Maximizing Your Brand's Impact During Amazon Prime Day and Other Big Sales

by Sorilbran Stone, marketer and lover of Detroit bands

It’s that time of year, Summer Sales Season! If you’re looking to boost your brand’s visibility and drive some serious sales, you can’t miss out on Amazon Prime Day and other major sales events. These shopping extravaganzas offer golden opportunities to engage with customers and rake in profits. Let’s dive into how you can make the most of these events, backed by some juicy stats and actionable tips.

The Growth of Amazon Prime Day

First, let’s talk about the behemoth that is Amazon Prime Day. What started in 2015 as a one-day celebration of Amazon’s 20th anniversary has exploded into a multi-day shopping bonanza. In 2021, Amazon Prime Day generated over $11 billion in sales, a 7% bump from the previous year.

With millions of products sold and shoppers around the globe eagerly awaiting deals, Prime Day has solidified its spot as a must-watch event in the e-commerce world.

There are over 200 million Prime members worldwide, all looking for those sweet deals. That means a massive audience ready to click "Buy Now" on your products. And the ripple effect? It’s huge, benefiting not just Amazon but countless brands and retailers too.

Why Major Sales Events Matter

“Well, I don’t sell big TVs and household appliances, Sorilbran.” 

Cool, dude. I wouldn’t buy your huge TVs anyway. In fact, aside from the ethnically-driven dopamine decor stuff I buy (a style I’ve named Dopamine Dopeness), I’m most excited about things like sales on SaaS products, $1 promos on monthly subscriptions, and reduced prices on fancy memberships from my favorite thought leaders.

My point? There's room for your thing, whatever it may be. Consumers of all types are looking for deals of all types right now. So, lean in and focus on visibility.

Amazon’s Prime Day isn’t just about slashing prices for products sold through Amazon. Amazon’s been responsible for manufacturing a global pulse period that blurs the line between midsummer sales and back-to-class spending to set the stage for the holiday season.  See 👇🏽

So, participating in events like Amazon Prime Day, Black Friday, and Cyber Monday drives a surge in traffic to your site or store, higher conversion rates, and serious brand awareness. For brands, these events are a golden ticket to reaching a broader audience, attracting new customers, and boosting loyalty. Exclusive deals and discounts can make shoppers pull the trigger on purchases they’ve been mulling over for months.

Consumer Sentiment: Your Customers Are in the Buying Mood

One of the most exciting aspects of these well-publicized sales events is how they put people in the buying mood. According to a survey by Attentive, 53% of consumers plan to shop on Prime Day regardless of the deals they find, while 47% will make a purchase if they come across a good deal. This readiness to spend isn't limited to Amazon. Half of the consumers surveyed plan to shop both on Amazon and other brands' sites. So, brands across various platforms can benefit from the heightened shopping frenzy.

In fact, Google has upgraded its online shopping tools to help consumers find the cheapest deals and the lowest prices amongst retailers. Sean Scott, Google’s VP and GM of Google Shopping, noted that the summer has "quickly become a major shopping season" with online searches for 'deals' spiking in mid-July, even surpassing search interest in 'vacation.' 

Here are some highlights from Google's recent study with Ipsos:

• Deals Surpass Travel Searches: In the last two years, searches for "deals" during the second week of July have outpaced "vacation" searches.

• Importance of Lowest Price: 67% of shoppers say it's very important to know they got the best deal available. 

• Price Comparison: 68% of shoppers always or often compare prices when buying online.

• Price Transparency: 73% of respondents said they would be more likely to buy something if they knew whether that price was high, typical, or low.

• Early Holiday Shopping: 51% of shoppers during deal days in 2023 were motivated by finding a product on sale, while 20% were doing early holiday shopping.

These stats highlight how big sales events like Prime Day influence consumer behavior and create a buying mindset - a sort of shopping expectation. Pulse periods like Prime Day drive people to look for the best deals, not just on major platforms like Amazon and Walmart but also on smaller, niche retailers like AppSumo (I friggin LOVE AppSumo’s Cyber Monday sales).

There Are Non-Amazon Opportunities for Brands During Amazon Prime Day

Big sales events like Amazon Prime Day offer several unique perks for brands, none of which actually has to include putting your products on Amazon:

#1 Increased Visibility on Amazon, Google, and hopefully your own social media channels. 

Millions flock to Amazon during Prime Day, sure. But if they’re like me, consumers are bouncing between ecomm sites shopping for everything from home goods to school supplies to early holiday gifts. Lean into your social media channels because both discovery and purchase happen on social.

#2 Access to a Large, Engaged Customer Base 

Amazon’s Prime Day deals have created an expectation of midsummer spending. So, many shoppers prepare ahead of time to be ready to take advantage of deals as they roll out. Tapping into this eager crowd can skyrocket your sales and build lasting loyalty.

#3 Significant Sales Boosts

Brands often see record-breaking sales during Prime Day. With the right discounts and deals, you can turn this event into a sales powerhouse.

Preparing for Success This Prime Day Sales Season

To make the most of Amazon Prime Day, preparation is key:

Optimize Product Listings: Make sure your product titles, descriptions, and images are top-notch. High-quality images and detailed descriptions can make all the difference.

Plan Promotions and Discounts: Strategize your promotions to attract customers. Bundle deals and exclusive discounts for Prime members can be very enticing.

Enhance Customer Service: Be ready for a spike in inquiries and orders. Quick responses and efficient issue handling can enhance customer satisfaction.

Partnerships with Influencers: Collaborate with influencers to create engaging content and drive traffic to your products. Influencers can build trust and credibility. Our team can help with that.

Conclusion

Amazon Prime Day and other major sales events offer fantastic opportunities for brands to boost growth and engagement. With the right preparation, strategic execution, and post-event analysis, you can make the most of these high-traffic periods. Whether it’s Prime Day, Black Friday, or another big sales event, the potential for increased visibility, sales, and customer loyalty is huge. By navigating these events effectively, your brand can achieve remarkable success and build lasting relationships with customers.