The official dates for Amazon Prime Day 2022 have been announced for 12th and 13th July, and it is anticipated to be bigger than ever. In this blog, we share insights into learnings from past shopper behaviour as well as the importance of the event as part of the retail calendar.
Not just a two-day shopping event
Since its inception in 2015 as a 24-hour promotional period, Prime Day has grown into a multi-day shopping event that was created to drive additional revenue for Amazon, and their suppliers during the traditionally quieter summer months.
However, as has become apparent in recent years and as a result of the record-breaking sales achieved, discounts can be seen to be applied across all categories on the marketplace over a week-long period in the lead up to the event, during the core days and are often extended to a lead-out period too.
In fact, it's been speculated that there will be a Prime Fall Day event (which some are dubbing "Prime Day 2.0") set to take place during Q4 of this year, with submissions now open in Vendor Central. In 2020, Prime Day took place in October, which combined with Black Friday and Christmas Shopping delivered record-breaking numbers for many brands.
An opportunity to stand out and engage shoppers
It’s no surprise that brands now view Prime Day as a notable date in the retail calendar. With over 200 million Prime members who racked up a total of $11.79 billion USD in sales during Prime Day in 2021, the event provides brands with a huge opportunity to stand out from competitors, engage new-to-brand and loyal customers, plus take advantage of the uptick of traffic to the marketplace.
Planning for promotional events can begin months in advance, allowing you to put your brand in the best possible position for success, and preparation is necessary across all areas of your Amazon business. This could include offering deeper discounts or special deals on highly sought-after items, strategically investing in sponsored ads to drive additional traffic to your listings and ensuring the content and imagery on your listings are following best-practice standards to aid conversion.
Understanding shopper behaviour
Leveraging shopper behaviour data from previous years and taking into account current socio-economic situations to inform your strategy is crucial in the run up to Prime Day this year. It’s important you understand who your target customers are likely to be and how they prefer to shop in order to curate a smooth customer journey.
While many customers use promotional events such as Prime Day to seek purchase inspiration and research products they may not have previously bought, others who may already be aware of your brand or products will be seeking deals during the event. By adapting your selling strategy to meet your customer needs, you can increase your chances of online conversion.
Is your brand ready for Prime Day 2022?
Our team of marketplace experts have covered everything you need to know from what to expect from this year’s Prime Day as well as actionable tips to get your brand fired up and ready to go. Download the free report today.
If you have any questions about Prime Day 2022 or would like to speak with one of our Marketplace experts, please feel free to get in touch.