This is a guest post from the e-Comas team. e-Comas is a Luxembourg-based eCommerce agency that helps brands grow faster globally with data-driven insights. Working across Amazon, Shopify, CDiscount, Veepee, Bol, Walmart, and more, they set brands up to scale their business and increase their profitability by overseeing their accounts, content, and advertising.
Amazon possesses an impressive range of promotions for sellers to tempt customers old and new. Amazon Deals are lucrative opportunities, especially around Q4, when Black Friday and Cyber Monday trigger a major surge in holiday shoppers.
2022 saw a more than 400% boost in Amazon sales on Black Friday across several European countries, and these shoppers tend to return looking for more Deals throughout the winter holiday period.
However, using Deals requires a well-crafted plan to see impressive results. Whether you want to make a profit, shift excess stock, or increase brand awareness, you need to strategize carefully to achieve your goals. This post will cover the different types of Amazon Deals, how to use them, and top tips from the e-Comas team on making the most of this attractive sales tactic.
Amazon offers a range of Deals, with the main ones being:
In addition, each type of Deal has eligibility criteria, so run through each list to make sure your products can be included in a Deal. Most of the requirements are fairly obvious (e.g., no restricted or offensive products, the product must be Prime eligible). However, they must also have a sales history on Amazon, at least a three-star rating, and be in new condition.
Deals cost you money and can see your inventory fly off the shelves faster than you anticipated, so you need a strategy in place before adopting this tactic:
Note: If you sell groceries or other commonplace commodities, Lightning Deals are not for you. These tend to underperform compared to luxury or highly coveted purchases because the discount usually isn’t enough to motivate them to buy.
Obviously, Deals cost more — but often yield incredibly fast results — on Amazon event days like Prime Day and other major shopping days. However, you can capitalize on the time leading up to these events since Amazon shoppers start browsing early.
Look at deal prices the week before the event and capture some of that lead-in traffic. This is also a prime opportunity to advertise your products with Sponsored Brands, DSP, and Sponsored Display to drive brand awareness and product discovery. Be sure to take advantage of final hours to catch straggling shoppers who missed the main event.
Your inventory planning should factor in an increase in units sold during Deal events (forecasting for the whole year based on the same event in previous years will greatly help with this).
Again, we recommend using data to assess performance around event days. Within AMC, you can, for example, receive a Tentpole Phase Analysis report that establishes which phase of a sales event is the most profitable and which brings more traffic. Is it the lead-up, the event itself, or the lead-out phase? Or a combination of these? This report will help you distribute your budget accurately throughout the whole period.
If you need help leveraging your AMC data for actionable insights, consider reaching out to e-Comas, a data specialist eCommerce agency that can help you achieve the best possible results.
Advertising Deals will boost traffic and conversion, but with stock moving so fast, any error could have costly repercussions. To avoid mistakes and promote optimal ad performance, be sure to:
Depending on your brand goals, you could drive organic and paid social media traffic to Deals during the promotional period.
Amazon offers several free tools to help sellers boost their brand presence on the marketplace. The Brand Store, Amazon Posts, and Amazon Live are all excellent (and free) options for promoting your Deals.
A top tip for increasing their discoverability and improving the customer experience is to create a specific Brand Store page showcasing your Deals.
Another simple way to support your Deals’ performance is to ensure PDPs are optimized for all ASINs you run Deals on. Check these pages regularly to keep them up to date and seasonally accurate, as well as to make sure they include the most relevant keywords. Update them before you start running your Deal.
Sales promotions and discounts on Amazon are a sure-fire method to capture consumer attention and nudge them to make a purchase. Amazon Deals take this tactic a step further by boosting your product visibility and brand awareness with unique offers.
Review the types of Deals outlined above to decide which ones best suit your catalog (while ensuring your items meet the accompanying criteria), then you can begin developing a strategy to advertise and launch your discounts. By following the advice in this article, you’ll equip your brand to draw in more traffic and entice them to jump on your Deals — essentially selling low to earn high profits.