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Prepare for Prime Day Success with Optimized Product Listings and Basket Building Tactics

Commerce Commerce, Retail media, Seasonal marketing, eCommerce Platforms 4 min read
Profile picture for user Mckay Elliott

Written by
Mckay Elliott
Advertising Manager


My team and I have worked with many Amazon sellers to help them succeed on Prime Day, and we know that success goes beyond just offering discounts. Part of a winning strategy requires optimizing your product listings and understanding the basket-building behavior of shoppers eagerly awaiting Prime Day deals. By meticulously fine-tuning your product details and strategically planning for shopper behavior in the weeks leading up to Prime Day, you can set the stage for a highly successful event. Whether your goal is to boost profitability or drive growth, these insights will help you tailor your approach for maximum impact. 

For even more preparation tips, be sure to check out our comprehensive Prime Day guide and checklist.

Get ready for Prime Day by upgrading your Amazon Brand Store and listings.

Optimize every detail for Prime Day. Even if you think your listings are already optimized, take a moment to ensure every detail is dialed in. Check that all of your content is up-to-date, especially if you've made recent product changes. Beyond individual listings, ensure your entire brand presence on Amazon is polished and consistent across your Brand Store, posts, and logos.

Boost your organic visibility on Amazon. Evaluate your organic performance in Amazon search results. Fine-tune your titles, bullet points, product descriptions, and backend keywords to boost your organic rankings. Organic sales are generally more profitable than advertising sales, so tracking and improving your organic performance should be a priority. Make incremental adjustments to potentially move from a lower search result slot to a higher one, enhancing visibility during Prime Day.

Give your Amazon Brand Store a Prime makeover. Your Brand Store plays a significant role in your overall strategy. Ensure it offers a seamless user experience, especially on high-traffic days like Prime Day. Focus on metrics like consumer interaction, add-to-cart rates, and click-through percentages. These insights will help you understand how shoppers engage with your store and identify which products drive the most interaction. 

To keep the shopping experience engaging, consider refreshing your Brand Store’s visuals, such as updating the header or images. While you can't make exaggerated claims like "50% off all products" due to Amazon's policies, you can still create a visually appealing and timely presentation. Some brands even update their Brand Store headers for specific holidays or internal promotions to maintain a fresh look.

Prime your listings for shopper confidence. In addition to the basics, consider these advanced tips to enhance your listings further and drive better performance on Prime Day: 

  • Leverage A+ Content and Enhanced Brand Content features to provide detailed, visually rich information about your products. This can improve conversion rates and help your listings stand out.
  • Incorporate high-quality product videos that demonstrate your product’s features and benefits. Videos can increase engagement and give potential shoppers a better understanding of your product. 
  • Actively manage your customer reviews and Q&A sections. Address negative reviews promptly and provide thorough answers to customer questions. Positive reviews and active engagement can significantly impact purchase decisions.

Prepare for Prime Day basket building by anticipating shopper behavior and adjusting ad budgets. 

In the two weeks leading up to Prime Day, shoppers tend to build their baskets in anticipation of deals. This behavior can result in lower conversion rates and reduced advertising ROI. To effectively navigate this period, follow these steps: 

Anticipate delayed purchases. Shoppers often add products to their cart but wait to purchase until Prime Day. Recognizing this pattern helps you better interpret performance metrics during this period. 

Set the right expectations for Prime Day. A temporary dip now means a big sales payoff later. Brands participating in Prime Day should start by pacing their budget day-by-day for the weeks leading up to, during, and after Prime Day. A detailed budget plan avoids overspending early and ensures there are enough resources to maintain visibility throughout the event.

Adjust Prime Day ad budgets. Consider reducing your ad budgets to avoid overspending. However, rather than drastically changing the advertising budget, just dial it back a bit. Stay visible and keep engaging with potential shoppers so you’ll be ready to retarget those who interacted with your ads when Prime Day hits. For instance, focusing on mid-funnel ads such as Sponsored Brand ads and Sponsored Brand Video ads can help maintain visibility and engagement during this period.

Maximize visibility during Prime Day. Standing out during this high-traffic event requires a strategic approach to ensure your product remains top-of-mind for shoppers. Here are some effective strategies to boost your presence and drive sales:

  • Increase your budget for Sponsored Product ads to maintain a strong presence throughout Prime Day. These ads help drive traffic directly to your product listings and keep your brand visible amid the competition.
  • Participate in Lightning Deals and offer enticing coupons to attract bargain hunters. These limited-time offers can significantly increase your product’s visibility and drive higher sales volumes by creating a sense of urgency and value. 
  • Leverage social media and influencer partnerships to create buzz around your Prime Day deals. Influencers can help expand your reach and build anticipation, making your products more appealing to a broader audience.
Monk Thoughts Avoid drastically changing your advertising strategy because you can retarget people on Prime Day who engaged with your ads in the lead-up period. When deals go live, they often return to purchase items from their baskets or explore your brand further.

Ensure Prime Day success with enhanced listings and strategies.

Optimizing your listings and preparing for basket building are crucial steps for Prime Day success. By polishing your listings, boosting organic visibility, and enhancing your Brand Store, you create a seamless and engaging shopping experience. Anticipating shopper behavior, setting realistic expectations, and adjusting your ad budgets strategically will help you navigate the high-traffic period effectively. Finally, leveraging advanced advertising tactics and engaging with influencers can amplify your reach and drive higher sales. With these strategies in place, you'll be well-prepared to capture the increased traffic and capitalize on Prime Day's opportunities.

Ready to optimize your Prime Day strategy? 

We excel in optimizing Amazon product listings and analyzing shopper behavior to help your brand achieve exceptional results. Our strategic insights and proven techniques can set you up for Prime Day success. For expert guidance and support, connect with us here. 


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The website has been translated to English with the help of Humans and AI