Now that Prime Day 2024 has passed, it is time to prepare for the next big sales event—the Prime Big Deal Days Event, which is similar to Prime Day except in the fall.
As Amazon states, “Prime Big Deal Days is a holiday kickoff event that offers Prime members exclusive access to early holiday deals across popular categories, including deep discounts on products from top brands.”
While obviously great for customers, the Prime Big Deal Days sale offers huge perks for Amazon sellers, as it usually means a big bump in traffic and sales for their products.
What some new sellers don’t know is how to properly prepare their business for this big day.
Continue reading to learn everything you need to know about the fall Prime Big Deal Days sale and how Amazon sellers can gear up.
HINT: We’ll show you how you can use Jungle Scout Cobalt’s advanced tools to take your Prime Day preparation to the next level.
What is Amazon’s Prime Big Deal Days?
Prime Big Deal Days (called the Prime Fall Deal Event in 2023) is a big sales event to kick off the holiday season exclusively for Amazon Prime members. Basically Prime Day, but in the fall!
The fall Prime sale is typically a two-day events and is designed to give Prime members exclusive early access to holiday deals across many categories.
READ MORE | For a full rundown on the Prime Day 2023 takeaways and insights, check out Jungle Scout’s exclusive report.
When is Prime Big Deal Days 2024?
Amazon announced that Prime Big Deal Days (called the Prime Fall Deal Event in 2023) will take place on October 8-9.
While it’s now too late to set up a special ‘Prime Fall Deal Event’ deal in Seller Central (the deadline was August 11), there are still some ways you can offer discounts for customers during this sale.
What Amazon sellers can do to prepare for Prime Big Deal Days 2024
In order to fully reap the rewards of the Fall Prime Day Deal Event, it’s important to take steps now to get your business ready for the potential uptick in sales.
1. Offer customers multiple ways to save
To entice customers to purchase your products during the Prime Fall Deal Event, we suggest you create deals, discounts, and promotions on your listings.
Some sellers don’t run deals at all and see a bump in sales simply due to the increased traffic. But it’s a good idea to offer customers ways to save. Here are three ways to do it:
Prime Exclusive Discount
Lightning Deals aren’t the only discounts you can provide during Prime Big Deal Days. Sellers can also offer what’s called a Prime Exclusive Discount.
A Prime Exclusive Discount is a discount offered to Amazon Prime customers and will show a discounted price with the regular price crossed out and the percentage saved. To set up a discount in Seller Central, go to the Advertising tab > Prime Exclusive Discounts.
Sellers can now create discounts for Prime Big Deal Days, so we suggest setting them up as soon as possible in Seller Central.
Coupons
A coupon is the best way to let customers know you’re offering discounted prices because it shows up as a bright green tag next to the list price on the product detail page — customers can’t miss it, and they don’t have to go hunting for deals on a separate page.
Create a Promotion
In Seller Central, Amazon sellers can create different promotions, such as “buy one get one free” or “buy one get one 50% off.” You can also create custom social media promo codes to share with your audience or with an influencer off of Amazon. You will receive a custom marketing page to send potential customers to. 
LEARN MORE | If you want to learn more about prepping your Amazon business for Prime Day, check out this webinar from Tinuiti, featuring Jungle Scout’s own Demand Generation Manager Eva Hart.
2. Order inventory
If you haven’t yet shipped inventory for Prime Big Deal Days, do so as soon as possible. Amazon states that you must have your inventory arrive at fulfillment centers by September 13 to guarantee your products are Prime badge-ready during the fall deal event.
If you fulfill through FBA, make sure to check your FBA capacity limits before ordering too much inventory. With the new capacity limits, sellers can now forecast their inventory needs up to three months in advance.
If your capacity limits are currently low, work on increasing your sell-through rate and reduce excess inventory as they’re big factors when it comes to your inventory limits in Amazon.
Amazon Just Updated Its FBA Storage Capacity System, and Here’s How it Affects You
3. Create FBM offers if you do not have enough FBA inventory
If your inventory capacity limits are too low for what you are expecting, or maybe you won’t have enough time to ship inventory into FBA, create FBM offers on your listings so you can still offer deals and meet customer demand by fulfilling your own orders (or by using a third-party fulfillment center).
- Sellers are able to offer both FBA and FBM fulfillment methods under one ASIN. To add an FBM option:o to “Add Products” in Seller Central.
