Prime Day 2023: Stats and some of the top-selling deals
User Guide for prime day models including: Prime Day App, App
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DocumentDocumentAmazon Confidential · The information we're sharing with you is confidential, covered by our confidentiality agreements. It cannot be shared publicly. · We want you to learn more about our business and new opportunities for us to grow with each other · This presentation and its contents may only be shared with persons inside your company that have a need to know and who understand the need to keep the information confidential Amazon Confidential · WHY RUN A PROMOTION DURING PRIME DAY? · PRIME DAY 2023 HIGHLIGHTS · PROMOTION TYPES · GET THE MOST OUT OF YOUR PROMOTION · IMPORTANT DATES · UPCOMING EVENTS · TERMS & CONDITIONS Amazon Confidential Participate in a high velocity event Prime Day brings new traffic and customers to Amazon's online store each. Benefit from marketing on the Amazon Homepage and via Mass Advertising, including TV and Print media. Increase sales across your catalog Leverage promotions as a strategy to help grow your business. Offer discounts on popular products to promote your best sellers or reduce overstock items to free up FBA storage. Boost brand awareness and visibility Your deals and Coupons may be featured on the Today's Deals page, which can help improve the discoverability of your products. Highlight your products in search Deal selection receives specialized badging in search, helping customers find the best value on relevant products. Help your items stand out in results by running high quality promotions. Reach Prime customers with personalized deal alerts: Prime members can now subscribe to receive deal notifications related to their recent Amazon searches and viewed items. All members have to do is visit the Prime Day event page on the Amazon Shopping app to create an alert. Once Prime Day arrives, subscribers will receive a push notification for any available deals. Amazon Confidential As of July 13, 2023, the first day of Prime Day was the single largest sales day in Amazon's history. Over the course of the two-day shopping event, Prime members purchased more than 375 million items worldwide and saved more than $2.5 billion on millions of deals across the Amazon store. Last year's event was the largest ever for independent sellers, most of which are small and medium-sized businesses. Did you know? Independent seller sales growth in Amazon's online store outpaced Amazon's retail business during the event. Small Business Case Study: >18x growth in the first 24 hours Caraway, True Classic, and TUSHY increased average daily sales in Amazon's store by over 18x during the first day of the Prime Day event compared to 2023 leading up to Prime Day. Source: Prime Day 2023 Press Release https://www.aboutamazon.com/news/retail/amazon-prime-day-2023-stats Amazon Confidential Amazon Confidential Promotion types Lightning Deals Lightning Deals run for several hours on the event page. These are limited quantity deals that allow you to set a maximum quantity of units. · The best brands with a proven track record of selling well · Minimum 20% discount off the basis price, which is the strikethrough price shown on the detail page when the product is discounted · Matches/beats lowest price in trailing 30 days prior to start · Positive product reviews and ratings · Seasonally relevant · Recommended ASIN · Seller Central > Advertising > Deals recommendations · Click `Show eligible products for Lightning Deals' and select any ASIN that shows Prime Day Week available · Each Lightning Deal promotion scheduled on Prime Day Week has a base merchandising fee of $300. Lightning Deals scheduled on Prime Day will be charged a $500 fee. This is a one-time, flat fee that will be invoiced separately after the promotion ends · Final submission deadline for event consideration is 5/3 Please note: Lightning Deals not selected to run on Prime Day will be scheduled on the surrounding dates. Amazon Confidential Promotion types Prime-Exclusive Best Deal Prime-Exclusive Best Deals offer great products at a discount, and perform optimally with best-selling products. They display strikethrough pricing. On Prime Day, Prime Exclusive Best Deals will display Prime Day Deals badge. They will run for the actual days of Prime Day. · The best brands with a proven track record of selling well · Minimum 15% discount off the basis price, which is the strikethrough price shown on the detail page when the product is discounted · Matches/beats lowest price in trailing 30 days prior to start · Strong sales history · Positive product reviews and ratings · Seasonally relevant · Recommended ASIN · Seller Central > Advertising > Deals recommendations · Click `Show eligible products for Best Deals' and select any ASIN that shows Prime Day Week available · Prime Exclusive Best