With Amazon Prime Day taking place on the 8th – 11th July, brands have a golden opportunity to boost visibility and sales during one of the year’s most influential ecommerce events. However, standing out against the noise requires more than just discounts, but a smart strategy. Fiona Reid, Director of International Business at leading ecommerce accelerator, Pattern, shares her tips to help brands optimise their marketplace performance ahead of Prime Day:
Amazon Prime Day is one of the most influential events in the ecommerce calendar, with last year’s global sales hitting a record-breaking $14.2 billion. For brands looking to make the most of the day, a strategic and well-rounded approach is critical.
Success starts with smart promotions. Rather than relying on blanket discounting, brands should analyse product performance and customer insights to identify priority SKUs. When executed strategically, targeted promotions can deliver exceptional results. Last year, our brands saw a 3075% uplift on promotional items, demonstrating the power of targeted discounting.
Securing prime real estate on the digital shelf
The next battle comes with getting your deals seen. Working closely with Amazon’s Deals Team can unlock premium visibility, but timing is everything. Early submissions and a smooth process are key to standing out in a crowded marketplace.
Tailored advertising strategies are also crucial. Brands should develop campaigns that span the lead-up, event and post-event phases. Real-time optimising and precise targeting have proven highly effective, with our brand partners achieving a 13.05 ROAS and a 251% year-on-year increase in ad sales.
Preparing for anything
You need to ensure that you do not run out of stock at this critical time. The key to success with inventory management is having the right amount of stock at the right time. AI-driven tools can help predict demand for each of your deals and ensure you have the right amount of stock available.
Prime Day can be unpredictable, and even the most meticulous plans can encounter unexpected roadblocks, so contingency planning is essential. Brands must have clear protocols in place, monitor performance in real-time and be ready to pivot quickly. A well-prepared team can mitigate risks and maintain momentum, even when challenges arise.
When these steps come together, Prime Day becomes more than just a sales event, but a brand-building opportunity that can drive growth well into the future.
