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2022 Prime Day Checklist: A Seller’s Guide to Inventory, Promotions, Marketing, Advertising

May 3, 2022 5:53:49 PM

Last updated: August 16, 2022

Amazon Seller Strategies for Prime Day 2022

The biggest online retail holiday is back again. Sellers and shoppers know that this 48-hour event is a great way to capitalize on increased marketplace traffic and score steep deals and discounts, respectively. Prime Day 2021 saw a staggering $11B of goods sold, which translates to nearly $4M a minute.

Prime Day 2020 and 2021 experienced challenges, and this year will be no different. Sellers are feeling the effects of inflation including Amazon’s new 5% fuel surcharge, actions taken by Amazon to rid of aging FBA inventory in anticipation of Prime Day, and recent inventory limits imposed by Amazon, which have added to a feeling of uncertainty—and many brands are wondering whether or not spending and sales will be as successful as previous Prime Days. 

In a survey SupplyKick conducted during our recent webinar, we found that sellers are most concerned with advertising strategies and costs this Prime Day. 48% of sellers polled noted it as their biggest concern, followed by supply chain disruptions (22%), if inflation will impact consumer spending on Prime Day (13%), tracking and measuring success (9%), and FBA inventory storage and fees (8%).

Amazon Prime Day 2022: Stats Every Seller Should Know

Amidst all of these hesitations from Amazon brands and sellers, only time will tell if advertising costs, supply chain, and consumer spending will continue to pose a real challenge in the coming months. Read on for the most important dates, deadlines, and strategies to implement ahead of Prime Day 2022.


Amazon Announces Fall Prime Day 2022 Event

Amazon is hosting a second Prime Day event this year. Their Fall Prime Event will be the official kickoff to the Q4 shopping season on Amazon. While the dates for the event are not yet set, Amazon says the 1-2 day event will take place between Sept 25-Oct. 15. Amazon says Coupon submissions close 9/9/22 and FBA inventory cut-off date for the event is 9/12/22.

Since the second Prime Day will be the start of the 2022 holiday shopping season, take a look at the data from this summer’s Prime Day as well as last year’s holiday sales/consumer behavior insights. Adjust your strategy accordingly, with an emphasis on inventory forecastingkeyword research, and advertising performance.

Think of the most recent Prime Day as a crash course as you prepare for the second one: What worked, what didn’t, and what could you have done better? Did your customers behave the way you predicted, or do you need to make some changes (to your stock, product assortment, shipping methods, marketing/branding)?Make those changes now so you don’t run into these issues again, and focus on these strategies, too.


When Is Amazon Prime Day 2022?

The biggest question on many brands’ and Amazon Prime sellers’ minds right now is when is Amazon Prime Day this year? Prime Day 2022 will take place on July 12-13, 2022, which is about a month earlier than the previous year. The 48-hour event takes place for Prime members in the U.S., Canada, Mexico, U.K., and more.

Amazon officially announced this news on June 16, 2022, a little under a month before the big event, though they’ve been dropping subtle hints leading up to the date with shipping and Prime Day deal deadlines. Last year, Amazon announced Prime Day 2021 just three weeks before the big event—keeping brands, retailers, and other marketplaces (Target, Walmart) who hope to run competing promotions on their toes and scrambling to shift plans ahead of schedule. Perhaps Amazon kept it under wraps for as long as possible this year for similar reasons.


Prime Day 2022 Inventory & Promo Deadlines

While the last two Prime Days had abnormal schedules, it looks like Prime Day is moving back to its original July timeframe this year. Amazon moved Prime Day 2020 back to October due to pandemic-related issues, and 2021 was moved to June.

Accurately forecasting for Prime Day 2022 is important, but it’s also key to keep the rest of the year in mind, too—use our Amazon 2022 FBA Calendar to stay on top of your ship-in dates.

Here are the Prime Day-specific deadlines you need to know for the US, UK, Mexico, and Canada:

  • April 29, 2022
    • Prime Day Deals must be submitted
    • Lightning Deals must be submitted (US and Canada)
    • Prime member promotions must be submitted (US and Canada)
  • May 13, 2022
    • Lightning Deals must be submitted (Mexico and UK)
    • Prime member promotions must be submitted (Mexico and UK)
  • June 2, 2022: Inbound shipping cut-off for Amazon US and Canada (Deal inventory must be in transit by this date)
  • June 10, 2022: Amazon Coupons must be submitted
  • June 20, 2022: FBA inventory cut-off (Inventory should arrive at Amazon FBA centers by this date)
  • June 22, 2022: Inbound shipping cut-off for Amazon Mexico
  • June 29, 2022: Inbound shipping cut-off for Amazon UK
  • July 8, 2022: Prime Exclusive Discounts must be submitted

Winning Prime Day customers is directly correlated with quickly forecasting the right amount of inventory to send in for Prime Day. Accurately forecasting and determining the quantity to send can be difficult, but there's nothing worse (or more frustrating) than having orders you can’t fulfill due to a lack of inventory. 

