In the world of e-commerce, Amazon Prime Day is one of the most important days of the year. Even though the 2022 edition is already behind us, Amazon announced that there will exceptionally be a second Prime Day. To prepare you, Ans Verbuyst, digital marketer at Favorite! and All Colors of Communication, shares her most important tips and experiences regarding product pages, campaigns (Amazon Ads/AMS), and more.
The exact date of Prime Day is difficult to predict. Amazon usually announces the next edition about two weeks in advance. Most likely this extra Prime Day will be held in November, probably in the week before Black Friday. So being well prepared is imperative, and with the following tips, you’ll be all set:
1. Start on time and take care of your ASINs all year round
Since you have at most two weeks to get everything ready for the next Prime Day, much of the work should be done in advance. Remember that Amazon has strict guidelines. That’s why it is important to look after your product pages throughout the year. After all, they are the backbone of your Amazon environment.
If the basics are covered, you can maximally focus on your pages and ads in the run-up to Prime Day, and your campaigns can go live much earlier. That way you can be sure everything is running smoothly and you won’t have to make any last-minute changes. Every change has to go through a review process, which can easily take a full day on busy moments like Prime Day.
Also be aware that if you create a Sponsored Brand ad in Amazon Ads (formerly AMS), the ad can only run once the associated Brand Store page has been officially approved.
2. Avoid calling your promo page ‘Prime Day’, or provide alternatives
Are you creating a page with deals for Prime Day? Then it might be appealing to include the term ‘Prime Day’ in the name of your page. In principle, this can be very effective, but also be aware that Amazon can refuse a page that contains Prime Day. So at least provide alternative names and try to get your page approved a few days in advance. We know from experience that especially on the day itself, Prime Day has a high chance of being rejected.
3. Write all content in Vendor Central in your local language
Make sure the content in Vendor Central is written in the language of your marketplace. Using an English term in the title or on an image of your carousel can lead to a product being rejected in France, for example. Your keywords may, however, be in English.
4. Invest in ‘Sponsored Brand’ and ‘Sponsored Product’
On Prime Day, it is best to focus as much as possible on ‘Sponsored Brand’ and ‘Sponsored Product’ for an ad campaign. Both are important to get attention and ensure that customers can simply click and buy. In addition, they have a much higher ROAS than ‘Sponsored Display’ ads, so they deserve your full attention on Prime Day.
5. Use both brand-related and general keywords
Think carefully about the keywords you use. Our own experience suggests that about 80% of orders come from brand-related searches. Many people will use the name of your brand on Prime Day to find out what deals you are offering. So make it as easy as possible for your brand’s loyal fans and make sure your deals appear at the top of their search results.
However, do not forget to include more general keywords as well. Suppose your company sells drilling machines, then it is important to use the word referring to the product itself in combination with other related terms as keywords. We find that about 20% of orders come from customers who do not search by brand and want to know, for example, what Prime Day deals are available on drilling machines.
In theory, you can use as many keywords as you want, but of course it is best not to overdo it. If you choose more specific terms to run your campaigns, you make it easier to measure and evaluate the results.