Two lessons from Prime Early Access Sale

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Amazon kicked off holiday celebrations earlier than ever during Prime Early Access Sale. Prime members around the world purchased items across toys, home, beauty and personal care, apparel, and electronics. Echo, Fire Tv and Kindle devices were among some of the best-selling items on Amazon.co.uk.

Members ordered more than 100 million items from Amazon’s selling partners around the world, most of which are small businesses and medium-sized businesses. Prime members saved over £35M in the 48-hour sales period.

Amazon’s first ever Prime Early Access Sale saw tens of millions of Prime members take part globally. Not only were UK Prime members able to get ahead of their festive shopping, they saved over £35M in the 48-hour sales period. Members ordered more than 100 million items from Amazon’s selling partners around the world, most of which are small businesses and medium-sized businesses. And in the UK, Amazon’s Echo Dot, Shark cordless stick vacuum, and even Oatly’s oat milk proved to be some of the most popular deals with customers. Thank you to all of the Amazon employees, brands, and small businesses who made this event.

– John Boumphrey, Country Manager, Amazon UK

What’s really interesting about the Prime Early Access Sale is the ability Amazon have to move the market. They’ve done it with Black Friday introducing it to the UK, they’ve done with with Prime Day (normally held in July) and now they’ve introduced another sales event in October.

Lessons from Prime Early Access Sale

At ChannelX World last week, Amazon EU marketplace director Shauli Ziv touched on the Prime Early Access Sale’s success and the ability Amazon have to shape the market. More importantly, he gave two key benefits for brands and retailers which, with with Black Friday fast approaching, are well worth digesting.

Halo effect of promotions.

If you take part in an Amazon sales event, the halo effect can boost your sales for many months into the future. By offering a deal and attracting vast numbers of purchases in a short space of time, your product will rocket up the rankings into the category best seller and your recent sales score will help keep you there long after the sale event and your deal has ended. Don’t consider any deals you offer based purely on the diminished margins you make on the day – factor in the boost in sales post even when the deal has ended and you are selling at full price again.

Boost from not taking part in deals

Shauli also pointed out that Amazon sales events benefit many retailers who haven’t offered a promotion on their products. When Amazon hold a sales event, such is the impact on consumers that they just shop more regardless of discounts and deals. What this means for you as a brand or retailer selling on Amazon is that sales events are a time when you should consider increasing advertising with Amazon Sponsored Products or Sponsored Brands. Shoppers are going to be keen to spend with you and if you’re not offering a deal then use alternative methods to ensure you have high visibility to hoover up the sales.

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