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The 2024 Prime
Day Panel
From Preparation to Profit
Today’s Logistics
Recording & slides will be in your inbox later today
Download relevant resources
Log back anytime with same link
Join our poll questions -
including if you want to talk to our teams after!
Katherine Bishop
Marketing Webinars Specialist
Join our chat and submit questions for live Q&A
DIGITAL-FORWARD BRANDS.
FUELING FULL-FUNNEL OUTCOMES FOR THE WORLD’S MOST
Our Speakers
Megan King
Senior Manager,
Commerce
Strategy
Ken Magner
Strategist,
Commerce Media
Eva Hart
Owner, Couple's
Coffee and Content
Marketing
Manager, Jungle
Scout
Rohan
Thambrahalli
Founder, Dimetyd
Chanelle
Urquico
Team Lead,
Campaign
Management,
TripleLift
Unlock hidden profitability and fully automate Amazon’s complex accounting.
Reinvest boldly to grow topline, gain share and displace competition.
Agenda
● Prime Day Calendar (Launched in bottom
left of your screen)
● Intro to Prime Day Prep
● Panel
● Key Takeaways
● Q&A
8
What’s something that you
will be trying for the first time
this Prime Day?
● Streaming ads (Prime Video, Sponsored TV, etc.)
● AMC Analytics and/or AMC Audiences
● Non-Amazon.com ad inventory (Whole Foods, Twitch, IMDb,
Influencer Marketing)
● Driving traffic from non-Amazon ad platforms (Meta, Google, etc.)
● Prime Day specific promotions
BEFORE PRIME DAY
10
Establish Your WHY
11
Optimize listings in advance,
considering ASIN health and
availability.
Verify ASINs have sufficient
views, purchases, and lookback
activity for retargeting audience
segments.
Pre-build segments to ensure
scale and test longer lookback
windows if necessary.
Preparing
Your Media
Plan
● Define ad mix for brand awareness and
new-to-brand efforts, including testing
audiences.
● Clarify goals across upper, mid, and lower funnel
stages, aligning inventory to meet each part
effectively.
● Ensure clear KPIs with measurement and
attribution plans for each funnel stage.
12
Budget Allocation
13
Prioritize an aggressive lead-in
strategy to ensure consumers
think of your brands ahead of
time and engage with your
products, maximizing the
potential for conversions.
Maintain flexibility and a reserve
budget for the day of the event to
adapt to fluctuating CPCs and
CVRs, as your set budget may
deplete faster than anticipated.
Utilize historical data and market
trends to inform your campaign
planning, including retargeting
strategies and allocation of
resources.
Inventory
● Conduct advance spot checks with clients to
anticipate potential inventory shortages before
events, ensuring preparedness and proactive
management.
● Prioritize inventory preparation for advanced
reconciliation to mitigate any potential issues
and maintain smooth operations during the
event.
● Optimize inventory management to minimize
FBA fees, focusing on maintaining optimal stock
levels while reducing unnecessary costs.
14
DURING PRIME DAY
15
Make Sure Deals are LIVE
16
Regularly monitor deal
suppressions to ensure
promotions are active and visible
to customers, maximizing
engagement and sales potential.
Strategically allocate budget
resources based on competitor
activity and market trends to
capitalize on opportunities and
maintain competitive positioning.
Aim to be live and active during
critical late hours to capture
last-minute shopper attention
and capitalize on peak
purchasing periods.
Investing
● Budget distribution is guided by consumer
behavior insights gleaned from historical data
and real-time analytics.
● Utilizing day-parting, we optimize ad spend by
focusing heavily on early morning and evening
hours, aligning with peak shopping times.
● Emphasize a strong presence during the evening,
targeting consumers decompressing after work,
while adjusting midday spend to preserve
resources for critical late hours.
17
KPIs
18
Track upper-funnel metrics like
Impressions and Viewability,
mid-funnel metrics such as CTR
and CPC, and lower-funnel
metrics like ROAS and Pixel
Conversions.
Focus on tracking new customer
acquisition, repeat purchases,
and customer lifetime value to
gauge brand growth and
sustainability.
Monitor CPC trends and budget
allocation against plans, while
prioritizing campaigns showing
strong early ROAS to optimize
resource allocation and
maximize returns.
AFTER PRIME DAY
19
After Promo
20
Implement review requests
post-purchase to boost review
count, leveraging positive
sentiment from deal recipients.
Utilize retargeting, brand halo
effects, and subscribe-and-save
incentives to encourage repeat
purchases and enhance
customer loyalty.
Employ DSP retargeting to reach
customers who visited product
pages but didn't purchase,
anticipating potential post-event
interest.
Reporting
● Jungle Scout Cobalt Insights
● Provide initial insights, but reserve deep analysis
until after 14-day attribution for comprehensive
evaluation.
● Assess whether we achieved our north star goal
post-analysis, considering factors influencing
success or shortfall.
