During a big sales event like Prime Day, you have a rare chance to reach deal-seeking shoppers.
In July, Amazon will be flooded with shoppers wanting to score a discount. Prime Day is a good time to get them in the door—whether they’re new to your brand or they’re returning after last buying at a discount.
Some shoppers will inevitably be hesitant to buy from you at full price. Luckily, you now have ways to specifically reach that group. Pushing your Prime Day discounts specifically to the deal-seekers has never been easier.
Here’s how to do it.
Start with Brand Tailored Promotions
One obvious way to use price as a lever is simply to run ads, touting your discount, to shoppers who are in the market for a product like yours. That’s simple enough that we won’t break it down.
From there, though, you can start to get a bit more complex. For instance, Amazon does have a program open to anyone that lets you offer targeted discounts to shoppers. It’s called Brand Tailored Promotions, and it’s a special discount that only appears in search results for people who fit pre-selected groups.
What are these groups? You can tailor a promotion to a recent customer, for instance, or to a high-spend customer. Basically, pick any group of shoppers that you decide you’d most like to show a discount to. You can ensure only those shoppers see it.
The benefit of this program is that you don’t have to pay for a Brand Tailored Promotion, although it’ll only show up when your product appears in search results.
Brand Tailored Promotions let you ensure that you’re offering discounts to the best possible groups for your brand. Let’s say you choose high-spend customers. You can be confident that the discount you offer now might pay for itself later.
Reach audiences who bought from you during a past sales event.
One of our very popular audiences in Intentwise Explore features shoppers that bought from you during a past sales event.
You can look at any event you like—shoppers who bought from you last year during the main Prime Day, Amazon’s fall Prime sales event, or the Turkey 5 (Black Friday/Cyber Monday).
Customize this audience by ASIN, and then make a plan to re-engage them during the next sales event. A couple tactics:
Retargeting. Maybe these shoppers bought a refillable product, like a high-end toothbrush. If so, it might be worth re-targeting them again a year later.
Upsell or cross-sell. Perhaps these shoppers last bought a longer-lasting product from you, but they’re now ready for an upsell. Let’s say they bought a stainless steel pan from you last Prime Day. They might be ready to add on a Dutch oven this time around.
What’s the benefit here? Because they bought from you last Prime Day, these are probably deal-seeking shoppers, so a sales event is a good time to re-engage.
And good news: If you already have an AMC instance, you probably already have data on last year’s Prime Day buyers loaded and ready to go. But even if you’re new to AMC, you can still create a group of past Prime Day buyers with a single click.
AMC’s historical data now goes back 12.5 months, so data from last year’s sales event is easy to mine.
Find people who usually buy from you at a discount
Let’s say you want to run a special campaign for any shopper that bought from you at a discount.
It doesn’t matter if they bought during the last Prime Day or not—you just want to re-market to every shopper whose purchase decisions seem to be influenced by price.
This is possible, too. Amazon Marketing Cloud gives you the unique ability to segment shoppers based on the price they spent on your product. AMC has a column called purchase_unit_price, which lets you see how much each group of shoppers spent when making a purchase.
Create an audience of shoppers who bought from you below your regular price. Once again, you can customize that audience by ASIN, and re-engage these shoppers how you want.
Try an upsell or cross-sell, or re-target them if it’s time for a resupply.
You can also refine all of these audiences by layering on organic data, which is now available for audience creation at no extra charge.
You can market to all shoppers who bought at a discount or who bought on Prime Day—not just ad-exposed shoppers, but even people who bought from you without ever seeing one of your ads.
These are granular audiences, sure, but Prime Day is partly about upping your conversion rate. If you can reach your deal-seeking shoppers without much effort, you’ll have a very successful few days on Amazon.
