Prime Day Recap 2024 with João Couceiro da Costa and Dusan Tepavac - Episode 351
Ecommerce Braintrust · with João Couceiro da Costa and Dusan Tepavac · July 23, 2024 · 26 min
Summary
This Prime Day 2024 recap reveals that preparation and strategic adsinvestment were critical for success. Ecommerce operators should focus on leveraging exclusive discounts, advanced targeting with DSP/AMC, and meticulous post-event data analysis to optimize for future sales events. The competitive ad landscape necessitates a proactive approach to drive significant sales growth.
Key takeaways
Clients utilizing prime-exclusive discounts saw a 247% sales jump compared to last year's Prime Day, highlighting the power of exclusive offers.
Aggressive lead-in strategies, including marketing efforts and improved Best Seller Rank (BSR), proved successful in driving Prime Day performance.
Employ Amazon Marketing Cloud (AMC) and Demand-Side Platform (DSP) for advanced custom audience targeting to maintain ad efficiency amidst rising CPCs.
Implement post-Prime Day budgeting and focus on branded targeting to optimize ad spend.
For CPG brands, analyze data thoroughly and leverage 'subscribe and save' options to maximize long-term customer value.
Themes
amazon marketplace strategiese-commerce analyticsretail media
Welcome to another episode of The Ecommerce Braintrust podcast. Jordan Ripley, Acadia's Director of Retail Operations, is hosting this Prime Day Recap, and Retail Media Specialist Dusan Tepavac and Project Manager João Couceiro da Costa are joining him. Recorded just 36 hours after the massive shopping event, this episode offers a breakdown of initial data, strategies, and insights to help you understand what worked, what didn't, and how to leverage those learnings moving forward. Whether you're a seasoned e-commerce professional or looking to optimize your next big sales event, this episode is packed with actionable takeaways. Make sure you tune in to find out more! KEY TAKEAWAYS In this episode, Jordan, João and Dusan discuss: - The theme for this year's report revolved around the Roman Empire - The analogy signifies that crossing Amazon Prime Day without proper preparation leaves no room for corrective actions. - General industry growth estimates ranged from 11% to 15% year-on-year. - Competitive Cost-per-Click (CPC) landscape, with reports of a 70% increase in CPC. - Significant increase in sales for clients using prime exclusive discounts and longer lead-in strategies. - Effective use of custom audience targeting via Amazon Marketing Cloud (AMC) and maintaining efficiency despite rising CPCs. - Discussion on a two to three-hour outage in the ad console during peak Pacific time. - João faced issues with the smooth execution of some vendor promotions. - Successful lead-in strategies involved aggressive marketing and improved Best Seller Rank (BSR). - DSP and AMC provided advanced targeting opportunities. - Dusan discusses a focus on bra
