{"id":6222,"date":"2019-08-01T16:46:03","date_gmt":"2019-08-01T14:46:03","guid":{"rendered":"https:\/\/www.intomarkets.com\/?post_type=encyclopedia&#038;p=6222"},"modified":"2019-08-27T17:58:30","modified_gmt":"2019-08-27T15:58:30","slug":"amazon-prime-day","status":"publish","type":"encyclopedia","link":"https:\/\/www.intomarkets.com\/en\/wiki\/amazon-prime-day\/","title":{"rendered":"Amazon Prime Day"},"content":{"rendered":"<h1><strong>What Is Prime Day?&nbsp;<\/strong><\/h1>\n<p>There are essentially two critical milestones from a dealer and buyer perspective when talking about the Amazon <a href=\"https:\/\/www.intomarkets.com\/en\/wiki\/marketplace\/\" target=\"_self\" title='What is a Marketplace? The term online \"marketplace\" refers to an online shop in which, in contrast to the classic online shop of a single retailer, customers can purchase products online from different retailers who sell on their own account via the marketplace. Similar to the fair or weekly market, merchants come together at a&hellip;' class=\"encyclopedia\">marketplace<\/a>: Prime Day and Cyber week together with Black Friday.&nbsp; The latter traditionally takes place at the end of the year just before Christmas, when people get excited about the annual shopping and gift rush. Prime Day is as influential and important shopping event as cyber-week, Amazon launches it mid-summer every year. The platform advertises the event weeks in advance on all channels as one of the most important e-commerce events in Europe and the USA. On Amazon&acute;s homepage there are a wide range of products, some of which have been greatly reduced especially for Prime Day and are only available for a limited time. The platform pushes especially its own branded products, such as &ldquo;Amazon Basics&rdquo; and &ldquo;<a href=\"https:\/\/www.intomarkets.com\/en\/wiki\/amazon-echo\/\" target=\"_self\" title=\"What is Amazon Echo? Amazon Echo is a speaker that can be controlled using your voice. This product has been sold in Germany since October 26th 2016 and in the United States since 2015. Echo connects to the Alexa Voice Service. The loudspeaker is optimally tuned and fills every room with a very good sound.&hellip;\" class=\"encyclopedia\">Amazon Echo<\/a>&rdquo; during the shopping event.<\/p>\n<div class=\"video-shortcode\"><iframe title=\"Prime Day 2019 &ndash; A two-day parade of epic deals.\" width=\"1100\" height=\"619\" src=\"https:\/\/www.youtube.com\/embed\/RtoKSeTfZw4?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/div>\n<h2><strong>Prime Day relevance for Sellers and Vendors<\/strong><\/h2>\n<p><img decoding=\"async\" class=\"size-medium wp-image-6224 alignleft\" src=\"https:\/\/www.intomarkets.com\/wp-content\/uploads\/\/amazon-prime-day-optimierung-ppc-300x169-1-300x169.jpg\" alt=\"\" width=\"300\" height=\"169\" srcset=\"https:\/\/www.intomarkets.com\/wp-content\/uploads\/amazon-prime-day-optimierung-ppc-300x169-1-200x113.jpg 200w, https:\/\/www.intomarkets.com\/wp-content\/uploads\/amazon-prime-day-optimierung-ppc-300x169-1.jpg 300w\" sizes=\"(max-width: 300px) 100vw, 300px\">From a consumer perspective, this global shopping event is hugely significant, since buyers can get their favorite products and brands at a much lower price. This worldwide event is perhaps even more relevant for the retailers, brands, and suppliers considering that Amazon advertises Prime Day massively via all online and offline channels, even more, buyers are flocking to the platform currently<strong>. Amazon is mainly targeting existing and new prime customers<\/strong>. Because they are not only generally more active than non-prime customers, but also spend on average three times more money on online shopping. From a <a href=\"https:\/\/www.intomarkets.com\/en\/wiki\/b2b\/\" target=\"_self\" title=\"The acronym b2b (b-to-b or btb too) stands for business-to-business and describes business relationships between two or more companies. Therefore, this kind of business relationship represents the contrary of business relationships between companies and other groups such as consumers (b2c or business-to-consumer). A concrete example of a b2b trade is when a company produces leather&hellip;\" class=\"encyclopedia\">B2B<\/a> perspective, two factors are particularly beneficial for Prime Day: higher traffic and greater