Everything You Need to Know for Prime Day 2024
25 Apr 2024
Amazon Prime Day is one of the biggest shopping days of the year so depending on how a brand prepares, it can negatively or positively impact their annual performance. We have some tips to ensure success for Amazon Prime Day 2024.
Stock
Our first and very important tip is to do with your brands stock and inventory. As a brand, you need to prepare in advance how much stock you will want to send into Amazon. Ensuring you have enough inventory sent in well ahead of time for Amazon FBA is essential and it would be recommended to send this increased amount of stock to Amazon a month in advance of Prime Day.
Pricing
Preparing your pricing strategy for Amazon Prime Day 2024 is essential as you want to have coupons and specific pricing ready to go live before the big day. A well-planned pricing strategy will help your products stand out during a highly competitive event. With an optimised pricing strategy, you can also increase your chances of attracting new customers who can come become repeat buyers in the future.
Create Prime Exclusive Deals
Creating these deals offers Prime members an exclusive offer so when they search for products similar to yours, your listings will get displayed in the search results with a Prime day badge. Lightning deals are also great ways to encourage sales. These are specific offers that run for 4-6 hours or until your stock runs out. These kinds of deals create a sense of urgency for customers and Amazon can feature them on their homepage therefore driving more traffic towards your listings.
Top Deals
Featured on the Amazon deals page with count-down timer.
Typically featured at the top of the event page with high exposure.
Reserved for single branded deal or multi-branded deal (typically 2 – 3 brands) with brand names on deals title to drive brand awareness.
Best Deals
Advertising of product groups.
Can run up to 2 weeks and need at least 4 weeks in advance. These deals can be used a little before Prime Day and after.
Similar to lightning deals, just a little less noticeable on the Deals Page and can run a bit longer.
Bring attention to your brand and products and increase sales.
Lightning Deals
Featured as a flash sale on the Amazon deals page.
You can only include one product per Lightning Deal (but you can include different styles, sizes, and colours of that product).
Coupons & Vouchers
Featured on the product detail page and the Amazon vouchers page.
Customers simply click on a voucher, and it will be added to their basket.
The discount is automatically applied at the checkout when a customer purchases an eligible product before the voucher expiry.
Optimising Your Sponsored Ads
The way in which you run your ads for Amazon Prime Day 2024 will be very important and if possible, preparing and creating an advertising budget specifically for Prime Day will help you manage your ads more efficiently. Investing your advertising spend in top selling products and the best performing keywords that you have is a great way to be competitive during Prime Day. There are multiple ad types that brands need to take advantage of during Prime Day and budgets should be split accordingly to have the best performance during Prime Day 2024.
Sponsored Products: Sponsored Products ads appear in search results and on product detail pages. They are great for brands who want to increase their visibility and drive sales for specific products. During Prime Day, when competition is high, allocating a significant portion of your budget to Sponsored Products to ensure your products stand out in search results is important to try and drive as many sales as possible for your brand.
Sponsored Brands: Sponsored Brands ads appear at the top of search results and feature your brand logo, a custom headline, and multiple products. Sponsored Brands are ideal for promoting your brand and showcasing a range of products during Prime Day. Allocating a portion of your budget to Sponsored Brands to increase brand awareness and capture shoppers' attention away from your competitors is a good tactic to endorse.
Sponsored Display Ads: These ads target shoppers both on and off Amazon, including on product detail pages, search results, and third-party websites. Sponsored Display Ads are effective for retargeting and reaching shoppers who have previously viewed your products. Brands should allocate a smaller portion of their budget to Sponsored Display Ads, focusing on retargeting strategies to re-engage shoppers during Prime Day.
Amazon DSP (Demand-Side Platform): Amazon DSP allows you to programmatically buy display and video ads both on and off Amazon. Amazon DSP is suitable for reaching a broader audience beyond Amazon and driving brand awareness. Allocating a portion of your budget to Amazon DSP for broader advertising efforts during Prime Day is recommended.
