Amazon.com have announced Prime Exclusive Discounts – a new way to reach millions of Prime members. While Prime Exclusive Discounts can be offered any day of the year, this is particularly interesting timing as Amazon specifically mention Prime Exclusive Discounts as a new way to reach millions of Prime members on Prime Day.
Amazon aren’t hiding the fact that Prime Day is almost upon us – they have said that merchants can create Prime Exclusive Discounts to run on Prime Day up until the 5th of July. We’re expecting Prime Day to run for at least two days in the week commencing the 15th of July, so basically you need to get your deals created on Amazon 10 days before the Prime Day sale starts.
Prime Exclusives are deals and products only available to Amazon Prime members. In the past on Amazon have been able to offer them with their partner brands, but now they’ve opened up the program on their US site to all merchants, although you will have to put your products into FBA in order to qualify.
Although merchants will naturally be reluctant to needlessly give away margin, having your offers highlighted to Prime Members as a Prime Exclusive Deal is a strong buying signal. It will be interesting to see metrics as sellers start to experiment and discover how varying the discount percentage up or down impacts sell through rates. Naturally you will also want to keep an eye on your competition – if you’re the only seller of a particular Prime Eligible product, it would be wise to do some A-B testing to determine if having the Prime Exclusive designator moves the needle on sell through rates.
Amazon Prime Exclusive Discounts detail
- The product offer displays a discounted price with the regular price crossed out, plus a savings summary in search results and the product detail page. Example: “You Save: $13.50 (15%) as a Prime Member.”
- On Prime Day, products also display a Prime Day Deals badge. You can create the discounts for Prime Day unti the 5th of July 2019.
- To use Prime Exclusive Discounts, you must be a Fulfillment by Amazon seller.