How to Prepare for Amazon Prime Day 2021

Pattern Marketing

April 29, 2021


Ryan Moffet

April 29, 2021

Buckle up: Prime Day 2021 is on its way. The event is expected to, once again, pull big sales numbers for Amazon and third-party sellers participating on the platform.

How can you prepare for Prime Day, and what should you expect? Here’s everything you need to know to pull off a Prime Day event that’s a smash success for your brand, whether or not you make sales.

A look back: Prime Day 2020

Last year’s Prime Day looked quite different than in previous years due to challenges related to Covid-19. Amazon experienced significant inventory and distribution issues at the start of the year and Prime Day was consequently moved from July to October.

In spite of obstacles, the event was once again a big hit for Amazon—the company sold $10.4 billion worth of goods, up 45.2% from 2019 ($7.6 billion). Marketplace sellers had an even better year, surpassing $3.5 billion in total sales across 19 countries in 2020, a nearly 60% increase over Prime Day 2019.

Amazon products—like the Echo Dot and Fire Stick 4K—were once again the event’s best sellers. Other products that did well are the iRobot Roomba Robot Vacuum, LifeStraw Personal Water Filter, and LEGO Star Wars Stormtrooper Helmet, according to Digital Commerce 360.

Prime Day 2020’s proximity to the holiday season was a big contributing factor to the event’s success. Digital Commerce 360 reported that consumers purchased more holiday gifts last year compared to previous Prime Day events, and in another interesting insight, a higher percentage of shoppers browsed sites other than during Prime Day last year than in 2019.

What this data means for marketplace sellers is that Prime Day continues to be a critical sales event, and it offers significant opportunity for growth across all channels.

What Prime Day 2021 will look like

This year’s Prime Day is slated to look closer to normal than it did in 2020, though there will still be Covid limitations in play. The event is anticipated to happen this summer rather than in the fall, and electronics is once again expected to be the dominant category.

Ryan Moffet, Associate Director of Brand Management at Pattern, said Amazon will still be limiting the number of products under certain SKUs that can be held in their fulfillment centers due to the Covid-19 pandemic. To prepare, Moffet said brands will want to set up two SKUs—an FBA and an FBM (Fulfilled by Merchant) or SFP (Seller Fulfilled Prime)—to stay ahead of potential issues.

“If you, for whatever reason, stock out on your FBA inventory, you’ll have a reserve supply that you can ship to customers,” Moffet said.

How to prep for Prime Day 2021

When it comes to Prime Day, not all categories are created equal.

“There are certain categories that just blow it out of the water, and there are other categories where it’s not really advantageous to do discounts or deals on Prime Day, because people just aren’t searching for those types of products,” Moffet said.

Electronics, tech products, and baby products do consistently well on Prime Day, while categories like jewelry and clothing don’t. Knowing what consumers will and won’t be searching for is an important first step for preparing for the event, and much of that information can be found in what media outlets report as Prime Day approaches.

Once you have a sense of a) what consumers are looking for and b) if your products fall under that umbrella, you can prepare for Prime Day by either going all-in or by using targeted advertising.

The All-In Strategy

Brands that sell products complementary or adjacent to those on sale for Prime Day will be the most successful during this event. If you sell something like a Fire Tablet Case, for example, you’re going to move lots of inventory.

Moffet recommends these brands take advantage of all the Amazon discounts they can run, such as lightning deals, deals of the day, coupons, and Prime exclusive discounts. Some deals do have limitations and deadlines for use, so you’ll want to check in your seller account for dates and get signed up early.

Another thing you’ll need to do for a successful Prime Day is ensure you’re able to convert customers and get traffic to your listings. That may require becoming more competitive in the ad space, cleaning up the copy, SEO, or images on your listings, or creating an email list of people who’ve visited your website to get them hyped for Prime Day deals now. Moffet said brands are likely to be more successful converting Prime Day customers than they would be on their own website because Amazon is such a trusted platform.

