5 ways to prep for Amazon Prime Day and other big sales events 


We’re getting close to this summer’s Amazon Prime Day! Last year, the event was held on the 12th and 13th of July. From the leaks and predictions circulating online, it looks like the popular event will happen again during the same week in July, but on the 11th and 12th. 

Sales for Prime Day were estimated at $12 billion last year in the US, according to Adobe’s Digital Economy Index. In addition, it was reported that 250 million articles were sold globally in 2021, which grew to 300 million articles sold in 2022. Do we think this year’s Prime Day will top those numbers? All signs point to “Yes”!

Being properly prepared for big sales events like Prime Day, Black Friday and Cyber Monday on Amazon will help you maximize your sales as well as gain new customers. This is why we put together a list for sellers to reference while getting ready!

1) Be aware of submission deadlines 

Currently, for Amazon Prime Day 2023, we only see deadlines announced for US and Canada, which are:

  • April 28: Submit your Prime Lightning, Best Deals and coupons 
  • June 15: FBA Inventory deadline. Make sure your products have arrived at Amazon’s fulfillment centers by this date. 
    • You should be updating your more popular products, while also removing out-of-stock or low-selling items.

For EU sellers, keep checking Seller Central for any deadline announcements. We will post any updates here and on our Linkedin (be sure to follow us for more news).

2) Use coupons

Coupons are a great way to highlight a time-limited deal and grab the attention of shoppers.  

It’s also possible to create a Sponsored Products campaign for your discounted product, which could help your search results and increase your page views. Take a look at coupon eligibility and Sponsored Ads Guidelines for more information. 

To create your coupon on Amazon, follow these step-by-step instructions.


Amazon Prime Day 2023


3) Promotion time 

Take your deal offering a step further and do a promotion such as: “buy one, get one 50% off.”  Amazon suggests giving your promotion an extra boost by making it a Feature Offer so the messaging will appear on the detail page. 

Keep in mind that shoppers will be more responsive to deals during Prime Day, and this will also help you stand out from your competitors.  

4) Audit your listings 

This is a great time to review your listings and make sure that everything is updated and appealing. Take a look at: 

  • Titles – Are they still accurate and SEO friendly? 
  • Bullet points – Are they clear, specific and easy to read? Imagine a shopper quickly skimming. You should put the most important information first so you grab their attention and they stay on the product page for more information. 
  • Images – Use the best visuals possible. Not only will quality photos give the sense of professionalism, but it’s also what your shoppers see first. Make the most of that introduction. 
  • Descriptions – Be as accurate and specific as possible. You don’t want your customer to feel surprised or confused. Avoid returns and complaints by providing useful, detailed descriptions for all of your products. 

5) Check on your PPC campaigns 

Do you have pay-per-click (PPC) campaigns running, then make sure you have enough budget to run throughout both Prime days. If you are a professional or brand registered seller on Amazon and you’re not doing PPC, you should absolutely consider trying it out. Once you start a campaign, you can measure: clicks, impressions, sales, Return on Ad Spend and Advertising Cost of Sales. 

If you have any questions or need assistance with the tactics above, contact us at AMZ Consultancy. We can also help you become a brand registered seller, set up a brand store or audit your account to see what marketing and advertising tactics are best suited for your products. 

We wish you a happy and successful Prime Day!