Amazon Prime Days 2022 was another record-breaking event. According to an early analysis by Digital Commerce 360, Amazon generated an estimated $12.09 billion in sales this year, up 8.1% from the $11.9 billion for the same event in 2021, which was a 7.7% increase from the prior year. This shows that the average YoY growth for this e-commerce shopping event hovers around 8%.
It also shows that despite a challenging e-commerce environment, growth is still possible, especially for brands willing to put effort into their Prime Days marketing campaigns. Using data pulled from seller accounts in Amazon, we’ve analyzed the results for our Kaspien partners during Prime Days 2022, and the numbers tell a very exciting story.
The days of ‘set it and forget it’ for Amazon marketing are gone. To capitalize on the momentous jump in traffic Prime Day offers, brands need to actively participate. Partners who engaged in marketing and promotions leading into this year’s Amazon Prime Days saw huge results, echoing a larger trend we’re seeing in the Amazon marketplace.
There is a growing emphasis on active and strategic marketing on Amazon to stand out from the competition, and participating in Prime Days by offering deals and discounts is strategic marketing. Meeting Amazon’s Prime Day requirements of 30% off your best price might seem like a big ask at a time when margins feel stretched thin, but the placement and subsequent sales brands who offered deals on this year’s Amazon’s Prime Days show just how valuable this exposure is. The additional benefits of participating in high-exposure Prime Day deals not only outweigh the risks of lowering prices, the outweigh the comfort of doing nothing.
A handful of Kaspien partners experienced a few absolute door-busters on Amazon Prime Days with sales of some SKUs increasing by over 5500%. By offering substantial discounts on popular higher-priced items and using targeted marketing campaigns to attract customers leading up to the shopping holiday, these brands were able to generate millions of dollars in sales revenue in just two days. In fact, one brand’s sales were so significant their best-seller ranking improved significantly, going from the mid 2000s to top 200, with one product achieving a #1 best-seller ranking for their category.
Brands with less aggressive campaigns held steady in many highly competitive categories and still managed to boost performance despite heavier marketing efforts from competitors. This underscores the value of optimizing listings and getting rid of unauthorized sellers ahead of these major shopping days as organic searches and rankings do still have value.
This year’s Amazon Prime Days were a massive success for many Kaspien partners who ran promotions, coupons, and lightening deals. Those who took a hands-off approach to this summer shopping holiday weren’t entirely left out as nearly every brand saw a significant sales lift just from the extra traffic. Partners with active deals and aggressive marketing campaigns saw incredible returns on their investments well above the standard YoY increases and percentages.
It seems in today’s marketplace, if you get the invitation to participate in Prime Days, you can’t afford not to. And with Amazon’s announcement of a Fall Prime Day 2022, now is the time to start planning if brands want to see another sales boost before the holiday shopping season gets into full swing.
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