We’ve heard them called marquee events, tentpole events and many other things besides, but we all know what we’re talking about; Prime Day, Prime Big Deals Days, Black Friday and Cyber Monday. These Amazon promotional events are heavily advertised and supported on-site and have the potential to deliver strong uplifts. We’ve looked at the relative performance of each event and compared them with the Last Minute Christmas Deals event too. The video below gives you the lowdown on which drive the most glance views and SCOGs (sales!).
With Prime Day coming up fast, we’ve broken down the average uplifts on the key measures to help you determine the merits of investing. We’ve highlighted which deal events drive which metrics and how the shape of these events is changing year on year. There’s also up-to-date information from Amazon here.
Prime Big Deals Day (or Prime Day 2) is a relatively recent addition to the event calendar but is driving greater uplifts each year. This October Prime Day kick-starts the Q4 gifting season and is important for many of our clients.
There are different ways to participate in these promotional events. Some clients find that these events step-change sales for their brands, and go all-in with strong discounts and advertising support. Others find that by simply adjusting their advertising they can benefit from the additional traffic coming to the Amazon site. This approach can generate reasonable uplifts with lower levels of investment.
Whatever your approach, it’s worth considering the likely impact of these events. Make sure that you have made deliberate choices about your pricing and advertising investment and measure and review the results.