Key Dates
Late April: Place inventory orders for Prime Day
May 3rd: Deadline for submitting recommended deals to Amazon for Prime Week for US & Canada
May 17th: Deadline for submitting recommended deals to Amazon for Japan, UK, Germany, Italy, Spain, Netherlands, Poland, Sweden & Belgium June 20th: FBA/Inbound Inventory cut-off date for sellers in Canada & the US.
June 27th: FBA/Inbound Inventory cut-off date for sellers in the UK, France, Germany, Italy, Spain, Netherlands, Poland, Sweden & Belgium.
July 3rd: Retail/FBA inventory cut-off date for sellers and vendors to IXD/AJX in Japan.
July 7th: Retail/FBA inventory cut-off date for sellers and vendors to FC in Japan.
Early June: Begin Sponsored Ads
Mid July: Predicted Prime Day
Summary
Amazon Prime Day is one of the biggest shopping days of the year so ensuring success for your brand is crucial. With so many areas to think about such as stock & inventory, pricing & deals, and choosing where to put your budget for specific ads, it can be a minefield but following our tips will give your brand the best knowledge and opportunity to get ahead of your competition on the journey up to Prime Day. Key dates have been announced so it is important to take note of these to ensure you don’t miss any deadlines. Amazon still have not confirmed which date Prime Day 2024 will be, but it is predicted to be a week either side of the 11th/12th July.
Amazon Prime Day is one of the biggest shopping days of the year so depending on how a brand prepares, it can negatively or positively impact their annual performance. We have some tips to ensure success for Amazon Prime Day 2024.
Stock
Our first and very important tip is to do with your brands stock and inventory. As a brand, you need to prepare in advance how much stock you will want to send into Amazon. Ensuring you have enough inventory sent in well ahead of time for Amazon FBA is essential and it would be recommended to send this increased amount of stock to Amazon a month in advance of Prime Day.
Pricing
Preparing your pricing strategy for Amazon Prime Day 2024 is essential as you want to have coupons and specific pricing ready to go live before the big day. A well-planned pricing strategy will help your products stand out during a highly competitive event. With an optimised pricing strategy, you can also increase your chances of attracting new customers who can come become repeat buyers in the future.
Create Prime Exclusive Deals
Creating these deals offers Prime members an exclusive offer so when they search for products similar to yours, your listings will get displayed in the search results with a Prime day badge. Lightning deals are also great ways to encourage sales. These are specific offers that run for 4-6 hours or until your stock runs out. These kinds of deals create a sense of urgency for customers and Amazon can feature them on their homepage therefore driving more traffic towards your listings.
Top Deals
Featured on the Amazon deals page with count-down timer.
Typically featured at the top of the event page with high exposure.
Reserved for single branded deal or multi-branded deal (typically 2 – 3 brands) with brand names on deals title to drive brand awareness.
Best Deals
Advertising of product groups.
Can run up to 2 weeks and need at least 4 weeks in advance. These deals can be used a little before Prime Day and after.
Similar to lightning deals, just a little less noticeable on the Deals Page and can run a bit longer.
Bring attention to your brand and products and increase sales.
Lightning Deals
Featured as a flash sale on the Amazon deals page.
You can only include one product per Lightning Deal (but you can include different styles, sizes, and colours of that product).
Coupons & Vouchers
Featured on the product detail page and the Amazon vouchers page.
Customers simply click on a voucher, and it will be added to their basket.
The discount is automatically applied at the checkout when a customer purchases an eligible product before the voucher expiry.
Optimising Your Sponsored Ads
The way in which you run your ads for Amazon Prime Day 2024 will be very important and if possible, preparing and creating an advertising budget specifically for Prime Day will help you manage your ads more efficiently. Investing your advertising spend in top selling products and the best performing keywords that you have is a great way to be competitive during Prime Day. There are multiple ad types that brands need to take advantage of during Prime Day and budgets should be split accordingly to have the best performance during Prime Day 2024.