willingness to buy. Many sellers, therefore, record significantly higher <a href=\"https:\/\/www.intomarkets.com\/en\/wiki\/sales\/\" target=\"_self\" title=\"What does sales mean? A sale is a special offer sale in both retail and online trade. The aim is to create a unique purchasing incentive for the buyer, e.g. through a high reduction in price. These actions are carried out either with discounts or through sales promotions. Sales are usually related to time or&hellip;\" class=\"encyclopedia\">sales<\/a> figures every year at Prime day, which can even have a more lasting effect than just the temporary increase in turnover. It is essential to prepare well for this event as a seller or vendor- the important concepts here are retail readiness, PPC, and display campaigns.<\/p>\n<h2><strong>Preparation for Amazon Prime Day<\/strong><\/h2>\n<p>Visitors and buyers alike need above all one thing: enough goods in stock. <strong>As part of the preparations for Prime Day<\/strong>, Amazon typically orders more units in advance from vendors of well-running and profitable products. Suppliers and manufacturers should, therefore, clarify a few weeks before Prime Day whether supplies can still be ordered and delivered at short notice. The same applies to sellers, regardless of whether they are set up via FBA or FBM. Anyone who handles their <a href=\"https:\/\/www.intomarkets.com\/en\/wiki\/fulfillment\/\" target=\"_self\" title=\"Fulfillment When selling physical products through an own website \/ online shop or Amazon or other marketplaces, many companies have upgraded to optimize their own appearance. By creating high-quality product images, new product texts or a better website performance. However, an important factor is often disregarded here. The shipment to the customer. Only after sending&hellip;\" class=\"encyclopedia\">fulfillment<\/a> via Amazon should send goods to the Amazon logistics centers on time before the event begins because the warehouses around this shopping time are more frequented and bottlenecks can occur shortly before the event due to a lack of space in the warehouse or delivery problems. Moreover, &ldquo;Out of stock&rdquo; is an absolute no-go, especially <strong>at shopping events like Prime Day and Cyber week.<\/strong><\/p>\n<p>In addition to the logistics component, it should also be noted that although Prime Day will only take place on two specific days, from the seller&rsquo;s point of view, the event is more likely to be integrated into three significantly longer phases:<\/p>\n<h3><strong>Prime Day Lead-In Phase<\/strong><\/h3>\n<p>Due to the massive media presence on all channels in the daily life of consumers, Amazon generates enormous visibility for Prime Day and <a href=\"https:\/\/www.intomarkets.com\/en\/wiki\/brand-awareness\/\" target=\"_self\" title=\"What Is Brand Awareness? Brand awareness is a term used in market research that indicates and describes the recognition of a brand expressed as a percentage. The percentage value indicates which part of the surveyed persons recognized a brand. What Is the Meaning of Brand Awareness? Most consumers tend to opt for well-known brands in&hellip;\" class=\"encyclopedia\">brand awareness<\/a> among consumers. Everyone is curious about which products are discounted and when the first bargains will be available. As a result, traffic on the marketplace is expected to be significantly higher as early as<strong> two weeks before Prime Day<\/strong>. In this so-called &ldquo;lead-in phase,&rdquo; smart marketing can already draw initial attention to the company&rsquo;s products.<\/p>\n<h3><strong>Prime Day(s)&nbsp;<\/strong><\/h3>\n<p><strong>During the two Prime Days<\/strong>, Amazon expects a stronger user activity leading to more sales. Each additional sale achieved during those days increases the bestseller ranking (BSR) indirectly affecting the organic keyword ranking and the sales opportunity of the PPC campaigns.<\/p>\n<h3><strong>Prime Day Lead-Out Phase<\/strong><\/h3>\n<p>Even if the<strong> traffic <\/strong>drops quickly again <strong>directly after Prime Day<\/strong> and levels up to an average level, it should nevertheless be noted that in the approximately two-week lead-out phase there is still an increased probability of a sale. PPC campaigns and above all retargeting measures should, therefore, continue intensively within the two weeks following Prime Day.