Amazon

Weekly Digital Breakdown

Facebook Considers Removing Likes

After more than a decade of building its business around likes, Facebook will begin testing removing the count from public view in user feeds. Much like Instagram, the parent company intends to shift focus to content quality to better foster a sense of online community and keeping people connected. The like or reaction count would be visible to the post creator but would be hidden from view from others and could be permanently implemented across the platform. 

While the potential change would likely not have much impact on brand advertising, it could dramatically affect their relationships with influencers. Brands currently review influencer follower and like counts when choosing partnerships. Without this information, evaluation would require other aspects of an influencer account, such as content creativity and follower interaction, when determining which partners would be the best fit for the brand. This could create an additional hurdle for content creators when seeking brand sponsorship opportunities.

The company currently has no projected timeline for if or when they plan to implement the change to all users but, it does appear the shift could be on the horizon with testing now taking place on both major platforms. This combined with other recent changes by Facebook, imply a refined focus by the company on creating quality content and rebuilding user trust in the wake of ongoing privacy concerns. The process of rebuilding may also come renewed faith by marketers, driving engagement and advertising dollars. 

With social platforms being a relatively new industry, there is still much that’s unknown on creating maximum effectiveness and peak usability without the invasion of user privacy.  As people continue to evolve their use of social media, the platforms themselves will need to be prepared to adapt in order to stay relevant.

https://marketingland.com/facebook-confirms-it-is-considering-removing-like-counts-266535?

Binge-watch With The Help of Google 

If you’ve ever felt overwhelmed by all of your streaming options, you’re not alone. Looking for the right program can sometimes take longer than the actual show or movie itself. To help those undecided viewers, Google announced the release of a recommendation feature connected to searches to make binge watching that much easier. 

The added feature will customize suggested titles by considering entered search terms, selected providers, and historical reviews of movies or shows previously viewed. Prior to the update, Google supplied program details such as ratings,critic and user reviews, and the cast list but search criteria had to be specific. Now, users can look for suggestions more broadly with terms like “80s movies,” “romantic comedies,” or “good shows to watch” and a list of top picks will populate.Once suggestions appear, users can further customize by creating a profile of likes and dislikes under “Top picks for you.” The feature will display 5-10 show and movie titles with the option to like, dislike, or skip which helps the algorithm understand the user future search suggestions. Users can also opt to indicate which streaming services and cable options they use which will allow for direct links from programs to services available.   

The basis of the addition is all about customization users crave and expect online. Google confirms that the information is strictly used to help viewers and is not leveraged for advertising opportunities. Based on the wealth of entertainment data available if you can’t find something with Google’s assistance, you may be better off going to bed.

https://techcrunch.com/2019/09/05/googles-new-feature-will-help-you-find-something-to-watch/

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It’s The Most Wonderful Time Of The Year...Already

The calendar may only say September, but holiday shopping is already on the minds of marketers. For the rest of the year, it remains the primary strategy focus and will only continue to gain momentum.  Understanding the shifts in shopping behavior is essential to brands for messaging and utilizing the proper channels to reach consumers during this peak shopping time. While shoppers remain divided on their approach, a recently released Coresight Research Holiday 2019: US Shopper Survey,noted the increasing shift to online shopping continues.  However, an overwhelming number of shoppers, 55% of Gen Z shoppers and 54% of Boomers will continue to go in-store to check off their holiday shopping list. While this is good news for retail locations, it leaves much uncertainty as to whether shoppers continue to come in-store simply to browse and price compare and then complete their final purchases online.

Shopping behavior continues to be mixed as many survey respondents indicated they will use a combination of online shopping and visiting brick-and-mortar locations while others are happy to never stepping foot in a store. Reasons for continuing to go into retail locations ranged from the need to browse for the perfect gift idea, tangibly seeing and testing items before purchase, and simply enjoying holiday shopping time and being part of the festivities. Although many plan to continue to shop in-store, over 44% of survey respondents felt just the opposite and liked the convenience of online shopping to avoid crowds followed by those who liked the ease and time saving elements of digital shopping. Consumers planning to do at least some holiday shopping online, are largely choosing Amazon over Walmart and Target, which were popular stops in previous years.

