Hello sellers!

To maximize the Prime Day season, it's important to create deals that truly resonate with customers. After all, a great deal is more than a markdown - it's an opportunity to showcase your best products, attract new customers, and build lasting brand loyalty.

What Makes a Winning Deal?

• The customer must know about it: Consider social media and other marketing tactics to highlight your deal and drive traffic to your promotion.
• It is time-sensitive: While some urgency is built in via the Prime Day event, customers respond to limited time offers if they fear they are missing their chance! As you create deals, experiment with what duration works best for your audience.
• It offers enough savings to influence the customer: Track current sales and gather feedback to figure out what offers your potential customers find attractive, to help you refine your promotions, and look to guidance on Deal pricing.

Deal Best Practices:

• Feature Your Top Products: Consider focusing on your top performing products to maximize the high traffic from the event as a great opportunity to impress new and returning customers!
• Maintain High-Quality Content: Make sure your images all adhere to image requirements, focus on accurate product representation, and don't include any text or watermarks that aren't a part of the product itself. If a promotion doesn’t follow our product image requirements or isn’t representative of the products within the promotion, the promotion may be canceled. Use this guide to troubleshoot suppressed and active Deals.
• Optimize Product Detail Pages: Inspire customers to convert using compelling bullet points, images, and A+ Content to highlight your brand's message and the unique benefits of your products. See how great detail pages help drive sales.
• Consider using recommended products: Products that appear in your Deals dashboard update weekly, so don’t wait to take action if you see a product recommended for Prime Day (as an eligible deal may disappear the following week)!

Available Deal Types for Prime Day:

1. Prime-Exclusive Best Deals ($1000/deal):

• Full event duration
• May perform well with the best sellers in your catalog
• Allows you to promote your products to over 200M+ Prime members

2. Prime-Exclusive Lightning Deals ($500/deal):

• Up to 12-hour duration
• Can be a great way to drive conversion, attract new customers, and move excess inventory on recommended products
• Helps creates strong sense of urgency

3. Prime-Exclusive Price Discounts ($100/campaign):

• Supports up to 500 SKUs
• Flexible duration
• Prime-member exclusive

4. Prime Member Coupons ($5 per coupon plus 2.5% of coupon sales):

• Flexibility to apply to a single ASIN or a set of ASINs, for a dollar amount or a percentage off
• Helps differentiate your offerings from competitors
• Give customers a chance to try your products at a discount
• See Coupon Fees for fee structure specifics

Pro Tip: Check your Deals dashboard weekly - recommended products update regularly, and opportunities may disappear!

Ready to take action? Visit your Deals dashboard in Seller Central now to start planning your Prime Day strategy. Remember, the deadline for Prime-Exclusive Best Deals and Lightning Deals is May 23! For all key dates, see our last post on Understanding Key Dates, and for further Prime Day readiness content, stay tunes in to the forums and read through the Prime Day readiness playbook.

Let us know what questions you might have, or what strategies and deal types you are planning on employing!

Happy selling,

Danny