While Amazon stayed tight-lipped about its exact earnings, Prime Day 2021 was, nevertheless, a huge success, as it was the biggest e-commerce event of the year thus far, especially for SMBs. Amazon reports that customers spent over $1.9 billion on 70 million plus small business products during the promotional period, more than a 100% YoY increase on sales compared to the Prime Day October 2020 promotion. It’s important to note, however, that the two weeks leading up to Prime Day helped small-business sellers with the Amazon-funded “Spend $10, Get $10” promotion.
So, who came up on top? According to the Amazon experts at MuteSix, brands that leaned into aggressive pricing and promotions reaped the biggest rewards, showing how critical pricing and advertising are to the Amazon shopper. Such brands included such MuteSix clients as Pivo (Consumer Electronics), TevraPet® (Pet), LilyAna Naturals (Beauty), and Sunwink (Health & Supplements), all of which saw better-than-expected lifts this year thanks to a few key factors. Such tactics included their competitive pricing with Prime Exclusive Coupons and/or Prime Lightning Deals, as well as aggressive advertising efforts, using a mix of Sponsored Ads and/or Amazon DSP.
However, brands that did not partake in such discounts (paired with ads and promotions) saw less-than-ideal sales as a result.
If one takeaway was more clear than ever this year, it’s that brands overseas chinese in uk data cannot simply rely on the 2020 uptick in marketplace traffic to drive higher numbers during the event.
MuteSix’s Post Prime Day 2021 Strategy
According to Aaron Mizrahi, VP, Amazon at MuteSix, “Coming out of Prime Day, it will be important for advertisers to take pricing and promotion into consideration and complement that deal with Sponsored Ads and/or Amazon DSP advertising, especially since the next e-commerce holiday isn’t until November.”
Additionally, the MuteSix Amazon team suggests brands reconcile the potentially lower number of sales and lower traffic by better speaking to the consumer who is no longer confined indoors.
As more consumers venture outdoors in social settings, their e-commerce shopping behaviors have shifted from buying higher-price-point items suitable for at-home recreation to more everyday essentials. For the former items, we’re recommending a complete creative strategy overhaul to refresh brands’ detail pages and video content to better speak to today’s consumer with a fresh narrative. For example, for pricier at-home fitness items, we are encouraging clients to market their equipment as entertaining workout strategies to be enjoyed in the company of friends.