A somewhat surprising finding from the survey was the impact of recent economic changes on behavior.  Nearly 60% of the 1,784 shoppers surveyed reported concern of product price increases this season due to newly imposed tariffs on items coming from China. This uncertainty may have a larger effect on brands as it could require an adjustment in strategy to overcome shopper hesitation. 

The overall consensus from the survey data and behavioral trends illustrated primary concerns for shopping decisions come down to four common themes; price, product availability, promotional opportunities, and finding the best product quality across brands. Overall, consumers are not committed to one way of holiday shopping and will continue dividing their efforts online and in retailer locations. While the behaviors continue to evolve, there are still a large percentage of people who simply enjoy the energy and magic of the in-store experience during the holidays. 

https://www.retaildive.com/news/walmart-target-could-lose-holiday-customers-to-amazon/562203/

Weekly Digital Breakdown

YouTube Alters Ad Policy

As big tech continues to find itself under a microscope in terms of the privacy of user’s personal data, YouTube announced plans to discontinue ad targeting to videos geared toward younger audiences or those more likely to be viewed by children. While the company has created a separate, ad-free YouTube Kids app, children’s content can still be found on YouTube and receives billions of views. 

Currently, ad targeting on YouTube relies on the collection of user data and includes information such as demographics, interests, topics, or keywords to reach viewers. While this practice has been largely accepted for adults, Children’s Online Privacy Protection Act (COPPA) prevents the company from using data collection and targeting for minors. Critics of the recent policy change are concerned the additional layer of ad safety, while good intentioned, may be difficult to accurately regulate due to the categorization of videos and the subjectiveness of which content is “directed toward children,” making it difficult to know precisely which videos should exclude advertising. 

While it’s unknown if the recent decision is a direct result of YouTube’s potential breach of the COPPA policies and the involvement of the Federal Trade Commission, it’s likely part of the agreement or an act of goodwill. The only certainty from the situation is that it’s becoming increasingly difficult for ad serving platforms to adhere to strict guidelines being put in place as they constantly find themselves unable to keep up. 

https://www.bloomberg.com/news/articles/2019-08-20/youtube-plans-to-end-targeted-ads-to-kids-to-comply-with-ftc

Voice Assistants Are Commanding Attention

If there was ever any doubt about the ability for voice-controlled technology to make an impact on the market, recent reports by eMarketer show just how impactful voice search technology is for users and brands with nowhere to go but up. Currently, over 111 million people in the US, 33.8% of the total population, are using voice assistant monthly at minimum and are projected to exceed 122 million people by 2021. In addition, voice commanded searches are projected to account for 30% of all website sessions within the next 18 months.  

Accessibility to voice technology is now incorporated in the daily lives of most with the adoption of smart phones and smart home devices, creating more familiarity with the capabilities and increased trust in accuracy. Reasons users state for accessing voice assistance ranges from getting directions, listening to music, or finding nearby dining which allow users to easily multi-task while getting information. When it comes to device preference for voice assistance, mobile continues to be the clear front runner over home devices based on time in the market.

In evaluating the breakdown of usage by assistant type, Google Assistant remains the clear winner with 93% accuracy based on recent reports when compared to Apple’s Siri and Amazon’s Alexa. When testing, the biggest discrepancy in scores occurred during commerce-related questions (such as those requesting online ordering), with Google Assistant correctly answering 92% of requests, Alexa 71% and Siri 68%. 

With the data showing a clear trend in the use of voice assistance, the big question for marketers is how to best address the change and what does this mean for digital marketing.  Voice searches are unlike those typed into a search bar with requests done in more natural language and reaching these audiences requires adjustments to PPC campaign structure. Advancements in technology also allows for the devices to take searches the additional step by actioning items such as completing an online order. Addressing these audiences requires additional optimization for increased voice search traffic and it’s uniqueness in order to maximize brand exposure. Marketers need to be focused on implementing design changes to meet the demand and gain valuable market share.

https://searchengineland.com/voice-assistant-usage-now-at-critical-mass-as-google-assistant-crowned-smartest-320798

Los Angeles Has A Maisel Makeover

Marvelous Mrs Maisel fans in LA enjoyed a true 1950’s California experience last Thursday with Amazon’s coined #MaiselDay. The promotion of the upcoming season for the streaming hit included nearly 30 businesses in the Los Angeles area with throw-back pricing, reminiscent of times gone by. Patrons experienced everything from 51¢ movies, $2 manicures or hairstyling, a 75¢ shoe shine, and 85¢ reuben sandwiches, as seen in many of the comedy’s episodes featuring main characters Midge and Susie.

