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  • Writer's pictureBrian Cummings

Prepare for Amazon Prime Day and Holidays by Understanding Your Customer in Order to Increase Sales

Updated: Feb 27

prime day success means understanding the amazon shopper, and using ads to leverage on consumer behavior

Are you an Amazon seller looking to maximize your success during peak events like Amazon Prime Day and major holidays? Understanding consumer behavior during these events is crucial for your business, for it will help you boost traffic and sales.

Shoppers are actively seeking out offers, coupons, and discounts, as well as convenience, reviews, and the fear of missing out (FOMO). As the event approaches, shoppers are in browsing mode, resulting in increased click-through rates but low conversion rates. To attract early sales at a cheaper cost per click, consider offering early discounts.

It's also important to optimize your product listings, ramp up advertising spend, and target long-tail keywords.

During the peak event itself, competition increases, and consumer behavior changes. Allocate budget to various advertising campaigns, bid on low-cost-per-click but high-converting branded keywords, and utilize retargeting ads.

After the event, engage shoppers through reselling, upselling, and cross-selling with sponsored display retargeting ads. Target shoppers with complementary products and offer discounts.

Analyzing the results of the peak event is crucial for optimizing future strategies.

Participating in lightning deals is another great strategy to bump up your sales. Learn more about Amazon lightning deals in this article.

What Does Prime Day Mean for the Amazon Seller?

Amazon Prime Day is an annual (sometimes twice annual), exclusive sales event for Amazon Prime members in over 20 countries. It showcases exceptional deals from leading brands and small businesses, attracting a plethora of shoppers.

From a business perspective, Prime Day offers online sellers a golden opportunity to expand their customer base and boost their sales potential. Since its launch on July 15, 2015, Prime Day has consistently set new sales records for Amazon and has significantly aided third-party merchants in growing their Amazon businesses.

Wider Customer Audience Access With 300 million active users, including 200 million Prime members, participating in Prime Day sales grants sellers direct access to Amazon's vast, loyal customer base.

Visibility and Sales Boost Prime Day engagement enhances product and brand visibility, with Prime-eligible products having higher chances of being featured in the Amazon Buy Box, leading to improved sales.

Increased Conversion Rates Prime-eligible products display the attractive Prime badge, encouraging shoppers with Prime subscriptions to confidently make a purchase due to Amazon’s dependable shipping and customer service.

Product Discoverability Enhancement Prime members can filter searches to focus solely on Prime-eligible products, increasing visibility for sellers during Prime Day.

Competitive Edge for Sellers Participating in Prime Day offers sellers a notable competitive advantage over non-participating sellers, as shoppers predominantly seek Prime-eligible items.

Nurturing Customer Trust and Loyalty Prime Day allows sellers to foster customer trust and loyalty through exemplary service, encouraging repeat business and positive reviews.

In other words, Amazon Prime Day is a strategic, win-win event for both shoppers seeking great deals and sellers aiming to capitalize on the increased traffic and potential sales boost.

Understanding Peak and Other Major Sales Events

During peak events on Amazon, it's crucial to understand the three stages of peak event advertising: the lead-up, the peak event itself, and the post-event period. As a seller, you should be aware of the changes in shopper behavior during each stage.

In the lead-up to a peak event, shoppers are in browsing mode. Click-through rates are high but conversion rates are low.

The Three Stages of Peak Event Advertising

Maximize your advertising success during peak events by understanding the three stages of peak event advertising.

Shopper Behavior During the Lead Up to a Peak Event

Get ready to witness a thrilling transformation in shoppers' mindset as the peak event draws near.

During the lead-up to a peak event, shoppers enter what is known as the browsing mode. They start actively looking for deals, researching products, and comparing prices. Click-through rates may increase during this time, but conversion rates tend to be lower as shoppers are still in the exploration phase.

As a seller, it's important to capitalize on this browsing mode by offering early discounts and promotions. This can attract early sales at a cheaper cost per click, helping you gain an early advantage over competitors.

By understanding and adapting to shoppers' behavior during this lead-up period, you can effectively position your products and maximize your sales during the peak event.

Shopper Behavior During the Peak Event

Experience the adrenaline rush of the peak event as shoppers flock to Amazon, transforming into eager buyers ready to snag the best deals and make their purchases. During this time, shopper behavior undergoes significant changes.

With increased competition and higher CPCs, shoppers become more selective and price-conscious. They carefully compare prices, read reviews, and weigh their options before making a purchase. As a seller, it's crucial to stand out amidst the competition by offering attractive discounts, crafting compelling product listings, and utilizing strategic advertising campaigns. Consider dayparting at this stage.