Sponsored Products: Sponsored Products ads appear in search results and on product detail pages. They are great for brands who want to increase their visibility and drive sales for specific products. During Prime Day, when competition is high, allocating a significant portion of your budget to Sponsored Products to ensure your products stand out in search results is important to try and drive as many sales as possible for your brand.
Sponsored Brands: Sponsored Brands ads appear at the top of search results and feature your brand logo, a custom headline, and multiple products. Sponsored Brands are ideal for promoting your brand and showcasing a range of products during Prime Day. Allocating a portion of your budget to Sponsored Brands to increase brand awareness and capture shoppers' attention away from your competitors is a good tactic to endorse.
Sponsored Display Ads: These ads target shoppers both on and off Amazon, including on product detail pages, search results, and third-party websites. Sponsored Display Ads are effective for retargeting and reaching shoppers who have previously viewed your products. Brands should allocate a smaller portion of their budget to Sponsored Display Ads, focusing on retargeting strategies to re-engage shoppers during Prime Day.
Amazon DSP (Demand-Side Platform): Amazon DSP allows you to programmatically buy display and video ads both on and off Amazon. Amazon DSP is suitable for reaching a broader audience beyond Amazon and driving brand awareness. Allocating a portion of your budget to Amazon DSP for broader advertising efforts during Prime Day is recommended.
Key Dates
Late April: Place inventory orders for Prime Day
May 3rd: Deadline for submitting recommended deals to Amazon for Prime Week for US & Canada
May 17th: Deadline for submitting recommended deals to Amazon for Japan, UK, Germany, Italy, Spain, Netherlands, Poland, Sweden & Belgium June 20th: FBA/Inbound Inventory cut-off date for sellers in Canada & the US.
June 27th: FBA/Inbound Inventory cut-off date for sellers in the UK, France, Germany, Italy, Spain, Netherlands, Poland, Sweden & Belgium.
July 3rd: Retail/FBA inventory cut-off date for sellers and vendors to IXD/AJX in Japan.
July 7th: Retail/FBA inventory cut-off date for sellers and vendors to FC in Japan.
Early June: Begin Sponsored Ads
Mid July: Predicted Prime Day
Summary
Amazon Prime Day is one of the biggest shopping days of the year so ensuring success for your brand is crucial. With so many areas to think about such as stock & inventory, pricing & deals, and choosing where to put your budget for specific ads, it can be a minefield but following our tips will give your brand the best knowledge and opportunity to get ahead of your competition on the journey up to Prime Day. Key dates have been announced so it is important to take note of these to ensure you don’t miss any deadlines. Amazon still have not confirmed which date Prime Day 2024 will be, but it is predicted to be a week either side of the 11th/12th July.
Amazon Prime Day is one of the biggest shopping days of the year so depending on how a brand prepares, it can negatively or positively impact their annual performance. We have some tips to ensure success for Amazon Prime Day 2024.
Stock
Our first and very important tip is to do with your brands stock and inventory. As a brand, you need to prepare in advance how much stock you will want to send into Amazon. Ensuring you have enough inventory sent in well ahead of time for Amazon FBA is essential and it would be recommended to send this increased amount of stock to Amazon a month in advance of Prime Day.
Pricing
Preparing your pricing strategy for Amazon Prime Day 2024 is essential as you want to have coupons and specific pricing ready to go live before the big day. A well-planned pricing strategy will help your products stand out during a highly competitive event. With an optimised pricing strategy, you can also increase your chances of attracting new customers who can come become repeat buyers in the future.
Create Prime Exclusive Deals
Creating these deals offers Prime members an exclusive offer so when they search for products similar to yours, your listings will get displayed in the search results with a Prime day badge. Lightning deals are also great ways to encourage sales. These are specific offers that run for 4-6 hours or until your stock runs out. These kinds of deals create a sense of urgency for customers and Amazon can feature them on their homepage therefore driving more traffic towards your listings.
Top Deals
Featured on the Amazon deals page with count-down timer.