21
General Prime Day
Questions
22
Prime Day Wins
23
Achieved significant milestones,
including a million-dollar sales
day, by adhering to our north star
and refining successful
strategies.
Introduced a limited-time bundle
offer combining top-selling
products at a reduced price,
leveraging social media
campaigns and specialized
Amazon ads to drive buzz.
Demonstrated the effectiveness
of creative bundling and
strategic marketing in boosting
sales and brand visibility.
Learnings
● Avoid making dramatic changes on the fly.
● Last-minute creative approvals can hinder
spending and performance if not properly vetted.
● Learn from past mistakes, like underestimating
demand during high-traffic events such as Prime
Day or Black Friday, to avoid missed sales
opportunities.
24
Never Again
● Opt for cautious bidding adjustments, testing
waters before raising bids to avoid overspending,
particularly early in the event.
● Avoid overly aggressive discounting without
minimum purchase requirements to prevent
eroding profit margins and attracting
bargain-seekers instead of fostering long-term
customer relationships.
25
ALWAYS
26
Utilize flash sales and lightning
deals strategically to create
urgency and maintain customer
engagement with new offers
throughout the event.
Maintain a diverse mix of
inventory types and creative
approaches across campaigns
to maximize delivery and
performance.
Prioritize staying within budget
for core campaigns late in the
day to ensure consistent
presence and effectiveness
during critical Prime Day hours.
1. Strategic Media Planning: Establish clear goals,
select ASINs wisely, and develop a holistic media plan
integrating various channels to maximize visibility and
sales.
2. Budget Allocation Agility: Prioritize an aggressive
lead-in, maintain flexibility during the event, and
sustain momentum post-promotion to optimize
budget allocation effectively.
3. Real-Time Optimization: Utilize day parting, adjust
bids, and employ optimization levers during Prime
Day to capitalize on consumer behavior and
competitive dynamics.
4. Post-Promo Engagement: Focus on DSP retargeting,
solicit reviews, and conduct thorough reporting
post-event to leverage customer engagement and
analyze campaign performance effectively.
Key
takeaways
27
Q&A
Megan King
Senior Manager,
Commerce
Strategy
Ken Magner
Strategist,
Commerce Media
Eva Hart
Owner, Couple's
Coffee and Content
Marketing
Manager, Jungle
Scout
Rohan
Thambrahalli
Founder, Dimetyd
Chanelle
Urquico
Team Lead,
Campaign
Management,
TripleLift
29
Click the link in your
browser ➜
Blog: How to
Prepare for
Amazon Prime
Day 2024
Seller’s Guide
Thank you

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The 2024 Prime Day Panel: From Preparation to Profit

  • 1. The 2024 Prime Day Panel From Preparation to Profit
  • 2. Today’s Logistics Recording & slides will be in your inbox later today Download relevant resources Log back anytime with same link Join our poll questions - including if you want to talk to our teams after! Katherine Bishop Marketing Webinars Specialist Join our chat and submit questions for live Q&A
  • 3. DIGITAL-FORWARD BRANDS. FUELING FULL-FUNNEL OUTCOMES FOR THE WORLD’S MOST
  • 4. Our Speakers Megan King Senior Manager, Commerce Strategy Ken Magner Strategist, Commerce Media Eva Hart Owner, Couple's Coffee and Content Marketing Manager, Jungle Scout Rohan Thambrahalli Founder, Dimetyd Chanelle Urquico Team Lead, Campaign Management, TripleLift
  • 5.
  • 6. Unlock hidden profitability and fully automate Amazon’s complex accounting. Reinvest boldly to grow topline, gain share and displace competition.
  • 7.
  • 8. Agenda ● Prime Day Calendar (Launched in bottom left of your screen) ● Intro to Prime Day Prep ● Panel ● Key Takeaways ● Q&A 8
  • 9. What’s something that you will be trying for the first time this Prime Day? ● Streaming ads (Prime Video, Sponsored TV, etc.) ● AMC Analytics and/or AMC Audiences ● Non-Amazon.com ad inventory (Whole Foods, Twitch, IMDb, Influencer Marketing) ● Driving traffic from non-Amazon ad platforms (Meta, Google, etc.) ● Prime Day specific promotions
  • 11. Establish Your WHY 11 Optimize listings in advance, considering ASIN health and availability. Verify ASINs have sufficient views, purchases, and lookback activity for retargeting audience segments. Pre-build segments to ensure scale and test longer lookback windows if necessary.
  • 12. Preparing Your Media Plan ● Define ad mix for brand awareness and new-to-brand efforts, including testing audiences. ● Clarify goals across upper, mid, and lower funnel stages, aligning inventory to meet each part effectively. ● Ensure clear KPIs with measurement and attribution plans for each funnel stage. 12
  • 13. Budget Allocation 13 Prioritize an aggressive lead-in strategy to ensure consumers think of your brands ahead of time and engage with your products, maximizing the potential for conversions. Maintain flexibility and a reserve budget for the day of the event to adapt to fluctuating CPCs and CVRs, as your set budget may deplete faster than anticipated. Utilize historical data and market trends to inform your campaign planning, including retargeting strategies and allocation of resources.
