Amazon Prime Day Marketing 101

prime day

With Amazon Prime Day approaching next week, July 16-17, brands who sell products through the third-party website should be putting the final touches on their landing pages to get ready for a slew of new customers. 

What began as a special event to celebrate Amazon’s 20th birthday in 2015 has turned into a global phenomenon. More than 34.4 million items were ordered across Prime-eligible countries, according to Amazon, with 398 items ordered per second. And since these orders surpassed Black Friday 2014, the e-commerce conglomerate knew they had to bring the special event back the following year. 

Now, some customers sign up right before Prime Day just so they can snag certain deals. In 2023, Prime Day sales reached an estimated $12 billion worldwide, making it the most successful shopping occasion in Amazon’s history. 

And retailers across the globe are scrambling to get their products on the platform to increase brand awareness. 

“Prime Day is becoming one of the best ways for retailers to market themselves,” says Anna Covert, founder of Covert Communication. “We’ve experienced year-over-year that it’s overcoming online sales, even over Black Friday.”

Marketing for Amazon Prime Day

While there are a plethora of different ways brands can market themselves on Prime Day, Covert notes a select few that can truly help you to stand out. “Sponsored products are popular, but so are sponsored brands and sponsored displays. These can help you reach audiences both on and off Amazon,” she says. 

Amazon’s Merch on Demand, an area where artists can share their designs with the world by creating graphic tees, accessories and more, all printed on demand, is a great tool that extends beyond the e-commerce platform, according to Covert. Amazon even handles the printing and shipping, so it’s less work for you while also snagging additional customers. 

“Lightning deals and coupons are also good,” explains Covert. “The ‘deals’ page on Amazon gets a lot of high traffic, so having a coupon that can easily be clipped is helpful.”

Optimize Product Listings

Amazon now allows enhanced brand content where you can add rich media, such as live videos and AI, according to Covert. 

“Some brands have enhanced stores with this rich media that provide even more ways for customers to experience their products,” she says. “Some shoppers are even using AI to see how a product will look inside their house and to try on makeup. It’s one of the ways that Gen Z is enjoying shopping.”

Covert also recommends that brands utilize AI, such as Chat GBT, to write product descriptions. While Amazon has a lot of tools that can help bring your listings to life, AI offers an easy way to write up descriptions that are also layered with keywords for increased SEO. 

“Another factor to keep in mind is mobile layout,” says Covert. “While high resolution images are great, make sure the image is actually displaying the way it should on mobile format and that nothing is getting chopped off. Especially with videos.”

Utilize Customer Feedback From Prime Day

The work doesn’t stop once Amazon Prime Day is over, of course. Covert suggests that utilizing customer feedback garnered from the two-day event can help to improve your marketing tactics not only for next year’s Prime Day, but also for other events throughout the year. 

One way to get this feedback is by asking shoppers to send in reviews after they’ve received their purchase. Simply send them an email asking them to review a product, and maybe even offer a discount to encourage a review. 

“Brands are taking feedback and updating FAQ pages on Amazon so they can overcome obstacles in the future,” she says. “Addressing both the positive and negative feedback is a good way to increase customer loyalty and solve problems.”