Last year, one in five Americans made a purchase during Amazon Prime Day. Three out of five Amazon Prime subscribers aged 18-49 who were exposed to Amazon’s extensive advertising for the event made a purchase. Customers ordered 34.3 million items at a rate of 398 items ordered per second, breaking all Black Friday records. Bottom line: July 12 is the new December 25, and FBA sellers need to be prepared.
Whether or not you got the exclusive invitation to participate in Prime Day, here are 4 tips to ensure you’re ready for the increased order volume July 12 is sure to bring.
1. Content is Key
Considering the number of visitors to Amazon on Prime Day, it will be important that your products stand out with clear, informative descriptions and photos. Use colloquial language when describing things like fit, size, or color. For example, Stitch Labs data shows that red color families generate up to 28 percent higher revenue with standard names (think red, maroon, crimson, etc.) versus creative equivalents like strawberry, raspberry, or cherry. Additionally, 66 percent of shoppers want to see at least three product images before committing to a purchase, so take the next few days to make sure you have enticing product images to accompany your copy.
2. Take Advantage of Increased Traffic
Pat Petriello, senior marketplace strategist at CPC Strategy, says, “Instead of viewing Prime Day as a liquidation sale to move those low-demand products, instead leverage the massive traffic opportunity to increase visibility to your best-selling products.” One 2015 Prime Day seller reported that they did 431 units in one day of an item that normally moves 10-15 per day. This goes to show you just how much traffic is bound to be on the site, so even if you’re not an official Prime Day seller, you can offer special deals, get sponsored ads, and try to get a piece of the Prime Day pie.
3. Don’t Let Logistics Slow You Down
Remember that when determining who wins the Buy Box, Amazon looks at seller metrics. Shipping items late because you were overwhelmed on Prime Day will not bode well for your Amazon presence moving forward. With 18 percent higher orders on the site on Prime Day compared to Black Friday, it’s imperative you’re fully organized and prepared when it comes to supply chain logistics and operations.
4. Don’t Run Out of Stock
While our other tips are critical to your Prime Day success, they’re all moot if you don’t have anything for people to order. Petriello says, “Sellers can harness the learnings from last year to be better equipped to have a successful Prime Day in 2016 by 1) including their best-selling products in Prime Day sales and promotions and 2) ensuring they have appropriate levels of inventory in FBA.” If you participated in Prime Day 2015, use that historical data to plan for this year’s event. If you didn’t, consider your Amazon Black Friday sales—just remember that it’s safe to expect even more orders. Having a centralized commerce platform where you can track inventory across channels and view historical sales data can make demand planning easier, faster, and more reliable.
Consumers’ expectations are already at an all-time high thanks to Amazon. So, you can bet with Prime Day that they are expecting not only incredible deals, but available inventory and speedy shipping. There are many boxes to check before FBA sellers can be fully ready for Prime Day, but if history repeats itself—and this year is supposed to be even bigger than last—hard work, preparation, and attention to detail will be more than worth it.