We are all living through difficult times right now, but this crisis will pass. Amazon Prime Day is around the corner!  As you know, Prime Day is the biggest shopping event on Amazon, surpassing Black Friday and Cyber Monday combined. Amazon announced that it sold 175 million items in 2019, compared to 100 million items in 2018. 2019 Prime Day broke records, with sales estimated at $7.16 billion USD compared to $4.19 billion in 2018 (over 70% increase).   

EXPECT PRIME DAY TO OCCUR IN MID-JULY:
Historically, Amazon Prime Day has fallen in mid-July, runs for 36 hours, and has promotions all week. Amazon has typically announced the exact date for Prime Day at the end of June.

PRIME DAY DEAL TYPES:

 Lightning Deals are time-sensitive and can be found throughout Amazon.com, and are available on the “Today’s Deals” page. Lightning Deals are available until either the promotion period for the deal expires or all the available inventory is claimed.

 A 7-Day Deal is a time-bound, promotional offer where an item is featured for up to 7 days on the “Today’s Deals” page. 7-Day Deals will also receive a “Limited time deal” badge in search results, driving more visibility to your deal and brand.

 Deal of the Day promotions are one-day-only events that will appear in the “Today’s Deal” page.

REQUIREMENTS TO QUALIFY FOR PRIME DAY DEALS:
Amazon must approve these deals before they can be applied to your products.  The requirements include: having sufficient sales velocity (to demonstrate that consumers are looking for the item), having an attractive listing, having appealing prices (at least 20% deal discounts), consistent inventory on-hand, and strong brand recognition. Deals are applied to individual parent or child ASINs, not for the entire brand.

HOW TO HAVE A SUCCESSFUL PRIME DAY:
Amazon Vendors and Sellers must know in advance which product you want to use for Prime Day, then focus on getting that item’s sales rates up in order to qualify for the deals.  You should start planning how much marketing and promotion budget you want to spend now and on Prime Day.

Remember: To be considered for Prime Day, Lightning Deal recommendations must be submitted by May 8, 2020. 

Please reach out to us for help! HINGE GLOBAL can provide Amazon consulting, and we have years of experience in Amazon Marketing Services, Amazon Promotions and Prime Day in general.

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