Ready, set, sell! Prepare for Prime Day 2023

Prime Day 2022 is happening July 12-13

Prime Day 2023 is happening July 11-12, so we compiled our top tips to help Professional sellers prepare for one of Amazon’s biggest shopping events.

As one of Amazon’s biggest deal events of the year, Prime Day is a great opportunity for you to reach new customers and increase the visibility of your products. Here are some top tips to help you sell and promote your products and brand during Prime Day. They’re designed for all Professional sellers, including those with a brand enrolled in Amazon Brand Registry.

Prime Day prep tips for Professional sellers

1. Grab attention for your best-sellers using coupons and Lightning Deals

Coupons are a great way to attract customers during Prime Day. You can create coupons at any time, even the day before Prime Day starts. When your product appears in shopping results, a green coupon badge appears showing the discount.

We recommend using the following criteria when setting up your coupon for Prime Day:

  • Discount the product at least 5%
  • Schedule the dates for July 11-12
  • Choose Prime Exclusive Targeting
  • Set the ASIN to Prime

Another way you can grab customers’ attention is by creating a Lightning Deal. Lightning Deals give your products greater visibility and can generate excitement among customers because they’re available for a limited time on the Amazon Deals page.

To get started, visit the Deals tool in Seller Central and click Create a new deal. Eligible ASINs display automatically.

Three Prime Day boxes sit next to each other on a blue background. The left box is the smallest, the right box is the largest

Pro Tip
Get the Prime Day advertising guide
Read the comprehensive Prime Day readiness guide from Amazon Ads to help prepare your ads for Prime Day. Use ads to help reach customers and make sales during this year’s event.

2. Prepare your advertising budget for higher traffic

During peak shopping events like Prime Day, your ads may receive more clicks than normal, which means you may run out of budget quicker than expected. When that happens, your ads pause until midnight the next day. One way to prevent this and keep your campaigns active is to increase your budget, and budget rules makes it easy to do in advance.

Schedule-based rules allow you to change budgets on your campaigns prior to special events such as Prime Day, or based on a custom period. The rule will increase the campaign budget by the percentage you specify, either during the date range you set in the rule or during the special event selected.

3. Adjust your bids to stay competitive

When adjusting your ad campaigns for Prime Day, stay competitive by setting your bids to the maximum amount you’re willing to pay for a click. You can lower your bids in seconds, anytime you choose.

In your Sponsored Products campaigns, you can use dynamic up and down bidding, which increases your bids in real time for impressions that may convert to a sale. It also reduces your bids for impressions that are less likely to convert to a sale. This helps to focus your Prime Day spend on quality clicks and can reduce spend in less impactful placements.

Prime Day prep tips for sellers with a registered brand

4. Create a Prime Day version of your Store

Use the Store scheduling feature to create a Prime Day version of your Store and submit it for approval at least a week before Prime Day. When you submit your Store for approval, you can choose the date you want the Prime Day version of your Store to be published, and the day you want your Store to revert to another version.

When preparing your Store for Prime Day, make sure you add a page for the Featured Deals Widget. This is a great way to add visibility to products that have promotions, such as deals, coupons, or Subscribe and Save. The widget updates automatically so products only appear for as long as the promotion lasts.

5. Advertise through non-Amazon channels and earn a bonus

Promoting your products and deals through non-Amazon channels leading up to and during Prime Day can help increase your reach, engage your current customers, and improve your sell-through rate. When you enroll in the Brand Referral Bonus, you can earn, on average, a 10% bonus of the sales price on sales generated from non-Amazon marketing efforts. Your earned bonus will be used as a credit to deduct referral fees on future transactions, until the bonus is exhausted.

Man wearing yellow watch picks up Prime boxes

6. Leave time for publishing

Creative-based shopping experiences like Stores or A+ Content require moderation in order to be published. Make sure you leave ample time to get your creative approved so you don’t miss out on potential sales.

Additionally, if any of your creative is not approved, you’ll have to make changes and resubmit for approval. Plan for possible delays by giving yourself at least one week for most creative-based shopping experiences. Examples of shopping experiences that require moderation are your Store, Sponsored Brands and Sponsored Display campaigns, Posts, and A+ Content.

Did you know?
Prime Day mentions are not permitted in some advertising
Review Prime Day creative and ad policies to run a smooth campaign and avoid common blockers. For example, mentions of “Prime Day” can’t be included in your on-site ad copy, CTAs (calls to action), or in your Store.

7. A/B test your product detail page

Manage Your Experiments lets you run A/B tests on your brand’s product detail pages so you can see which version performs better. A/B tests (or split tests) let you compare two versions of content, and at the end of an experiment, you can review which version performed the best and publish the winning content. Manage Your Experiments lets you test product images, product titles, and A+ Content.

By running experiments, you can learn how to build better content that appeals to your customers and helps drive more sales.

Want to learn more Prime Day tips?

With our seller’s guide to the biggest shopping day of the year, you can watch webinars, explore tips for selling through your inventory, learn about deals and coupons, and get ready for Prime Day 2023.

Katelynn Gonzalez
Katelynn Gonzalez
Katelynn is an Editor who creates educational content for Amazon sellers. She previously hosted webinars within Amazon Ads and knows there is always more to learn about selling in Amazon’s store. Outside of work, she loves to golf, cook, and teach pilates.