Deals scheduled on Prime Day will be charged a $1000 fee. This is a one-time, flat fee that will be invoiced separately after the promotion ends · Final submission deadline for event consideration is 5/3 Amazon Confidential Promotion types Prime Member Coupon A Prime Member Coupon is a point of sale discount offered on a single product or a set of products with automatic merchandising on the Today's Deals page, shopping results, product detail pages, and other locations, offered exclusively to Amazon Prime members. · Minimum 20% discount off the current price · All Coupons are subject to other existing quality validations · Customer Segment targeting must be set to Amazon Prime · ASIN(s) must be Prime eligible · Coupon title must be compliant* · Coupon submissions will open after Prime Day dates have been publicly announced (Currently TBD) · Seller Central > Advertising > Coupons > Create a new coupon · Please schedule the Coupons on the actual event dates to qualify for Prime Day. · Note: Coupon creation is 100% self-service *Entering offensive words, discount percentages, or referring to specific events (such as Prime Day) in coupon titles is prohibited. Failure to comply with these rules may result in your coupon being deactivated by Amazon. Amazon Confidential Promotion types Prime Exclusive Discount TD, please work with your Vendor Manager or Customer Success · Nationally Prime Shipping Eligible Item · Minimum 15% discount off the basis price, which is the strikethrough price shown on the detail page when the product is discounted · At least 4-star seller rating when seller rating is available · Products must have at least 1 review with an average rating of at least 4 stars · See Eligibility criteria for Prime Day · Seller Central > Advertising > Prime Exclusive Discounts · Click the checkbox `Is this a Prime Day Discount?' · Prime Exclusive Discount sourcing begins on 4/17 and ends at the same date/time as the event end date/time · Dates for submissions open and close are subject to change Amazon Confidential Amazon Confidential SUBMIT DEALS ON RECOMMENDED ASINS Recommendations update weekly, so act fast to accept available offers if you see a product eligible for Prime Day (as it may no longer be eligible the following week). Continue submitting high quality promotions through Seller Central until the sourcing window closes on 5/3/24. Running a promotion on Amazon's online store is your opportunity to WOW Amazon shoppers! Focus on popular, high-performing products to maximize your growth opportunities during the event. Ensure the image doesn't include any text, logos, or watermarks that are not a part of the product itself. If a promotion doesn't follow Amazon's product image requirements or is not representative of the products within the promotion, the promotion is subject to cancellation. Enhance your product's appearance on site to inspire Amazon shoppers. Use bullet points, images, videos, and A+ Content to share your brand message and unique product benefits. See next slide and presentation here for more information on Shoppable Videos. Amazon Confidential More than ever, shoppers use videos to discover products, make informed purchasing decisions, and engage with creators and communities they trust. · Capitalize on higher traffic by increasing already lifted sales · Differentiate your product in a sea of enticing deals · Add content prior to peak and keep it all year round Customers want video that aids them with prepurchase decision making, post-purchase set-up help, and everything in between. They expect a wide range of content (e.g. how-to, unboxing, try-ons, product demos, etc.) when online shopping. Selling partners can leverage any existing content from their social media platforms, brand websites, and more to enhance the Amazon shopping experience. *Source: Amazon study highlighting the lift in third-party seller revenue when a video is added to a listing where no video existed before, studied over a 90 day period (2018-2020 US data) Amazon Confidential Amazon Confidential 3/19/24: Deal submission window opens in Seller Central 4/17/24: PED submission window opens in Seller Central 5/3/24: Sourcing Window closes in Seller Central 6/20/24: FBA inventory inbound cut off TBD: Coupon Submissions Opens for Prime Day (once Prime Day dates are publicly announced) Amazon Confidential SEASONAL EVENTS AND LONG WEEKEND SALES 3/18/24-4/1/24 7/16/24-7/31/24 9/16/24-9/29/24 12/23/24-1/5/25 5/14/24-5/27/24 6/23/24-7/8/24 8/20/24-9/29/24 11/1/24-11/11/24 Amazon Confidential SEASONAL EVENTS Amazon Confidential Amazon retains the right to reschedule or cancel the promotion at any time If your promotion is not approved within 7 days, it will be cancelled by Amazon Amazon doesn't guarantee that orders will be placed for the promotion Amazon doesn't guarantee that the deal will be published on the chosen day or time Amazon Confidential