Prime Day: It has all of the allure and excitement of Black Friday but gives buyers the thrill of the deal from the comfort of their couch. Amazon Prime Day got off to a rough start when it first began, but like most things Amazon touches, it has become a well-oiled machine, with $2.41 billion dollars in sales in one single day in 2017.
Even if you don't sell on Amazon, you can still take advantage of Prime Day.
This year Amazon is upping the ante to include deals in the weeks leading up to Prime Day and for about a week after it, making for a solid month of deal hunting. Even if you don't sell on Amazon, you can still take advantage of Prime Day. So how can a seller make the most of an ecommerce moment with an influx of excited, eager customers? Read on!
Give Them a Heads Up
Having Prime Day deals ready to go is a near-instant boost for your sales, but without giving customers a little notice, your products, hard work and representation may get lost in the chaos.
Don't let your products, hard work and representation get lost in the Prime Day chaos.
Start promoting your Prime Day offers (or tease out your participation in Prime Day without giving away the details) well before the purchasing period begins. Whether you have a regular customer newsletter, a social media following or want to spring for some targeted ads to promote your Prime Day participation, use what you’ve got! Rewarding your loyal fans with insider information will bolster their trust and create brand affinity, while also getting them excited to buy your products at an even better price.
Go Beyond the Basics
So it’s Prime Day and your customer is ready to buy your awesome, limited-time-only deal. They’re so excited to place their order that they decide to get adventurous and click around your store to see what else they might like. What will they find on your business page? Are your item descriptions up-to-date? Search-friendly? Well-organized? Are there clear, descriptive photos and easy-to-understand specs?
The traffic you’ll get from your Prime Day deals won't just help the sale of particular items, but will also drive people to explore everything you have to offer.
The traffic you’ll get from your Prime Day deals won't just help the sale of particular items, but will also drive people to explore everything you have to offer. Make sure you’re giving shoppers every reason to add more than one item to their cart.
Use Your Resources
The term “influencer” gets thrown around a lot these days, but it isn’t just a buzzword — establishing trust and brand affinity in consumers is a difficult task to master, but by finding a trusted, highly-visible person to share their love for your brand, you can fast track the process.
You don’t have to spend a fortune on finding a big name to promote your Prime Day products; you just have to be thoughtful.
You don’t have to spend a fortune on finding a big name to promote your Prime Day products; you just have to be thoughtful. Own an artisanal cheese company? Reach out to some food bloggers with solid followings to see if you can send them some samples in exchange for a review or affiliate post. Create couture wedding wear? Use your connections across the wedding space — from cake makers to coordinators — to share the inside scoop on what you’re offering to their trusted fanbase. Small businesses can even take advantage of their local presence by partnering with smaller news and social outlets. People love to support local businesses, and if they can do it from their own home? Even better.
Don’t Skip Social Media
Of course you’re sharing your deals on social media, but unless you’re using hashtags and mentions, you’re not letting the true power of social media work its magic.
No need to get fancy: the more likely someone is to search the hashtag, the better.
Before and during your promotions, don’t be shy about posting your content with Prime Day-related hashtags. No need to get fancy: the more likely someone is to search the hashtag, the better. F or example, #PrimeDay, #PrimeDayDeal and #PrimeDay2018 are great places to start. Once you’ve tagged your post, anyone searching for that hashtag can see your deals. Just make sure you’ve got an updated link in your Instagram page bio (along with a callout in your caption to do so) when running your promotions.
Tagging people, brands and entities is equally important and often overlooked. By mentioning and alerting these groups, you can draw a very specific audience to your deals — for free. If you’re a coffee roasting company, some examples might be:
Partners or associated brands: Do you use a specific brand’s roasters? Is there a brand of mug that you think helps your coffee really shine? Tag them! They’ll be likely to share with their fan base because it’s beneficial for both of you.
Potential influencers: These are people who are already in your business space but with whom you may not have established a relationship. A coffee roasting company might tag local coffee shops, mommy bloggers (who need an energy boost more than anyone) or culinary professionals in the brunch/breakfast arena.
Related entities: This can be a lot of things, from relevant publications like Roast Magazine to something more general like your local Yelp City Manager.
Make it Meaningful
A little-known feature of Amazon is their Amazon Smile program, which donates a percentage of your purchase price to the charitable organization of your choice. It doesn’t change the consumer’s bottom line whatsoever, and just requires visiting Amazon through a slightly different URL: smile.amazon.com.
While promoting your deals and your business, feel free to educate your consumers on this neat little way to give back while still saving money. Although your business won’t receive a direct kickback, you’ll create goodwill and brand affinity with your customers who may get that last gentle push they needed to buy.
Need a second opinion on your Prime Day prep? Leave us a comment!