Prime Day Overview

Prime Day is one of the largest online shopping days of the year with over $7B (marketplace sellers were $2B) in sales in 2019. It all started back in 2015 when Amazon turned 20 years old. They had one goal in mind – offer more deals than Black Friday for Prime members only. 

This is a global shopping event for Amazon and usually lasts for 48 hours. The date of Prime Day isn’t released to the public until the day gets closer, but it’s usually the first or second Monday after July 4th. Sellers and Vendors have an amazing opportunity to capitalize on this event. Many brick and mortar stores have even started to create their own “holiday” during Prime Day, capitalizing on the online shopping experience Amazon has created.


Special Notes for Prime Day 2020

  • Rumors the date could to move to August due to Coronavirus
  • Expect more Prime members to be shopping as Amazon likely added Prime members due to Coronavirus

Here are some helpful tips from our Amazon team of experts that will get your product listings, marketing strategies, and fulfillment options ready for a successful Prime Day 2020.

Product Listing Optimization

  • Images

  • We recommend a minimum of 5 images
    • TIP: 2000 x 2000 pixels help take advantage of the zoom function
  • Titles

  • Ensure your titles follow Amazon’s guidelines and best practices
    • TIP: Aim for 80 characters, maximum title length is 200
  • Prices

  • Best possible price during Prime Day – be bold
  • Description

  • TIP: the tags <br>, <p>, <b> can be used to add flair to your description
  • Videos

  • If you’re enrolled in Brand Registry, add videos to your products
  • A+ content

  • If you’re enrolled in Brand Registry, add A+ content to your top SKUs
  • Search Terms

  • A top priority for Amazon’s search engine to find and rank your product.
    • TIP: do not duplicate words from the title, bullet points, or description
  • Reviews and answers to questions

  • How many reviews do your listings have?
    • Early Reviewer program and/or Vine program to boost number
  • Be responsive to questions
  • Seller review rating

Fulfillment Suggestions

  • Shipping

  • Consider FBA, if not already
  • If items are fulfilled by the seller, consider Seller Prime if available or offer free two day shipping
  • Be proactive in the months leading up to Prime Day

  • Process orders as soon as possible to keep your fulfillment rating as high as possible
  • Order Management

  • Process quickly during Prime Day
  • Stock Levels

  • For the weeks leading up to and after Prime Day, ensure stock levels are appropriate
  • Amazon will give priority to items that are Prime

Marketing Options

  • Lightning Deals

  • Apply early; 3-6 months before Prime Day
  • 2020 Deadline: May 8, 2020 (11:59 p.m. PDT) to submit recommended Lightning Deals for Prime Day Week
  • Amazon Advertising during Prime Day(s)

  • Consider increasing ad spend 2 days before, during, and 2 days after to maximize impressions
  • Coupons

  • Great for creating awareness and sales leading up to Prime Day
  • Outside of Amazon marketing opportunities

  • Google ads, banner ads
  • Drive traffic to multiple places, including your own site
  • Build anticipation by cross-promoting a few days before

  • Build the hype with ads, sales, and deals leading up to Prime Day
  • Remember Prime Day is no longer a single day on the internet, but an event spread across multiple days on Amazon and other sites.
  • Consider bundling to provide more value

  • Gift with purchase
  • Two SKUs often purchased together

Product Listing Optimization – How Logical Can Help

  • Full audit and update of product listings

  • Includes recommendations and updates for the following: images, videos, product titles, bullet points, descriptions, and basic backend keywords
  • Partial Audit

  • Includes recommendations but no updates for the following: images, videos, product titles, bullet points, descriptions, and basic backend keywords
  • Vine Program Support

  • Invitation only program
  • Select group of Amazon reviewers
  • Product is provided free of charge to the consumer
  • Unbiased reviews – 5 star review not guaranteed
  • A+ Product Pages

  • Requires Brand Registry to be active and available
  • Early Review Program Support

  • For those ASINs with less than 5 reviews
  • There is a cost per ASIN to enroll in this program
  • Unbiased reviews – 5 star reviews not guaranteed

Fulfillment Support – How Logical Can Help

  • Support with FBA Setup

  • Includes understanding how to get started, best practices, and analyzing financials with client.
  • Does not include managing inventory levels or fulfilling/sending inventory to Amazon’s warehouses

Marketing Options – How Logical Can Help

  • Lightning Deal Setup

  • Provide support in applying for lightning deals
  • We recommend leveraging lightning deals on your highest volume SKUs
  • Amazon Advertising during Prime Day(s)

  • Coupon Setup Support

If you need assistance in preparing a strategy for Prime Day 2020, please reach out to for more information regarding our Amazon Marketing Services.

Craig Searer

Craig Searer

E-Commerce Strategy Lead

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