  • 14. Inventory ● Conduct advance spot checks with clients to anticipate potential inventory shortages before events, ensuring preparedness and proactive management. ● Prioritize inventory preparation for advanced reconciliation to mitigate any potential issues and maintain smooth operations during the event. ● Optimize inventory management to minimize FBA fees, focusing on maintaining optimal stock levels while reducing unnecessary costs. 14
  • 16. Make Sure Deals are LIVE 16 Regularly monitor deal suppressions to ensure promotions are active and visible to customers, maximizing engagement and sales potential. Strategically allocate budget resources based on competitor activity and market trends to capitalize on opportunities and maintain competitive positioning. Aim to be live and active during critical late hours to capture last-minute shopper attention and capitalize on peak purchasing periods.
  • 17. Investing ● Budget distribution is guided by consumer behavior insights gleaned from historical data and real-time analytics. ● Utilizing day-parting, we optimize ad spend by focusing heavily on early morning and evening hours, aligning with peak shopping times. ● Emphasize a strong presence during the evening, targeting consumers decompressing after work, while adjusting midday spend to preserve resources for critical late hours. 17
  • 18. KPIs 18 Track upper-funnel metrics like Impressions and Viewability, mid-funnel metrics such as CTR and CPC, and lower-funnel metrics like ROAS and Pixel Conversions. Focus on tracking new customer acquisition, repeat purchases, and customer lifetime value to gauge brand growth and sustainability. Monitor CPC trends and budget allocation against plans, while prioritizing campaigns showing strong early ROAS to optimize resource allocation and maximize returns.
  • 20. After Promo 20 Implement review requests post-purchase to boost review count, leveraging positive sentiment from deal recipients. Utilize retargeting, brand halo effects, and subscribe-and-save incentives to encourage repeat purchases and enhance customer loyalty. Employ DSP retargeting to reach customers who visited product pages but didn't purchase, anticipating potential post-event interest.
  • 21. Reporting ● Jungle Scout Cobalt Insights ● Provide initial insights, but reserve deep analysis until after 14-day attribution for comprehensive evaluation. ● Assess whether we achieved our north star goal post-analysis, considering factors influencing success or shortfall. 21
  • 23. Prime Day Wins 23 Achieved significant milestones, including a million-dollar sales day, by adhering to our north star and refining successful strategies. Introduced a limited-time bundle offer combining top-selling products at a reduced price, leveraging social media campaigns and specialized Amazon ads to drive buzz. Demonstrated the effectiveness of creative bundling and strategic marketing in boosting sales and brand visibility.
  • 24. Learnings ● Avoid making dramatic changes on the fly. ● Last-minute creative approvals can hinder spending and performance if not properly vetted. ● Learn from past mistakes, like underestimating demand during high-traffic events such as Prime Day or Black Friday, to avoid missed sales opportunities. 24
  • 25. Never Again ● Opt for cautious bidding adjustments, testing waters before raising bids to avoid overspending, particularly early in the event. ● Avoid overly aggressive discounting without minimum purchase requirements to prevent eroding profit margins and attracting bargain-seekers instead of fostering long-term customer relationships. 25
  • 26. ALWAYS 26 Utilize flash sales and lightning deals strategically to create urgency and maintain customer engagement with new offers throughout the event. Maintain a diverse mix of inventory types and creative approaches across campaigns to maximize delivery and performance. Prioritize staying within budget for core campaigns late in the day to ensure consistent presence and effectiveness during critical Prime Day hours.
  • 27. 1. Strategic Media Planning: Establish clear goals, select ASINs wisely, and develop a holistic media plan integrating various channels to maximize visibility and sales. 2. Budget Allocation Agility: Prioritize an aggressive lead-in, maintain flexibility during the event, and sustain momentum post-promotion to optimize budget allocation effectively. 3. Real-Time Optimization: Utilize day parting, adjust bids, and employ optimization levers during Prime Day to capitalize on consumer behavior and competitive dynamics. 4. Post-Promo Engagement: Focus on DSP retargeting, solicit reviews, and conduct thorough reporting post-event to leverage customer engagement and analyze campaign performance effectively. Key takeaways 27
  • 28. Q&A Megan King Senior Manager, Commerce Strategy Ken Magner Strategist, Commerce Media Eva Hart Owner, Couple's Coffee and Content Marketing Manager, Jungle Scout Rohan Thambrahalli Founder, Dimetyd Chanelle Urquico Team Lead, Campaign Management, TripleLift
  • 29. 29 Click the link in your browser ➜ Blog: How to Prepare for Amazon Prime Day 2024 Seller’s Guide