As an Amazon seller, whether you have participated in Prime Day in the past, or you’re considering it for the first time, you’re probably very aware of the massive marketplace event. With omnichannel advertising campaigns promoting unprecedented deals, limited availability, Amazon creates a sense of urgency to buy and buy now.
The data shows the event’s popularity has experienced steady and substantial growth over time. In 2021, Prime Day sales grew to $11.19 billion. By contrast, Cyber Monday sales for the same year reached just $10.7 billion, making Amazon Prime Day one of the biggest, if not the biggest, ecommerce sales events in the United States. And, because of its past performance, we fully expect Prime Day 2022 to achieve even greater sales.
At Pattern, we’ve developed a data-driven revenue model for brands: traffic x conversions x price x availability = revenue. Our teams implement this model time and time again to improve brands’ performance on marketplaces like Amazon. When every aspect of the equation is optimized, your products are positioned to grow their profitability.
Prime Day focuses our efforts for brands on optimizing traffic because as you increase the traffic to your listings, you improve your ability to generate revenue.
Simply put—everyone wants a deal, and Prime users wait all year for Prime Day exclusively for lower than normal promotional prices. So shoppers show up in greater numbers during Prime Day. With a projected 153 million Prime users in 2022, the audience and opportunity that comes with Prime Day is quite significant. In fact, Amazon reports a 216% increase in awareness and 214% increase in consideration for brands that advertised throughout all phases of Prime Day.
Other ecommerce retailers have taken notice, too. Amazon’s Prime Day has become so powerful in driving overall retail traffic that traditional brick and mortar shops now plan their own promotions around Prime Day, hoping to take advantage of deal-hungry customers. In addition, rival marketplaces have started launching their own version of the sales event, with Walmart creating Walmart+ Weekend, and Target creating Deal Days.
It’s evident that where there’s smoke, there’s fire and where there’s deals, there’s customers.
As more brands and marketplaces take note of the opportunities that Prime Day brings, it’s important that you stay competitive and strategize to take advantage of the event’s benefits too. Below are two reasons Prime Day traffic is a significant bonus to your brand and you should be prepared to activate your own brand efforts timed to Prime Day promotions.
As an Amazon seller, Prime Day drives cheaper, higher-volume traffic to your advertised products than you can get at any other time. Amazon’s investment in Prime Day’s success is a win for all sellers—as they say, a rising tide lifts all ships. Amazon reports that 71% of shoppers learn about new brands leading up to Prime Day, and 75% are likely to purchase a product during Prime Day they discovered during the lead-up to the event.
Brands that choose to run deals and ads during Prime Day can be part of Amazon’s own advertising without having to spend any extra advertising dollars to get directly in front of its Prime customer base. WIth our long history, fundamental knowledge of, and deep relationship with Amazon, Pattern can help its brands attain these coveted spots.
In addition, brands pushing Prime-Day-Exclusive deals can also show up on category deal pages and under the Prime-exclusive deal filter, two new ways for consumers to discover your brand. In turn, being listed in deals pages and filter increases the likelihood to gain new traffic because of Amazon’s investment in advertising participating products.
Considering the large number of products available on Amazon and the benefits of free, fast shipping for Prime members, customers are increasingly turning only to Amazon to shop. In a survey of 2,000 U.S. consumers, 89% reported being more likely to buy products from Amazon than other ecommerce sites, and the number jumped to 96% of Amazon Prime members.
It is highly unlikely that this amount of traffic would end up on your direct-to-consumer site, so capturing them on Amazon may be the only way to win their business. When pushing a Prime Day promotion, you’re not taking traffic away from your website, you’re adding consumer traffic you would have missed.
As an ecommerce accelerator, and one of Amazon’s top sellers, our brand and advertising experts know how the event can generate new traffic opportunities for your brand and how to take advantage of Prime Day traffic. Increasing traffic is one of the key parts of the ecommerce equation. When multiplied by conversion, availability, and price, we know higher traffic drives profitability for your brand.
As a Pattern partner, we leverage our data-driven insights from years of experience on Amazon as well as our premier leadership position on the marketplace to put your brand ahead of the competition, on Prime Day and beyond.
Are you ready for Prime Day? Get in touch today.
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If you’re in the global ecommerce space, you are most likely aware of Amazon, and probably selling your products on the marketplace. With over $470 billion in sales in 2021 alone, Amazon stands as the third largest company in the world based on revenue. The ecommerce giant is a household name in the U.S. and working hard to grow its market share across five continents worldwide.
Having your products available on Amazon and being competitive there, though, are definitely two different things. If you want to really succeed on Amazon, you’ll need specialized insight into how Amazon works and how to make it work for you. So, for many brands, it’s a great idea to work with an Amazon Search Engine Optimization (SEO) agency.
At Pattern, Amazon SEO optimization service is one of our key competencies. We understand that technology, data-driven insights and expertise are the most important tools brands can leverage to win top listing spots on digital marketplaces. With expert teams and years of experience, we help brands conquer the Profitability Death Spiral as they compete with other products and sellers online. We offer Amazon SEO agency services as a core solution to brands that need more resources to get ahead.
An Amazon SEO agency serves brands by improving their products’ rank and listing performance on Amazon. They make strategic decisions about ad spending and placement that lead to higher traffic, conversions, and revenue for ecommerce brands.
A great Amazon SEO Agency partner will:
Unfortunately, many Amazon SEO agencies profit in unfair ways from your brands’ perceived success based on the ROAS numbers they provide. This is done through including branded search terms in ROAS reports, which naturally skew listing performance.
Let’s say, for instance, your brand is called “Annie’s” and you sell lollipops. Your brand has a very high likelihood of winning the top listing spots on Amazon for lollipop search terms that are paired with “Annie’s,” your brand name. So, SEO agencies will spend your ad money on those terms and report a very high ROAS.
To avoid scenarios like these, it’s best to look for an agency that either calculates their profits on metrics other than your ROAS scores or weighs branded search terms differently in the performance metrics reports. Regardless of your Amazon SEO agency’s cost structure, you should align onbranded search terms before committing to a scope of work.
A great indicator of a high-quality Amazon SEO agency is the level of insight they can provide into your competitors’ listing positioning and how it compares to yours. Data fanaticism is so important at Pattern that we’ve developed proprietary technology to display this exact information with precise detail for every brand we work with. In fact, you can find our free version here to see how you compare to some of your top competitors based on ASIN.
It’s certainly possible to improve your Amazon search performance with blind spending strategies. But a truly great solution will help you to know where your dollars are at their most powerful and competitive.
Amazon’s A10 algorithm prioritizes customer satisfaction—it wants to show consumers the best products that align with their search intent to improve conversions and sales. So, the best way to gain momentum on Amazon is to work on incremental wins.
Improving your performance on more obscure search terms that align with your customers’ search intent is a great way to increase ROAS for the long term. A10 will reward your success with better rankings on higher-volume search terms and the virtuous cycle can help you conquer your most-coveted listing spots. And the best part? This process of gaining momentum, if done right, will naturally decrease your ad spend over time as Amazon recognizes your value and works with you to keep your products at the top of consumers’ search results.
As an Amazon SEO specialist, Pattern knows how to help your brand win better success for long-term profitability on Amazon. With our data-driven tools and brilliant teams of ecommerce experts, we help brands with listing management, content optimization, Amazon ad strategies, and more.
Contact us to learn more about our SEO optimization services.