Amazon Prime Day 2018 | Preparation for Amazon Vendors & Sellers

By Tinuiti Team

Although Amazon Prime Day 2018 is still a couple months away, deadlines for sellers to apply for featured promotions and deals are fast approaching.

What is Amazon Prime Day?

Considered the biggest sales day of the year for sellers, Amazon Prime Day is a global shopping event filled with discounted purchases held annually around mid-July.

amazon prime day

Now in its 4th year, Prime Day is a little like Christmas in July in that there are millions of shoppers on the platform, which can boost sales for everyone.

According to Amazon, “tens of millions” of Prime members made purchase(s) on Prime Day 2017, (that’s 50% more than 2016).

In order to purchase items via Amazon on Prime Day, customers must be a Prime Member (this is also how Amazon strategically grows their Prime Memberships year over year).

The latest stats reveal Amazon’s Prime subscription service has 100 million paid members globally and in 2017 alone, Amazon shipped over five billion items all around the world.

jordan gisch

“Vendors, Third Party Sellers, & Amazon (including Echo/Kindle/Fire Tablet) are all invited to participate,” Jordan Gisch, Sr. Marketplace Channel Analyst at CPC Strategy said.

“But one thing that is different this year is Amazon’s focus to extend the shopping holiday beyond Prime Day.

“This year, we anticipate deals will start as early as 2 weeks before Prime Day and & last as long as a week after Prime Day. Essentially, it will be almost a full month of deals on Amazon.”

amazon prime day 2017

According to Leo Carrillo, Lead Marketplace Channel Analyst at CPC Strategy, Prime Day is also a great opportunity to build customer acquisition.

“Amazon invests heavily in demand generation via TV ads, radio ads, and online promotions to advertise this event. Prime Day is an opportunity to get in front of millions of new customers browsing for deals.”

3 Amazon Prime Day Benefits for Sellers:


Amazon Prime Day 2018: Promotions & Deadlines

Amazon Vendors and Sellers are encouraged to offer customers special deals & discounts on their favorite items by applying for the available Amazon promotions including:


Lightning Deals

An Amazon Lightning Deal is a promotion with a limited number of discount offers on an item for a short period of time.

These premium deals can be found throughout, including the Gold Box page and are available one per customer, until either the promotional period (typically 4 hour blocks) for the deal expires or all the available promotional discounts are claimed.

Products that are featured in Amazon’s Lightning Deal space (especially on Amazon Prime Day) typically enjoy a bump in sales throughout the duration of the deal.


FAQ: Lightning Deals

Q. Are Amazon Lightning Deals available to Third Party Sellers & Vendors?

Q. Is there a fee to run an Amazon Lightning Deal?

Pro-Tip: The fee will vary depending on the country in which you run the deal and the week you choose to run the deal.The weeks with higher fees (aka Amazon Prime Day) are a time period during which customer traffic to Amazon is significantly higher, leading to greater exposure and potential sales for your Deal. If your Deal is scheduled during this higher traffic time period, you will be charged a higher fee, which will be displayed on the Lightning Deal page.

Q. Are there product requirements to run an Amazon Lightning Deal?


Amazon Coupons

Amazon Coupons are not only a powerful promotion tool, but they also allow vendors to gain awareness and increase sales directly to their products during Amazon Prime Day, when shoppers are likely to make a purchase.

Customers want to save, and promotions provide an incentive to make a buying purchase sooner rather than later.


When vendors opt into coupons or promotions they are provided access to 7 different areas of placement across Amazon including:


FAQ: Amazon Coupons

Q. Are Amazon Coupons available to Third Party Sellers & Vendors?

Q. Can I use Amazon Coupons to help boost a product that is performing poorly?

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According to Gisch:

“I tend to see more success with sellers who push their best selling items. Keep in mind, if you are applying for an Amazon promotion, some of those older styles or models (aka products from last season) will get denied by Amazon because typically that’s not what customers are looking for.”

Deal of the Day

As seen below, Deals of the Day are a single item or small set of closely related items discounted for one day only. Deal of the Day are available to Vendors ONLY.


Prime Day 2018: Deadlines for Sellers & Vendors:

May 18th – Deadline for Third Party Sellers to submit for Amazon Prime Day Lightning Deals.

May 31st – Deadline for Vendors to submit for Amazon Prime Day Lightning Deals, Spotlight Deals, Coupons, & Category Deals.

June 15th – Deadline for Vendors to submit category page merchandising & marketing packages (request through Vendor Central is now open).