While Amazon encouraged the 1950’s pricing for participating partners, many went for a full Maisel makeover with period inspired decor, such as working payphones and jukeboxes while others showed the award-winning series on loop on lobby screens for customers to be fully immersed in the experience.   

The promotional campaign garnered so much attention with the record low 30¢ gas prices that local law enforcement had to unfurl the unexpected traffic. While most were understanding of the tie-up, it did cause a temporary shut down in pricing until police could get assistance with traffic direction. 

The overwhelming success of Amazon’s promotion had fans raving and those unfamiliar questioning what they were missing, which is just the publicity Amazon was seeking with Masiel Day. The added hashtag allowed fans not in the area to join in on the fun, further invoking curiosity and enthusiasm for the much anticipated season three release.

https://www.latimes.com/entertainment-arts/tv/story/2019-08-14/marvelous-mrs-maisel-amazon-deals-emmys

Weekly Digital Breakdown

Google Is Listening To Its Users

If you are becoming increasingly wary of voice activated in-home devices, then you aren’t alone. The uncertainty around how much the speakers are hearing and where that information goes has become a major privacy concern. Speaker listening when not prompted in light of the recent leak of confidential data security policies has many wondering what is being recorded, saved and heard by real people. 

Google’s product manager for search did in fact confirm these suspicions were rooted in truth but not for reasons many feared. However, the explanation for such practices was positioned as a way to help the user experience. Google insists conversations are reviewed by language experts in order to advance search query technology and advance product capabilities and speech recognition. The audio snippets used for these purposes are not associated with a user account and conversations not directed at Google should not be transcribed.

However, the concern that the devices could be “listening” to conversations when not being directly prompted or engaged in what Google calls a “false accept,” increases questions around the company’s practices These can be heard without any action from the users but still may be reviewed as part of the desire for product and voice recognition advancement.

While Google claims just 0.2 percent of all audio snippets are being accessed by language reviewers, there’s no way to confirm the validity nor if there are any user actions being inadvertently taken to prompt the recording.

As the industry continues to face mounting privacy and data monetization concerns, the confirmation that voice data is not being used strictly for AI but can be accessible to a live human may increase the wariness. Questions remain about that data then being leaked or used for malicious purposes with little to no trail leading back to the culprits.

Technological advances are creating increasing conveniences but at what cost remains unknown. Companies are recognizing the mounting dissent and are faced with trying to find ways to increase user’s trust. Confidence in a brand’s integrity is becoming paramount.

https://www.inc.com/jason-aten/google-is-absolutely-listening-to-your-conversations-it-just-confirms-why-people-dont-trust-big-tech.html

Prime Week for Retail

The 2019 Amazon Prime Day sales figures are still uncertain but are predicted to have surpassed Black Friday and Cyber Monday combined. With shoppers eager to snatch up deals at discount prices, the effect of the sale on retail as a whole is becoming apparent. No longer are the low prices exclusive Amazon. Instead, companies are embracing the hype for their own sales in an attempt to ride the momentum. According to Adobe Analytics, retailers with over $1 billion in annual revenue saw their own spike in sales on day one of Amazon Prime Day of up to 64%, compared to an average Monday. Proving the Amazon effect extends much further than the platform itself.

As the online event continues to gain popularity as a staple for summer shopping, other companies are leveraging the sale to promote exclusive savings of their own. Many of their offers extend longer than just two days in an effort to capture those eager buyers throughout the remainder of the week. Overall, visits to online retailers as a whole accounted for a 66% lift in revenue so far this week. With RetailMeNot reporting 35% of competing brands using clever marketing to play off Amazon’s messaging such as “Prime Savings” or “Prime Deals,” the impact of the strategy seems to be benefiting retailers across the board.