The Targeted Ad Strategy

Most brands don’t sell products in Prime Day’s hottest categories, and they probably won’t make a lot in sales during the event as a result. Instead of giving out discounts that will needlessly eat into their margins, Moffet said these brands should focus on advertising.

“What Prime Day does, and it does very, very well, is it gets people on the Amazon platform. So alternatively to putting your product on sale, you can go really aggressive on specific advertising tactics, like retargeting ads, so that you can take advantage of the traffic,” Moffet said.

Let’s say a consumer has looked at your product listing in the past 90 days. Chances are they’re going to be on Amazon browsing deals for Prime Day. You can retarget your ad to that customer while they’re on the Amazon platform so your product is at the front of their mind while they’re already in buying mode.

Another thing you can do is retarget the consumers you hit on Prime Day weeks or months down the line when your product is on sale with less competition.

One brand that has successfully incorporated retargeted advertising into their Prime Day strategy is Pandora. Because jewelry isn’t a popular Prime Day category, Pandora—with the help of Pattern—created an ad strategy that targeted Prime Day consumers who had shown interest in their products before and put those products front of mind.

During their peak sales period–right before Christmas–Pandora and Pattern retargeted those same Prime Day consumers. It ended up being a massively successful campaign.

“For every dollar that we put into the ad campaign, we got $24 in revenue out of it. On top of that, I think 70-80% of that revenue was new to brand customers,” Moffet said.

In conclusion

Success on Prime Day can be achieved by having both the right strategy and really honing the good things your brand is already doing to push sales on Amazon.

“If you think about the basics of Amazon, doing those basics really, really well for Prime Day is that much more important, so making sure that you have inventory, making sure that the content on your product detail page is really good, and it’s really clear what the product is,” Moffet said.

Drive traffic to your listings through your ad strategy, increase your conversion, and offer the right price, and it’ll be hard to not have a successful Prime Day. Learn how Pattern can help with your Prime Day strategy, product listing optimizations, and marketplace success with your free demo.

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Sept 27, 2022

Global Ecommerce Weekly News: 27th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon drives renewable energy push with 71 new projects Amazon is planning to add 2.7 gigawatts of clean energy capacity through a couple of new projects as the company attempts to use 100% renewable energy by 2025. The ecommerce business will soon have a total of 329 renewable energy projects, generating 50,000 gigawatt hours of clean energy, which is equivalent to powering 4.6 million US homes every year. [Read more on Reuters]( Amazon launches Prime Early Access Sale Amazon is launching a new 2-day shopping event for its Prime members only, beginning on the 11th of October. Across 15 countries, Prime customers will have access to the shopping event, with thousands of deals on offer globall, ranging from fashion to electronics to essentials. The event has the purpose of giving Prime users the chance to spread the cost of items over the winter months, 6 weeks ahead of Black Friday. [Read more on Charged Retail]( --- Other Marketplace News --- Shopify unveils new localisation tool Shopify is launching a new localisation tool, called Translate & Adapt, which works with Shopify Markets to offer localisation for sellers who are looking to expand into new markets. The tool translates a user’s online store into different languages, including product pages and information pages. Merchants are also able to create different shipping terms for each market using the new tool, which allows international expansion and offers a more localised consumer experience, unveiling new potential. [Read more on Ecommerce News]( Etsy is set to invest hundreds of millions into its marketing platform Etsy CEO claims that the company is on route to spend more than $570 million USD on marketing this year. Even during a time of macroeconomic pressure, inflation and rising interest rates, the company is preparing itself and its sellers for the upcoming holiday season and is focused on retaining interest from buyers. [Read more on Yahoo News]( --- Other Ecommerce News --- Meta looks to cut costs by 10% in the coming months Meta employees are facing job redundancies as the company plans to cut its costs by 10% over the next few months. Meta reported a 22% YoY increase in costs and expenses, totalling over $20 billion USD. The cuts are expected to come in the form of job redundancies as a result of department reorganisations rather than formal layoffs. [Read more on Charged Retail]( DHL teams up with Quadient to offer smart locker deliveries in the UK DHL and tech company, Quadient, have partnered to offer smart lockers parcel pick-up throughout the UK. The new contactless, secure locker stations will give recipients more choice and flexibility to receive their parcels at a time and location best suited to them. The partnership plans to install 500 locker stations across the country by the end of 2022. [Read more on Charged Retail]( The online fashion market is set to be worth nearly $170 billion USD in 2025 The European online fashion retail market is set to grow 50% by 2025, with an online turnover of $170 billion USD, which is 33% of the retail branch’s total. Cross-border marketplaces prove to be the largest drivers of this growth, with online websites and apps like Vinted largely pushing the market’s online growth. Zalando recently became the largest cross-border fashion retailer/marketplace, responsible for 11.7% of the online market’s share. [Read more on Ecommerce News](
Sept 26, 2022

