Turn Amazon’s Early Access Shopping Data & Insights into Actions for Success This Holiday Season

Amazon’s first Prime Early Access shopping event just wrapped, and our team was heads down supporting 800+ ASINS; running deals, discounts, and various promotions throughout the event.  

Amazon shared that more than 100 million items had been ordered by Prime members throughout the 2 days of deals, which has set an important tone for the rest of the shopping season.  

Beyond the immediate wins from sales during the Early Access deals, a bigger impact is potentially still to come as brands begin evaluating the consumer data. The massive volume of consumers who used this Prime event to get a head start on their holiday shopping has also given brands a chance to collect seasonal data that can be used to shore up strategies and optimize content ahead of the biggest shopping days of the year.  

We help brands access those insights in a number of ways. If you’re wondering about where you should start, it’s best to go back to the foundation with your search term reports—which are important year-round and especially critical after big events. If you don’t utilize them regularly, this blog post will help remind you of the essentials and get you going again just in time for the holiday season.   

The Amazon Search Term Report is Critical to Your Holiday Season Keyword Strategy.

Search term reports are a powerful resource you should be using often. They are filled with actual customer data, revealing real-life insights for terms consumers are currently using to find your products and shop your categories.  

There are a lot of ways you can utilize the data from your search term report to draw in new consumers and build loyalty, but at the very least, you should be focusing on the 2 areas below.  

Use your search term report to discover 3 kinds of keyword insights: 

• New keywords that are converting. 

• Keywords that don’t convert. 

• Irrelevant keywords that are eating away at your budget.    

For new keywords that are converting, test out broad, phrase, and exact match types to explore their impact. Check the performance regularly and assess which keywords you want to utilize long-term. 

For relevant keywords that are just not converting as expected, suspend the keyword and monitor any sales over the next few days. If sales can be attributed to the keyword, then you might want to keep it active. But if there are no sales attributed to it, then you can confidently rule it out of your strategy.  

For irrelevant keywords, add them as negative keywords to prevent them from taking any more of your budget.  

Use your search term report to optimize your listing content in areas that are visible to the consumer and in the backend for higher relevance.

For content that is visible to the consumer, your keywords should be part of your product listing with the most significant word appearing early in your product title and all your strongest keywords referenced in your bullet points, product description, and broader A+ content.  

For content that is not visible to the consumer, add your strongest keywords to your backend search terms to help Amazon understand the relevance of your listing and appear in more search results. 

IT’S GO TIME. 

Whether or not your brand experienced the wins you were hoping for during Amazon’s Prime Early Access, you can still use the momentum and insights from the consumer data to create the impact you want this holiday shopping season. If you need help building out the action steps from your search term report, let’s chat and see if our team might be a fit for your brand.