By bidding high on high-converting keywords, targeting long-tail keywords, and leveraging Sponsored Brands and Sponsored Display campaigns with Amazon DSP, you can increase your visibility and reach the right audience.

Remember to analyze the results after the peak event to understand what worked and what can be improved for future peak events.

Shopper Behavior After a Peak Event

After the peak event, sellers can expect a decline in CPC and listing traffic as shoppers shift their focus to other priorities. The intense shopping frenzy of the peak event has subsided, and customers may have exhausted their budgets or completed their desired purchases. As a result, the competition for ad placements decreases, leading to lower CPCs.

Additionally, shoppers may be less actively searching for products on Amazon, resulting in a decline in listing traffic. However, this post-event period presents an opportunity for sellers to engage with their existing customer base. By reselling, upselling, and cross-selling with targeted ads, sellers can capitalize on the interest and trust already established during the peak event.

It's crucial to analyze the results of the peak event and adjust strategies accordingly to maximize success during this post-event period.

Did you also know about Amazon's Vine Program to increase the number of positive authentic reviews in your listing? Learn more about it here.

Understand Consumer Behavior to Help You Prepare for Prime Day and Holidays

When it comes to the purchasing habits of Amazon consumers, there are several key factors that influence their decisions.

Firstly, the impacts of discounts and deals play a significant role in attracting customers and driving sales.

Secondly, the influence of advertising and promotions can greatly impact consumer behavior, as shoppers are more likely to be enticed by compelling offers and targeted marketing campaigns.

Lastly, the importance of customer reviews and ratings cannot be overstated, as they build trust and credibility for products and greatly influence purchase decisions.

Additionally, brand loyalty and repeat purchases are crucial in maintaining long-term customer relationships and driving ongoing sales.

Impacts of Discounts and Deals

Remember what we said above about the stages of shopping behavior during and around each Prime Day event? Let's revisit that from the perspective of Amazon shoppers, and how you can leverage on Prime Day promotions to drive traffic to your Amazon store.

To maximize your success during Prime Day, focus on offering an attractive Prime exclusive discount and other deals that will catch the attention of shoppers and entice them to make a purchase.

Prime Day is known for its exclusive offers and limited-time deals, so make sure your discounts stand out. Consider offering significant price reductions or bundle deals that provide extra value to customers. Highlight the savings prominently in your product listings and advertisements to grab shoppers' attention.

Additionally, consider running promotions throughout the entire week of Prime Day to extend the excitement and drive more sales. By providing irresistible Prime Day deals and discounts, you can create a sense of urgency and encourage shoppers to take advantage of the limited-time offers, resulting in increased sales and customer satisfaction.

Influence of Advertising and Promotions

Maximizing your success during Prime Day requires strategic advertising and promotions to capture the attention of shoppers and boost sales. Advertising plays a crucial role in increasing visibility and driving traffic to your products.

Utilize Amazon PPC campaigns to target relevant keywords and showcase your deals. Create eye-catching Sponsored Products and Sponsored Display Ads to attract shoppers and increase click-through rates. Additionally, consider leveraging social media platforms to amplify your brand's visibility and reach a wider audience. Engage with influencers to promote your products and generate sales.

Running promotions throughout the entire week of Prime Day can help create a sense of urgency and keep shoppers coming back for more. By implementing these advertising and promotional strategies, you can effectively leverage Prime Day to maximize your sales and achieve your business goals.

Run through the portion on Psychology above to know when to schedule your promotions, leading up to Prime Day, during the peak shopping day itself, and event after, to maintain your momentum.

Importance of Customer Reviews and Ratings

Enhance your brand's credibility and build trust with shoppers by prioritizing customer reviews and ratings. Customer reviews are a powerful tool in influencing purchasing decisions. When shoppers see positive reviews and high ratings for your products, they're more likely to trust your brand and make a purchase.

Encourage your customers to leave reviews by sending follow-up emails or offering incentives. Responding to both positive and negative reviews shows that you value your customers' feedback and are committed to improving their experience.

Additionally, consider implementing a review management strategy to monitor and address any negative feedback promptly. By actively managing customer reviews and ratings, you can strengthen your brand's reputation, increase customer trust, and ultimately drive more sales during peak events like Prime Day.

Brand Loyalty and Repeat Purchases

Building strong brand loyalty is essential for sellers to foster repeat purchases and cultivate a devoted customer base. When customers feel a strong connection to a brand, they're more likely to choose that brand over competitors and continue buying their products or services.

Brand loyalty is built through consistent delivery of high-quality products, excellent customer service, and creating a positive overall shopping experience. By providing exceptional value and meeting customer expectations, sellers can establish trust and loyalty with their target audience.