Top 5 Ways to Prepare for Peak with Google Ads

Peak season is almost upon us and with all signs pointing to it starting earlier than ever, with Christmas gifting searches now ramping up in August and September, it’s time to start preparing for peak. In this article, we’re sharing our top five tips for planning and preparing for peak season with Google Ads and the strategies required to get your Paid Search ready so you can drive success over this crucial period.

1. Go Early

In 2021, gifting search terms started increasing in popularity in August. The general trend is that people are looking, researching and weighing their options early, so it’s best to start your Paid activity early to ensure that you’re capturing that early research traffic. This will help drive revenue alongside aiding those consumers who are in their research phase.

From 2020 to 2021, spend during Cyber Week actually only rose 2% but in the weeks leading up to it, it increased by 16%. However, Cyber Week is still the biggest period during the latter half of the year, accounting for 23% of all online spend by consumers over peak. Being prepared and starting early will help you to maximise your time during this period.

2. Get Ready for Privacy Changes

 According to Google, 48% of global consumers have stopped buying or using a service due to privacy concerns. Privacy is front of mind when consumers are shopping online and we know that Google is phasing out 3rd party cookies in 2023. This is going to make it much harder to track users online and it’s something that brands need to think about this now – waiting isn’t an option.

From a Google Ads point of view, you want to ensure you have set up the Google Ads tag across your site and have enabled ‘Enhanced Conversions’, which ensures all conversions are tracked and allows you to monitor other actions such as ‘Add to Cart.’ This is relatively easy to set up, especially if you use ‘Google Tag Manager’.

It’s also vitally important that you build up your first-party data during this time as this is data you own and it can be used when targeting consumers that have provided your brand with their email address. Pattern’s own experience shows that by segmenting and using first-party data, you can see a 10% improvement in revenue and ROI.

3. Ensure Consumers Can Discover your Brand

A full-funnel approach is now more important than ever as consumers become more discerning and have more choices than ever of where to shop.

Pattern has seen success with Google Ads’ ‘Discovery Campaigns’ (image-based ads that appear on Google platforms such as Gmail and the Google app), which have driven success both from a traffic and revenue perspective.

The performance of these campaigns is significantly enhanced by adopting a segmented and nuanced approach to first-party data and incorporating these into your campaigns. Other options for a full-funnel approach include YouTube and testing bidding on keywords that are more representative of the research phase. (e.g. ‘best baby clothes’ for a baby clothes brand)

4. Get Moving with Performance Max

Earlier this year, Google announced that they were moving away from Smart Shopping and launched Performance Max. This is a new campaign type that incorporates features and placements from Smart Shopping but expands them onto other platforms such as Gmail but also alternative creative options, such as images and videos.

Since Google has already started automatically upgrading Smart Shopping campaigns to Performance Max, expect to see some fluctuations in the first 2 weeks following the switch over but results generally seem positive. We recommend upgrading sooner rather than later to limit any potential impact to peak period.

5. Flight Budgets Accordingly

Peak period will be even more competitive than in 2021 and you’ll need your budgets to support this period, we recommend boosting budgets in October to start capturing that early peak traffic. As we enter November and the Cyber Period, start early and make sure you are capturing those consumers looking for early bargains, ensuring you are being nimble in your optimisations and reacting to the data that you are seeing.

