It’s not a secret that businesses are busy trying to perfect the art of using Amazon Advertising to promote their brand and sell a truck load of products via Sponsored Brands, Sponsored Products and Display at the same time.
Eagle-eyed readers may have also stumbled across our previous post predicting what is set to set 2019 alight and taken a punt on shifting ad spend over to Amazon’s advertising offering – you’ve probably been rewarded (seriously, no need to thank us…).
Amazon Prime has become part and parcel of the average online user’s arsenal of aids to make life easier and more convenient for its paying members. When you add in exclusively streamed music and video content (more to come on this later in 2019), to special discounts and other benefits outside of 2-day delivery, it becomes obvious why 40% of UK shoppers have subscribed to Prime.
With the emergence of Prime Day over the last few years – where Amazon offers a plethora of offers and deals to existing subscribers -this has presented advertisers with an opportunity to take advantage of.
When analysing the results from 2018, there was a clear increase in search volume in the days preceding Prime Day, the day itself and for the weeks after. This rise in demand led to millions of offers redeemed and subsequently millions more products being sold compared to the average. Other metrics that saw improvements during this time were increases in new-to-brand shoppers and an uplift in promoted product sales compared to the same non-promoted product sales.
So, how can your business benefit from this?
It is evident that a clear strategy is required to achieve the best results from the increase in member activity on Prime Day and below we’ve outlined steps that should be followed when engaging your target audience during this time:
• Lead up: In the 7 days leading up to Prime Day , be sure to increase brand awareness activity either through Sponsored Brands or Product Display Ads. Add in seasonal and hero products during this time to keep them front of mind.
• Prime Day: Increases to daily budgets are crucial. Last year, attributed sales increased sharply compared to the daily average for sponsored campaigns so be prepared for increases to search volume. Ensure that product pages and Stores are kept as up to date as possible and contain enough reviews, images and descriptions.
• Lead Out: Much like Prime Day, in the 14 days after the event there is still a marked rise in search volume. This offers an opportunity for those with higher budgets to invest further as competition may decrease, leaving more auctions going spare and more sales to clean up.
As overall online sales continue to increase year on year in the UK, this augurs well for 2019’s Prime Day to be bigger and better than last year. As advertisers become more tactical in preparing for huge events in the retail calendar, we may even start to view Prime Day in the same league as Black Friday or Cyber Monday.
Are you interested in creating an Amazon Advertising campaign?
Get in touch with one of our PPC specialists to find out how we can help you.