Planning for Prime Day: Strategies for Reaching New Customers

Similar to the holiday shopping season, brands look to release competitive deals and grow sales both before and during the 36-hour online sales event. While some brands plan major sales, others choose to optimize their strategies based on customer behavior in real-time.  

Several major retailers have already announced competing sales during the summer season. Between Memorial Day, the 4th of July, and the back-to-school season kicking off, consumers are on the hunt for deals and looking to take advantage of the best sale.  

As we look back on previous years of Prime Day sales, here are some strategies advertisers can keep in mind when planning and optimizing their summer campaigns: 

Reel in more consumers with better inventory.  

Since the launch of Prime Day, customers have complained about the lack of inventory during the major sale. Shoppers looking for great deals on popular products were often disappointed to find a small selection of deals on things they weren’t interested in. Brands that can discount more sought-after products or offer a coupon or cashback that can be used on a greater selection of products have a higher chance of attracting shoppers who are looking for more options. 

Offer deals pre-and post-event. 

While advertisers can get customers’ attention before Prime Day, post-event deals can also bring in more shoppers. Shoppers are still looking for deals a few days to a week after Prime Day. By promoting great deals, brands can have a limited shopping event of their own. That way customers who were looking to get more out of Prime Day offerings can take advantage of a good discount.  

Stay connected with shoppers in real-time.  

Beyond planning out sales and deal days, advertisers can utilize real-time consumer feedback and behavior to engage with shoppers directly. Personal outreach can not only help win consumers and increase brand awareness but also allow shoppers to uncover deals they didn’t find on Amazon and didn’t know where else to look. Advertisers who partnered with multiple content publishers were able to offer more value and variety through cashback, loyalty, rewards, coupons, and more. Historically, those advertisers also saw an overall increase in orders during this time. 

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