Prime Day is not just for Amazon Prime!
Prime Day 2022 has finally arrived. Often considered a powerhouse in the world of eCommerce, Amazon Prime Day is the unofficial start to the holiday sales season. These 48 hours will be full of deals, payment in 1-Click, and a whole lot of advertising frenzy. Check our marketing calendar here!
With the release of Amazon Prime in 2005 and then its later success in the American eCommerce market, it seems as though you can’t be a successful online shop without being available via Amazon Prime. However, that’s not true.
Amazon Prime Day ranks among the top eCommerce sale events in the world. Ranking among the most popular days of the year is China’s Single’s Day, which brought in a staggering $38 billion USD in 2019 alone which is more than what Amazon makes in any given two-month period of the year. Yet again, Prime Day brings in more sales per 24-hour period (48-hour event) than Black Friday while Cyber Monday shyly beats the big Amazon day in terms of revenue generated, according to Insider Inteligence.
So you have an online store, but you’re not available on Amazon – don’t worry, you’re not out of luck. Even though you might not be able to jump the gun this year when it comes to preparing and getting the bang for your buck out of your Google Ads campaigns, there are still some last-minute options… To create your own Prime Day!
How to create your own Prime Day?
Although reaching these figures is an unfeasible task for any small or medium-sized retailer, the idea of a day with its own identity is possible. In fact, Prime Day gives us some keys to get this marketing action to a good commercial day.
One of the reasons for Prime Day’s success is its community. Amazon has managed to make the most of this concept by creating a hard core of customers willing to pay a flat annual fee for a series of benefits (fast shipping, lower costs, Prime tv…). With them, it has taken the community concept to its maximum exponent, achieving, for example, that in the United States a Prime user spends an average of 1,400 dollars, according to data from Insider Intelligence.
The idea, taken to our field, must follow the same path; on the road to building a group of loyal and committed customers. To do this, it will be necessary to offer more than just a good catalog. Value-added services must be the central axis of our strategy to achieve the differentiation that will make them choose us over other alternatives.
Prime Day main feature: the offers!
Prime Day is full of offers of all kinds. More than one million offers that in this year’s edition were extended to Whole Foods supermarkets, owned by the giant. A strategy that combines with the seller’s price change strategy that helps it to be very competitive at all times.
Although undoubtedly getting the volume discounts that Amazon manages can be very difficult, to create our particular big day it will be necessary to provide it with attractive promotions. Searching for the best deals on the most demanded products and selling those that are gathering dust in the warehouse are realistic options.
Differentiation, don’t just copy!
Although El Corte Inglés’s strategy of copying Media Markt’s VAT-free Day worked, it is not always the best idea to copy marketing actions. We can always opt for combining certain features but looking for that point of differentiation that makes us special. And that is where Prime Day has played its cards.
Amazon used its most loyal group of customers to support them with a day of their own. That is its great differentiation with which, on the one hand, it managed to reward consumers who pay with offers, and on the other, it encouraged those who have not yet done so.
In this sense, we must stop for a moment to look for what differentiates us from the rest. It may be a particular service, our approach to certain audiences or our logistics. Whatever it is, we must take it into account when planning our special day and enhance it.
Online and offline
The interrelationship between these two worlds is becoming stronger and stronger. Prime Day demonstrated this by taking its offers to the street with marketing actions at strategic points in addition to expanding its promotions to Whole Foods’ physical supermarkets.
Thinking of the physical or online store as a separate department has long been the wrong approach. These two worlds must go in parallel, seeking synergies, always within our possibilities, but being clear about the advantages of each space and taking advantage of them.
Spy on the competition
Seriously, a little research goes a long way. Look up products on Amazon that are similar to the ones that your business offers and jot down the keywords with the results that show products that are in the same category or resemble your products. Focus on those that show up on the first page of Amazon search results and click on them. You will see the keyword above the product name in quotation marks – this is just part of the secret.
Attention all BigCommerce, PrestaShop, Shopify, and WooCommerce store owners!
Once you’ve done your spy work as mentioned above, then download eCommerce Ads by Clever for the platform(s) that you’re available on by installing the app totally free!
Clever Ads was born because our founders saw that small and medium sized businesses didn’t have the “ammunition” required to compete with the big guns on the Google Ads and Microsoft Ads networks.
With the power of your preferred eCommerce platform and the AI of Clever Ads, you will be able to automatically generate keywords for your business’s products – no need to do the busy work mentioned early; we can do it for you.
Google remarketing ads & search ads
Our software also features automated Remarketing and Search Ads across the Google network which ultimately allows you to come up as a search result right when customers are looking for products or services that your company offers. You’re found through a series of keywords which are the holy grail when it comes to eCommerce retailers on Amazon Prime also come up under these same keywords.
Remarketing Ads, on the other hand, are ads that appear after a customer has previously visited your eCommerce site.
Amazon Prime Day marks the unofficial start to the holiday rush
Even though Prime Day is these summer days (July 12-13), why don’t you try competing with retailers available on Amazon this year? We know that small businesses need help and are busier than usual; that’s why we’ve compiled the most vital stats on key dates to end 2022 on a good note with more eCommerce deals – and hopefully, sales.
Prime Day should serve as a keyword cram study session if you feel as though your online shop is underprepared for what seems to be a promising 2022 summer sales season. And remember, you don’t have to be on Amazon to see an increase in eCommerce revenue – you just have to be on top of the Google Ads game.