While competition continues to increase for what is now one of the biggest sales of the year, it appears Amazon’s reach combined with two day shipping continue to lift the company above the rest. However, as brands continue to refine their approach, it will be interesting to see who gives Amazon the best run for their money.

https://www.adweek.com/digital/heres-how-the-first-24-hours-of-prime-day-shook-out/

Facebook Guides Advertisers Through The Holidays

Media companies are increasing their arsenal of planning tools to help advertisers strategize and reach consumers more effectively. With the biggest shopping time of the year quickly approaching, this week Facebook released several tools that highlights trends, past insights, and tricks for gaining an edge on the holiday market.

The announcement included the release of an insights tool which is a compilation of previous year’s finding on how people shop and types of ads that drove purchases. The tool is an incredibly helpful aid for planning holiday marketing strategies. While it’s only July, marketers should already be reviewing their plans and budgets for the holiday season. Leveraging this data can assist in creating a campaign structure that is both impactful and cost effective for ad dollars.

In addition, a 2019 Holiday Marketing Guide was also unveiled. The guide walks through the consumer journey and how shoppers can be nurtured along the way to complete a purchase. Facebook also highlights its reach and influence throughout the process. The 63 page marketing planning tool covers through everything from important dates, in-depth analysis about how people shop, and step-by-step instructions on how and when to strategize as well as what’s needed at each phase. 

The goal of providing such resources is to help marketers which in turn, helps Facebook’s bottom line. Many other big tech platforms realize distributing this information comes with huge benefits for everyone. While Facebook did a similar guide in previous years, Snapchat released their own guide which walks advertisers through key events, including holidays on a much higher level as an assistance to marketers. The insights are incredibly valuable and are sure to help brands across platforms.

https://www.socialmediatoday.com/news/facebook-launches-new-holiday-season-insights-guide-to-assist-in-campaign-p/558982/

5 Must-Know Marketing Tips for Advertising on Amazon

The "Amazon effect" sums up Amazon's massive success and disruption of the ecommerce industry. As of 2018, the online giant amassed around 50 percent of the total e-commerce sales in the country and earned a 250 percent increase in third-quarter advertising revenue. But there's still good news for companies concerned with remaining competitive: You can utilize the Amazon site to market your products and gain brand recognition.

In the past few years, brands have moved toward advertising on Amazon. Recent studies suggest more than half of the brands surveyed plan to increase their Amazon ad spend while shifting their ad budgets away from Google and Facebook. Here are five essential tips for marketers who want to stand out from competitors while leveraging "the Amazon effect" for their businesses.

Choose the Right Advertising Format

There are several formats you can choose. To be successful, select the one that best meets your marketing goals. If you're unsure, experiment to find the best format. Options include:

 ●       Amazon Sponsored: Best for promoting a specific item and sending traffic to a product page for fast results, these ads are typically displayed at the top, middle, or bottom of search results and on individual product pages.

●       Sponsored Brands: These pay-per-click ads are best for increasing customer loyalty and brand recognition. They appear in the headline banner on the search results page to direct consumers to your preferred landing page.

●       Amazon Product Display: Effective in increasing product visibility during the last step of a consumer's buying process, these ads are interest- or product-targeted to help consumers choose between similar products offered by multiple sellers.

●       Video Ads: Best for reaching a large audience and building brand recognition, video ads appear on various sites and devices owned by Amazon, including the website, Fire TV, and IMDb.

 Create Clear, Succinct, Persuasive Product Pages

The purpose of your Amazon ads is to get consumers to visit your product pages. Those pages are what move people down the funnel, transforming browsers into customers. Choose your most popular products and those that are competitively priced and in stock. Make sure you have accurate, descriptive titles that contain your keywords whenever possible and include useful product information and high-quality images to entice buyers.

Use the Right Mix of Keywords

Most of Amazon's PPC advertising formats use keywords to help with targeting. Use match types to create a combination of broad, exact, and phrase keywords to extend your reach and get your ads in front of buyers most likely to make a purchase.

●       Broad keywords cast a wide net. For example, if your keyword is "handbag," your ads could appear in a variety of searches, including "leather handbag," "black handbag," and "formal handbag."

●       Keyword phrases can change the context of consumer searches. For example, "copper salad bowl" indicates you sell salad bowls. "Salad copper bowl" indicates you sell copper bowls, not just copper salad bowls.

●       Exact keywords are restrictive and require consumers to search for that exact keyword, with no words before or after.

