“Thanks to solid preparation and teamwork on both the Search and DSP side, we smashed another company record with Tinuiti. We look forward to taking these learnings and doing it all over again in 2023.”
[This post was authored by Emily Sullivan and Shannon Mullery, Content Specialists at Tinuiti]
— Joey Saad, Digital Marketing Manager, No Cow
Vegan Cosmetics
“We prioritized inventory management in the first half of the year, and the diligence in restocking heroes paid off this Prime Day. We partnered with the brand’s Social Media team and our Tinuiti Paid Media team to drive external traffic to our Amazon brand store. We saw the visitors to the brand store jump 60% with this collaboration. This was a team effort.”
“We prioritized inventory management in the first half of the year, and the diligence in restocking heroes paid off this Prime Day. We partnered with the brand’s Social Media team and our Tinuiti Paid Media team to drive external traffic to our Amazon brand store. We saw the visitors to the brand store jump 60% with this collaboration. This was a team effort.”
“We prioritized inventory management in the first half of the year, and the diligence in restocking heroes paid off this Prime Day. We partnered with the brand’s Social Media team and our Tinuiti Paid Media team to drive external traffic to our Amazon brand store. We saw the visitors to the brand store jump 60% with this collaboration. This was a team effort.”
“We prioritized inventory management in the first half of the year, and the diligence in restocking heroes paid off this Prime Day. We partnered with the brand’s Social Media team and our Tinuiti Paid Media team to drive external traffic to our Amazon brand store. We saw the visitors to the brand store jump 60% with this collaboration. This was a team effort.”
“We prioritized inventory management in the first half of the year, and the diligence in restocking heroes paid off this Prime Day. We partnered with the brand’s Social Media team and our Tinuiti Paid Media team to drive external traffic to our Amazon brand store. We saw the visitors to the brand store jump 60% with this collaboration. This was a team effort.”
Interested in more stats? Check out these insights and trends reported by Numerator’s Live Prime Day Tracker:
Source: Target.com
Target also ran their own category-specific deal for grocery items, with shoppers earning a free Target gift card with a food and beverage purchase. Even if brands within this larger category didn’t run their own promotions, their listings still stood out, with Target’s promotional banner running below qualifying items, letting shoppers know if products would count toward that .
Source: https://www.numerator.com/prime-day
But what about Prime Members who don’t need any of those things, or simply don’t have the disposable income to spend on them in today’s economic climate?
- 50% off Duracell Optimum batteries
- 30% off Dawn Platinum Powerwash set
- 25% off Bayer Low Dose aspirin
- 36% off Ziploc freezer bags
- Up to 34% off dog food from Iams, Cesar, and other brands
- Up to 30% off Rockstar and Quaker drinks and snacks
- 30% off POPPI sparkling prebiotic soda
Source: Numerator.com
No Cow Vegan Protein Bars
For brands and advertisers operating in the thick of Prime Day, it can feel like the Shopping Olympics. Traffic, sales, and interest are high, and many decisions have to be made quickly based on what’s happening in real-time, no matter how well you prepared.
Inflation Was Top-of-Mind
“We are thrilled with the Prime Day results which are a testament to our strong partnership with Tinuiti,” said Benjamin Huppertz, Director of Onsite Marketing at Ancestry. “We look forward to building on these insights to help even more people discover, craft and connect around their family story.”
Did the sales number reflect that excitement? Let’s find out…
As we covered, inflation was top-of-mind for many shoppers during this year’s Prime Day. Amazon tried a variety of creative ways to draw more consumers to their site during the two-day event with fun incentives for shoppers.
On the flip side, our study also showed that 88% of those surveyed said they planned to shop on Prime Day this year. So, how did Amazon do when it comes to sales? Despite inflation concerns, Amazon reported that “Prime members purchased more than 300 million items worldwide during Prime Day 2022, making this year’s event the biggest Prime Day event in Amazon’s history.”
In our Prime Day 2022 Study, 57% of Prime Day shoppers shared they planned to shop Walmart’s site as well. The next most popular stop on their deal journey was expected to be Target.com. 50% of those surveyed said they’d be checking other retailers for price comparison purposes, with 28% saying they’d be stopping by other sites to check out the deals.
The Competition Was Fierce Between Marketplaces
Numerator’s Prime Day purchase study of more than 21K households also found that ~58% of orders placed were for items less than .
