Business development 10 July 2018

How small retailers can maximise sales on Amazon Prime Day 2018

Amazon Prime Day 2018
Amazon Prime Day 2018 will take place for 36 hours between July 16 and 17

Amazon’s Prime Day 2018 is just around the corner. If brands and small retailers fail to pay substantial attention to preparations for this year’s event, they could miss out on a tremendous opportunity, writes Matt Howes, ecommerce manager at marketing agency smp.

Last year’s 30-hour online shopping holiday beat all records with sales jumping over 60% compared to 2016. These numbers are undeniably a strong call to action for brands to prioritise building a dedicated strategy for the online promotion event into their marketing plans, if they haven’t done it already.

More people tried Prime in the UK during last year’s event, than any other day in 2017, as well as Cyber Monday and Black Friday in 2016. This has not gone unnoticed. Amazon is recognising mounting customer interest and responding with the launch of new features for retailers and brands this summer.

Vendors will be able to analyse and measure their performance better by using the new tools to improve their pages and stores’ presence. Meanwhile, using the newly introduced comprehensive reporting – Amazon Retail Analytics – they’ll also be able to collect thorough insight regarding their sources, traffic and sales.

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Additionally, though it’s been available to Amazon Vendors for some time, Sellers can now take advantage of having more control over their bid adjustment via a new headline search placement feature and a custom bid adjustment tool for bids of other headline search placements.

The introduction of these hints that Amazon is anticipating even more success this year. Vendors need to prepare for managing and maintaining their Amazon stores’ performance during Prime Day 2018 to maximise on the predicted sales opportunity. Below are our top tips on how to get ready ahead of the event.

Amazon choice products

The “Amazon choice” label gives browsers and buyers extra appeal to click on a product’s page, but there are no set rules to obtaining one for your product’s page. Ensuring that your product page has good prices, positive reviews and fast delivery options, will push your product up search results. This doesn’t guarantee the reward of an ‘Amazon choice’ label but does go some way to speeding up the process.

Building captivating A+ content

Many sellers still use lower resolution or old product images, which has a negative effect on their product’s visibility and performance.

The right media choice for a brand’s A+ content is of vital importance. Whether that’s images, video material or comparison charts, supported by engaging copy, compelling media assets can boost sales by an average of 3% to 10%. This way brands can help shoppers make informed decisions and work towards eliminating any hesitations.

Long and short-term methods for effective AMS and AMG campaigns

Even though Prime Day only lasts 30 hours, brands and retailers must ensure they have the right long and short-term strategies in place. They need to prepare to uphold a consistent presence, optimising their media choice in Amazon stores and pages, ahead of product launches, or even opt for an always-on approach.

If you’re consistently checking and testing your strategies, studying your products’ performance and doing customer-focused research, this can have a significant effect on customer confidence and therefore, the retailer’s success throughout the whole year, and not just on Prime Day.

Working with an external partner, who has the experience, skills, know-how and insight to create focused optimisation programmes, can be a huge help in holding on to Prime Day customers in the long-term.

An extra pair of hands from an external partner can also help to set a strong foundation which will allow brands to maintain a robust presence throughout a vendor’s ecommerce cycle, from this year’s Prime Day to the next.

Making the most of every opportunity to attract customers

As customers increasingly demand a seamless shopper journey online and offline, it is of vital importance that brands and retailers maintain a consistent presence in both the ecommerce space and in-store.

This means that vendors’ pricing, tone of voice, product description and presentation must be cohesive across all channels to appeal to shoppers.

Some businesses, such as consumer electronics brands, have been slow to join the Amazon party. We say better late than never. And knowing that brands’ sales off of Amazon grew by 30% on Prime Day 2017, means many businesses can already envisage the benefits the event’s online shopping holiday brings.

Using Amazon’s full suite of tools can help vendors establish a strong page presence, which consequentially boosts their products’ visibility and consumer consideration.

Many brands decide to partner with external specialists who have the necessary insight, experience and time to help brands and retailers maximise on Prime Day, making the most of the huge opportunity the Amazon era brings.

Matt Howes is ecommerce manager at marketing agency smp

Read more: Google EU ruling could prevent small retailers competing with Amazon and eBay

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