PRIME DAY IS AROUND THE CORNER

We are effectively two weeks away from a strong surge in traffic and sales on the world’s strongest online conversion platform.

You will find below our suggested checklist to make the most our of this important business effort.

 

TWO WEEKS PRIOR TO PRIME DAY

• Unblock Your Diary: Ensure Prime Day and preferably, the next day are free in your calendar to concentrate on the event.
• Optimize Your Online Shop: Construct a specific subpage focusing on Prime Day discounts & products, serving as a landing area for traffic from sponsored brands (SB).
• Revamp SB Headlines: Draw attention to your offers by spotlighting specific deals in your SB headlines, for instance, ‘Big Savings on XYZ.’
• Gear Up for Extra Hours: Prime Day demands additional hours for potential issue resolution and optimizing opportunities.

 

WEEK PRIOR TO PRIME DAY

• Distribute Your Promotional ASIN List: Relay your promotional ASIN list to your wider team, particularly media team members, to align expectations and budget planning.
• Audit Budget Caps: Tackle any potential budget issues in the lead up to Prime Day.
• Cross-check Promotions: Verify the accuracy of your discount offers through your coupons and other promotional activities. Ensure no overlapping promotions are occurring.
• Take SEO Snapshot: Keep a current indexation report handy for your prime products and keywords to guide future decisions on promotions and SEO strategies.
• Modify DSP Budgets: Evaluate and alter your Demand Side Platform (DSP) budgets as needed.
• Activate Retargeting: Set up 7 & 14-day look-back on view retargeting within your DSP.

 

DAY BEFORE PRIME DAY

• Investigate ASIN Suppressions: Scrutinize all ASIN suppressions across accounts, ensuring all products are visible and purchasable.
• Examine Top ASINs: Manually assess your leading revenue-generating ASINs for any lost buy boxes, suppressions, or listing modifications.
• Confirm Listing Eligibility: Double-check that none of your crucial listings have become ineligible before Prime Day.
• Affirm Budget Caps: Capture screenshots for records and ensure adherence to your set budget.
• Amplify Bids: Hike your bids, if that aligns with your strategy.
• Tweak DSP Budgets: Carry out any final budget adjustments in your DSP, if required.

 

PRIME DAY EARLY MORNING

• Examine ALL Coupons: Confirm all your coupons are live and without any duplicate discounts on products.
• Audit Top Terms: Manually review your high-ranking and important terms for SERP control.

 

PRIME DAY MORNING

• Track Coupons & Lightning Deal Pacing: Possibly adjust the quantity based on need.
• Monitor Ad Spend & Sales Progress: Keep track of these aspects manually for progress monitoring.
• Scrutinize Competitive Scenario: Stay alert for any strategic shifts. For example, consider more aggressive targeting of a primary competitor if they are not running a deal.

 

PRIME DAY AFTERNOON

• Assess Competitors: Evaluate their sponsored coverage for potential opportunities for reallocation and/or conquesting.
• Double-check Your Budgets: Make any required adjustments. Consistently monitor Ad spend & sales pacing using Amazon Marketing Stream for real-time performance tracking.

 

PRIME DAY EVENING

• Continue Ad Spend & Sales Monitoring: Persistently monitor these metrics.
• Final Budget Reassessment: Conduct a final budget review for potential adjustments.

 

POST PRIME DAY

• Communicate Results: Take a moment to celebrate and disseminate your Prime Day results with your team!
• Redefine Budgets & Bids: Dial down as necessary after the event.
• Retargeting: Enable 7 & 14-day look-back on view retargeting, if it suits your strategy.
• Analyze SEO/Indexing Boosts: Evaluate the event’s impact on your organic visibility and indexing.