Amazon Prime Day is a huge event for sellers and shoppers. In fact, it’s like a major online holiday. In 2020, Prime Day was pushed to October which stirred up a lot of excitement for Q4. The good news is it seems like this year’s event is back on track for the summer.

Unfortunately, an official 2021 date has not been released yet but we can assume it will be in late June or early July. Being prepared is key as there are specific due dates you will not want to miss.
For those unfamiliar…
Amazon Prime Day is an event exclusive for the site’s 200 million Prime subscribers. You the shopper can find the lowest deals on your favorite brands and electronics.
Key dates for Prime Day 2021:    
Lightning Deals & Coupons due dates:
  • April 16, 2021: *Date passed* Deadline to submit Lightning Deals for Amazon North America marketplaces
  • April 23, 2021: Deadline to submit Lightning Deals in Amazon Europe marketplaces, Turkey, UAE, Saudi Arabia, Japan, and Australia
  • May 28, 2021: Dealing to submit coupon deals
It is crucial to ensure your inventory reaches FBA fulfillment centers by the following dates:
  • May 30, 2021: India
  • May 31, 2021: US & Canada
  • June 1, 2021: Australia & Mexico
  • June 6, 2021: UK, Germany, France, Italy, Spain, the Netherlands, and Turkey
  • June 7, 2021: UAE & Saudi Arabia
  • June 13, 2021: Japan
Amazon offers many ways shoppers can save… 
  1. Lightning Deals: A Lightning Deal is a time-bound, promotional offer where an item is featured for a limited number of hours, usually 4 to 12 hours (as determined by Amazon), on the Amazon Deals page. Featuring an item as a Lightning Deal may help increase sales and reduce your inventory.
  2. Coupons: Applying a coupon is a great way to let shoppers know you are offering a discount. It will show as a bright orange tag that shoppers cannot miss! Once a shopper “clips” the coupon, their discount will apply in their cart.
  3. Prime Exclusive Discounts: Prime Exclusive Discount is a price discount available to Prime members. Products with a Prime Exclusive Discount will display strikethrough pricing and a savings message for Prime members in search results, and on the product detail page. Prices adjusted for discounts are displayed on the detail page buy box for Prime members.
  4. Adjust your List Price: Sellers can always adjust price in their catalog. Even though shoppers will not be able to see that you’ve lowered the price, you can still generate more sales.
Ensure that your listings are optimized…
As you should for any other day of the year, make sure all your listings are fully optimized. Perform an audit in your catalog checking: titles, bullets, descriptions and images. If you are unsure about what listing optimization is, check out our previous blog!
In addition, if you are Brand Registered, make sure your A+ content and storefront are both up to date with your latest images, specs and benefits. Please note, you cannot mention any discounts or money off in your listings, A+ content or storefront. This goes against Amazon’s Terms of Service.
Fine tune your advertising…
  • Amazon PPC: Once you are confident your listings are optimized and up to your standards, focus on PPC advertising. Consider getting more aggressive for your products converting keywords to increase your organic ranking prior to Prime Day. If you are Brand Registered, take advantage of Sponsored Display, Sponsored Brand, and Video ads. These types of campaigns can really catch shoppers attention!
  • Run Off-Amazon Promos: Try driving external traffic to your listings to increase sales on Prime Day. If you have an audience outside of Amazon, like a Facebook group or an email list, invite them to check out your deals! Even try Facebook and Google ads.
  • Use Social Media: Alert your followers that you are having amazing Prime Day deals! Let them know how much they will be saving if they don’t miss out. Remember, Prime Day is VERY exciting for shoppers — when the big day comes closer, post a countdown!
In conclusion…
Prime Day is like Christmas in July! Last year, 2020, Prime Members saved $1.4 billion over the course of the event. And according to Statista, “In 2020, Amazon Prime Day sales amounted to an estimated 10.4 billion U.S. dollars.” We can expect this revenue for 2021 to be about the same or even higher considering many consumers are starting to resume their pre-COVID lifestyles, in spending and in socializing.
Need help preparing for Prime Day 2021? Contact us! Our team of experts are here to help.
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