<\/p>\n<h2><strong>Amazon Prime Day Statistics<\/strong><\/h2>\n<p>To understand a bit better what Prime Day means for Amazon and its buyers a seller, you must look at a few statistics. Here only a few, but quite impressive numbers:<\/p>\n<ol>\n<li>Prime Day takes place in 17 countries worldwide on the same days<\/li>\n<li>In 2018, Prime Day generated a total turnover of 1.5 billion US dollars.<\/li>\n<li>One million Fire TV sets were sold on Prime Day 2018.<\/li>\n<li>Amazon in the USA sold a total of 1 million smart home devices on Prime Day in 2018.<\/li>\n<li>In 2018, with one million Prime Day Deals, Amazon generated a total of 100 million sales worldwide.<\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<p>Every year Amazon has managed to <strong>make Prime Day more and more globally known<\/strong> and popular with consumers. In addition to pure discount shopping, Prime Day has now also become an entertainment event with concerts and special events. The question quickly arises:<\/p>\n<h2><strong>Is Prime Day worth it for Amazon?&nbsp;<\/strong><\/h2>\n<p><img decoding=\"async\" class=\"size-medium wp-image-6002 alignleft\" src=\"https:\/\/www.intomarkets.com\/wp-content\/uploads\/\/Amazon-als-Marketing-Kanal-und-Profit-Tool-verstehen-300x203.jpg\" alt=\"Amazon-als-Marketing-Kanal-und-Profit-Tool-verstehen\" width=\"300\" height=\"203\" srcset=\"https:\/\/www.intomarkets.com\/wp-content\/uploads\/Amazon-als-Marketing-Kanal-und-Profit-Tool-verstehen-200x136.jpg 200w, https:\/\/www.intomarkets.com\/wp-content\/uploads\/Amazon-als-Marketing-Kanal-und-Profit-Tool-verstehen-300x203.jpg 300w, https:\/\/www.intomarkets.com\/wp-content\/uploads\/Amazon-als-Marketing-Kanal-und-Profit-Tool-verstehen-400x271.jpg 400w, https:\/\/www.intomarkets.com\/wp-content\/uploads\/Amazon-als-Marketing-Kanal-und-Profit-Tool-verstehen-600x407.jpg 600w, https:\/\/www.intomarkets.com\/wp-content\/uploads\/Amazon-als-Marketing-Kanal-und-Profit-Tool-verstehen-768x520.jpg 768w, https:\/\/www.intomarkets.com\/wp-content\/uploads\/Amazon-als-Marketing-Kanal-und-Profit-Tool-verstehen-800x542.jpg 800w, https:\/\/www.intomarkets.com\/wp-content\/uploads\/Amazon-als-Marketing-Kanal-und-Profit-Tool-verstehen-1024x694.jpg 1024w, https:\/\/www.intomarkets.com\/wp-content\/uploads\/Amazon-als-Marketing-Kanal-und-Profit-Tool-verstehen.jpg 1200w\" sizes=\"(max-width: 300px) 100vw, 300px\">In a nutshell: Absolutely! At this point, we would like to briefly point out the basic concept of the marketplace and the associated Amazon Flywheel, which also explains why Amazon is so successful. The more buyers on the platform that interacts with the &ldquo;Amazon&rdquo; brand, the more sellers and thus more products and offers the platform attracts. With its reach and the enormously high commitment rate of Prime customers, Prime Day fires exactly this basic concept, this, in turn, means that more and more consumers are becoming active in the Amazon ecosystem and spending their money on online shopping in the short, medium and long term here and less and less elsewhere. For sellers and vendors, is curse and blessing at the same time because on the one hand the turnover on Prime Day can be increased significantly with the right strategy, suitable products, and attractive offers, but on the other side from a B2B point of view, one becomes more dependent on only one sales channel. With the right preparation, allocation of advertising budget, and <strong>selection of the right products, e.g., for quick offers<\/strong> and manual discounts, Prime Day can be better used from the dealer&rsquo;s point of view.<\/p>\n<h2><strong>Product and campaign optimization for Prime Day<\/strong><\/h2>\n<p>At this point, it is essential to understand the possibilities and differences between sellers and vendors, how and what exactly you can do to prepare for Prime Day. Vendors, i.e., suppliers for Amazon (e.g., manufacturers, brands, distributors), cannot quickly lower the prices of their products. Here, <strong>exclusive Prime Day deals <\/strong>can only be made with the approval of the <a href=\"https:\/\/www.intomarkets.com\/en\/wiki\/amazon-vendor-manager\/\" target=\"_self\" title=\"What Is an Amazon Vendor Manager? One usually speaks of a &quot;Vendor&quot; whenever manufacturers, brands, or suppliers sell products directly to Amazon and Amazon then resells the respective products. In the same context, the so-called &quot;Vendor Manager&quot; also appears on the game, i.e., Amazon's internal employee who represents the company itself and pursues specific goals.