We’re recapping our agency’s Prime Early Access Sale performance, and sharing key insights from the event.
During the Prime Early Access event on October 11-12, Envision Horizons clients saw an average increase in sales of +258% compared to the prior week. However, for Prime Early Access EH clients saw 2/3rd the amount of sales as compared to July Prime Day.
Prime Early Access Sale Metrics: Oct 4-5 vs Oct 11-12
- Sales Growth +258%
- Ad Spend Growth +148%
- Ad Sales Growth +159%
- Average ACOS = 39.10%
- ACOS % Change -8.25%
- Ad Impressions Growth +156%
- CPC Change +24% Increase
- CTR Change -12%
Prime Day ’22 Metrics: July 5-6 vs July 12-13
- Sales Growth +410%
- Ad Spend Growth +383%
- Ad Sales Growth +357%
- Average ACOS = 38.34%
- ACOS % Change -34%
- Ad Impressions Growth +290%
- CPC Change +36% Increase
- CTR Change -12%
Prime Day Recap Video
View our full recap of Prime Early Access for more details on performance and key insights from the event. View the Recap PDF: https://app.hubspot.com/documents/788…
Insights from the Prime Early Access Event
The badge for lightening deals and Prime Exclusive Deals were the same for this event.
Running Deals at +25% Off
Running deals at 25% or above is to your advantage. Amazon’s deals filter jumps from 10% to 25% to 50% and so on.
There was a lot of confusion around the name of the event. Many publications still referenced it as Prime Day or Prime Day 2.0 even though Amazon had repositioned it as Prime Early Access Sale.
In general there was lower participation than July’s Prime Day. Even Amazon brands such as the Ring only had discounts on older models.
Monitoring Discounts and Staying Flexible
There were technical glitches for some ASINS that enrolled in Prime Exclusive Deals. Some ASINs deals were suppressed due to a reference price which is linked to the list price, despite these ASINs having list prices. Unfortunately Seller Support wasn’t able to fix these issues so we had to resort to strike through pricing and standard coupons.
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