Welcome to part three of our Amazon Prime Day 2021 three-part series.
In part one, Are you ready for Prime Day 2021?, we took a look at last year’s performance, noted key deadlines for retailers, and highlighted some top-level levers to get the most out of Prime Day, before, during and after the event.
In part two, Top tactics for a successful Prime Day 2021, we expanded upon the key levers and focused more on best practices and optimization techniques for promotional periods such as Prime Day
Prime Day is underway, so in part three we’ll talk through some of the strategies to keep the momentum going during the period after Prime Day (2+ weeks):
For at least 2 weeks after the 2 day Prime event, you should focus on reengaging with your Prime Day audiences that continue to visit Amazon to browse and shop products. During this time, consider promoting complementary products to your existing audiences and even reach new audiences who viewed your products but didn’t purchase them during Prime Day.
A lot of Brands decide to cut their spend significantly right after Prime Day has ended or even pause campaigns entirely, which is an oversight. Continuing to invest in a strategic approach is crucial. According to Amazon, it takes on average between 6 and 7 days before a shoppers initial browse on Amazon and making a purchase. In addition, a shopper makes 14 average detail page views before making a purchase. Because of this it’s very likely that a shopper is still considering your brand/products, even after Prime Day, but has yet to convert – making the period after Prime Day the perfect time to re-engage with those audiences. Brands that continue to advertise after prime Day will remain at the forefront of shoppers’ minds, while those that don’t could lose the brand awareness that has been built during the lead up to Prime Day and the event itself.
Below we’ve put together some strategic opportunities to help Brand reap the rewards during the period after Prime Day;
Review Prime Day sales performance
Focus on top selling products
Re engage with new-to-brand shoppers
Continue to offer deals
Remarket to existing audiences
Co-sell and upsell with product targeting
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