Typically featured at the top of the event page with high exposure.
Reserved for single branded deal or multi-branded deal (typically 2 – 3 brands) with brand names on deals title to drive brand awareness.
Best Deals
Advertising of product groups.
Can run up to 2 weeks and need at least 4 weeks in advance. These deals can be used a little before Prime Day and after.
Similar to lightning deals, just a little less noticeable on the Deals Page and can run a bit longer.
Bring attention to your brand and products and increase sales.
Lightning Deals
Featured as a flash sale on the Amazon deals page.
You can only include one product per Lightning Deal (but you can include different styles, sizes, and colours of that product).
Coupons & Vouchers
Featured on the product detail page and the Amazon vouchers page.
Customers simply click on a voucher, and it will be added to their basket.
The discount is automatically applied at the checkout when a customer purchases an eligible product before the voucher expiry.
Optimising Your Sponsored Ads
The way in which you run your ads for Amazon Prime Day 2024 will be very important and if possible, preparing and creating an advertising budget specifically for Prime Day will help you manage your ads more efficiently. Investing your advertising spend in top selling products and the best performing keywords that you have is a great way to be competitive during Prime Day. There are multiple ad types that brands need to take advantage of during Prime Day and budgets should be split accordingly to have the best performance during Prime Day 2024.
Sponsored Products: Sponsored Products ads appear in search results and on product detail pages. They are great for brands who want to increase their visibility and drive sales for specific products. During Prime Day, when competition is high, allocating a significant portion of your budget to Sponsored Products to ensure your products stand out in search results is important to try and drive as many sales as possible for your brand.
Sponsored Brands: Sponsored Brands ads appear at the top of search results and feature your brand logo, a custom headline, and multiple products. Sponsored Brands are ideal for promoting your brand and showcasing a range of products during Prime Day. Allocating a portion of your budget to Sponsored Brands to increase brand awareness and capture shoppers' attention away from your competitors is a good tactic to endorse.
Sponsored Display Ads: These ads target shoppers both on and off Amazon, including on product detail pages, search results, and third-party websites. Sponsored Display Ads are effective for retargeting and reaching shoppers who have previously viewed your products. Brands should allocate a smaller portion of their budget to Sponsored Display Ads, focusing on retargeting strategies to re-engage shoppers during Prime Day.
Amazon DSP (Demand-Side Platform): Amazon DSP allows you to programmatically buy display and video ads both on and off Amazon. Amazon DSP is suitable for reaching a broader audience beyond Amazon and driving brand awareness. Allocating a portion of your budget to Amazon DSP for broader advertising efforts during Prime Day is recommended.
Key Dates
Late April: Place inventory orders for Prime Day
May 3rd: Deadline for submitting recommended deals to Amazon for Prime Week for US & Canada
May 17th: Deadline for submitting recommended deals to Amazon for Japan, UK, Germany, Italy, Spain, Netherlands, Poland, Sweden & Belgium June 20th: FBA/Inbound Inventory cut-off date for sellers in Canada & the US.
June 27th: FBA/Inbound Inventory cut-off date for sellers in the UK, France, Germany, Italy, Spain, Netherlands, Poland, Sweden & Belgium.
July 3rd: Retail/FBA inventory cut-off date for sellers and vendors to IXD/AJX in Japan.
July 7th: Retail/FBA inventory cut-off date for sellers and vendors to FC in Japan.
Early June: Begin Sponsored Ads
Mid July: Predicted Prime Day
Summary
Amazon Prime Day is one of the biggest shopping days of the year so ensuring success for your brand is crucial. With so many areas to think about such as stock & inventory, pricing & deals, and choosing where to put your budget for specific ads, it can be a minefield but following our tips will give your brand the best knowledge and opportunity to get ahead of your competition on the journey up to Prime Day. Key dates have been announced so it is important to take note of these to ensure you don’t miss any deadlines. Amazon still have not confirmed which date Prime Day 2024 will be, but it is predicted to be a week either side of the 11th/12th July.