Tip: Use automatic keyword targeting so the system targets the most relevant keywords for your ads. Also, use the reporting tool to keep an eye on ad performance.

Flag Keywords That Aren't Producing Results

Much like how marketers could block negative keywords with Google's AdWords, you can also flag keywords that don't lead to conversions as well as negative keywords that prevent your ads from showing up in front of the wrong people. For example, if you sell handbags but not luggage, you could add "luggage" as a negative keyword so only users looking for handbags will see your ads.

You can download search term reports to find out which keyword searches led to consumers seeing your ads. That also gives you valuable information about the keywords that aren't working, allowing you to flag them and move on with optimized keywords.

Get Familiar with Amazon's A9

Amazon uses complex algorithms to decide when and where products show up in search results. A9 is the powerhouse behind the search box. It decides the product recommendations to make, based on data from previous queries made by shoppers. A9 looks at everything from product titles and descriptions to listing conversion rates to seller feedback. Around 70 percent of shoppers never move beyond the first page of results, which is why you need to understand how it works to optimize accordingly.

Weekly Digital Breakdown

Tech Giants To Face Congressional Hearing

Next week, digital tech giants Google, Amazon, Apple, and Facebook will put their competitiveness aside as representatives from each are set to testify before a congressional panel. The companies are all part of an antitrust investigation as concerns rise about their hold on the market. Details are still sparse, but questioning will likely center around the massive control and influence the digital companies have over internet practices.The case comes as there are growing concerns the tech companies are abusing power to discourage competition.The hearing will involve each facing the House of Representatives antitrust subcommittee. 

As the congressional trial hearing looms, the case isn’t to be taken lightly as big tech company practices have been under intense scrutiny over the last year.  the investigation is not focused on any one particular company, but rather the operation of the industry as a whole, potentially having a ripple effect on others in the space.

 The probe is just one of the legal challenges big tech is facing lately. As reported by the Wall Street Journal last month, Google is involved in a separate investigation with the Department of Justice in relation to the collection and monetization of personal data. Legislation, such as the DASHBOARD Act and a bill preventing location tracking without direct consent from users, is also being proposed to better regulate the industry and protect consumers.

As the spotlight continues to shine on tech industry leaders, more details are being uncovered about operation practices. However, with the evolution of technology continuing at record speed, proactively protecting consumers will be an ongoing challenge.

https://adage.com/article/news/google-amazon-apple-testify-antitrust-probe-congress/2182656

Instagram Adds Restrictions For Bullies

In a follow-up to Instagram’s anti-bullying commitment, the company unveiled a new platform feature this week intended to combat harmful and offensive comments. As previously noted, Instagram has been experimenting with ideas to promote a greater focus on community rather than competition and encouraging users to have more control over their experience.

The new feature will leverage AI to monitor comments as an added reminder for posters to rethink negative online comments. When a user attempts to post something which could be deemed offensive, they will receive a notification asking if they are sure they want to continue the post. The alert is meant to trigger additional thought and reconsider their actions before posting.

The next phase of control options plans to test ways to restrict unwanted users without their knowledge. With many young people reporting that they are hesitant to block, unfollow or report harassing users in an effort to avoid escalation, both on and off online, Instagram will offer a “Restrict” option. Without notifying the offensive party, all comments from the restricted user will only be visible to them as if they are posted but no others will see their comments on posts without the approval of the profile owner. This will also prevent the blocked user from seeing if the person who enabled the function is online or has read their direct messages. 

As bullying and positive mental health continue to be prevalent issues for social media platforms, Instagram is dedicated to refining their strategy to maintain a community focus.

https://instagram-press.com/blog/2019/07/08/our-commitment-to-lead-the-fight-against-online-bullying/

Google shopping just got more personal

For many shoppers, Google has become the first stop for a quick comparison of products and brands. Without having to visit multiple sites for information, a quick search displays multiple options for buyers, making shopping online even easier. The feature also benefits retailers as purchases must be made on their respective sites, driving additional traffic.

The ability to see reviews in the product postings is a feature many shoppers value when comparing options. In an effort to add authenticity and a more personalized experience, Google has now included customer photos to the product reviews. With 88% of shoppers researching products online before making a purchase, this addition will encourage more user-generated content and unscripted product information.

