This year’s Amazon Prime Day is coming up fast so we’ve put together a seller’s guide to Prime Day 2021 to help you handle the sales rush.
When is Prime Day?
Kicking off summer, Prime Day 2021 will take place June 21-22 offering Amazon sellers a boost during a typically slow retailing period.
Now in its sixth year, this two-day “shopping extravaganza” will be especially welcome to retailers as COVID-vaccinated buyers return to physical stores.
„As the world is beginning to emerge from a pandemic,“ said Amazon Group Creative Director Colin Gaul, „people are looking for a change, and embracing the excitement that comes along with that.“
Smart Amazon sellers can use Prime Day to their advantage and capitalise on increased user interest on the marketplace.
How can sellers benefit from Prime Day?
There are almost too many reasons to list, but here are some of the biggest opportunities Prime Day offers Amazon sellers:
- Super high sales: Prime Day 2020 saw third-party sellers exceed $3.5 billion in sales, making it one of the most highly trafficked eCommerce events of the year.
- Global recognition and access: Prime Day is open to members in the U.S., the UK, the United Arab Emirates, Turkey, Spain, Singapore, Saudi Arabia, Portugal, the Netherlands, Mexico, Luxembourg, Japan, Italy, Germany, France, China, Brazil, Belgium, Austria, and Australia – a pool of billions of shoppers that Amazon sellers can access.
- Double the selling period: Contrary to its name, Prime Day is actually a two-day event, giving shoppers and sellers plenty of time to take advantage of some fantastic deals.
- Be part of an experience: This year more than ever Amazon wants to celebrate the small and medium-sized businesses that make up 60% of their sales, investing $18 billion in helping them to successfully deliver great customer experiences.
How can sellers get ready for Prime Day 2021?
1. Relevance
The first thing to consider is how world events such as the Suez Canal blockage, politics and Covid-19 can affect sales and fulfillment. Each country has its own set of import/export regulations, making it difficult for Amazon sellers to fulfill orders. To combat this, keep a close eye on global COVID-19 stats and other news headlines so you can stay on top of potential disruptions.
2. Inventory
Keep in mind how you should be stocking your inventory. Last Prime Day, things like face masks and sanitizer were top of the list but they are unlikely to be there this year. Assess your inventory and see if it meets your customers’ altered needs – garden furniture anyone?! Think of everyday problems people are having and how you can stock your inventory to anticipate their searches. Diversify your product range and make sure you can offer enough variety no matter what happens during this most unusual time.
3. Amazon IPI
Your Amazon Inventory Performance Index (IPI) is a measure of how well you manage your inventory and is calculated as a score out of 1,000 over the last 90 days. Drop below 350, and you’ll get an IPI alert from Amazon and six weeks to raise your score. If you don’t improve by then, Amazon will ban incoming shipments, which is the last thing you want to happen in the run up to Back to School, Black Friday and the festive season.
4. Incentives
While many online shoppers act on impulse and others plan to buy specific products, a great deal of buyers just love a great deal. Make sure that your products are priced competitively, especially if you’re not offering Prime Day Exclusive Discounts, Member Promotions, Lightning Deals or Coupons.
5. Appearance
Finally, first impressions count so look at your listings through your buyers’ eyes. Start by making sure your product images are easy to see, for example no white goods on a white background. Then read through the product details, make sure you’re using plenty of searchable descriptors, check for spelling mistakes and consider condensing long paragraphs into easily digestible bullet points.
What if I’m not an Amazon Seller?
Many Amazon competitors offer their own alternatives to Prime Day – from eBay to Walmart – and your eCommerce store can too. All online retailers can benefit from the advice above but especially if you’re supercharging your exposure by taking advantage of Google Shopping Ads, proven to convert 30% better than text ads.
Final thoughts
It goes without saying you should be using fit for purpose eCommerce tools all the time, but shopping holidays are even more important due to the extra footfall and sales. Having an end-to-end view of your customers’ transaction journey can help your brand scale operations inline with peak trading times.
eDesk’s suite of tools are designed specifically to ensure multichannel eCommerce success – from discovery and enquiry, process automation and performance insights, to feedback and reviews. You can find out more about delighting your customers to protect your business and its reputation in our eBook about empowering your brand.
