if Amazon does not approve your coupon.
Thus, it would be best if you created an enticing and realistic coupon for valid items that don’t break any coupon restrictions.
Now that we’ve gone over all the ways you can participate in Prime Day as a seller, it’s time to start preparing for the event.
Here’s a checklist of everything you need to do to prepare for Amazon Prime Day 2022.
Review Prime Day Sales Historical Performance
If you’re an existing Amazon seller, review your sales performance from past Prime Day events.
Being aware of your sales performance from previous Prime Days will give you a good idea of what to expect in terms of traffic and sales volume.
Focus on volume, conversion rate, AOV, and other key metrics. Knowing whether your business runs out of best-selling products will help you set realistic goals for Prime Day 2022.
Double Check Product Prices & Provide Prime Exclusive Discounts
Ensure that your product prices are competitive and in line with market rates. You may also want to offer exclusive discounts to Prime members to encourage them to buy from you.
Plan Prime Day 2022 Marketing Campaigns
Start planning your marketing campaigns for Prime Day 2022. Marketing and advertising campaigns should include a mix of paid and organic strategies to reach the widest audience possible.
Nothing should be off the table, from social media ads to influencer marketing. The goal is to get as much exposure for your products as possible.
Sell Via Amazon FBA, Seller Fulfilled Prime, Or Amazon Direct Fulfillment
If you’re not already a Prime seller on Amazon, now is the time to consider your options. You can sell via Amazon FBA (Fulfilled by Amazon), Seller Fulfilled Prime or Amazon Direct Fulfillment. Here are some Amazon FBA tips for sellers who want the marketplace to handle the order fulfillment.
Each option has its own set of benefits and drawbacks, so choose the best one for your business. Only sellers that list products with Prime Shipping are eligible to participate in Prime Day. Therefore, this is one of the first things you need to do.
Ship Products To Fulfillment Centers Before Cutoff Dates
If you’re selling via Amazon FBA, ship your products to fulfillment centers well before the Prime Day cutoff dates. Otherwise, your business is responsible for increased Amazon storage fees and might miss participating in the event outright.
Shipping items to Amazon fulfillment centers early will give you a better chance of having your products available for sale during the event.
Usually, Prime Day cutoff dates are a few months before the event. However, it’s always best to err on the side of caution and ship your products as early as possible. Make Prime Day a part of your Amazon FBA strategy if you want to deliver top sales results.
Plan Inventory, Packaging & Warehouse Manpower
Ensure that you have enough inventory on hand to meet the expected demand from Prime Day. Warehouse preparation includes having enough packaging, working with suppliers, and staffing your warehouses.
You don’t want to run out of stock or be unable to fulfill orders due to a lack of human resources. Therefore, it’s essential to plan and have everything in place well before Prime Day.
Optimize Everything From Product Listings To Social Media & Paid Ads
Now is the time to optimize your online presence, from your product listings to social media and paid ads.
Use relevant keywords and phrases, attractive visuals, and compelling copy to make your products stand out from the competition.
The goal is to get as much exposure for your products as possible and increase your chances of making sales on Prime Day.
Increase Ad Daily Budget Caps
If you plan to run paid ads during Prime Day, increase your ad spend in advance.
Although many advertisers compete for the same customers during Prime Day, those with higher ad budgets are more likely to be seen by potential buyers.
As such, it’s essential to increase your ad budget well in advance of the event to give yourself the best chance of success.
Although you might worry about exceeding budgets on Prime Day, it’s important to remember that you can constantly adjust your ad spend after the event.
Most advertisers see a significant increase in sales and ROI during Prime Day, so it’s worth the investment.
Define Your Prime Day Goals
Before Prime Day events occur, take a step back and define your brand’s goals.
What do you want to achieve? More sales? Brand awareness? Something else? Once you know your goals, you can create a plan to help you achieve them.
The more focus and direction you have, the more likely you will see success on Prime Day.
Get Ready For Amazon Prime Day 2022
Now that you know what to do, it’s time to start preparing for Amazon Prime Day 2022. Use this checklist to make sure you don’t miss anything and to help you prepare for the event.
With a bit of planning and preparation, you can make Prime Day a success for your business. Your business can’t avoid challenges like site outages and shipping delays. Still, you can mitigate them with the proper Amazon Prime Day 2022 preparation.
Request A Free Proposal
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Sunken Stone will help you find a solution to increase your profits on Amazon. Click “Request My Proposal” below to receive a customized roadmap to beat your competition and uncover new areas of opportunity for increasing sales.
Frequently Asked Questions
What day is Prime Day 2022?
Amazon doesn’t disclose the Prime Day date until a few weeks before the event. Retailers and buyers can expect it to happen either July 11th and 12th or July 18th and 19th.
What is Prime Day on Amazon?
Amazon Prime Day is a two-day event during which Amazon Prime members can enjoy exclusive deals and discounts on a wide range of products. The event is held annually in the middle of summer.
What are the dates for Prime Day?
Historically, pre-Covid Prime Day takes place in July. However, the date is only publicized a few weeks before the event.
Why is Amazon Prime day so special?
Amazon Prime day is notable because it’s a two-day event during which Amazon Prime members can enjoy exclusive deals and discounts on a wide range of products. The event is held annually in the middle of summer.