Amazon Prime Day 2023: How to Prepare Your Product Content

If you’re marketing on Amazon, you know, or at least should know, that Prime Day is like the mega-retail Super Bowl, Black Friday, and birthdays all rolled into one.

In other words? Yes, it’s big.

Launched in 2015 to celebrate Amazon’s 20th anniversary, the exclusive two-day shopping event has become an iconic deal-making day for savvy shoppers and consumer brands alike. Amazon Prime subscribers get access to some of the site’s biggest sales of the year, hitting mid-summer.

Last year, the sales holiday again set records, with a staggering 100,000 items purchased every minute, and shoppers worldwide saved more than $1.7 billion, more than the previous Prime Day, according to Amazon. According to Digital Commerce 360, that flurry of activity led to $12+ billion in global sales in just 48 hours.

How brands should prepare for Amazon Prime Day 2023

While Amazon has yet to release official dates for this year’s event, they tend to fall in the middle of summer. And with last year’s success leading to some high expectations for this year’s holiday sales, it’s imperative that brands start strategizing now.

This post will review some best practices for optimizing your Amazon presence to both meet customer expectations and stand out on the digital shelf.

Optimize your product titles and descriptions

Are your product page titles and descriptions pulling their weight?

As one of the most important factors affecting your product’s visibility and sales appeal, make sure your copy is concise, targeted to your audience, and integrates important search engine optimization (SEO) keywords that customers typically use when searching for your brand. of goods.

This is one area where reading your customer’s comments, reviews and feedback can come in handy. Make sure you address frequently asked questions or other concerns in your product copy to avoid any customer confusion or abandonment and improve your chances of appearing in search results.

Some important points of action include:

  • Place important keywords at the beginning of your titles and descriptions (ie eCommerce SEO).
  • Highlight your product’s unique features or benefits, as well as any differentiators.
  • Announce any special deals or discounts available for Prime Day and make sure customers in other channels know about it too.
  • Follow Amazon’s style guidelines and best practices for creating product titles and descriptions.

Enhance your product images and videos

After product descriptions, visual representations of your products are probably the second most important feature of your Amazon product page.

High-quality, engaging images and videos that accurately portray your product can help your customers understand why your product is for them, how it fits their lifestyle, or how it solves their problems.

Try to hit the recommended “sweet spot” with seven to 10 photos of each product. Remember, you can go beyond just product photos with enhanced product content such as lifestyle images, videos, diagrams, charts, tutorials, and more.

Consider the power of Amazon’s A+ enhanced content tools. they offer sellers more customizable tools for designing their storefront and product page, including features like 360-degree product views and other interactive modules.

Increase ratings and reviews

Consider how you personally value your own purchases online. Of course you read the product description. You study the images. But you’d still like to see third-party confirmation that all these compelling claims are true.

Well, you are not the only one. Ratings and reviews greatly influence a buyer’s final decision and play a crucial role in determining the rating of your product.

On the eve of Amazon Prime Day, make sure you:

  • Encourage existing customers to leave ratings and reviews for your products.
  • Respond to and attend to customer questions and comments promptly and professionally.
  • Address negative feedback or issues promptly and constructively. (Use these interactions to show other customers that when you’re wrong, you’re right.)
  • Take advantage of the Amazon Early Reviewer Program or Vine programs for honest feedback from verified buyers.

Embrace social commerce and influencer marketing

TikTok. It’s not just a countdown sound until Amazon Prime Day.

While it’s easy to make a dad joke about social media, the fact remains that social commerce and influence marketing are a big deal, and are well poised to change the way people buy and sell products online.

The integration of social media platforms and e-commerce, known as social commerce or social shopping, is reshaping online shopping and combined with the rise of influencer marketing, many businesses may be missing out on serious opportunities to take advantage of these emerging channels.

Consulting firm Deloitte predicts that the social commerce market will exceed $1 trillion by 2023, and two billion people are expected to purchase at least one product through a social channel this year.

As you prepare for Amazon Prime Day 2023, it’s a good idea to start some social media campaigns – hashtags, viral content, discounts – to prepare and excite your followers about the upcoming deals and discounts. Identify any social media influencers who can speak to a niche audience that cares about your product line and learn about cross-promotional marketing opportunities.

Finally, make sure you carefully track and analyze which messages are working and which aren’t. Instead of just plugging away, build and improve on what worked in the past and discard approaches that didn’t.

Create your product pages for Amazon Prime Day 2023

Amazon Prime Day 2023 offers a unique opportunity for brands to increase visibility and sales on a global platform. More than 20 countries are expected to participate this year.

To scare? Maybe a little. But with careful, strategic planning, your brand can easily stand out from the competition on the digital shelf. all while connecting with legions of bargain-ready customers this sales holiday.

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