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Pre-Prime Day Promotions: Ideas for Building Buzz and Driving Sales

Learn which off-Amazon tactics work best to drive Prime Day sales and when to implement them. By Marissa Incitti May 15, 2023

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Last year’s Amazon Prime Day brought in over $12 billion in sales, with the majority of small and medium-sized businesses seeing the greatest revenue uptick. One thing these businesses did differently was create a buzz ahead of the Prime Day hype.

And now that Amazon Prime Day is just around the corner, it’s the perfect opportunity to test messages, get creative, and start promoting. In this blog post, we’ll share some ideas for pre-Prime Day promotions that can help you build buzz and drive sales.

Offer Exclusive Deals During the Lead-Up to Prime Day

One of the most effective ways to generate excitement and buzz around your products is to offer exclusive deals. Consider offering a discount or coupon code that’s only valid during the lead-up to Prime Day. Make sure to promote your offer on your website, social media channels, and email newsletters to ensure maximum exposure.

To further increase the effectiveness of your exclusive deals, consider partnering with influencers or other businesses to cross-promote each other’s deals. This can help increase the reach of your promotions and generate even more excitement.

“Use existing campaigns rather than creating net new for Prime Day to ensure learnings are continued and you’re not starting fresh on promotional days,” says Kathryn Bailey, DSP Ad Specialist.

Test Your Prime Day Messaging with DSP

While DSP ads are not built for short promotional periods like Prime Day, they can still be useful in your Prime promotions. By using them as intended, for longer periods of time to build awareness, you can test your messaging now and be ready for July. 

Our experts recommend to get the most out of your Prime Day messaging by building awareness during the lead-in with budgets ready to ramp up closer to the 48 hour event. 

“Use existing campaigns rather than creating net new for Prime Day to ensure learnings are continued and you’re not starting fresh on promotional days,” says Kathryn Bailey, DSP Ad Specialist.

“Allocate 80% of your DSP budget for the lead-in and 20% to the hours of Prime Day for the most effective RoAS, and let Sponsored Ads dominant the 48 hour window.” 

Consider also running paid ads on social media platforms like Tiktok, Facebook, and Instagram, as well as on Google Ads. Make sure to use eye-catching visuals and compelling copy that encourages people to click through to your website.

When running ads, it’s important to target your audience carefully. Use demographic and interest targeting to ensure that your ads are reaching the right people. Additionally, consider retargeting people who have visited your website but haven’t yet made a purchase. Retargeting can be a highly effective way to drive conversions and increase sales.



Create Limited Edition Products

Consider creating a unique product that’s only available for a limited time, such as a special edition color or a product bundle that’s only available during the lead-up to Prime Day.

To make your limited edition products even more enticing, consider offering a special deal for those who purchase them. For example, you could offer a discount on a future purchase or include a free gift with every limited edition product purchase.

Host a Prime Day Giveaway

Hosting a giveaway is a great way to generate excitement and engagement ahead of Prime Day. Consider hosting a giveaway on social media, where people can enter to win one of your products or a prize package that includes several of your products.

To enter the giveaway, you could require people to follow your social media accounts, tag a friend, or share your post. Make sure to promote your giveaway heavily on your website, social media channels, and email newsletters to ensure maximum participation.

Then, pick the winner during the last day of Prime Day to ensure you capture audiences during the whole event.

Lean Into Email Marketing

Done correctly, email marketing can create anticipation and loyal customers, especially before big events. Make sure to send out regular emails to your subscribers that promote your upcoming deals and exclusive offers.

To make your emails even more effective, consider segmenting your list based on previous purchase behavior or interests. This will allow you to send more targeted emails that are more likely to result in conversions and allow you to create more effective campaigns. 

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About the Author

Marissa Incitti is the Associate Director of Content for Feedvisor, where she oversees and executes the company's content marketing strategy and initiatives. Before joining Feedvisor, she was the content marketing manager for a Fortune Global 500 omnichannel commerce technologies and operations company.

Final Thoughts

Pre-Prime Day promotions are an essential part of any successful Prime Day strategy, especially as more and more competitors promote deals ahead of time. Keep these ideas in mind as you plan your Prime Day strategy, and you’re sure to see an increase in sales and revenue. Don’t forget to seek help from Amazon experts – we’ve been through every Prime Day and can help you pick the right strategy for your campaign. Feel free to reach out. 


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