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Boosting Revenue with Amazon's Prime Event 2022

In need of a boost in revenue this October? Add Amazon's October Prime Event to your marketing calendar.

If you’re a regular to our blog, you’ll have seen our post on capitalising on the Amazon Prime Day “halo effect” back in June this year. But with Amazon announcing another “Prime Early Access Sale” across 11th-12th October, it deserved another blog - as we know from experience Prime events which land in October can have a huge impact on businesses and kick start the festive shopping period! 

A quick recap on what the “halo effect” is:

The halo effect is essentially retailers seeing a natural uplift in search, traffic and demand across Amazon Prime events, with this being seen off the Amazon site and app - on retailers own sites. This trend happens as users are on the hunt for bargains and in that shopping mood across the two days. This all makes for a great boost in revenue for retailers who “show up” online during Amazon’s event. 

So now we’re clear on what the halo effect is, how do retailers make the most of it this October?

 ✔ Discuss with your marketing team this potential opportunity to boost revenue figures over the 2 day event - especially if like a lot of retailers October being a usually quiet-ish month for retailers (as so many customers hold off purchases until Black Friday promotions).

✔ Get the dates firmly added to your marketing calendar.

✔ Decide on a promotion/incentive to run over the 2 day event and which marketing channels to shout about this on.

✔ Work out if any additional budget is needed/have an extra budget pot ready in case you do see demand really ramp up once the promotional goes live to make the most of this.

✔ Prepare any discount codes on your site, get assets prepped and designed ready to be built as ads/email content.

✔ Add in your promotional code to areas of ads such as promotion extensions and merchant promotions to make sure your offer is as visible as possible on your search and shopping ads.

✔ Make sure you’re clear messaging wise that this is a limited time promotion to build up urgency for users to make that purchase before the end of the 12th October.

✔ A huge tip of ours is (if it is viable of course!) would be to run with a free delivery USP - we have found from past experience it has proved invaluable, as it means the retailer is then competing with Amazon’s free delivery they offer on most products.  

 

If you’re in any need of further persuasion on whether to add this opportunity to your marketing calendar this October… Just take a look at our case study on what we achieved for one of our clients the last time an Amazon Prime event ran during October. The 70% revenue uplift coupled with a ROAS increase of 57% is not to be sniffed at!

 

So aside from the potential huge gains to be made revenue wise… what are the benefits of showing up online during Amazon’s Prime event?

  • Using the 2 days as a “trial run” for Black Friday. Did your site function fine with the uplift in traffic? Did everything go to plan, e.g. codes worked on site, were your merchant promotions etc all approved on time by Google? Which of your marketing channels performed great over the 2 days vs which didn’t see much uplift? These are all great learnings ahead of November to review and take on board for a successful Black Friday.

  • Give your audience lists a boost ahead of November. Whether the users on your site convert during the 2 day promotion or not, they’ll now be part of your audience lists to be used for retargeting purposes in the coming months.

  • Another benefit of using a promotional period like this would be to attract new audiences and form a strategy on site to encourage them to sign up to your newsletter. This makes for a great way to entice them in and nurture them over a key period in converting and educating them on your brand and product offering. 

Final thoughts

This is a great opportunity for all retailers. End of story! Even for those in the luxury space who may not believe they can join in on the halo effect, they can! Amazon have already announced some of the brands which will be included on their Prime event in October - with some luxury brands mentioned. Whilst many retailers can typically see October as quite a slow month, this announcement gives an opportunity to really boost traffic and revenue mid-month and support the kickstart of Q4 shopping.  

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