Are you tired of hearing about Prime Day yet?
Just when you thought you could catch your breath, another major sales event is likely around the corner. While it hasn’t been officially confirmed, history – and the success of this past July Prime Day – suggests that Amazon is likely gearing up for another big sales event this October.
For the past two years, October Prime Day – also known as Prime Big Deal Days – kicked off the holiday shopping season. Given that Amazon had its most successful Prime Day this past July with record sales, we can assume the company would want to continue this momentum into the holiday season.
As we’ve seen from Holiday 2023 and back-to-school 2024, consumers are shopping earlier than ever. Bazaarvoice recently released its 2024 Global Holiday Season Consumer Behavior Report predicting that “almost a quarter of shoppers (21%) will start gift shopping by August or earlier. More than a third of people (32%) will start by September, and more than half (54%) will start by October.”¹ While we don’t know when October Prime Day will be, assuming it’s happening, but based on previous years we expect it the second week of October.
What Role Does October Prime Day Play?
For brands and retailers, the potential October Prime Day presents an opportunity to boost awareness, attract new customers, and drive increased sales ahead of the holiday rush. Amazon’s seasonal events, from Prime Day to Cyber Monday, offer multiple chances to capture elevated traffic and high purchase intent throughout Q4.
The insights gained from both July and this upcoming October Prime Days will provide valuable opportunities to retarget users throughout the holiday season who engaged with your storefront but haven’t yet converted.
Rinse and Repeat Your July Prime Day Prep This October
To capitalize on October Prime Day, it’s essential to optimize your storefront and product pages. Expect an influx of traffic weeks before the event after the October Prime Day announcement has been made. Ensure your product detail pages feature high-quality images, compelling titles, and easy-to-read content. Your storefront should be optimized to tell your brand’s story, cross-sell/upsell products, and create a relevant shopping experience.
Customers expect discounts and deals during Prime Day and holiday promotions. Whether you’re selling on Amazon or not, plan your promotions to capture the increased purchase intent during this period. Competing platforms like Walmart, Target, and Best Buy have previously offered competing deals, and this trend is likely to continue.
Keep the Momentum Going
After the event, traffic doesn’t just drop off. Maintain a strong presence on Amazon to capture any late purchasers. Post-event is also the time to leverage data acquired during the event to retarget users who haven’t yet converted. Use these insights to inform future promotions throughout Q4 and re-engage customers who interacted with your product pages or storefront.
With thorough planning before, during, and after these events, retailers and advertisers can drive increased revenue, reach new customers, and create a lasting impact.