“Emerging Marketplaces’ deal days show their reliance on Amazon’s model — until each marketplace can discover its own unique way to deliver a marketwide sale (such as Walmart’s Summer Savings event), Prime Day will continue to hold the spotlight as the premier online sales day.”
2022 Prime Day has come to a close, but that doesn’t mean it’s time to put the event in the rear view mirror just yet. Let’s take a look at a few quick tips so you can apply Prime Day learnings to your Amazon Business in the future.
— Lauren Wood, Team Strategist, Marketplaces at Tinuiti
Shoppers visiting Amazon.com on July 11, 2022 were greeted with Early Prime Day Deals they could nab right away, ranging from Certified Refurbished discounts, to steep savings on devices with Alexa.
Prime Day is inarguably one of the best sales events to score great prices on electronics, small kitchen appliances, bedding, clothing, home goods, and more.
These prominently placed deals remind us that Prime Day isn’t only a major event for Amazon the retailer, and the brands and sellers on the platform—it’s also a major event for the many arms of Amazon that produce goods and services.
Agile and Steady Wins the Race
Source: Target.com
Our 2022 Amazon Prime Day Study of 1,000 Prime members found that 88% planned to shop on Prime Day in 2022; 40% noted they were more excited to shop Amazon during Prime Day this year than in 2021.
“Sales attribution is especially slow on tentpole event days due to the influx of traffic, so it’s difficult to make data-driven decisions in real time. Because we don’t have real-time data to work with, it can be scary to increase the budget on campaigns that appear to have shot up in ACOS, but taking risks on Prime Day is essential if your client’s primary goal is boosting revenue and/or growing awareness. If you see a campaign that has performed efficiently in the past, which also contains ASINs on best deals, you should feel comfortable bumping the budget substantially (3x-5x) even if you see a temporary spike in ACOS.”
Quick Tips: How to Apply Prime Day Learnings to Your Amazon Business
“Seeing inflation at a record high and discretionary income being tightened for most Americans, Amazon did what they could to incentivize users to purchase during Prime Day and in the lead up by offering actions subscribers could take to earn Prime Day credits and gamify the experience. Amazon rewarded customers for actions they might already take with spending money for Prime Day in case they didn’t have any. Amazon also offered a free year to Grubhub+ for all prime members, this was announced days before Prime Day, giving any prospective shopper another perk to sign up for Prime in the days before Prime Day.”
Deep Dive Into the Data
Source: Amazon.com
As reported by CNBC:
While Amazon’s Prime Day event is leading the charge when it comes to sales, don’t count other competitors out. As we covered, Target, Walmart, Best Buy, and other retailers have stepped up to the plate with their own savings events to compete with Prime Day. If you’ve considered adding emerging marketplaces to your strategy, now might be a good time to explore those options before next year’s sales events ramp up (and Tinuiti can help!).
Start Planning for Next Year NOW
Source: Amazon.com
- Enhance Your Creative – Refreshing your creative assets is a great way to grab attention and tell your brand story to both new and returning customers. Consider updating your Amazon Store, A+ content, and ad creative before next year’s Prime Day to optimize conversions.
- Get Your Inventory in Order – Did you go out of stock during this year’s event? Did you have too much inventory on-hand? Take a look at historical performance so you can better prepare for next year and other large shopping events like Black Friday and Cyber Monday (they are right around the corner).
- Test New Betas/Ad Formats – Competition on Amazon is stiff so to set yourself apart, consider testing all available ad formats or beta programs Amazon has to offer. See what’s working best for your business throughout the year so you can make the most out of increased traffic on Prime Day 2023.
Consider Your Retail Media Strategy as a Whole
Walmart ran their own Deals for Days event in early June—instead of aligning their event with Prime Day, as they typically do—but there were still some great deals to be had Prime week as well.
Monitor Customer Feedback
Prime Day also offered an abundance of deals to suit all Members’ needs and budgets, with deep discounts on everyday essentials likely already on most folks’ regular shopping list, from soap to soda.
Animal lovers were opening their canvas wallets this Prime Day, with record-breaking sales for a number of Tinuiti clients who offer cruelty-free products, including:
As with any campaign or event, it’s critical to take the time to reflect on your data. After Prime Day, it’s important to analyze what worked and what could be improved upon so you can optimize your results for next year. Take some time to examine your top and low performing products, ad campaigns, keywords, and more to facilitate future growth.
