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
In order to make the Deal of the Day as successful as possible:
- 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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