07 Oct Amazon Deal of the Day Strategy Boosts Sales by 20x!
20x Increase in Overall Sales
28x Increase in Units Sold
22,000+
New-to-Brand Customers
4,000+
Subscribe ‘N Save Enrollments
#1
“Health & Household” best Seller
$100K
in Influencer Generated Sales
CONTEXT
An oral care brand was looking for new marketing initiatives to continue their growth of New–to-Brand customers and Subscribe and Save signups as well as increase rankings across their portfolio of products.
In order to achieve these results, a comprehensive Deal of the Day strategy was planned. This Deal was set to run during the week leading into Prime Day, with the goal of not only having a successful Deal of the Day but also to generate lots of positive momentum heading into Prime Day.
Tactics
- 4 of the brand’s top items were discounted at 40% off.
- 20+ of the brand’s top influencers were paid to post on the day of the Deal to maximize visibility.
- Both SMS and emails promoting the Deal of the Day were sent out on the day of the Deal to a large list of customers.
- Ad spend on Amazon was increased 7x.
results
- Deal of the Day sales topped $800,000. 30-day trailing average sales leading up to the Deal of the Day was $35,000.
- Brand saw a 20x increase in overall sales and a 28x increase on units sold.
- 22,000 New-to-Brand customers.
- 4,000+ new Subscribe and Save signups.
- Brand rose to #1 Best Seller in Health and Household from their previous ranking at #1,000.
- $100,000 in sales directly attributed to influencers.
- Other items in the brand’s catalog not included in the deal saw 5-10x sales increase due to increased traffic.
- Brand saw a lift in the days following the Deal of the Day but saw the best results during Prime Day, where sales increased 3x YoY.
- Prime Day sales were 5x normal trailing 30-day average.
In conclusion, during the brand’s Deal of the Day, we were able to bring in 20,000+ New-to-Brand customers, increase Subscribe and Save signups by 4,000+, and move their product all the way up to the #1 selling product in Health and Household during the Deal. Going forward, Vendo will continue to leverage its learnings from large scale marketing initiatives to grow New-to-Brand customers and Subscribe and Save signups and push rankings to new heights.
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