Repeat purchases not only contribute to increased sales and revenue but also serve as a testament to the seller's ability to meet customer needs and preferences. Therefore, sellers should prioritize building brand loyalty and nurturing relationships with their customers to encourage repeat purchases and create long-term success.

Have you ever utilized the Amazon Brand Story feature on your listing? Read our article on Amazon Brand Story and discover how it can help you improve your brand presence and sell more on Amazon.

Prepare for the Prime Day and Get Your Business Ready

To maximize your success during peak events, it's crucial to optimize your product listings and descriptions. Craft compelling titles, add high-quality images, and incorporate relevant keywords. Conduct A/B testing to ensure your products stand out.

Additionally, utilize sponsored ads and promotions to increase visibility and drive sales. Consider offering special deals and bundles to attract customers.

Lastly, engage with your audience through social media and email marketing. This will help you build relationships, generate excitement, and encourage repeat purchases.

These practices are good to follow even during low seasons throughout the year, but consider refreshing your content and marketing during peak to take advantage of increased consumer demand during Prime Day.

Optimizing Product Listings and Descriptions

Craft product listings and descriptions that captivate shoppers during peak events like Prime Day by optimizing titles, adding captivating images, incorporating relevant keywords, and conducting A/B testing.

Your product title should be concise, yet descriptive, highlighting the key features and benefits. Use high-quality images that showcase your product from different angles and include lifestyle shots to help shoppers visualize using your product.

Incorporate relevant keywords in your product description, bullet points, and backend search terms to improve visibility in search results. Conduct A/B testing to identify the most effective elements of your listing and make data-driven optimizations.

Remember to prioritize customer reviews and ratings to build trust and credibility. By optimizing your product listings and descriptions, you can increase your chances of attracting and converting shoppers during peak events.

Utilizing Sponsored Ads and Promotions

Maximizing your success during Prime Day is all about leveraging sponsored ads and promotions to boost your sales and visibility.

Sponsored ads, such as Sponsored Products and Sponsored Brands, allow you to target specific keywords and appear prominently in search results. By bidding on high-converting keywords and utilizing relevant targeting options, you can increase your chances of reaching potential customers and driving sales.

Additionally, running promotions and offering discounts during Prime Day can create a sense of urgency and encourage shoppers to make a purchase. Whether it's offering limited-time deals, bundle discounts, or free shipping, promotions can help attract and convert customers.

Remember to analyze the performance of your sponsored ads and promotions to optimize your strategy for future peak events.

Offering Special Deals and Bundles

Get ready to boost your sales and catch the attention of shoppers during Prime Day by offering special deals and irresistible bundles that'll make them click that 'Add to Cart' button in a heartbeat!

Offering special deals, such as exclusive discounts or limited-time promotions, can create a sense of urgency and FOMO (fear of missing out) among shoppers, encouraging them to make a purchase.

Additionally, bundling related products together can provide added value to customers and increase the average order value. For example, you can bundle a popular electronic device with a complementary accessory or offer a discounted bundle of multiple products.

These special deals and bundles not only attract shoppers but also differentiate your offerings from competitors, increasing your chances of driving more sales during Prime Day.

So, get creative and start planning your special deals and bundles to make this Prime Day your most successful one yet!

Engaging with Customers through Social Media and Email Marketing

Now that you've created attractive deals and bundles for your customers during peak events, it's time to engage with them through social media and email marketing.

Utilizing these channels allows you to directly connect with your audience, build brand visibility, and drive sales.

On social media platforms like Facebook, Instagram, and Twitter, you can create engaging content, run targeted ads, and collaborate with influencers to reach a wider audience. Share sneak peeks of your upcoming deals, promote limited-time offers, and encourage followers to share their purchases.

Additionally, email marketing is an effective way to reach your existing customer base. Send personalized emails with exclusive discounts and early access to your peak event deals. Use compelling subject lines, eye-catching visuals, and clear call-to-actions to maximize conversion rates.

By actively engaging with customers through social media and email marketing, you can create excitement and anticipation for your peak event offerings, ultimately driving more sales and increasing customer loyalty.

Interested in more effective Amazon SEO strategies to boost your product sales? Click here.

Conclusion: Holidays and Amazon Prime Day are Huge Shopping Events! Use These Tips to Help You Prepare.

To maximize your success as an Amazon seller during peak events like Amazon Prime Day, it's crucial to understand consumer behavior. Shoppers actively seek discounts and convenience, and factors like reviews and FOMO influence their purchasing decisions.

During the lead-up to a peak event, offering early discounts can attract early sales.

During the event, allocate budget to various advertising campaigns and utilize retargeting ads.

After the event, engage shoppers through reselling, upselling, and cross-selling.

By analyzing the results and optimizing your strategies, you can make the most of future peak events.

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