Ep 111: AKNF - Amazon Prime Day Prep and Spicy Takes on Amazon's Seller Support
DTC Podcast · with Pilothouse Amazon Team · June 12, 2021 · 21 min
Summary
This episode provides critical advice for ecommerce operators navigating Amazon Prime Day. It covers immediate and long-term preparation strategies, advanced listing optimization tactics, and effective external traffic generation to maximize sales. Gain insights into Amazon's evolving policies and learn how to safeguard against common pitfalls like stockouts during peak events.
Key takeaways
Implement a Prime Day specific listing image as the second image in your carousel to directly communicate sales to shoppers.
Drive external traffic to a dedicated Amazon Store page acting as a Prime Day landing page, using UTMs generated from Amazon Insights for more accurate attribution.
Proactively manage inventory to prevent stockouts of discounted products, leveraging recent relaxations in Amazon storage limits to ensure continuous availability.
Understand the limitations of Amazon's attribution tools for external traffic and build your own landing pages to better track performance.
Prepare for potential challenges with Amazon's seller support by having robust backup plans and understanding their system's limitations.
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Today we gathered the Pilothouse Amazon team to talk Amazon Prime Day preparation. What should you do today, what you should have done a month ago, and what you can do on Prime Day itself to maximize your results.
Stick around for an update on the Facebook Amazon Bridge and our spicy takes on Amazon's system for sellers.
The Tips: 👇
📦 Listings – If you’re running a sale, add a listing image that tells shoppers you’re having Prime Day sale. Place it as the second image in the carousel.
📦 External Traffic – Prime Day makes it worth sending external traffic to Amazon directly. We've found Amazon's attribution tool quite inaccurate and would instead recommend building out a store page specifically as a Prime Day Lander. You can then generate a UTM to that page via "Insights" on the backend of your Amazon Store. The metrics it gives are relatively accurate (of course, conversions still don't feed back into FB/Google to help its algorithm optimize).
📦 Inventory – Luckily, over the past month, Amazon has relaxed some of its stringent storage limits. Ensuring any product you plan to discount is fully stocked up before Prime Day is critical. You don't want to sell through all your inventory on the day and then lose all that traction by stocking out. Subscribe to DTC Newsletter - https://dtcnews.link/signup
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What does this episode say about amazon & marketplaces?
Implement a Prime Day specific listing image as the second image in your carousel to directly communicate sales to shoppers.
What does this episode say about paid acquisition?
Drive external traffic to a dedicated Amazon Store page acting as a Prime Day landing page, using UTMs generated from Amazon Insights for more accurate attribution.
What does this episode say about supply chain & operations?
Proactively manage inventory to prevent stockouts of discounted products, leveraging recent relaxations in Amazon storage limits to ensure continuous availability.
What does this episode say about conversion & cro?
Understand the limitations of Amazon's attribution tools for external traffic and build your own landing pages to better track performance.
What does this episode say about amazon & marketplaces?
Prepare for potential challenges with Amazon's seller support by having robust backup plans and understanding their system's limitations.
