Introduction
Amazon Prime Day is more than just another sales spike—it’s a high-velocity event where preparation wins. Sellers who have everything lined up (listings, ads, inventory, promos) surge ahead—those who don’t often scramble and underperform. The event’s timing may be publicly revealed late, so proactive readiness is key. SupplierWiki+1
1) Fine-Tune Listings & Conversion Elements
- Ensure your main image and gallery reflect your best benefit imagery and leap out in search results.
- Title, bullets and backend keywords should reflect the increased traffic and discovery nature of Prime Day.
- Review counts, ratings and social proof are more important than usual during deal events—they affect trust.
- For brands: update your Amazon Store to reflect themed deal offers or highlight “Prime Day Specials”. Sell on Amazon+1
2) Deals, Coupons & Promotions Setup
- Submit your coupons, Price Discounts, Lightning Deals or Best Deals well ahead of the event to align with Amazon’s deal-streams. Sell on Amazon
- Ensure your discount depth, timing and SKU selection align with your margin and inventory capacity.
- Use promotions as headline hooks, but ensure your listing and conversion are optimised so you don’t drive high traffic to a bad page.
3) Advertising & Budget Scaling
- Consider raising your ad budget ahead of the surge and adjust bids to reflect the increased competition and click volume. Sell on Amazon+1
- Use dynamic bidding, placement optimisations, and carve out budget for both discovery and conversion phases.
- Track TACoS (Total Advertising Cost of Sales) as well as ACOS—deal events often shift the mix and you might invest differently.
4) Inventory & Fulfilment Readiness
- Your inventory needs to be inbound, processed, and available ahead of the event—not arriving during traffic surge. Amazon’s shipment deadlines are crucial. Amazon Seller Central
- Monitor capacity limits, inbound lead-times, and ensure you have buffer for increased orders.
- Avoid running out of stock or losing Buy Box during one of your biggest traffic windows.
5) 30/60/90 Day Action Plan
Days 1-30:
- Audit your top 20 SKUs: listing conversion, review rate, images, keywords.
- Submit promotions (coupons, deals) and prepare messaging.
- Pre-book shipments and confirm inbound timeline.
Days 31-60:
- Ramp ad budgets, set rules for increased bids, test placement increases.
- Monitor stock burn rate and conversion changes; adjust budget daily during the lead-up.
- Update your Store page to reflect Prime Day theme.
Days 61-90:
- Final prep: fleet your replenishment if the event is soon; schedule after-event follow-up (retention emails, post-purchase flows).
- Review performance immediately after event: conversion, TACoS, rank changes. Plan next year’s event calendar.
Final Thoughts
Prime Day is predictable in preparation—even if the exact dates aren’t. By aligning your listings, promos, ads and inventory ahead of time, you position your brand to capture the lift rather than chase it. The difference between “prepared” and “surprised” shows up in conversion, margins and rank. Map the plan, execute the plan—and win the window.