Reflect on last year’s Prime Day and holiday sales, keep an eye on demand for certain products this year, and keep track of processing and stock-in times at Amazon. If you’re looking for assistance with logistics, an Amazon seller management service (ahem, SupplyKick) can help you tackle those issues.


7 Strategies to Boost Your Prime Day Sales This Year

1. Set up your ad campaigns for success

Advertising during Prime Day is a must. Even though ads are getting more expensive, they are more necessary now than ever. Simply put, on Amazon, you pay to play. You just have to be smart about what you’re throwing your dollars at and how you're managing/optimizing Amazon Ads during this crucial time period.Amazon Prime Day 2022 Advertising StrategiesAmazon Prime Day sends a lot of traffic to the marketplace, which means you need to be prepared for higher CPCs. Prime Day is an extremely high-competition event for advertising, and spending more is the only way to make sure your ads are seen. Increasing your daily campaign budgets to 2-3 times their normal daily allocation for Prime Day is a solid strategy. Our paid advertising guide shows you how to execute an effective ads strategy and offers other tips applicable year-round.

Ideally, you should start running Prime Day campaigns at least two weeks in advance. That allows your campaigns to earn sales history, which increases their authority within Amazon's platform, as well as allows you to optimize where and when needed. If you turn your campaigns on for the first time on Prime Day, you probably won't be successful. Keep a close eye on the performance of your Sponsored Products, Sponsored Brands, Sponsored Brands Video, Sponsored Display, and Sponsored Display Video ads leading up to, during, and after Prime Day and adjust accordingly. 

Also consider driving traffic to your Amazon Store and product listings during Prime Day from Google and Facebook, influencer marketing, other sites, and even your own DTC website.

If you’re one of the many sellers who are concerned with the rising cost of advertising on Amazon during Prime Day 2022 and beyond, don’t hesitate to reach out to us for help.


2. Prioritize Prime Exclusive Discounts & product bundles

Shoppers flock to Amazon Prime Day for great deals, so take advantage of the sheer volume of potential customers and update your promotions accordingly. Attract deal-seeking shoppers with Coupons and Prime Exclusive Discounts, which make your product stand out (they’re tagged on Amazon with a “Prime Day Deal” label) and increase your click-through rate during the event.

You can also explore product variations, which combine similar products varying in size or color to one listing, as well as offer product bundles, which combine complementary items that customers may want to buy together (such as a gift set or gardening tool bundle). You can give your Prime Day customers a great deal this way, while potentially generating better margins. Be sure to check Amazon’s policies on bundling to make sure your products follow their guidelines.

Note: Check the deadlines for when you need to submit your coupons and deals. (Listed above)


3. Ensure your creative game is on point

Highly strategic creative efforts are a great way for brands to communicate their legitimacy and value proposition, build trust with shoppers, and increase Amazon sales. SupplyKick partners have seen a 2x increase in conversion from updating their Amazon creative alone.

Shoppers who watch videos on a product listing are 3.6 times more likely to buy the product, according to Amazon experience data. Amazon has prioritized videos above photos on listings, and 100% of our webinar survey respondents stated that creating and using video content is part of, or will be part of, their Amazon strategy this year.

Creating one high-quality video will give you a step up from the competition, as watching a video is the closest thing an Amazon customer has to actually interacting with your product prior to purchase. This strategy is very effective—at SupplyKick, we’ve found that 40% of shoppers will click on a listing’s video, and of those shoppers, almost 80% will watch the whole thing. Check out our Amazon video guide to learn the types of videos and best practices for each.

In addition to implementing or refining your video strategy, double-check the A+ Content on your product listings ahead of Prime Day by:

  • Reviewing your current content: What brand assets can you work into your design to appeal to the Amazon shopper? Share your company’s history, your unique story, and mention accreditations, awards, or health and safety considerations pertaining to your products.
  • Researching competitors & other marketplaces: Every product on Amazon is in competition with hundreds of other products. With the rise of Recommended Products, it’s more crucial than ever that you make your product stand out. The best strategy to ensure customers don’t leave your listing during their decision-making process is to show the Amazon shopper the key differentiators of your product—lifestyle and graphic photography can help immensely with this.
  • Maintaining your brand voice: A+ Content blocks (that go above and beyond Amazon’s standard templates) are the best place for your unique brand voice to shine through and to create a consistent brand experience for your customers. Utilize your brand’s typography, logo, colors, and photography to reinforce your branding and stand out. A+ is the perfect avenue to establish credibility and industry reputation with an audience that may or may not have heard of your brand before.

Need help optimizing your Amazon strategy? Let's talk.  