While it’s uncertain exactly how this will impact advertisers, it will incentivize them to encourage customer feedback and take note of what people are saying in the market. As shoppers are increasingly influenced by consumer reviews, the added feature will not go unnoticed. 

https://searchengineland.com/new-google-shopping-program-enables-customer-photos-to-show-with-their-product-reviews-319341

Weekly Digital Breakdown

Big Tech Could Be Required To Reveal Your Data 

With ongoing scrutiny of how big tech handles user’s data, specifically Google and Facebook, new legislation was introduced this week which could require companies to face more transparency than ever. The task? To reveal specifically what personal data is collected from users, how it’s used and what it’s worth as it pertains to advertising.

The proposed Designing Accounting Safeguards to Help Broaden Oversight And Regulations on Data (DASHBOARD) Act, would require companies with over 100 million monthly active users to file an annual report assigning value with user data collected. The act would also require full disclosure with third party partnerships who benefited from this information for financial gain. As part of the pending regulations, the SEC would be responsible for developing the methodology for calculating value to data obtained that all companies would have to adhere. 

While people around the globe access free services like Facebook and Google around the clock, most fail to realize that these companies cannot operate for free and use advertising to make a profit. While this may seem obvious, what they don’t understand is how these companies then leverage profile and behavioral data to help marketers narrow in on their target audience. The Dashboard Act also proposes users would receive their own report, potentially impacting online behavior and willingness to supply personal information.

As users are becoming increasingly aware of lack of privacy online, the bill would be an additional step to protect their personal information while increasing the bar for some of the largest data based advertising companies.

https://www.adweek.com/digital/new-united-states-legislation-would-require-internet-giants-to-disclose-the-value-of-user-data

Amazon Prime the Target of Competing Sales

With Amazon Prime Day quickly approaching, what started out as Amazon’s day to shine, has quickly become one of the most competitive shopping times of the year among e-tailers. Due to the overwhelming success of the annual event, over 250+ online retailers are expected to offer comparable sales July 15th and 16th in direct competition. According to a recently released study by RetailMeNot, Amazon Prime Day sales are the official kick-off for fall shopping, including purchases for back-to-school making it a critical time for retailers to capitalize on the excitement. The desire to get a piece of the action is well warranted based on last year’s sale beating out both Cyber Monday and Black Friday.

Target, in particular, has taken direct aim at the retail giant in its promotional push to encourage shopping during “Target Deal Days.” The event is being promoted for the same days as the Amazon Prime sale, in hopes of cashing in on the massive audience. The press release announcing the event goes so far as to address its sale has “no membership required” to shop and save on thousands of products, a not so subtle reference at Amazon’s membership requirement to receive the extended discounts. In addition, Target is offering the additional 5% discount offered to Target Redcard carriers along with multiple delivery and pick-up options, including same-day delivery.

There’s no doubt the playing field has changed for retailers in July. With over $4 billion dollars in revenue at stake based on Amazon’s sales in 2018, the competition is sure to heat up. In order to be part of the game, marketers need to be proactive, strategic and creative. The good news for shoppers, retailers are clamoring for your dollars which could result in record savings.

https://www.retaildive.com/news/target-aims-at-amazon-as-it-preps-for-another-prime-day-melee/557686/

Instagram Moving To A Shift In Focus

This week, Instagram publicly addressed the negative effects of the platform’s likes and how it hopes to implement changes to the experience. In what has been an ongoing conversation since April, Head of Instagram, Adam Mosseri, acknowledged the company is considering various changes including removing public access to the likes a post receives. The brand has not solidified a solution, but they are experimenting with ideas.The goal is to remove aspects that contribute to online bullying and narcissism, both of which can be detrimental to mental health and create a larger focus on community.

Instagram is also looking at other ways to make the site more focused on people connecting rather than competing. Another suggested idea is the implementation of warning notifications on comments deemed harmful or offensive. The alert would not restrict the comment from being sent, but would instead be an additional layer to remind users to be more mindful of what they are posting.

