A Retailer’s Guide to Amazon Prime Day

By Lindsay Macdonald - July 12, 2019
3 mins read time
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Amazon Prime Day is big. In fact, it’s so big that it’s been extended to a two-day event.

It feels like the hype surrounding the extension has also doubled, which isn’t too surprising. It’s been reported that Prime Day has a significant effect on all retailers, even those not selling products on Amazon. In fact, businesses that run discounts during Amazon Prime Day typically see a 40 percent increase in sales on average across retail categories.

So, when the success is so apparent, it’s essential that retailers leverage the upcoming Prime Days as a unique opportunity to boost sales. Here are some essential tips to doing just that.

Create a campaign with a heavy focus on visual social proof

Leading up to the Prime Days, the content your brand publishes is more important than ever. And, since 79 percent of people say user-generated content highly impacts their purchasing decisions, brands should focus on publishing authentic, customer-created content across their channels to harness the most sales.

Is your brand planning to run a deal or discount during Prime Days? Make sure your promotional content and advertisements feature photos from real customers too. Visual social proof combined with a time-sensitive discount will entice more customers to make purchases during Prime Days.

The ephemeral nature of Prime Day has a profound effect on consumer psychology. The scarcity effect often leads consumers to reevaluate a product they wouldn’t normally think to purchase. This mindset, compounded with relatable, authentic visuals, generously increases the likelihood that they’ll make a purchase.

Provide a personalized customer experience

When customers are primed to shop, they expect the best online experience—and they won’t settle for anything less. It’s imperative that retail brands provide a smooth journey from the point of entry through to shopping cart evaluation and on to purchase.

The best way to provide an engaging experience throughout the buyer’s journey is to ensure a consistent content experience at each step. That means ensuring the level of personalization you provide is on par with customer expectations. Sixty-seven percent of consumers (73 percent of Gen Z and 70 percent of Millennials) say it’s important for brands to provide them with a personalized experience, so don’t skimp here.

Effective personalization will drive results and streamline a shopping experience that can be overwhelming; 25 percent of consumers say that choice overload is a major pain point of shopping on Amazon Prime Day. Brands can solve that worry by personalizing the shopping experience and presenting the most desirable products for each individual shopper.

Prime Day shoppers want more visual options prior to purchase—14 percent feel there is a strong lack of visual product components that allow them to visualize how an item will actually work/feel once they receive it. Showcasing social proof of the product’s efficacy with authentic user-generated content on the product page solves that pain point and ushers customers swiftly along to purchase.

Prioritize authenticity to reduce return rates

Even on normal online shopping days, return rates are high. According to eMarketer, average retail eCommerce rates hover around 20 percent of all purchases. However, during Amazon Prime Day, that number skyrockets. In fact, 40 percent of Prime Day shoppers have returned an item because it was defective, it didn’t live up to expectations or they regretted a spontaneous buying decision.

The best way to avoid returns? Use authentic visuals that show the real products you sell from the perspective of real customers.

Shoppers want to see social proof of the value of a product—if a customer is willing to genuinely recommend a product on their own volition, shoppers are more likely to trust the retailer and make the purchase. In fact, 29 percent of consumers prefer to see a product as it’s worn or used by real people as opposed to photoshopped product images. The tactic is resonating in particular with younger consumers—40 percent of Gen Z and 41 percent of Millennials find photos from other customers valuable when making a purchase decision.

It’s no surprise that shoppers want to see real images. In a recent Stackla report, 90 percent of consumers say authenticity is important when deciding which brands they like and support. When shoppers feel like they fully understand and find value in the product before they buy, they’re less likely to return it later.

With user-generated content, retailers ensure less risk and more reward on Amazon Prime Day. Make sure your brand is leveraging the visuals that convert. Happy shopping!

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