&hellip;\" class=\"encyclopedia\">Amazon Vendor Manager<\/a>, for example. In return, these offers often end up on the corresponding deal pages that Amazon sets up for Prime Day. Sellers, on the other hand, can adjust the selling prices of their products for Prime Day as they wish and determine for themselves which products and in what quantities they generally want to offer on the marketplace. The aspect that is the same for both is that they must take timely action about Amazon SEO and Amazon Advertising. Even if the buyers move a lot on the dedicated deal page, especially on Prime Day, the traffic on the platform is still higher than on &ldquo;normal&rdquo; days, and therefore the customers will probably add something to their shopping cart beyond the prime day deals, this presupposes an excellent visibility of the own product portfolio.<\/p>\n<h3><strong>Optimize Amazon products for Prime Day<\/strong><\/h3>\n<p>The basis of all activities on the Amazon platform is well-optimized products. Sales-promoting images, meaningful titles, keyword-optimized bullet points, and descriptions are among the absolute basics and are also the basis for whether and how well the performance marketing campaigns will run later. Not to be underestimated is the time factor that is required for excellent and comprehensive product optimization, especially for more extensive portfolios. For this reason, the preparations for <strong>Prime Day should start at the right time and, above all, in a structured manner<\/strong>. It is important to note that it takes a little time until all Amazon keywords available in the <a href=\"https:\/\/www.intomarkets.com\/en\/wiki\/asin\/\" target=\"_self\" title='What is an ASIN? Every product that is offered at Amazon has a unique ASIN. The ASIN of a product can be found on the respective product detail page under \"product information \". In addition to the ASIN, other specifications and characteristics of the product such as \"size and\/or weight\", \"product weight incl. packaging\", model&hellip;' class=\"encyclopedia\">ASIN<\/a> listing are indexed and can make excellent positions within the <a href=\"https:\/\/www.intomarkets.com\/en\/wiki\/serp\/\" target=\"_self\" title='The abbreviation SERP stands for \"Search Engine Result Page\". This refers to the list of results that is displayed after a search request has been made with a search engine. The term SERP was defined in the field of search engine optimization, because the aim of such optimization is always to be at the top&hellip;' class=\"encyclopedia\">SERP<\/a>. It is also essential not only to look at Amazon&rsquo;s A9 algorithm during optimization. Ultimately, real people buy the products, and a collection does not convince them of keywords. The right approach to the target group, as well as essential characteristics of the products, should be present on every product detail page. As a specialized <strong>Amazon SEO agency,<\/strong> we know that many sellers and vendors often find it difficult to proceed in a structured and time-sensitive manner, especially with many articles.<\/p>\n<h3><strong>Preparing Amazon PPC campaigns for Prime Day<\/strong><\/h3>\n<p><img decoding=\"async\" class=\"size-medium wp-image-5997 alignleft\" src=\"https:\/\/www.intomarkets.com\/wp-content\/uploads\/\/amazon-ppc-marketing-300x193.png\" alt=\"amazon-ppc-marketing\" width=\"300\" height=\"193\" srcset=\"https:\/\/www.intomarkets.com\/wp-content\/uploads\/amazon-ppc-marketing-200x129.png 200w, https:\/\/www.intomarkets.com\/wp-content\/uploads\/amazon-ppc-marketing-300x193.png 300w, https:\/\/www.intomarkets.com\/wp-content\/uploads\/amazon-ppc-marketing-400x257.png 400w, https:\/\/www.intomarkets.com\/wp-content\/uploads\/amazon-ppc-marketing-460x295.png 460w, https:\/\/www.intomarkets.com\/wp-content\/uploads\/amazon-ppc-marketing-600x386.png 600w, https:\/\/www.intomarkets.com\/wp-content\/uploads\/amazon-ppc-marketing-768x494.png 768w, https:\/\/www.intomarkets.com\/wp-content\/uploads\/amazon-ppc-marketing-800x515.png 