Co-author: Adam Darer
Beyond Prime Day
While much attention is given to preparing for Prime Day, it’s crucial to strategize for what comes after. This guide focuses on maximizing sales post-event—Prime Day or any similar tentpole event—using effective, cost-efficient methods to convert near-sales into real results.
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How to Promote to Non-Buyers
Brand Tailored Coupons (BTC) offer discounts on specific ASINs, enhancing the appeal of your products to bottom-funnel customers who are close to purchasing. They just need a little nudge.
Who to Target: 3 Key Audiences
- Brand Cart Abandoners (7-day): Individuals who added your products to their cart but did not complete the purchase within the previous 7 days. This is the most important audience post-Prime Day as they showed recent engagement and high intent. Offering a discount similar to the Prime Day amount can be beneficial.
- Potential New Customers: Those who’ve interacted with your brand but haven’t purchased in the past year. These customers are already interested in your brand and likely a part of non-converting Prime Day traffic. Your products will be in their viewing history and ranked higher organically.
- Brand Cart Abandoners (90-day): Individuals who added your products to their cart but did not complete the purchase within the last 3 months. This group extends the 7-day cart abandoners, showing previous intent. Your products are still in their cart’s viewing history and ranked higher organically.
Setting the Deal
Structure your promotions to maintain sales momentum and clear excess inventory, avoiding additional fees. Discounts typically range from 10-25%, tailored to the product category.
Implementation
Act quickly while your products are fresh in customers’ minds. To maximize ROI, launch your promotions for 14-30 days immediately post-event, focusing on your Prime Day selections.
Example: Setting up your Brand Tailored Coupons in Amazon Seller Central
Here is an example of creating a 20% coupon that targets your Brand Cart Abandoners (7-Day) audience.
Step 1 – Go to the “Advertising” section in the Seller Central menu and click “Coupons” from the dropdown.
Step 2 – Click “Create a new Coupon” in the top right corner of the page.
Step 3 – Select “Standard,” then choose “Brand” under “Select Audience.”
Step 4 – Select the audience type. Choose one of the three key audiences mentioned above (must have at least 5,000 members).
Step 5 – Enter the names or ASINs applicable to Prime Day and add them to your participating products.
Step 6 – Set the time frame, discount amount, budget, and name your campaign. Then click “Continue.”
Final Step – Review your campaign details. When done, hit “Submit.” Note: You can only create a campaign for one audience group at a time, so repeat these steps for each target group. You’re now ready to maximize your return from post-Prime Day engagement!
Conclusion
Prime Day doesn’t truly end until you’ve fully tapped into your post-event potential. Implementing a Brand Tailored Coupon strategy should be part of your overall approach. For assistance before, during, or after Prime Day (or any tentpole event), reach out to us for more guidance.
Schedule a brief demo to discover how our integrated account/ops management, advertising expertise, and powerful SaaS analytics can elevate your Prime Day success to new heights. Book a demo today.
About iDerive
iDerive combines insider expertise with powerful marketplace software, driving scalable and profitable growth for major Amazon brands like True Classic, LonoLife, and Therabody.
