Prime Big Deal Days 2023 Takeaways

With Prime Big Deal Days in our rearview mirror, here are a few key takeaways and insights we saw with some of our brands…

Drive Traffic Both On & Off Amazon

Some of our brands saw additional traffic & higher conversion rates when they utilized marketing tactics across multiple platforms (email marketing, social posts, etc.). One of our brands shared an Instagram post on Day 2 at 4:30 PM ET with a Brand Source Tag to drive traffic to their Brand Store’s deal section, aiding in their highest sales point of the day.

Deal Badging Matters

While coupons performed well in a general sense for our brands during Prime Big Deal Days, they typically saw a greater impact when the red-deal badge was flagging their discounts. Coupons tend to get lost in a sea of red-deal flags, and customers are able to filter on deals like Best Deals and Deal of the Day, whereas with coupons they cannot.

Promote the Same Hero ASINs Across Tentpoles

Some of our brands saw more success during Prime Big Deal Days when focusing on hero ASINs previously promoted during past sales events. E.g., One of our brands, let’s call them Brand A, promoted new items & innovations while another brand, let’s call them Brand B, promoted top ASINs that drove sales during July Prime Day. Brand B outperformed Brand A, beating their forecasted goal by +24%.

Pay Attention to ASINs’ Historical Relevancy

Winning top-of-search with underdog ASINs (historically lower relevancy & sales) is typically more difficult compared to hero ASIN counterparts. Instead, utilize other creative methods like PDP videos, product features in the image carousel, or defensive targeting to highlight less popular items during tentpole events.

Utilize Lightning Deals to Help Boost Sales

Some of our brands saw strong success with Lightning Deals, likely because their limited-time and limited-quantity nature creates a sense of urgency for consumers to buy. One of our clients ran a Lightning Deal on Day 2 and the hour it launched we saw a +65% sales increase versus the prior hour. The brand ended Day 2 up +22% in sales versus Day 1.

Looking for agency support during your next tentpole event?

Our GO team is here to assist you. From how to drive traffic to what ASINs to promote to what deals you should be running, we are equipped to help you create a custom-built strategy designed to meet your brand’s goals.