Sep 23, 2024
Immediate
Sales vs. Average
Immediate
Sales vs. Prime Day ‘22
This year, we saw performance impacted by a few variables never before experienced.
Firstly, we saw the COVID e-commerce spike trend down a bit, which was indicated by consumers falling back to in-store shopping on Black Friday at a higher rate. As a result, Sunday and Cyber Monday performed the best of the 5-day main event, which runs from Thanksgiving Thursday to Cyber Monday. Black Friday still saw a lift but not as profound as the last couple of years.
Secondly, Amazon ran 2 Prime Day events in the same year for the 1st time ever, with the 2nd event, “Prime Early Access Sale” (dubbed Fall Prime Day), occurring in October only about 5-6 weeks before Black Friday/Cyber Monday promotions began. Because of this, consumers got a head start on their holiday shopping earlier than ever.
Third, there was a mass Amazon Advertising Console technical glitch, resulting in underspending on Black Friday.
Nevertheless, VENDO was able to deliver on wins for its brand partners as detailed below.
Main Event vs. Average
Main Event vs. Prime Day 2022
Prior to Event (September) vs. After Event (Oct 23rd – Nov 12th)
When consumers think about Fall Prime Day Early Access Sale (now known as Prime Big Deal Days), the image that often comes to mind is one where roughly 30% of the U.S. population participates in shopping. They expect substantial price cuts, so it’s crucial to ensure that your offerings align closely with these consumer expectations to stay competitive.
The goal of this stage’s concept is to increase both website traffic and sales, essentially preparing the algorithm right before the main event. Additionally, since Amazon launches promotional campaigns in the weeks leading up to the event, we can anticipate heightened traffic, greater purchasing intent, and increased competitiveness.
Recommended Duration: 3-7 days
Recommended Duration: 10-20%
The objective is to elevate website traffic and boost sales, ensuring that the achievements witnessed in the pre-event and main event phases are effectively integrated into the algorithm. Essentially, this approach is designed to increase the likelihood of establishing a higher baseline for both sales and organic search ranking.
Recommended Duration: 3-7 days
Recommended Duration: 10-20%
Context: The strategy behind Page 1 is to boost any product to the top of the search ranking for various keywords. This involves implementing multiple keywords for each product.
Reaching the top row of organic search results for these keywords before seasonal spikes can significantly increase sales. As seasonal spikes approach, shoppers begin planning for upcoming holidays such as BFCM, Fall Prime Day, Halloween, and more. Therefore, these seasonal spikes boost new customer acquisition as shoppers search for products.
Results: Obtain Top rankings in the following sub-categories:
Reaching the top row of organic search results for these keywords before seasonal spikes can significantly increase sales. As seasonal spikes approach, shoppers begin planning for upcoming holidays such as BFCM, Fall Prime Day, Halloween, and more. Therefore, these seasonal spikes boost new customer acquisition as shoppers search for products.
We've executed several external marketing campaigns aimed at raising awareness, attracting a larger audience, and increasing sales. To gauge the effectiveness of these campaigns, we've implemented Amazon Attribution links to track clicks, product views, cart additions, sales, and revenue. Moreover, through the utilization of Amazon's Brand Referral Bonus, typically set at 10%, we can effectively reduce your referral fee to 5%. Furthermore, we’ve utilized other methods to help you target specific keywords and improve your organic search rankings. Brands that drove traffic externally saw a stronger lift and lower TACOS during the deal period.
