Case Study

How we Doubled our Prime Day Sales in 1 DAY via External Marketing

August 12, 2022

Metrics

+300%

Increase in average daily sales

+166%

Increase in net sales

#7

Category Ranking

Context

It is no secret that you can find tons of success on your top product if you market correctly on Amazon during their high-profile events. The most prevalent of them all is Prime Day. This main event lasts 2 days and usually takes place in the month of July. Here at VENDO, we work with our brands to ensure they are set up for success during these events through advertising, marketing, and best-in-class content. One of our top beauty brands that primarily focuses on skin care was a huge beneficiary of Prime Day, seeing a +300% increase in average daily sales. This led to their highest back-to-back sales days since launch; however, as of August 2022, this daily sales record was broken by +100% in just one day.

One of our top beauty brands that primarily focuses on skin care was a huge beneficiary of Prime Day, seeing a +300% increase in average daily sales. This led to their highest back-to-back sales days since launch; however, as of August 2022, this daily sales record was broken by +100% in just one day.

Although we thought our Prime Day daily record would not be broken for a while, we were pleasantly surprised with the results we saw from just 1 external marketing effort: an HSN Segment.

Tactics

If you are unfamiliar with HSN, it stands for Home Shopping Network and highlights deals and special everyday values. One of our brands was able to secure a segment during their live show in which they highlighted their hero item on Amazon. After the item went out of stock on the HSN website, people were immediately directed to shop on Amazon, which is when we saw a massive amount of external traffic spillover onto this item. Most sellers on Amazon use marketing tools provided within the seller platform to increase their brands’ discoverability to customers; however, there are still external levers we can pull to ensure we capture customers who are shopping outside of Amazon, this case study being the perfect example. In one day in August, we saw our daily sales average go up 4x which led to our best week ever, a massive improvement in BSR (best seller ranking), and a higher review velocity over the last 4 weeks.

Conclusion

Sales Performance:

Sales up 166% from previous week

Best week ever YTD

Middle spike in the graph is Prime Day; spike on the right is the HSN segment.

Ranking Performance:

Saw ranking as low as #7 in Facial Microdermabrasion Products, currently holding #9, improved from #25 previous best

#8,645 in Beauty & Personal Care, improved from #39,554 previous week

Received Amazon’s Choice badge shortly after the segment ended.