Behind the Scenes of Prime Big Deal Days: Insights and Takeaways for Sellers
Amazon's Prime Big Deal Days made history on October 10th and 11th, becoming the biggest October sales event ever held. During these days, Prime members enjoyed massive savings, over $1 billion!
Amazon's Prime Big Deal Days made history on October 10th and 11th, becoming the biggest October sales event ever held. During these days, Prime members enjoyed massive savings, totaling over $1 billion on a myriad of products.
Designed exclusively for Prime members, the event marked the beginning of the festive shopping season, setting the stage with grand discounts and hinting at more deals throughout the upcoming holidays.
One of the event's standout features was Amazon's exceptional delivery capabilities. Over 25 million products, ranging from tech marvels to daily essentials, reached U.S. customers within a day of ordering.
Here's a brief rundown from the official Amazon press release:
Top-selling categories included apparel, beauty, home goods, and toys.
Best deals that flew off the shelves? The Apple AirPods Pro (2nd Generation), BISSELL's handy Portable Carpet & Upholstery Cleaner, and the Crest 3D Whitestrips, to name a few.
For Amazon sellers, the overwhelming success of Prime Big Deal Days provides valuable insights. The event's popularity reaffirms the growing trend of consumers leaning heavily into online shopping, emphasizing quick deliveries and members-only deals.
Based on this data, sellers can fine-tune their strategies. This means gearing up for heightened demand, ensuring speedy shipping, and using product trends to guide inventory decisions.
Importantly, the event wasn't just a success for big brands. Independent and smaller businesses also saw impressive sales numbers, emphasizing that Amazon is indeed a level playing field where businesses, regardless of size, can flourish.
In terms of real world examples, here’s one of our accounts managed by our VAAMS team that saw significant uptick in sales, and after prime days it jumped to a new level of selling. What we call “sticking the landing.” Normally after sales days, sellers will see a drop off. But that didn’t happen in this account.
What you see, is a significant boost as the algo settles into the new rankings. The boost increased the store to $7k+ a day in sales, and now has settled on a new standard around $4k a day in sales up from $2000-2300 a day in sales. A huge new jump putting this business at $120k a month in revenues with 25% NET profits as 90% of the sales after this jump are now organic!
What 3 major things happened that allowed this seller account to continue a new trajectory of growth and double the daily sales of this business?
Let’s break it down.
A different, more aggressive PPC strategy. Switched from lowest priced ACOS to the best possible placements! In other words, we put them where we wanted them shown, and were willing to pay more to get them there. Coming off Prime day the team ramped up the spend to aggressively kick off any other sellers who tried to take position on the top searches for this product. Buyers had no choice in the end as we were everywhere! Once your PPC and organic sales are dialing in, you’ll find that the 80% PPC spend to 20% Organic sales will start to rebalance. Once it reaches 50/50 the algo is now being trained to better position your product higher in the rankings. Organically. That means full prices, full profit sales. When the algo tips the scale from 80% PPC 20% Organic to 50/50 then 20% PPC, 80% Organic that’s when it can stick the landing!
Increased in inventory so the algo sees that we can back up the sales! A large investment and additional inventory landed ahead of prime day. This was a strategic advantage to position this brand ahead of the coming holidays. The result was that with more ‘checked in inventory’ in Amazon FBA and AWD, the algo saw the increase in sales and boosted the product out naturally to more top keywords. The increase in inventory allowed the aglo to do that knowing that the products who not stock out. Most believe Amazon will let you run out of stock, when it fact it will try to stop that from happening by throttling your reach back. When in actuality it is usually the sellers that caused the inventory to be stocked out. Conclusion once your inventory levels are higher than your competitors and all other metrics are dialed in the A9 algo will bring more reach!
Knowing that in the prime sales period, there would be TONS of traffic! So we focused on Click Through Rate (CTR). How do you boost CTR? There’s only 4 things that someone can do to increase this.
image
price
title
reviews (can’t do much about this except using a few Voltage strategies we teach that are 100% TOS compliant!)
The combination of those things prepped ahead of the prime days, we saw the results come up to of search and the algo (almost like magic!) warms up and said “Oh, this is the product that peopler are looking for!” and we jumped ot the very top of everything!
Keep those factors in mind for any prime days or holiday seasons!
The results?
It will continue to pay off!
Organic sales have doubled, and that means in 3, 6 & 9 months this will continue to grow daily until we double daily sales again. Wow!
Here’s another example of how the prime days, and holiday periods can be used to swing your brands into a new position and gain significant traction in the organic full priced sales. Take note of the TACOS, the Total Advertising Cost of Sales on this brand. It’s out of the park! We target 7-15% TACOS on our accounts, this is riding nicely at 8.19%
Another pivotal takeaway was Amazon's push for sustainability. The e-commerce giant showcased its green side by deploying electric delivery vans and opting for minimalistic packaging, reflecting the modern consumer's increasing eco-consciousness.
Given this, sellers might want to think green and integrate sustainable methods into their operations. Grasping the nuances of such mega events can arm sellers with the knowledge to optimize their presence on Amazon and achieve unparalleled success.
Source: Amazon Press Release