Prime Day 2023: How you can best prepare!

With more than 300 million items sold worldwide, Amazon described last year's Prime Day as the biggest Prime Day ever.

Prime Day is the most exciting sales event on Amazon, and it's a great opportunity for sellers to boost their sales and increase their visibility.

To make the most of Prime Day 2023 and achieve maximum success, there are some important steps you should follow. In this blog post, we will give you valuable tips on how to get the most out of Prime Day 2023.


When will Prime Day 2023 take place?

Prime Day will take place on July 11 and 12 this year.


Timeline for Prime Day 2023

This timeline will give you some guidance on when to start preparing for Prime Day.



Lightning Deals and 7-Day Deals: It is recommended to create these offers about 1–2 months before Prime Day, as approval can usually take about a month - and even longer just before Prime Day.

Coupons: You should create coupons at least 2 weeks before Prime Day, as it usually takes a few days for them to be reviewed. Coupons can be extended up to 90 days, so you can create them earlier to be on the safe side.

However, these are just rough guidelines and recommendations, so you can adjust them according to your individual needs.


How to best prepare yourself

Prime Day is a big event and good, early preparation is critical.


1. Stock up inventory

Having sufficient inventory is essential for a big sales event like Prime Day. You should review your inventory and make sure you have enough products in stock to handle the increased demand during Prime Day. 

It can be helpful to keep an eye on your sales figures from previous years, as this will give you an idea of the demand you can expect.


2. Optimize product listings

There are millions of products available on the Amazon marketplace, making competition for the top search results rankings especially fierce. To improve your chances of appearing at the top of search results, it's crucial to optimize your product listings. Even small improvements can send positive signals to Amazon's search algorithm and help your product rank higher in search results. This is especially important on Prime Day to ensure your products are seen and purchased in the first place.

Your product listings should attract buyers' attention and convince them to buy your product. Therefore, you should make sure that your product pages are updated to attract potential customers. You should make sure that your product descriptions are appealing and clear, that you use high-quality product images and that all relevant information such as prices, shipping details, and reviews are up-to-date. Using A+ content or even premium A+ content can also be beneficial to stand out from other competitors.

Important: Make sure to complete the optimization for products you want to create deals for before you add the product to a deal.


3. Place Ads

Running ads is critical for sellers on Amazon on Prime Day. High competition requires maximum visibility to appeal to potential customers and increase sales. Well-optimized ads can help you stand out from the competition. Overall, placing ads on Prime Day is a strategically important measure to be successful as a seller on Amazon.

The performance of your existing pay-per-click (PPC) campaigns can be optimized by analyzing the performance of your keywords. The goal is to transfer keywords that are performing well or not so well from Auto, Broad or Phrase campaigns to keywords in Exact campaigns. Keywords that perform well should be given higher bids to get more impressions and thus increase the chance of more sales. The bids for poorly performing keywords should be lowered accordingly in order to reduce unprofitable placements and thus advertising costs.

Tip: You can also share your Prime Day offers with potential customers via social media or email. However, it's important not to be too pushy or aggressive in your distribution.

Creating and optimizing PPC campaigns manually is a difficult and time-consuming task. A tool for PPC advertising, like BidX, can take this work off your hands. BidX PPC management tool offers you several benefits, including saving time, increasing efficiency, precise control, scalability and data analysis. It automates repetitive tasks, optimizes bids and budgets using a self-learning algorithm, and enables optimal preparation for sales events like Prime Day through the scheduling feature.


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4. Create deals

You should definitely take the opportunity to create deals for your products during Prime Day to make them more attractive to customers.

Amazon offers you as a seller various options, such as lightning deals, 7-day offers or coupons, which can help you to highlight your products and convince customers of them. You should make sure that you plan in advance exactly which deals you want to create and perform all the necessary steps in time so that nothing stands in the way of your success. For guidance on when you should create which deals, we've provided a timeline above.

To create an offer, you simply need to log into Seller Central and navigate to the "Advertising" section. There, you will select "Deals". After that, you need to follow the steps below:

  1. Select products
  2. Schedule deals
  3. Configure deals
  4. Review and submit

In the following, we will go into more detail about the different types of deals.


