Get ready for the fall Prime event with these tips and a friendly reminder about FBA Small and Light fees changing.By Marissa IncittiAugust 9, 2023
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In the ever-evolving landscape of e-commerce, staying ahead of the curve is crucial for sellers, brands, and private labels on Amazon. As we look forward to the upcoming months, there are a series of significant events that you should have on your radar. From a fall prime event set to revolutionize holiday shopping to changes in FBA rates and program closures, these developments will impact your strategies and business operations. In this blog, we’ll break down these events and provide insights to help you navigate them effectively.
Amazon’s Big Deal DaysFall Prime Event: A Prelude to Holiday Shopping
Every year, Amazon Prime events mark a pivotal moment for online shopping enthusiasts and sellers alike. While Amazon has not officially announced the dates, the retail giant is gearing up for a Fall Prime Event now called Amazon Big Deal Days.
Similar to the Prime Early Access Sale (PEAS) of last year, we are predicting the event to occur the second week of October, most likely the 10th and 11th. This event is poised to set the stage for the holiday shopping season with jaw-dropping deals that rival even the renowned Prime Day discounts.
Amazon recently announced their deal deadlines:
Prime Exclusive Top Deals: US & Canada – July 28th. Japan – August 7th . UK, France, Germany, Italy, Spain, Netherlands, Poland, Sweden, and Belgium – July 28th.
Prime Exclusive Lightning Deals: US & Canada – August 11th. Japan – September 1. UK, France, Germany, Italy, Spain, Netherlands, Poland, Sweden, and Belgium – September 1st.
Prime Exclusive Best Deal: US & Canada – August 8th. Japan – August 7th. UK, France, Germany, Italy, Spain, Netherlands, Poland, Sweden, and Belgium – September 1st.
FBA Inventory Cutoff: US & Canada – September 12th. Japan (IXD/AIX) – October 6th. Japan (FC) – October 10th. UK, France, Germany, Italy, Spain, Netherlands, Poland, Sweden, and Belgium – September 14th
Inbound Shipping Cutoff: US & Canada – September 16th. Japan (IXD/AIX) – October 6th. Japan (FC) – October 10th. UK, France, Germany, Italy, Spain, Netherlands, Poland, Sweden, and Belgium – September 14th
Take a look at last year’s results and the tips below to start planning now.
4 Tips to Prepare for Amazon’s Big Deal Days
Preparing for a major event like Amazon’s Big Deal Days requires careful planning and execution to maximize your sales and visibility. Despite no dates or deadlines being announced, you can still start preparing with the following:
Check Your Inventory and Product Selection Now
Assess your current inventory levels and historical sales data to avoid any bumps in fulfillment during increased demand. Since the timing is so close to Q4 sales, it’s best to identify which of your products are most likely to resonate with shoppers and fit will with promotions. Don’t forget to optimize your product listings to ensure they are accurate.
Modify Your Pricing Strategy
To make the most of the Prime event, consider adjusting your pricing approach to capture customer attention and drive sales. Start by researching and offering competitive prices to stand out among competitors. Use dynamic pricing strategies to adapt to real-time market conditions and don’t forget to keep an eye on performance data and adjust your strategy accordingly for optimal results. Or, you could use an AI-powered repricer that does the work for you.
Decide on Promotions, Coupons, and Deals
Consumers are more motivated than ever by deals and promotions. Make sure you offer some, but not at the detriment of your bottom line. While deal deadlines have not yet been announced, it’s a good idea to plan to take advantage of Amazon’s “Deal” and “Lightning Deal” promotions for maximum visibility. You can also boost average order values by offering bundle deals or tiered discounts, encouraging customers to purchase more items. Consider cross-promotions to drive sales of related products, and add value by including free accessories. To create urgency, look into limited-time discounts, especially for products where inventory is running low.
Plan Your Advertising Campaigns Now
Have a holiday-themed idea you want to try out? Now is the time to put it in motion. Test your messages during the Big Deal Days event to see which resonates better with consumers and pivot for the big Cyber 5 week.
When planning your advertising campaigns for both the Big Deal Days event and the Cyber 5 week, prioritize the creation of versatile and adaptable creative assets to take the burden off a quick turn around time. Design images, graphics, and copy that can be easily repurposed or modified to align with different events while maintaining consistent branding.
Starting from August 29th, 2023, Amazon is implementing significant changes to its Fulfillment by Amazon (FBA) fee structure. Specifically, the existing “Small and Light” program will be discontinued, making way for the “Low-Price FBA Rates.” If your products are priced below $10, these new rates can potentially result in cost savings for you.
For products priced under $10, the new FBA rates will be approximately $0.77 lower per item compared to the current rates. If your products were previously enrolled in the Small and Light program, you might see a slight increase of around $0.30 per item in fees, but this change comes with the advantage of faster FBA fulfillment speeds. On the other hand, products not enrolled in Small and Light and priced below $10 will enjoy the benefit of reduced fees and maintained fast FBA delivery speeds. Items priced above $10 will continue to have standard FBA rates and shipping speeds applied.
Changes to programs and fees can indeed have an impact on your Amazon business. To ensure you’re prepared for the transition, review your product offerings, analyze your inventory status, and make informed decisions regarding your pricing strategy.
For products enrolled in the Small and Light program, consider the trade-off between the slightly higher fees and faster fulfillment speeds. For products not previously enrolled in Small and Light, this change presents an opportunity to reduce costs while maintaining efficient delivery times.
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
In the dynamic world of e-commerce, staying informed about upcoming events and changes is crucial for success. The Big Deal Days Prime event promises to usher in the holiday shopping season with unbeatable deals, while the new Low-Price FBA Rates provide a chance to optimize your cost structure. As the Small and Light program makes way for these changes, now is the time to assess your inventory, evaluate your pricing strategy, and plan ahead to capitalize on the benefits of these developments. By embracing these shifts and adapting your approach, you’ll be well-positioned to thrive in the ever-changing Amazon marketplace. Remember, preparation is key, and the time to act is now.
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