Pro-Tip(s): For Amazon sellers without Prime Day deals, they should also consider the possibility of dropping price, offering free shipping, etc. This is also something FBM sellers should consider implementing on Prime Day. If you decide to run a Deal of the Day or Lightning Deal, Amazon will base their fees off of the full price of the item (not the discount). As we saw in 2017, Amazon may decide not to run your Lightning Deal (even if it is approved in advance). Unfortunately, there is nothing sellers can do to control this.

Amazon Prime Day 2018: Seller & Vendor Best Practices

With such a huge influx of shoppers on Amazon, how can sellers maximize their revenue potential?

Without a doubt, advertising, inventory management, and deals all play a crucial role in driving performance on the Prime Day. 

We spoke with Amazon experts to craft The Amazon Prime Day 2018 Seller Plan of Action, a list of best practices every seller & vendor should implement on Amazon’s self-made shopping holiday.

1) Leverage Amazon Creative Content

More than ever before, Amazon is making a concentrated effort to empower brands with the creative tools and features they need to establish their brand equity and promote shopper loyalty.

Amazon currently offers a multitude of branding features including:

Not only do these creative features help to improve the aesthetics of brands on the Marketplace – they also provide new opportunities to drive traffic to a brand’s entire catalog and increase detail page conversion rates.

Just take it from WHOOSH, a brand who is redefining the next generation of clean with tech hygiene products for tablets, smartphones, monitors, and more. 

WHOOSH teamed up with CPC Strategy in March 2017 to establish profitable Amazon advertising campaigns and optimize select ASINs with new Amazon Creative. 

Only 30 days after WHOOSH implemented Enhanced Brand Content (EBC) on the select ASIN below, they saw a 427% increase in detail page conversion rate.

“One of the most immediate impacts that Enhanced Brand Content will have for 3P Sellers in the Brand Registry program is the benefit to paid advertising conversion rates,” Pat Petriello, Head of Marketplace Strategy at CPC Strategy said.

“Take, for example, a 3P brand manufacturer selling high quality premium sunglasses and advertising through Sponsored Products.”

“With Enhanced Brand Content, that Seller has increased ability to showcase the unique value proposition of their products such as polarization, mirroring, contrast, transition, lens treatments, and so on.”


“They will also have the option to differentiate their brand from that of their competitors by communicating their brand story through the Enhanced Brand Content fields.”

Pro-Tip: Make sure to also optimize all of your product titles, bullet points, product descriptions, and backend search terms. With the influx of new Amazon Prime members, there will be an increase in “random product searches”.

2) Increase Your Bids

On Amazon Prime Day, Sellers should increase their advertising budgets, specifically for Sponsored Products & Amazon Marketing Services.

Everyone and anyone will be looking to advertise their products leading up to Prime Day and you don’t want to miss out on valuable traffic.

Remember, on Prime Day it’s better for advertisers to bid aggressively rather than miss out on sales completely.

amazon prime day 2016

3) Monitor Budget

Because bids and clicks are expected to rise, budgets will run out very quickly. Sellers should closely monitor their budgets throughout the day to make sure no advertising campaigns run out of money.

Advertisers can check their Sponsored Products account level budget caps located within the Advertising tab> Campaign Manager > Settings.

4) Test Ad Copy (early!)

Nothing is worse than finding our your ad is disapproved right before Amazon Prime Day.

Starting now (and through the end of June), advertisers should be testing their Prime Day ad copy that has the highest CTR and sales for:

6) Put Out Fires Quickly

Advertisers should identify fast-moving products and address issues the day of.

According to Joe Selzer, it will be imperative for Sellers to keep a watchful eye on their account(s), identifying and responding to any issues or opportunities as quickly as possible.

“With so many shoppers flooding the Marketplace looking to ‘buy now’, anything hindering a Seller’s ability to make their products both discoverable and buyable can spell big trouble in terms of lost sales.”




Some examples of issues Sellers should be wary of include:


7) Amazon Prime Day Aftermath

Many Sellers will be increasing budgets and bids for Prime Day, but the rate at which they reverse those changes back to normal will vary widely.

Sellers should also prepare for any operational aftermath including more returns to process, increase in customer questions, and more opportunity for FBA refunds. We expect a gradual return of advertising budgets & bids to “normal”.

8) Delays in Sales Data

If you’re not seeing the sales data you expected – don’t jump to conclusions.

According to our experts, AMS (Amazon Marketing Services) reports could take several days to become available.

Note the following AMS reporting delays:

Since Prime Day involves so much marketing and traffic, some AMS accounts will take longer than 72 hours to gather updated data.

Want to learn more about how to prepare for Amazon Prime Day? Email [email protected]

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