800w, https:\/\/www.intomarkets.com\/wp-content\/uploads\/amazon-ppc-marketing-1024x659.png 1024w, https:\/\/www.intomarkets.com\/wp-content\/uploads\/amazon-ppc-marketing-1200x772.png 1200w, https:\/\/www.intomarkets.com\/wp-content\/uploads\/amazon-ppc-marketing.png 1600w\" sizes=\"(max-width: 300px) 100vw, 300px\">Especially on <strong>Prime Day, measures in performance marketing<\/strong> on Amazon are enormously necessary. Anyone who has miscalculated here or only set up rough car campaign structures is very likely to give away enormous amounts of potential and thus also money. Since on Prime Day, the traffic on the Amazon marketplace is much higher than on average days; the PPC-based advertising campaigns tend to be clicked on more frequently. Therefore, it is crucial to increase the daily budget in time temporarily and to increase the bids on the keywords accordingly, so that you continue to win the auctions against your competitors and remain visible. In our experience, the actual costs of the <a href=\"https:\/\/www.intomarkets.com\/en\/wiki\/click-prices\/\" target=\"_self\" title=\"What are Click Prices The click price on Amazon plays an important role for the success of PPC or AMS campaigns and has a direct influence on the ACoS (Attributed Cost of Sales). Amazon gives the seller some tools to find the right click price for their own keywords. Set bids for Amazon PPC The&hellip;\" class=\"encyclopedia\">click prices<\/a> (<a href=\"https:\/\/www.intomarkets.com\/en\/wiki\/cpc\/\" target=\"_self\" title=\"CPC (Cost-per Klick) All advertising activities via Seller Central or Amazon Marketing Services (AMS) function according to the so-called bidding procedure, i.e. your own advertisements are in competition with the others. Only after a customer has clicked on the own announcement do costs result. Sponsored Products, Product Display Ads and Headline Search Ads are billed&hellip;\" class=\"encyclopedia\">CPC<\/a>) on Prime Day are not exorbitantly higher but increase only slightly and often only by a few cents. However, with an above-average higher click rate and a prime-day-typically higher conversation rate (CVR), the revenue-cost ratio (<a href=\"https:\/\/www.intomarkets.com\/en\/wiki\/acos\/\" target=\"_self\" title='What is ACoS? ACoS is the abbreviation for \"Advertising Cost of Sale\" and is an essential indicator for the management of advertising campaigns within Amazon Advertising, which measures the effectiveness of a campaign on the basis of the cost of sales. Here is shown the relation of advertising costs to the generated sales. If, for&hellip;' class=\"encyclopedia\">ACoS<\/a>, or <a href=\"https:\/\/www.intomarkets.com\/en\/wiki\/roas\/\" target=\"_self\" title=\"Return on Advertising Spend The Return on Advertising Spend (ROAS) is an important key figure for online marketing. The return on investment (ROI) forms the basis for this. The ROI considers the general turnover in relation to the costs. The ROAS is about comparing the costs of an advertising campaign with the profit achieved. With&hellip;\" class=\"encyclopedia\">ROAS<\/a>) improves above average with only a slight increase in CPCs. In the end, this means that with every Euro marketing budget invested in PPC, significantly more sales are generated on Prime Day. Alternatively, to put it another way: Costs increase slightly, sales increase sharply. It is therefore worth taking a closer look at the campaigns in good time before P<strong>rime Day and readjusting them if necessary<\/strong>. The consequences must be considered:<\/p>\n<ol>\n<li>Amazon must manually approve sponsored brands. Therefore, they should be created and released a few days in advance (if possible) so that they can be played on Prime Day at all.<\/li>\n<li>Bestsellers who already perform with ethical ACoS values should get special attention on Prime Day: More budget and higher bids should be planned.<\/li>\n<li>Evaluate historical values from last year&rsquo;s prime day in good time and apply learnings to current campaigns (e.g., which categories sold particularly well).