This year, we saw performance impacted by a few variables never before experienced.
Immediate
Sales vs. Average
Immediate
Sales vs. Prime Day ‘22
Baseline
Sales
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.
This is the perception that comes to mind for consumers when they contemplate Prime Day, with approximately 30% of the U.S. population engaging in purchases. Significant price reductions are anticipated, so to maintain competitiveness, it is essential to align with consumer expectations to the greatest extent possible.
The goal for this stage is to boost website traffic and sales, effectively priming the algorithm just before the Main Event. In addition, as Amazon initiates promotional efforts in the weeks leading up to the event, we can expect heightened traffic, increased purchasing intent, and greater competitiveness. Thus, we want to leverage this.
Recommended Duration: 7-14 days
Recommended Duration: 10-20%
The purpose of this stage is to further increase traffic and sales while a lot of the competitors start to see a falloff. This will thereby enhance the probability that the successes observed during the pre-event and main event phases will be firmly incorporated into the algorithm. In essence, this approach aims to maximize the probability of achieving a higher baseline for both sales and organic search ranking.
Recommended Duration: up to 7 days
Recommended Duration: 10-20%
Context: By reaching the top row of organic search results for strategic keywords and categories, we were able to significantly increase visibility – and thus traffic and sales – during the peak shopping days for Summer Prime. In addition, reaching the top of page for non-branded keywords significantly accelerates new customer acquisition while shoppers search for new products on Amazon and helps to maintain organic sales velocity. *Results: Obtained Top rankings in the following sub-categories:
We’re fully immersed in the digital marketing landscape, and our efforts go beyond just Amazon. We run various external marketing campaigns to increase awareness, attract more visitors, and boost sales. To measure the success of these campaigns, we’ve employed Amazon Attribution links to monitor clicks, product views, cart additions, sales, and revenue. Additionally, by leveraging 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.
The top items on Prime Day 2023 were the Amazon Fire TV Stick, Temptations Classic Cat Food, and the Echo Dot 5. The top categories were Health & Beauty (purchased by 42% of Prime Day shoppers), Home & Garden (41%) and Electronics (32%). 53% of Prime Day shoppers say they purchased items they’d been holding off on buying until they were on sale. More than half of Prime Day items (57%) sold for under $20, while 5% were over $100— the average spend per item was $31.21. 66% of Prime Day 2023 shoppers say they were extremely or very satisfied with the deals offered this year. While the deals were satisfactory, over half of shoppers (54%) say they still compared Amazon’s prices with other retailers before making their Prime Day purchases— 36% compared to Walmart & 25% to Target. When it comes to other major summer sales, 34% of Prime Day shoppers said they had or might shop Target Circle Week, 33% Walmart+ Week, and another 37% said they wouldn’t shop any other sales. The average order size on Prime Day 2023 was $58.67, down from $60.73 on Prime Day 2022. Nearly three-fourths (73%) of households shopping Prime Day placed 2+ separate orders, bringing the average household spend to roughly $181.72.