Prime Day brings a big opportunity for you to reach new customers, share your products with a wider audience, and maybe even get some shopping done yourself. Prime Day 2021 was the biggest two-day period ever for Amazon’s third party sellers, nearly all of which are small and medium-sized businesses. We are sharing tips to help you sell and promote your products and brand during Prime Day for all professional sellers, including tips for sellers enrolled in Amazon Brand Registry.

Prime Day prep tips for all professional sellers

1. Use the Prime Day seller social toolkit

We created a toolkit that has everything you need to promote your small business, products, deals, and the Prime Day Small Business Sweepstakes on your social media throughout the Prime Day period. In the toolkit you can find:

• Image templates you can customize for free using Canva
• Social media copy and caption ideas
• Suggested hashtags to join the conversation about Prime Day

Download the seller social toolkit to find free images and copy inspiration you can customize and share on your social channels to encourage your followers to shop with you leading up to, and during, Prime Day.

2. Share the Small Business Sweepstakes with customers

Highlight your small business and share the Prime Day Small Business Sweepstakes with customers on social media through July 11. Customers have to enroll in the sweepstakes prior to making a purchase, then for every dollar spent on products sold by small businesses, customers receive a chance to win prizes. In the seller social toolkit, you can find image templates to promote the sweepstakes, and you can use the hashtag #SupportSmallwithAmazon on Instagram, Twitter, and Facebook to join the conversation. Learn more about the sweepstakes and see official terms and conditions

3. Create coupons for your best-sellers

Coupons are a great way to incentivize purchase, especially during Prime Day. If you have a product you want to discount you can create coupons at any time, even the day before Prime Day starts. When your product appears in shopping results, a green coupon badge appears showing the discount.

We recommend using the following criteria when setting up your coupon for Prime Day:

• Discount is at least 5%
• Set the dates to July 12-13
• Targeting is Prime Exclusive
• The ASIN is Prime

4. Prepare your advertising budget for higher traffic

During peak shopping events like Prime Day, your ads may receive more traffic and clicks than normal, which means you may go out of budget quicker than expected. When you go out of budget, your ads pause until midnight the next day. One way to prepare for extra traffic and keep your campaigns active is to increase your budget, and budget rules makes it easy to do in advance.

Schedule-based rules allow you to change budgets on your campaigns in prior to special events such as Prime Day, or based on a custom period. The rule will increase the campaign budget by the percentage you specify, either during the date range you set in the rule or during the special event selected.

5. Adjust your bids to stay competitive

When making adjustments to your ad campaigns for Prime Day, stay competitive by setting your bids to the maximum amount you’re willing to pay for a click. You can lower your bids in seconds, anytime you choose.

In your Sponsored Products campaigns, you can use dynamic up and down bidding which increases your bids in real time for impressions that may convert to a sale, and reduces your bids for impressions that are less likely to convert to a sale. This helps to focus your Prime Day spend on quality clicks and can reduce spend in less impactful placements.

Additional Prime Day prep tips for brand registered sellers

6. Create a Prime Day version of your Store

Use the Store scheduling feature to create a Prime Day version of your Store and submit it for approval at least a week before Prime Day. When you submit your Store for approval prior to Prime Day, you can choose the date you want the Prime Day version of your Store to be published, and the day you want your Store to revert to another version.

When preparing your Store for Prime Day, make sure you add a page for the Featured Deals Widget. This is a great way to add visibility to products that have promotions, such as deals, coupons, or Subscribe and Save. The widget updates automatically, so products only appear in the widget for as long as the promotion lasts.

7. Advertise through non-Amazon channels and earn a bonus

Promoting your products and deals through non-Amazon channels leading up to and during Prime Day can help increase your reach, engage your current customer-base, and improve your sell-through rate. When you enroll in Brand Referral Bonus, you can earn on average, a 10% bonus of the sales price on sales generated from non-Amazon marketing efforts. Your earned bonus will be used as a credit to deduct referral fees on future transactions, until the bonus is exhausted.

8. Leave time for moderation

Creative-based shopping experiences, such as Stores or A+ Content, require moderation in order to be published. Make sure you leave ample time to get your creative approved so you don’t miss out on traffic and potential sales.

Additionally, if any of your creative is not approved in moderation, you will have to make changes and resubmit for approval, which delays publishing. Plan for possible delays by giving yourself at least one week for most creative-based shopping experiences. Examples of shopping experiences that require moderation are your Store, Sponsored Brands and Sponsored Display campaigns, Posts, and A+ Content.

9. A/B test your product detail page

Manage Your Experiments lets you run A/B tests on your brand’s product detail pages so you can see which version performs better. A/B tests (or split tests) let you compare two versions of content against each other and at the end of an experiment, you can review which version performed the best and publish the winning content. Manage Your Experiments lets you test three different elements of your product detail page: product images, product titles and A+ Content.

By running experiments, especially during Prime Day when there is increased traffic in the Amazon store, you can learn how to build better content that appeals to your customers and helps drive more sales.

Continue preparing for Prime Day

With our seller’s guide to the biggest shopping day of the year you can watch webinars, explore tips for selling through your inventory, learn about deals and coupons, and get ready for Prime Day 2022.