Overall, peak period is vital to help drive your sales and by preparing early, you will see strong results and drive success for your brand. If you want to discuss how your brand can navigate this next peak period, contact us to discuss your options with our performance team now.

Sept 20, 2022

4 Ecommerce Marketplace Consultant Must-Haves

Entering the ecommerce landscape is a huge undertaking for any brand—it usually requires a large investment in resources and expertise to really be successful. Any brand can quickly get in over their heads trying to navigate the nuances of SEO, fulfillment and logistics, distribution control, listing optimization, and meeting the numerous other requirements and administrative tasks to show up well on marketplaces. 

Unfortunately, because it’s so easy for third party, gray market, and unauthorized sellers to obtain and sell products online, many brands find themselves pressured to execute an ecommerce plan without the right resources to succeed on marketplaces and their other channels.

So, for brands looking to enter the ecommerce space or improve their current and future performance, it makes sense to partner with an ecommerce consultant.

Pattern’s global presence and proven success with hundreds of brands has allowed us to develop highly effective ecommerce consulting services. We can guide your brand to navigate issues both large and small in marketplaces worldwide. To maximize your ecommerce efforts, you’ll need to understand what an ecommerce consultant does and how to select one who drives the right value for your brand and products. 

What is an Ecommerce Consultant?

An ecommerce consultant is a specialist in the ecommerce space who can give you personalized guidance on how to market your products and grow their presence on digital marketplaces.

An ecommerce consultant should be able to analyze your brand, audience, category, opportunity, and current roadblocks and help you understand how to utilize your resources (or what resources are missing) to be most effective in capturing your opportunities in the ecommerce space.

Not sure how to evaluate a consultant? Here are 4 key attributes to look for as you make your choice.

1. Brand Obsession/Specialization/Passion

At Pattern, we prioritize brand obsession for a reason—we know that a brand-centered mindset makes a crucial difference in the outcomes and results our partners achieve. So in our experience, when you begin your search for an ecommerce consultant, it’s important to look for a partner who is specialized in ecommerce, invested in the product, and passionate about helping brands build and improve their strategies. Typically, this means finding someone that consults exclusively for ecommerce marketplaces, rather than choosing a consultant who offers many different services. 

2. Proven Results

It’s also important to avoid choosing a consulting partner who can’t deliver the right experience for your brand. The best indication of whether your potential consultant can do that is to review their history, data, and results with other brands. Ask if they’ve helped others in your selling category, if they’ve solved specific issues your brand is facing, and why they feel you are a good fit. The key is to leave the conversation feeling confident that you understand your consultants’ capabilities and whether or not they match up with your needs.

3. Wide Range of Marketplace Expertise

It’s best to pick a consultant who knows how to guide a brand onto and through multiple marketplaces worldwide. You’ll want to take a look at your long-term strategy and think about the regions and platforms you’re currently on and where you might want to take your brand in the future. If your consultant is truly great at what they do, they’ll be able to help you perform well enough with your current product roadmap that it’ll be a no-brainer to expand your presence at the right time.

4. Network of Resources

The most effective partnership with an ecommerce consultant will be able to give you both recommendations and point you to solutions for making those changes in your planning, processes, and execution. Your time and money is valuable, so you want to make sure that you’re spending it as efficiently as possible as you follow your consultant’s advice. So, before you commit to an ecommerce consultant, ask about the resources and concrete solutions they typically recommend to the brands they work with.

Achieve Your Ecommerce Goals With Pattern

Finding an ecommerce consultant that checks the boxes can be a difficult task. At Pattern, our entire focus and drive centers around giving brands the tools and resources they need to succeed on domestic and international ecommerce marketplaces. 

With over 100 global ecommerce consultants across 10 global offices, we have the right tools to partner with brands across the world to achieve better ecommerce success. We give specialized advice, then make sure our partners have all the adequate SEO, social media, CRM, Amazon multi-channel fulfillment services, and ecommerce outsourcing services they need.

Interested in ecommerce consulting services? Set up a call here to learn what Pattern can do for your brand on global marketplaces.