- Enter your ASIN.
- Click “Sell this product
- Enter a new SKU to identify the FBM offer “I will ship this item myself” as the fulfillment method
If your FBA inventory runs out, your FBM offer will then go to the Buy Box, as long as you have inventory available for the FBM offer.
4. Optimize your listings
Sellers should also focus on listing optimization in advance of any big sale event. While discounted prices are important to today’s shoppers, your product listing needs to be as attractive as possible to clinch those conversions.
Here’s how to optimize your Amazon listings:
- Audit your listings: Check your title, bullet points, images, and descriptions to make sure they’re up-to-date, and compelling. If you need help writing your listing copy, check out Jungle Scout’s new AI Assist tool within Listing Builder!
- Split test your A+ content: If you are brand-registered, consider using Amazon’s split-testing feature to maximize your listing’s conversion potential.
- Increase your reviews: We know this is easier said than done, but using Jungle Scout’s Review Automation tool will help you increase your review count by sending automatic review requests to all of your customers.
Learn more about how you can use Jungle Scout to optimize your Amazon listings.
Doing this now instead of right before Prime Day will be beneficial as it will hopefully help you increase your sales and Best Sellers Rank before the big event.
The more traction your listings have now, will only help you more when Amazon traffic is through the roof during the sale.
5. Boost your marketing strategy
Make sure customers find your listings during Prime Big Deal Days by boosting your brand’s visibility, on and off Amazon. Start now, so by the time the sale rolls around, you can entice your broadened audience with incredible deals.
Here are some marketing tips:
- Review your PPC (pay-per-click) campaigns. Consider bidding more aggressively for your product’s most important keywords to increase your organic ranking. If you’re a brand-registered seller, now’s the time to take advantage of your access to Amazon’s advanced PPC advertising solutions. These include Sponsored Brands, Sponsored Brands Video, Sponsored Display ads, and Sponsored TV ads.
- Run off-Amazon ads. Drive external traffic to your deals to increase sales. Try using Facebook and Google ads’ sophisticated targeting capabilities, and remember to track your off-Amazon traffic and conversions with Amazon Attribution.
- Use social media. Consumers are increasingly interested in finding products on Facebook, Instagram, YouTube, and even TikTok — capturing their interest with posts, Instagram Stories, and short videos letting them know how much they can save on your products during Prime Day. You can even recycle some of that content through Amazon Posts.
Use Jungle Scout Cobalt to prepare for Prime Big Deal Days
Jungle Scout Cobalt has Prime Day Dashboard Templates available for users to help brands better prepare for the big sales event. The templates allow you to view data from the previous year’s Prime Day so you can make strategic decisions about this year’s Prime Day. While these templates are specific to Prime Day in July, users can create custom dashboards to view data from last year’s fall Prime event.
Prime Day templates
1. Analyze Prime Day Market Performance
2. Leverage Seller Central Data to Analyze Your Prime Day Performance
3. Leverage Vendor Central Data to Analyze Your Prime Day Performance
Shelf Intelligence
Jungle Scout Cobalt users can also utilize Shelf Intelligence to view Share of Voice, Keyword Performance, Tracked Keywords, and do keyword research in preparation for Prime Day.
You can also create a list of top ASINs that appear on your tracked keywords and target those ASINs in a Sponsored Products manual campaign, even if it’s only during Prime Day.
- Use a time series chart to look at the month surrounding last year’s prime day (July 11-12, 2023) to understand your Share of Voice for your most important keywords and your competition’s share of voice.
- Understand the top 5-10 brands that were placed in the Sponsored Brand headline
- Understand the top 5-10 brands that placed in the top 4 sponsored product placements.
- Understand the top 5-10 brands that placed in the top 10 organic spots
- Look at position-weighted SOV and fold and area-weighted SOV
- If you have a popular brand name, don’t forget to see SOV for your branded term
- Use your tab-level date range to easily build widgets to reflect last year’s Prime Day dates.
- Use the event annotation to flag 2023 prime day dates on your time series charts
Dayparting and Advanced Budget Control
Capitalize on hourly advertising data and create Dayparting and Advanced Budget Control automations specifically for the Prime Day event.
Apply a Prime Day Dayparting Profile to campaigns to increase bids during the event. Target specific times of day to boost your bids even further. This is especially helpful when you are running lightning deals.
