Amazon Prime Day Marketing Strategy: 5 Tips for 2024

Welcome, Amazon sellers, to the most wonderful time of the year!

Amazon Prime Day is officially set for July 16 and 17, 2024, which means you have just a few weeks to finalize your strategy for the marketplace’s biggest sales event of the season. And, with early discounts already driving customers to the site, the sooner you can set your discounts in motion, the better.

In this guide, we’ll give you five tips to get started, based on our decades of experience with eCommerce businesses just like yours. From bidding strategies to cross-platform promotions, you’ll learn everything you need to know to make Amazon Prime Day 2024 a success for your brand.

Not an Amazon seller? Don’t worry; we’ve got some specific strategies to ensure you don’t miss out on this frenzied shopping event!

Keep reading to get started — or, if you’d like our Amazon experts to craft a personalized, data-driven advertising strategy for your store, contact us ASAP to schedule your free consultation.

5 Prime Day Marketing Tips for Amazon Sellers

Amazon Prime Day sales have grown significantly since its inception in 2015. Last year, sales amounted to an impressive $12.9 billion, with this year’s sales expected to surpass that record.

As long as your eCommerce business does its prep work, you can take advantage of those shopper numbers and drive significant revenue for your storefront, too.

Begin with these five strategies from our team of Amazon Ads experts:

1. Go big with your discounts.

Customers expect jaw-dropping Prime Day offers. Now is the time to pull out all your stops; your prices should be the lowest that you can possibly sustain while still being profitable.

If you’re not sure where to start, we recommend replicating your typical Black Friday/Cyber Monday deals. (Review our pricing strategy guide to determine what those discounts should be.)

Remember: Shoppers who visit Amazon on Prime Day are primed and ready to buy. You want to grab their attention (and, in turn, conversions) however you can.

Most of the time, that will include substantial discounts marketed with limited-time messaging. FOMO is real; the last thing your shoppers want is to feel like they’ve missed out on a once-a-year deal.

Prime Day, July 16-17. Deals on most-loved finds. Join Prime.

As you set your discounts, make sure you can back them up with enough inventory. If your Amazon store runs out of product within the first two hours of the Prime Day sale, you’ll cut into your potential profits and reduce the effectiveness of your low prices.

Start sending additional inventory of popular items to Amazon today to prepare the stockpile you need when July 16 hits.

2. Apply the same discounts to purchases made on your website.

You don’t have to wait until July 16 to start making Prime-related profits. We encourage all eCommerce businesses to run the same product sales on their proprietary site as well — and far in advance of July 16.

There are significant pros and cons to selling on Amazon, including the restrictions on customer data provided through this platform. How much you invest in your Amazon.com sales versus your own website sales will depend on several factors, including how much revenue you make on the marketplace.

By replicating your Prime Day deals on your eCommerce site, you make it much easier for a wider range of customers to purchase (not to mention do so on a longer timeframe than the two-day Amazon event).

Some added bonuses:

You can offer a free gift with purchase to entice shoppers to buy directly from your site.
You receive more first-party data about your shoppers than you would get secondhand through Amazon.
You avoid sending early-bird shoppers to competitors who have already launched their discounts.

3. Promote your sales as much as possible.

Amazon will do the grunt work of promoting its sale on its site. But to drive traffic to your particular storefront, you’ll need to do your own Prime Day advertising, as well.

Make sure your target shoppers know about the upcoming event (and your special product sales) by promoting it on your own channels, such as:

Your website: Preview your sales on popular product listing pages. If you aren’t already, consider adding a Buy With Prime button to your site to send users directly to your Amazon storefront. (As a Buy With Prime agency partner, Inflow can help make that happen.)
Your email marketing: Alert your email subscribers of the upcoming sale and special product discounts. These promotions are even more effective when you segment and personalize your messaging to include products your unique shoppers may be interested in.
Your social media: Use graphics and videos to promote the upcoming Prime event and let followers know your brand is participating.

Of course, as you run your pre-event marketing campaigns, you can also encourage potential customers to shop early on your website — where you should have the same discounts available well before July 16.

4. Be on top of your ad budgets.

We’d be remiss if we didn’t discuss how your Amazon ad strategy needs to change on July 16 and July 17.

Amazon.com will see significant increases in traffic during Prime Day. With many more Prime members shopping on the site and clicking through listings, average ad spend and cost-per-click (CPCs) will increase. In our experience, it’s not unusual to see accounts spend 10 times their usual daily budget during Prime Days.

Bottom line: To take advantage of this increased traffic, you’re going to have to spend more.

As you prepare your bid strategy for Prime Day, keep these tips in mind:

Increase your daily spend budget and CPC limits significantly.
Check your budgets regularly to prevent running out of spend at the height of the event. Every hour is a good benchmark.
Optimize your Amazon Ads with the right product information and keywords.

If you need help creating a Prime Day PPC strategy, reach out to our team for a personalized proposal now.

5. Extend your discounts beyond Prime Day.

Amazon’s Prime sale only lasts two days — but your business can reap the rewards of primed shoppers both before and after the event is over.

If your product sales are still looking strong as July 17 comes to an end, consider extending your sales promotions on your site and/or your Amazon storefront for another day or two.

Remember: Not all shoppers are permanently online. Some may have missed the original Prime Day promotions, while others may take a longer time to decide to purchase. By offering your discounts a few days longer, you increase the likelihood of capturing and converting those additional shoppers.

Not an Amazon Seller? You Can Still Take Advantage

Amazon Prime Day isn’t just for Amazon sellers. The event has seeped so deeply into online shopping culture that your eCommerce store can still benefit, even if you don’t host an Amazon storefront.

Interested shoppers will be searching everywhere for deals, which means traffic will increase across all channels, including paid platforms like Google Ads. Where you can, beef up your budgets and CPCs (especially for your Google Shopping ads) to avoid missing out on those primed shoppers.

If you don’t have an Amazon store, use tips #2 and #3 to your advantage. Launch some significant deals on your eCommerce site, and make sure to promote them early and often to beat Amazon at its own game and bring more budget-conscious customers to your retail store.

When it comes to Amazon Prime Days, the worst thing you can do is sit back and let it happen. Become an active participant however you can to siphon those customers away from Amazon and (hopefully) add them to your list of loyal, repeat shoppers in the months to come.

Want more tips for competing with Amazon as an eCommerce business? Check out our complete list of strategies here.

Create Your Amazon Prime Day Marketing Strategy Now

With just a few weeks to go until Amazon’s July 2024 Prime Day, time is of the essence. Start diving into your listings and ad campaigns today, and you’ll be in a much better position to secure impressive scores of shoppers and profits starting July 16.

For those who’d rather have an expert ad team prepare their strategy, you’re in luck. Inflow’s Amazon experts can craft the perfect plan of action to maximize your Amazon Prime conversion rates and revenue this year.

Don’t wait; contact us today to get started.