<\/li>\n<li>Target competitors with <a href=\"https:\/\/www.intomarkets.com\/en\/wiki\/sponsored-products\/\" target=\"_self\" title=\"Sponsored products are advertisements that are played out on a keyword basis and with which individual products can be advertised. The ads work according to the cost-per-click (CPC) method. The retailer pays when the advert is clicked. If a buyer is looking for a keyword that is stored in the Amazon campaign, the ad will&hellip;\" class=\"encyclopedia\">sponsored products<\/a> and product-attributed targeting on Prime Day. Think of self-protection campaigns with the same advertising medium.<\/li>\n<li>Set up <strong>unique prime-day PPC campaigns<\/strong> for sponsored products and provide them with separate budgets. Please only add TOP products here.<\/li>\n<li>Sharply increase budgets for well-running car campaigns to secure maximum playout probability on the competitor product side, among other things.<\/li>\n<li>After Prime Day, download and archive keyword and ASIN report so that they can be used for <strong>Prime Day next year.<\/strong><\/li>\n<\/ol>\n<h3><strong>Preparing Amazon DSP for Prime Day<\/strong><\/h3>\n<p>As an Amazon dealer, you can and should carry out <strong>measures for Prime Day not only in high-turnover PPC marketing.<\/strong> A customer&rsquo;s purchase decision often begins much earlier and is then only &ldquo;executed&rdquo; on the Amazon marketplace. Amazon <a href=\"https:\/\/www.intomarkets.com\/en\/wiki\/dsp-demand-side-platform\/\" target=\"_self\" title=\"What is a demand-side platform? A Demand Side Platform (DSP) belongs to the automated trading and bidding on digital advertising spaces within online marketing and is an essential part of programmatic advertising. The DSP is a platform that automates the purchase of advertising space and advertising inventory using various algorithms. The DSP accumulates stock from&hellip;\" class=\"encyclopedia\">DSP<\/a> can and should also be used for Prime Day using broad display campaigns and well-thought-out targeting of suitable target groups. The Programmatic Advertising enables many websites outside of Amazon to be fired up with advertisements for their products and thus encourage customers to buy before they search the marketplace. However, it should be noted that the budgets for Amazon DSP should be allocated much higher than for PPC campaigns since display campaigns are not billed per click, but per 1,000 impressions (CPM or CPP model). This means that, in case of doubt, a very high impression rate but a weaker click rate must be expected. It is better to focus on retargeting campaigns for Prime Day and the next two weeks afterward. So, if you manage to increase the traffic to your products significantly through well-optimized listings and effective PPC campaigns, you will also increase the &ldquo;pool&rdquo; of potential later buyers who can then convert to buyers via retargeting measures. Alternatively, to put it another way: the higher the organic and inorganic traffic on Amazon itself, the more starting points and data one has later for retargeting campaigns via Amazon DSP. Since the traffic increases significantly on Prime Day, this type of downstream advertising can and should also be considered.<\/p>\n<h2><strong>Criticism of Amazon Prime Day<\/strong><\/h2>\n<p><img decoding=\"async\" class=\" wp-image-6033 alignleft\" src=\"https:\/\/www.intomarkets.com\/wp-content\/uploads\/\/amazon-prime-day-shopping-300x200.jpg\" alt=\"amazon-prime-day-shopping\" width=\"327\" height=\"218\" srcset=\"https:\/\/www.intomarkets.com\/wp-content\/uploads\/amazon-prime-day-shopping-200x133.jpg 200w, https:\/\/www.intomarkets.com\/wp-content\/uploads\/amazon-prime-day-shopping-300x200.jpg 300w, https:\/\/www.intomarkets.com\/wp-content\/uploads\/amazon-prime-day-shopping-400x267.jpg 400w, https:\/\/www.intomarkets.com\/wp-content\/uploads\/amazon-prime-day-shopping-600x400.jpg 600w, https:\/\/www.intomarkets.com\/wp-content\/uploads\/amazon-prime-day-shopping-768x512.jpg 768w, https:\/\/www.intomarkets.com\/wp-content\/uploads\/amazon-prime-day-shopping-800x533.jpg 800w, https:\/\/www.intomarkets.com\/wp-content\/uploads\/amazon-prime-day-shopping-1024x683.jpg 1024w, https:\/\/www.intomarkets.com\/wp-content\/uploads\/amazon-prime-day-shopping.jpg 1200w\" sizes=\"(max-width: 327px) 100vw, 327px\">Where there is so much hype about one or two hot sales days, there are, of course, also critical voices. On the one hand, it&rsquo;s all about the &ldquo;Amazon system&rdquo; in general (i.e., fair wages, counterfeit