October 06, 2022
Sales
vs. average
Sales vs. Prime Day
2021
in baseline sales
(August)
Historically, Prime Day is the biggest sales day of the year up there with Cyber Monday. And this year was no different as it marked the biggest Prime Day event for Amazon’s selling partners, most of whom are small and medium-sized businesses.
Customers spent over $3 billion on more than 100 million small business items. In addition, the first 4 hours of the Prime Day event marked the biggest day for U.S. online spending of the year, with $6 billion across all e-commerce sites, surpassing the $5.1 billion in sales from Thanksgiving ’22, which of course occurs during the Black Friday/Cyber Monday sale weekend. AOV was up 15.2% to $53.58 from $446.50 last year. Still not wowed? How about this: Prime members in the U.S. purchased a whopping 60,000+ items per minute during the event!
With years of experience launching Prime Day event campaigns, we knew we had to lean into what has worked, while also stepping it up to stay ahead of the competition. We knew that for most of our brands, we couldn’t just settle for on-Amazon tactics — and definitely not just the traditional ones — rather, we must bring into the mix aggressive and unique drivers such as ranking campaigns in the month leading up, PR features, Google ads, and more!
This is what consumers think of when they think of Prime Day and when about 30% of the U.S. population makes a purchase. Deep discounts are expected, so to be competitive, we must cater to consumer expectations as much as possible.
Duration: 2 days Recommended Discount: 25-40% (the average across VENDO brands was 30%)
The idea behind this stage is it will drive more traffic and sales thus greasing up the algorithm right before the main event. In addition, because Amazon begins promoting the event in the weeks leading up, traffic, intention to buy, and competitiveness will increase..
Recommended Duration: 7-14 days
Recommended Discount: 10-20%
The idea behind this stage is it will drive more traffic and sales thus maximizing the likeliness that the wins we saw during the pre, and main event have been solidified in the algorithm. In other words, maximizing the likeliness that we will have a higher baseline for both sales and organic search ranking.
Duration: up to 7 days Recommended Discount: 10-20%
Amazon Live Prime Day streams had more than 100 million views. Thousands of creators streamed throughout Prime Day 2022. Since your own Amazon Live can be a relatively heavy lift, we work with influencers who have their own shows. To see how Amazon Live can drive additional traffic and revenue during sales events, see our Mother’s Day and Lightning Deal case studies.
Some of the best-selling categories in the U.S. this Prime Day were Consumer Electronics, Household Essentials, and Home. For VENDO brands, we saw the following for our top 3 categories:
The digital marketing world is our oyster, and we do not stop at the gates of the Amazon ecosystem. We managed numerous external marketing campaigns to drive additional awareness, traffic, and sales. For any of these efforts, we used an Amazon Attribution link in order to track clicks, DPVs, ATCs, units sold and revenue. In addition, to earn the Brand Referral Bonus from Amazon, which is typically 10%, effectively making your referral fee 5%. Other non-TOS links enable you to also target keywords to drive organic ranking.