With Advanced Budget Control, you can increase your campaign budgets during the event and distribute your budget throughout the day to ensure that your campaigns are within budget when you need them most.
Use Keyword research to investigate search trends and previous Prime Day search volume for top-spending/high-priority keywords.
By using Dayparting and Advanced Budget Control, you can decide when you want your ads to run on Amazon and gradually increase your bids and budgets.
Kick your ads in high gear for the 2-day event. You will need to set your Prime Day multiplier on the Monday before the event and make sure to go in and drop it back down after the event (you don’t want your high multiplier to go into effect the following Tuesday and Wednesday.)
Prime Day Dayparting example:
Prime Day Advanced Budget Control example:
Amazon Prime Day history
In 2015, Amazon introduced Prime Day — a day of deals and sales across Amazon.com — as a way to celebrate their Prime members on Amazon’s 20th birthday.
The first iteration of Prime Day happened on July 15 and ran for 24 hours. Now, Prime Day runs for two full days. Initially, Prime Day deals were only available in nine countries, but the list expanded each year, with the number of participating countries reaching 18 in 2019.
The sales event has been a massive success ever since — even the events of 2020 couldn’t stop it.
Prime Day success over the years
2015
Amazon raked in even more earnings during Prime Day 2015 than it did during its record-breaking 2014 Black Friday sales event. Additionally, in its first year, FBA sellers worldwide saw a 300% increase in sales, with 34.4 million goods sold.
2016
The following year, in 2016, Prime Day grew. Belgium participated (bringing the total number of participating countries to 10), sales worldwide were 60% higher than in 2015, and 3P sellers offering deals nearly tripled their orders year-over-year.
2017
Prime Day 2017 saw even greater growth, not only in terms of products sold (50% more than in 2016) and participating countries (up from 10 to 12) but in the length of time the deal day lasted as well — from 24 hours to 30.
2018
Then, in 2018 and due to the success of the extended hours, Amazon took it a step further and ran Prime Day for 36 hours. Once again, it paid off.
Prime members worldwide bought over 100 million products, SMEs (small and medium-sized enterprises) earned over $1.5 billion in revenue, and it was Amazon’s largest day-and-a-half of sales globally.
2019
Finally, Prime Day 2019 ran for 48 hours, and sales eclipsed 2018’s Black Friday and Cyber Monday sales combined.
During that two-day time frame, shoppers bought more than 175 million items, generating over $2 billion in revenue for third-party sellers. In fact, some sellers reported experiencing an increase in sales anywhere from 23% to 200%.
2020
Amid concerns about the COVID-19 pandemic, which caused manufacturing slowdowns and the prioritization of essential goods, Amazon delayed Prime Day 2020 until October 13-14 in the U.S. Despite Americans’ widely reduced consumer spending during that time, Prime Day still charted record-breaking sales, with Prime members saving over $1.4 billion over the course of the event.
2021
In 2021, Prime Day occurred on June 21-22, earlier than any other year. Despite some consumers being more cautious about their spending, it didn’t stop everyone from finding a good deal during this year’s event.
Prime Day 2021 marked another record year for Amazon with total event sales reaching $11.2 billion, compared to $10.4 billion in 2020. Amazon also highlighted Prime Day 2021 as the biggest two-day period ever for third-party sellers.
2022
In 2022, Prime Day occurred on July 12-13, which was the typical timing for this event. In 2020 and 2021, Amazon Prime Day occurred in October and June, respectively, due to the pandemic.
Prime Day 2022 was Amazon’s biggest year yet. Sales were up 15% from Prime Day 2021 and revenue was up 29% – while saving customers a total of $1.7 billion.
2023
The first day of Prime Day 2023 was the single largest sales day ever on Amazon, making that years Prime Day the biggest yet.
Amazon Prime members purchased more than 375 million items worldwide and saved more than $2.5 billion on millions of deals. This big success was large in part of third-party sellers like yourself.
Leverage Jungle Scout to run and grow your Amazon business.
Brian Connolly is an Amazon seller, ecommerce expert, and writer for Jungle Scout. He lives in the New Jersey Shore area with his wife and cat. When he isn’t writing advice online for aspiring and experienced Amazon sellers for Jungle Scout, he spends his free time boating, fishing, and selling boating-themed items on his Amazon business.
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