November 18, 2022
lift in Event Sales
vs. Average
decrease in
sales vs. Summer
Prime Day July ‘22
lift in
Baseline Sales
This year, Amazon did something they had never done before: they ran a 2nd Prime Day event in the Fall, “Prime Early Access Sale (PEAS)”, only 3 months after the traditional event.
Although no one had precedent to look to (aside, perhaps, from 2020’s sole Prime Day event that was also in October due to COVID), we knew we needed to be prepared for it to be just as big and so we planned just as strongly as if it were any other Prime Day or Black Friday/Cyber Monday.
While we expected performance to be less impressive than a normal Prime Day event (which ended up being the case), we were happy to see that performance was still very strong and only trailing 23% behind the traditional Prime Day.
In this case study, we share the strategies we have developed over 7 years of running Prime Day events, as well as the various metrics we saw across our 70+ Amazon brands and 1000s of products
In addition, we have compiled some interesting Amazon-wide metrics:
Deep discounts are expected, so to be competitive, we must cater to consumer expectations as much as possible.
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: 3-7 days
Recommended Duration: 3-7 days
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: 3 days (this is a pivot from 7 days since during Summer Prime Day ‘22 we saw a weakened impact of running a longer post-event, particularly regarding advertising metrics).
Discount: 10-20%
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%. Below are various examples of placements as well as some data points.
1. Numerator, Prime Early Access Sale 2022 Recap
2. NielsenIQ, Is Amazon’s October Prime Day 2022 a buzz or bust?
3. Feedvisor, Prime Day Early Access Sale Recap: Sales, Ad Results, and Takeaways
