Undertake traffic: Discount promotion section

2. Increase exposure: Adjust some parts on the site

3. Wrap-up Review: Improve the operational plan

Recently, Amazon Prime Day finally ended. According to official data from Amazon, Prime Day in 2024 became the largest ever in Amazon's history, with third-party sellers worldwide selling over 200 million items!

Currently, traffic in all categories is still at a peak stage. According to past data, consumers are more likely to be active in returning to shop on Prime Member Day, with 53% of consumers possibly making another purchase in the week following Prime Member Day. So we need to seize this important opportunity to place orders, adjust internal advertisements in a timely manner, further increase exposure, and achieve "second wave" sales!

On-site and off-site optimization combined

After the member day ends, we can start a flash sale or offer on-site coupons. It is recommended to run it for about two weeks to allow for a buffer period for price increases, so that the products do not immediately return to their original prices, causing a sharp decline in product traffic. If the flash sale progress is slow, we can implement partial flash sale progress bar control to stimulate consumers' desire to purchase and increase product conversion rates.

At this time, you can still arrange off-site promotion to maintain daily order volume, stabilize product rankings, widen the gap with similar competitors, and gain more exposure.

In addition, we can also make the product display underline prices through relevant operations, so that consumers can feel that the product is still on sale, increase the conversion rate of links, and attract traffic on member days.

When reducing prices, do not lower them to the lowest level all at once, but reduce them to a moderate level first, and then lower them to the target Was Price all at once after a period of time, which helps to be successfully captured by the system.

When reducing the price, lowering it to a price lower than the market price at once may also be successfully captured by the system.

"Re-adjust the focus of the advertisement"

Member Day member day orders have brought a large amount of traffic, so there will also be many words or ASINs in the ads that are not particularly relevant, we need to download reports to negate them and save advertising budget.

In general, during the big promotion these two days, consumers have already added the core products they want to buy to the shopping cart and placed orders. Now, more people will search for long-tail keywords to find more finely segmented products. At this time, we can increase long-tail keywords to attract consumers!

If the link has already generated orders and received reviews, and the orders are concentrated on a specific keyword with a high CPC, you can set a coupon to offer a 30-40% discount (without setting the initial price too low) to display on the front end. Then manually advertise the keyword (broadly recommended) with a high CPC and high budget to push the ad to the first page, allowing consumers to see the high discount level. After generating multiple orders (around a dozen for low-competition categories and over a hundred for competitive categories), the CPC for advertising will start to decrease, and the keyword will naturally rank on the first page. Gradually reduce the discount level, shrink the advertising budget, and achieve stable natural keyword ranking and order generation.

In the face of potential consumers who are still hesitating, we need to repeatedly showcase the product to them. We can use retargeting browsing targeting in display advertising, targeting consumers who have browsed similar product detail pages or segmented category products during Prime member dates. Additionally, we can combine related or complementary product placements to expand the reach of the advertisement.

(The following image shows the different effects of different types of advertisements, which can be adjusted according to your needs.)

We can maintain brand popularity by continuously posting to attract consumer attention and drive traffic directly to the brand flagship store. For example, after the update of the Amazon post tool on the US site, sellers can now publish short videos in a 9:16 vertical format within 60 seconds. The likelihood of converting users who watch the video is 3.6 times higher than those who do not watch it. Sellers with product videos can make good use of this tool, especially for unboxing videos and promotional videos showcasing product usage scenarios, which can more intuitively appeal to consumers. Our company is currently able to undertake video shooting services, with a variety of popular models available for selection, high coordination, fast video production, and more details can be discussed with customer service!

Each review can improve the operational plan.

Here are some of the things we need to do after the end of the member day.

Please conduct inventory check as soon as possible. If there is a need for replenishment, please arrange it promptly. If the performance on Member's Day is not good, a plan to clear the overstocked products needs to be prepared.

Consumers may be impulsive on Member's Day, so we need to provide good after-sales service and try to avoid returns.

Analyze the promotion strategies with better advertising effectiveness, as well as areas for improvement in advertising placement, analyze the sales and profit situation during the membership period, and evaluate the cost-effectiveness of promotional strategies.

You can study the advertising content, marketing channels, and promotion methods of competitors, and develop more competitive operational strategies for competitors in the market. Here is an Amazon operation and promotion review form. If you need it, you can leave a message to get it!

The above is the relevant content of taking over traffic to achieve secondary sales after the member day ends. If you have any questions, feel free to leave a message for discussion! If you want to stabilize product rankings after a big promotion but find on-site traffic too expensive, you can try more cost-effective external promotion!