While nothing has officially been decided, the company is very aware of the impact the social platform has offline for users. Acknowledging the problem and working to create a solution, despite  the possible initial impact to the bottom line, could in the end, increase platform usage and engagement in a more positive and less competitive space.

https://www.cnet.com/news/instagram-boss-adam-mosseri-says-likes-might-go-private/














Preparing Your Brand For Amazon Prime Day

The details of this year’s Amazon Prime Day still remain a mystery but one thing is for certain, it’s never too early for brands to start preparing for one of the biggest shopping days of the year.  With 75% of Americans relying on Amazon for product and brand discovery, and nearly 60% of shoppers spending time weekly to browse product availability, exposure during this sale can boost revenue and create lasting customer loyalty.  

Many businesses are already selling on Amazon, but being ill prepared for this event can have negative long-term effects. The following steps will help set your brand up for prime success in the countdown for this year’s Amazon Prime Day.

Optimize Your Strategy

The Amazon shopping experience is centered around search. Ranking high in the results will allow more customers to find your products, increasing sales.  Amazon’s search algorithm has more condensed ranking signals than found on Google or Bing. It’s important to understand the differences and refine your campaign structure in advance, including formatting keywords and creating copy that converts.  While this is always true on Amazon, it’s essential on Prime Day when users are searching for the best products and deals in a hurry.

Prepare bid adjustment strategies in advance.  As with the holiday shopping season, the influx in search traffic will influence bid costs. Increase click and daily budgets to offset higher costs ahead of time. Being at the top of the results will result in increased visibility and drive sales.

Focus on all the details of your products. Take time to review product information pages from imagery to copy. Shoppers are visual and rely heavily on photos for decision making. Make sure the main image follows Amazon’s guidelines but also utilize the additional image options to highlight product features and show real life use scenarios. Description copy should be accurate, concise and easily digestible. Consumers want the information readily accessible so they can review and make their purchasing decisions quickly.

While all this sounds good, some brand product catalogs are too large to examine every page and this can seem like a daunting task. In this case, it’s important to make smart decisions to best utilize your time and effort. Focus on best selling and highest revenue products first and work from there. Users are likely leveraging the sale to get those coveted items at a discount. Capitalize on this information and use this as your starting point.

Promote Your Presence

The tight time frame for consumers to find and purchase items makes it paramount your promotional strategies are prepared and tested in advance. Test copy leading up to the sale for the best results and conversion drivers. There isn’t time during the sale to make adjustments. It must be clear, concise and appealing.

Utilize additional coupon options that can be applied at checkout. The additional discount can be the decision maker for shoppers looking for the best deal. This also fosters a better customer experience, which encourages customers to shop your store again.

Don’t limit yourself only to Amazon. Market your presence for Prime Day at all opportunities. In the weeks leading up to the event, engage with loyal customers and new prospects to increase anticipation of sales opportunities and tease discounted products. You should focus your efforts on appealing to your social channel following, emailing your  customer base, and leveraging programmatic ads across platforms.

Prepare Your Operations For Increased Orders

Increased Prime Day sales are great, but if your back-end operations aren’t prepared, it could be a logistical nightmare.  Stock your inventory in preparation for higher than average sales, particularly best selling items. If your business utilizes Fulfillment by Amazon, it’s important to check their stock as well.  With over 100 million products projected to be purchased during the event, you don’t want to be unprepared.

Make sure all systems are ready for order processing and payment at high levels. Delayed orders or inaccessible customer service could impact the shopping experience, leaving a lasting effect and impacting customer loyalty. Double check these areas in advance, so that there are no surprises.

Continue The Message

Once you’ve survived Amazon Prime Day 2019, maximize the increased exposure. Continue the momentum from the sale to nurture shopper’s customer loyalty and brand awareness.  Follow up with shoppers on their experience while also encouraging them to register for additional communication, including sales and promotion emails, product releases or reminders for next year’s sale. This information can then be used to create ongoing personalized messaging and customer profiling.

Use the sales event data to your advantage. You now have a wealth of information about which products are most popular. Continue your marketing efforts, highlighting these items and those that are complementary to boost checkout revenue. If you overstocked for the event, use this information to sell off the additional inventory.

Finally, analyze the results to prepare for next year. Review your approach against the results and adjust accordingly. This will help not only your next Prime Day experience, but also how you go-to-market for the holidays and other big sales events.

As online shoppers continue to gravitate toward Amazon for their retail shopping needs, brand marketers must meet them on their journey. Taking extra steps to prepare your business for Amazon Prime Day can benefit your business all year.