Sellers get ready for increased traffic! This year, the second annual Amazon Prime Day is going live on July 12, 2016, midnight, P.T.
Last year, Amazon.com received over 83.3 million visits from mobile and desktop browsers on Prime Day based on Experian Marketing Services’ Hitwise® online intelligence tool. Prime Day is a one-day only global shopping event, with new deals starting as often as every five minutes throughout the day, we expect a huge spike in traffic this year as well.
According to Amazon, there are over 100,000 deals across nearly all departments and product categories in ten countries. For most sellers, this is likely to be one of the biggest sales days of the year exclusive to Prime members only. Last year, worldwide members ordered 398 items per second, exceeding Black Friday records at the time.
Amazon Prime Day Deal Types You Need to Know
According to Amazon, there are 3 basic types of deals available during Prime Day:
Prime Day Spotlight Deals
Prime Day spotlight deals feature top brands and popular items with deep discounts that last until Amazon runs out of stock. Amazon claims these are the best deals you’ll find on Prime Day.
Amazon Lightning Deals
A Lightning Deal is a promotion that lasts for a short time (usually just a few hours). When a Lightning Deal is available, the product page will show the following:
- A status bar indicator showing the percentage of items held by other shoppers.
- A timer showing how much time a shopper has left to add the deal to their Cart.
If all items are held by others (the status bar indicator shows “100% claimed”) and there is an open waitlist slot available, shoppers can sign up for the waiting list by clicking the ‘Join Waitlist’ button. They will be notified via the Amazon app when they can claim an item if it becomes available.
Prime Savings and Deals
Prime Savings and Deals are promotions that run all day or within Prime Day. When shoppers browse the Prime Day Deals page for Prime Member promotions, they can click the ‘See Details’ button to view the discount amount. When you add an item to your cart and check out, the discount is applied in the checkout page.
3 WAYS TO BOOST SEARCH VISIBILITY
At the Amazon Seller Conference this year, Amazon stated that they’re working on tools to help customers search and sort through deals more easily. Till then, how do you help shoppers find your deals among a sea of competing deals?
To be ranked high in the search results, you need to understand Amazon’s search algorithm. Amazon sorts products by ‘most relevant’ to the user, in other words, what the searcher will likely buy. With that understanding, there are three things you can do to increase your products’ discoverability.
#1. Optimize Product Titles
Using relevant keywords in title is crucial. The title of a product is one of the most important places to include keywords. Amazon suggests incorporating the following attributes in product titles.
- Brand and description
- Product line
- Material or key ingredient
- Quantity (for bundled products)
Additionally, showcasing product data in bullet points is a good idea to earn higher search rankings and helps improve conversion rates. Check out this post on ‘6 Ways to Improve Your Product Catalog for Marketplace Success’ for more on improving your product data quality.
#2. Add Search Terms
Use search terms, to be more specific, relevant search terms. What words or phrases your customers use to find your products? You can enter every possible search term you can think of for your product and add them to the search term fields. Here are some tips:
- Don’t provide redundant information. You don’t need to repeat any words
- Commons will be ignored
- Use a single space to separate keywords
- Abbreviations, alternate names, and topic could be included as keywords
- Including multiple variations of the same word is unnecessary
- Using a competitors’ name or trademarks as search terms for your products can expose you to liability. Talk with an e-marketing attorney if you are thinking about doing this.
Based on data from CommerceHub clients, sellers that added search terms generated 23% incremental sales in sales on average in Q4 2015.
#3. Invest in Sponsored Products
Amazon Sponsored Products is a CPC ad unit that allows you to advertise products you are selling through the marketplace on Amazon.com. It gives you more control over product merchandising on Amazon.com and helps you boost the visibility of your products when shoppers search for keywords you bid on.
A recently published Amazon case study refers to an Amazon seller who leveraged Sponsored Products to grow revenues on Amazon. This seller saw one of their products jump from 70,000 to 20,000 sales rank in the ‘Home & Kitchen’ category. The product moved up in natural search results from page 4 to page 1, and drove a 2,600% return on investment for the seller. To put that in dollar amounts, this particular seller spent just $74 to make $2,000.
Products that would be good candidates for this program are products that have a high Buy Box win percentage or new and unique products that have love visibility but high sales goals.
Tips on using Sponsored Products
- Target a highly qualified audience that is low in the purchase funnel. Optimize your campaigns by providing relevant keywords to bid on.
- Use automatic targeting to generate more search traffic to your ads and let Amazon automatically match your advertised products to relevant customer searches when you are not sure which keywords to use.
- Work on achieving a higher Buy Box winning percentage by improving data quality, offering the lowest price, free shipping, and shortening fulfillment latency.
- Sponsored Products run based on your daily budget and ad bids, so audit your campaign strategy regularly for higher ROI and to avoid clicks which aren’t converting.
For a detailed checklist of all the things you need to do to prepare for Amazon Prime Day, head here.