4. Focus on product reviews and packaging inserts

Building trust with Amazon shoppers is vital to your success as a business. Branded product inserts can help you build trust with your customer even after they open their Prime Day purchases. Amazon package inserts allow you to:

  1. Say thank you to your customer
  2. Provide discounts for future purchases in your Amazon store
  3. Reiterate your brand purpose to inspire loyalty
  4. Share customer service information
  5. Open an avenue for feedback from your customers

Designing an insert with these 5 benefits in mind will provide an avenue for customers to reach out, leave a review, and potentially purchase from you again.
Amazon Prime Day 2022 Product Inserts StrategiesSpeaking of reviews, product reviews provide unbiased and trustworthy feedback about an item to customers browsing your products on Amazon. In fact, 79% of Amazon shoppers check reviews on Amazon before buying. Product listings with positive reviews rank higher in Amazon’s organic search results, making them more likely to be found and purchased.

Leveraging the Amazon Vine program for new products you may be launching prior to Prime Day, and incorporating customer feedback into your listing, are the best ways to increase your review count while staying in line with Amazon’s review guidelines.


5. Optimize & send traffic to your Storefront

Think of your Storefront as your own website on Amazon. Though Storefronts have been around for some time now, they’ve been drastically underutilized, so you’ll be one step ahead of the competition if you create and/or optimize yours right now.Amazon Prime Day 2022 Storefront StrategiesAvailable to brand-registered sellers, Storefronts (also referred to as Amazon Stores) can even provide behavioral insights by allowing brands to see the exact amount of traffic and sales their Storefront receives. This feature helps sellers see how customers are behaving, adapt their marketing strategy, and then execute changes that lead to higher conversion rates during Prime Day. SupplyKick partners have seen up to a 30% increase in sales per visitor from their Storefront alone.

Brand-registered sellers should take advantage of Storefronts ahead of Prime Day (and year-round) because:

  • You can have all of your Amazon products in a single location, providing a landing page for your Amazon Ads, as well as upsell and product discovery opportunities
  • They promote cross-channel brand consistency, recognition, awareness
  • They give you store insights and customization based on performance, trends, seasonality

If you already have a thoughtfully designed Storefront, consider updating your current Amazon Store to showcase certain products, deals, bundles, videos, and messaging catering specifically to Prime Day crowds.


6. Bring your brand to life on product listings

Echoing the importance of creative, today’s Amazon consumers expect authenticity and transparency. The emphasis you should be placing on your Amazon Storefront should be reflected in your listing as well—be sure to share your unique brand story and bring your company’s mission front and center through professional photography, well-written and keyword-optimized content that reflects your brand voice, and graphics that proactively answer any questions Prime shoppers may have about your products before purchasing.

This includes:

  • Doubling down on Amazon SEO—specifically updating your product titles, descriptions, copy (this listing optimization checklist should help)
  • Switching up keywords based on recent popular searches, 2022 Prime Day trends, and seasonal or holiday-specific searches
  • Correcting any listing issues quickly—listing suppression, case management, etc.

On top of basic white background photography, prioritize shooting lifestyle photos and creating graphic variations to show scale and functionality, help customers visualize themselves using your products, and clearly differentiate your brand from the competition.Amazon Prime Day 2022 Product Listing Optimization StrategiesLearn more about making your listing shine with our Amazon Brand Marketing Lookbook.


7. Analyze the data and make adjustments after Day 1

Trusting the data is one of the most important things you can do leading up to, during, and after Prime Day 2022. Adapting to consumer preferences is vital to preserving your brand image and success, and in the fast-paced world of Amazon selling, you have to do it quickly. 

Here are some guidelines to follow:

  • Before
    • Leading up to Prime Day, take a look at your current metrics, seasonality, and previous holiday and Prime Day sales data.
    • What worked, what didn’t work, and what could you have done better? Make those changes now so you don’t make the same mistakes this year.
  • During
    • Once Prime Day begins though, you can’t just set it and forget it. The beauty of a multi-day event is that you can learn from day one, and then continue to fine-tune your strategy each day after that.
    • During day one, monitor in the moment which ads are converting and aren’t converting, and be sure to double-check that none of your listings are suppressed and that nothing looks weird on your Storefront or listings. These seemingly small things can make a big difference in sales and ensure you’re seeing ROI from your ads.
    • Use the time between the first day and the second to evaluate your day one activity and results. Is there anything about your strategy that needs to be changed heading into day two? Are your customers behaving the way you predicted, or do you need to make some changes asap? Monitor and iterate—it will be worth it.
  • After
    • Prime Day anxiety is real for many brands and it’s easy to get lost in the chaos, but taking the time to check in on how your products are performing throughout the entire event and even immediately afterwards is vital—not only to your Prime Day success but for your brand’s other peak shopping seasons and Black Friday/Cyber Monday, too.


No More Amazon-Induced Headaches

Learning what converts customers can be tough, and so can developing a profitable Amazon advertising strategy. Finding out how to thrive on Amazon is a complex equation, and as an Amazon seller consultant, SupplyKick takes a hands-on approach to optimize your end-to-end marketplace strategy based on your specific needs and sales goals.

Not happy with your current marketplace performance? Need help with platform marketing, advertising, logistics, account management, compliance, and/or brand control? We’re here to help.

2023 Amazon FBA Holiday Calendar and Seller Checklist

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