Taking advantage of Amazon Prime Days to sell more on your online store

Surely you have heard of them. It is a campaign that Amazon regularly activates in which it carries out flash offers for 48 hours that, in addition, are exclusive to its Prime service subscribers. These customers pay an annual fee for a series of benefits, such as fast delivery at no cost.

 

Since its first edition in 2015, this campaign has been growing and growing in popularity, to the point of generating some expectation among shoppers in the eCommerce channel. Many of them wait for these dates with the motivation of price and bargains, so the market tends to retract considering the share of sales that this platform manages.

 

Of course, Amazon making aggressive and very concentrated offers in time does not seem like good news for those of us who sell in other channels. Obviously, it is not the best thing that can happen to us, but between the fact that there are aspects in which eCommerce is better than marketplaces and that anything that shakes up the market is likely to become an opportunity, we can turn the issue around.

With Prime Days, the same thing happens to a certain extent as with Black Friday: a predisposition to purchase is generated that does not have to be linked to a specific retailer if you play your cards right. It is just another event in the deals calendar.

 

Simply replicate its strategy of offers for a very limited time and communicate it constantly in your usual advertising channels: SEM campaigns on Google Ads, social networks, email marketing... and do not forget to customize your website so that anyone who enters has that sense of urgency and has no doubt about what the promotion is.

 

It seems silly, but it is not at all: use a similar name. Something like "your brand" Days or something similar will reinforce the message and help you really take advantage of Prime Days and its consumer buzz.

Considering that Amazon is the most horizontal marketplace possible (in the West), it seems difficult to find things that they do not already sell. But there are ways to stand up to them.

 

In addition, niche customers are less likely to trust generalist sellers. They value the specialization and advice that comes from dealing with experienced professionals.

 

The strategy is very similar to that of your brand's Prime Days, but the communication will shift towards the recognition of these values. A lot of copy work with calls to action and headlines that allow us to claim the niche: "The days of electronics" for example.

Something that gives us a certain advantage is that we know when Prime Days 2022 will be: July 12-13. Predictably, those days will be weaker in sales outside Amazon environment, but we can make a greater effort from the previous days and even lower the advertising investment in that period and increase it on the chosen dates.

 

As we say: people are anxious for the offers, so play on the desire to buy that they already have (Amazon has been encouraging them for a month) and launch attractive offers before they do. Part of your target audience will prefer to buy now rather than wait.

This action, as you can imagine, is more reactive than proactive, but no less valid for that. From the beginning we are pointing out the fact that we are facing something that shakes the market.

 

There are bound to be a lot of sales on Amazon, but we can play with cross-selling. Once Prime Days are over, you will not have too much trouble finding information about the best-selling products, as this is something that is regularly published in the press and digital media.

 

Well, with that information you will know what the market is going to demand. For example: imagine that the best-selling product has been barbecues. You have an online store where you sell them so, on that side, you may have lost some sales.

 

However, the opportunity lies in those new users who are going to need all the accessories: lighting systems, outdoor covers, cooking utensils, sauces, recipe books... a whole series of auxiliary products with a growing demand.

 

All this information will also help you to nurture the editorial calendar of your blog and, in this way, reach non-transactional search intentions.