Prime Day 2019 is officially July 15th and 16th. Leading up to this expect a “Prime Day Week” of promotions from Amazon.
Last year you could submit lightning deals. This year, you can submitting lightning deals as well as a “Prime Day Promotion”
This new year feature is accessed by going to: Advertising / Prime Exclusive Discounts
If you don’t see this feature available on your account, it is likely a permission issue. To fix, go to settings / permissions, and add the appropriate permission as see in this below screen shot.
Step 1 is to enter a name of your discount, nothing special here, it’s just internal naming.
One major call out here – this can stack with other offers. So if you already setup a coupon or lightning deal, you’ll want to avoid stacking these…
Onto step 2. You will download a template, and then upload it.
I found this the template to be a bit tricky. Here’s a screen shot of one I got to successfully take. Please note you need to fill out every single column.
After you upload it you can validate whether it worked. Here’s a screen shot of an arrow pointed to one NOT scheduled. Means you have to work on it more until it looks like the one just below it, and it says “Scheduled”
Because this feature is brand new, we don’t know exactly how it will look to the customer. I recommend everyone selling on Amazon to participate with this.
Below is some direct help files from Seller Central. Should you need help setting a Prime Day Promotion up, contact us at MyAmazonGuy.
Seller Central information:
Prime Exclusive Discount
Prime Exclusive Discount is a price discount available to Prime members. Products with a Prime Exclusive Discount will display strikethrough pricing and a savings message for Prime members in search results, and on the product detail page. Prices adjusted for discounts are displayed on the detail page buy box for Prime members.
On Prime Day, products with Prime Exclusive Discounts will display a Prime Day Deals badge in search results, and on the product detail page.
Share a Sale is an affiliate marketing network that simplifies the process of finding affiliates to advertise your brand and products. You pay a one-time fee to join Share a Sale, and from then on, you only pay when affiliates deliver actual results. Grow your online sales and traffic with affiliate marketing by joining Share a Sale’s merchant network. Follow our steps below to set up your Share a Sale account. If you need additional help, contact us about our Share a Sale setup services.
To begin, you will need some picture assets that follow Share a Sales’s perimeters:
The next step will be to set up the legal agreement between you and your affiliates.
Setting the tracker on your e-commerce site:
Log into Share A Sale: https://account.shareasale.com/m-login.cfm and then click step 4 to begin the tracker installation. Depending on which shopping cart you use, you will get a set of instructions on this page underneath the selection.
Follow Share a Sale’s instructions to install the Pixel. Some prefer to have their web developer or admin complete this step.
After you install your pixel, you will have to test the tracker installation. We advise you create a $1 dummy item on your store page to use for the test as the transaction will go all the way through as if you were a customer buying an item on your website.
The final step is the Fee and Payment Deposit. Once this is complete, you are ready to start setting your banners and approving affiliates. Contact us to inquire about banner setup and Share a Sale management.
How to Track Sales on Amazon from External Traffic Sources Using UTM Codes and Storefront Brand Pages.
Here’s an example of a storefront sub page. I’ve made this UTM link in case any of you buy this product after clicking, it will track the conversion: https://www.amazon.com/stores/page/53EDB83F-0F7D-4211-B01F-1A319FE00068?channel=MyAmazonGuyDemo
To create a source tag, watch this video.
Go to the store page in Seller Central
2. Click on Insights.
3. Click on Create Source Tag
4. Here generate the tag, add a word for the campaign in question, like “Facebook”
There are a few options you have to drive to convert your traffic better using promotional tools. While it’s easier to double your traffic than it is to double your conversion rate, there are times called for that you want to discount. Below are the options available to you.
Promotions – no cost, but are somewhat hidden and not easy to find. I chose this option because you are driving external traffic and you can simply say, 40% off, just add to cart, no promo code needed. One benefit to this is you can have unique promo codes used for external traffic and track which external source got the sale.
Price reduction/sale – no cost, but no strikethrough, customer can’t tell it’s on sale. We simply reduce price. This does trigger the camelcamelcamel followers, and conversion goes up with a lower price often. But customers don’t really know it’s lowered as compared to when it was higher.
Coupon – Costs 80 cents a click. Very visible, clip to get the coupon. Shows in search results and top of product page. There is no tracking with this tool, you just know number of coupons clipped and used.
If the promotions don’t work, I’d suggest coupon next. Coupons I prefer to use if there’s not external traffic being used. With external traffic, you can educate the consumer and avoid the cost of a coupon.
Parentage is complicated. I explain why you need to set it up.
When splitting a parentage, the reviews will split as well, whatever child had the reviews keeps them. If you are combining children into a new parent, reviews will combine together. I predict sometime in 2019 parentages will no longer share reviews and only independent children will host their own reviews.
Rankings are shared in most categories nowadays between children, via BSR rankings. The best ranking child ranking is shared among the others. We do not feel this impacts other children directly for ranking purposes other than additional sale generation to weaker variations. Simply having a better rank does not appear to impact sales however. When splitting children from a parentage, each child would have its own ranking. As for keyword rankings, these are shared when parented, and split when separated as a child as well.
Based on our experience, it’s best to launch a new product as follows. Attach it to a historically performing well listing as a variation, for a short time period of 2-4 weeks. Even if the other variation has bad reviews. Run a viral launch and generate buzz. Break the parentage right after the marketing drive. And let the new listing stand alone if it’s newer/better. The keyword rankings it gains from both of these actions is substantial. Launching new flavors/variations of well performing products is a good idea. Typically if more than one variation is doing really well I often split them out so they gain more search traction for the brand. But if there’s a star variation, and the rest are weaker, I keep them together. The example above is how I try to make a new star variation on a launch.
Contact MyAmazonGuy at www.myamazonguy.com/contact – Advertising Setups for $500.
Portfolios are brand new, not every account has them yet. Check your account in seller central by going to advertising, campaigns, and on the left hand side you can see whether your account is enabled.
These will primarily help you divide your campaigns into sections to know results, cap budgets, and other reporting tools and control at a higher level than campaigns. Previously you could only control keyword bids, campaign budgets. This helps Amazon catch up to many of the Google tools out there.