products, exploitation by big American companies, etc.). On the other hand, there is also direct criticism of Prime Day itself. For example, the world reports that <strong>consumer protectors are warning against Prime Day<\/strong>. In this context, there is the talk of &ldquo;sales-psychological torture instruments&rdquo; such as expiring countdown timers and artificial shortages. That such measures, however, are not an invention of Amazon itself but have already been used in e-commerce for over ten years on other well-known platforms such as eBay, Otto, Zalando or many different online shops, often goes unmentioned. The choice of words &ldquo;instrument of torture&rdquo; also clearly reveals subjective intentions and unfounded opinions. The criticism on Prime Day that not every advertised special offer is a real advantage for the consumer is undoubtedly justified, even if it is not reduced to Amazon alone.<\/p>\n<p>Similar sales-promoting and sometimes not entirely customer-friendly methods are also used in Alibaba&rsquo;s &ldquo;Singles Day,&rdquo; for example, which generates even more sales. From our point of view, consumers themselves are always asked to compare prices and question excessively reduced offers. An excellent way to <strong>check Prime Day deals<\/strong> for a real bargain is the small and free chrome browser plugin &ldquo;Keepa, which displays a price development next to each product after installation. So, if special Prime Day prices are artificially raised shortly before, only to sell them later as apparent discount promotions, this can be visualized very transparently with &ldquo;Keepa.&rdquo;<\/p>\n<h2><strong>Conclusion: Is Prime Day worth it?<\/strong><\/h2>\n<p>In short: <strong>Yes, Prime Day is worthwhile<\/strong> and generates a kind of &ldquo;win-win-win&rdquo; situation:<\/p>\n<ol>\n<li>Amazon wins new Prime customers during this time and generally creates a higher reach for itself and its dealers. Also, Amazons itself will profit directly on Prime Day.<\/li>\n<li>Sellers and vendors can increase their sales and turnover enormously over a period of four weeks (2 weeks lead-in + 2 weeks lead-out) and of course on Prime Day itself and generate new customers for themselves.<\/li>\n<li>Buyers have every year the chance to get <strong>direct and indirect prime day discounts<\/strong>.<\/li>\n<\/ol>\n<p>From a retailer&rsquo;s point of view, it is, of course, important not to forget the profitability of the promotions because of the increase in turnover and sales. Not every Euro invested in advertising and discounts is worthwhile and should be calculated well. If certain products in some categories are already bestsellers anyway and rank very well organically, then even well-placed deals on Prime Day can hardly improve this. In addition to profitability, there is also the counter-argument of the market share, i.e., every product of a brand purchased by the buyer is very likely not purchased from another brand (or another retailer). So, if the strategy is to gain market share or displace other brands, then unprofitable sales can also pay off. Moreover, one thing is undisputedly sure: If you can achieve one on Prime Day, then it&rsquo;s sales.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>What Is Prime Day?\u00a0 There are essentially two critical milestones from a dealer and buyer perspective when talking about the Amazon marketplace: Prime Day and Cyber week together with Black Friday.\u00a0 The latter traditionally takes place at the end of the year just before Christmas, when people get excited about the annual shopping and gift [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":6023,"template":"","_links":{"self":[{"href":"https:\/\/www.intomarkets.com\/en\/wp-json\/wp\/v2\/encyclopedia\/6222"}],"collection":[{"href":"https:\/\/www.intomarkets.com\/en\/wp-json\/wp\/v2\/encyclopedia"}],"about":[{"href":"https:\/\/www.intomarkets.com\/en\/wp-json\/wp\/v2\/types\/encyclopedia"}],"author":[{"embeddable":true,"href":"https:\/\/www.intomarkets.com\/en\/wp-json\/wp\/v2\/users\/1"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.intomarkets.com\/en\/wp-json\/wp\/v2\/media\/6023"}],"wp:attachment":[{"href":"https:\/\/www.intomarkets.com\/en\/wp-json\/wp\/v2\/media?parent=6222"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}