March
Catalog revitalization
Catalog
The catalog was rebuilt to attract more visitors and convert more of them, because everything downstream inherits whatever the listings already say.
3.5X
Prime Day sales, 2021 to 2022: $9.6K to $34K+
Case Study · Amazon Prime Day 2022
A Flat Prime Day,
Turned Into a 3.5X Event.
An emerging beauty brand had run Prime Day before and seen sales go nowhere.We rebuilt the catalog, then the advertising, in the three months before the event.
Published by Amplify eComm, June 2023. Written by Joe Spann.
3.5×
Prime Day sales
2021 → 2022
$9.6K2021
$34K+2022
Catalog rebuilt→Rankings strengthened→Ready for the event
Amazon Prime Day · 2021 versus 2022
480%+
Traffic increase across the holiday period
150%+
June monthly sales, $71K to $211K
The Problem
Prime Day had already been tried.
The brand treated Prime Day as a significant opportunity, and previous events had returned flat sales.Both the brand and the agency could see the potential was not being reached.
The Target
20% year over year.
That was the number the team committed to before any work started. It needed tactical execution and a change of approach, not a bigger discount.
The Strategy
Three months, in sequence.
Nothing was left to the week of the event. Each month set up the next.
April
Catalog Strategy deployed
Catalog
The Catalog Strategy was applied across the ASINs, transforming how each one presented and competed.
May
PPC strategy launched
Advertising
Our proprietary advertising strategy went live to lift ASIN rankings ahead of the event, so Prime Day traffic arrived at listings that were already ranking.
The ranking work was finished before Prime Day started.That is why the traffic converted.
The Result
It did not stop at Prime Day.
The event lifted the whole quarter, because the catalog and ranking work stayed in place after it.
Prime Day itself
Sales rose 3.5X, from $9.6K in 2021 to more than $34K in 2022. Traffic across the holiday period increased by more than 480%.
The months either side
June monthly sales rose more than 150%, from $71K to $211K. July rose from $92K to $211K.
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