4.1 Lightning Deals

Lightning Deals are time-limited special offers on Amazon where a limited quantity of a product is offered for a reduced price. They are displayed on the Amazon website as well as in the Amazon app on the deals page and can help to significantly increase the sale of a product. 

While using lightning deals can be costly, in most cases it leads to a significant increase in sales. Especially on Prime Day, when Amazon highlights the lightning deals, they can pay off.

Note: The placement of your lightning offer is not guaranteed. Amazon selects the best offers based on their sales potential and presents them prominently on the Amazon Deals page.


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4.2 7-Day-Deals

7-Day Deals on Amazon are time-limited special offers where products are offered at reduced prices for a period of seven days. These offers can be created by sellers to boost sales and increase the number of purchasers. 

This type of deal works the same way as lightning deals.

Note: Each submitted and successfully executed Lightning Offer and 7-Day Offer will incur fees that must be paid to Amazon. The amount of the fee depends on the time at which the offer is executed. In periods when the customer frequency at Amazon is particularly high, the fees may be correspondingly higher. This applies in particular to the time before and during Prime Day, which is one of the most intensive shopping times on Amazon. As a seller, you should be aware of these fees and include them in your calculations to ensure that you get optimal profitability from your lightning deals and 7-day offers.


4.3 Coupons

Coupons are digital vouchers that you can create to offer attractive discounts on your products to your customers. Customers can activate these coupons and use the discount during the checkout process.

Because of the orange discount label, coupons are a great way to catch the attention of potential buyers.



Coupons are displayed to the customer in various places on Amazon:

  • on Amazon's coupon page
  • on the search results pages 
  • on the product detail pages
  • in the shopping cart
  • in your brand store

It is important to note that the exact placement of deals with coupons on Amazon depends on various factors and is determined by Amazon. It is advisable to carefully read and follow Amazon's coupon guidelines and requirements to ensure that your coupons are displayed correctly and achieve the intended results.


5. Use recommended ASINs

Amazon advises using the recommended ASINs for your listings. While it’s not mandatory to use these ASINS exclusively, it offers several benefits. 

Most importantly, it improves the visibility of your products by displaying recommended ASINs as a relevant addition to the products a shopper is viewing or adding to their cart. This allows sellers to showcase their products in search results and on product detail pages of similar products, increasing the chances of a sale.

Another benefit is customer loyalty. By using recommended ASINs, you can offer your customers relevant additions or alternatives to a product they are already interested in. This strengthens customer loyalty and increases customer satisfaction as customers are offered other suitable products.

Using recommended ASINs is also simple and straightforward. You can use this feature to rank your products in relevant categories and search results without having to perform extensive keyword research or other SEO strategies.

However, it is important to note that using recommended ASINs alone cannot guarantee that you will automatically achieve high sales figures. It is advisable to develop a marketing strategy that also takes into account other important factors such as product titles, product images, descriptions, prices and reviews to maximize success on Amazon.


Take advantage of the time after Prime Day

It's not easy to sustain the shopping spirit after Prime Day. Usually, sales return to their original levels after Prime Day. But the post-Prime Day period can also give you some advantages. 

One popular way to encourage customers who missed Prime Day to make a purchase is to use coupons on Amazon. You can offer attractive discounts that motivate customers to buy your products even after Prime Day. This can help keep sales high in the weeks following Prime Day.

In addition, competition is often lower as some sellers reduce their activity after Prime Day. This is often a good opportunity to launch new products or optimize existing ones. A long-term perspective and continuous activity on Amazon can mean long-term success for sellers.


How BidX helps you succeed on Prime Day

In the BidX tool you have the option to easily plan your campaigns based on days of the week, times of the day or seasonally. Especially for sales events like Prime Day, this feature is very helpful. You can either pause and reactivate campaigns, or set special boosts for specific campaigns. The scheduling feature is especially useful for setting boosts in advance and making sure your bids and budgets are increased in time.


Test the scheduling function now