Amazon’s Real-Time Data Aided in Prime Day Success
What We’re Celebrating:
Our creation and utilization of a real-time data tracker that integrated Amazon Marketing Stream (AMS) and Amazon Rapid Retail Analytics (ARRA) metrics helped us make strategic pivots for a client during Prime Day ‘23.
This tracker aided us in exceeding our client’s tentpole objectives, surpassing their sales goal by 22%.
Overview:
GO works with an HPC brand that went into Prime Day ‘23 aiming to see $567K in sales. We had their strategy all set for the event, leaning heavily into promotions and sponsored ads, but we wanted to use a tool that could help us better understand and improve our client’s performance while the event was still unfolding.
To aid our client in hitting their tentpole goals, we crafted a tracker that included AMS and ARRA metrics to see how we were tracking with the brand's ordered units and to make alterations to our event approach when the data called for it.
The Opportunity:
Prime Day ’23 was the perfect chance for us to increase and further refine our utilization of AMS and ARRA data to capitalize on the event's influx of traffic.
These analytics tools were relatively new when Prime Day ’23 took place.
The Strategy:
We created a tracker from scratch that incorporated data from AMS and ARRA to identify how our client was performing in real time during Prime Day '23. As opposed to traditional reporting that outlines performance well after the event has ended, these tools’ metrics are updated hour by hour, enabling us to track performance as the event was still happening. To help our client hit their sales goals, we checked each ASIN’s metrics every 3 hours to ensure glance views and ordered units were at healthy levels.
This tracker helped us pivot our strategic direction during the event:
We increased the advertising budget for products that weren’t achieving ordered unit goals to generate more top-of-search placements and glance views.
We allocated more ad dollars towards products that were overperforming but running out of budget early in the day.
The Results:
The real-time tracker and the updates we made to our advertising budget aided us in surpassing our client’s Prime Day expectations, exceeding their sales goal by 22%.
Unsure how to capitalize on the data available in AMS and ARRA?
Let our team come in and help. We can work with your brand to take advantage of real-time data to optimize your strategies in an insight-forward and timely way. Set up a call with us today.