When is Amazon Prime Day 2022?
Amazon Prime Day is one of the biggest shopping events of the year, and it’s coming up fast. During its earnings report last month, Amazon announced that Prime Day 2022 will be returning to July this year.
Editor’s Note: Prime Day 2022 dates have been announced as Tuesday July 12th and Wednesday July 13th.
Prime Day first began in July of 2015 as a celebratory sale for Amazon’s 20th anniversary. Since then, it has evolved into a two-day annual shopping event that rivals Black Friday and Cyber Monday. During the 2-day long shopping event, thousands of deals across Amazon’s platform are available for members of the Prime subscription service.
When answering the question “When is Amazon Prime Day 2022?”, we should first take a look at historical data to make our predictions. In previous years, Amazon Prime Day has traditionally taken place in July…
- Prime Day 2015: July 15
- Prime Day 2016: July 12
- Prime Day 2017: July 11 to 12
- Prime Day 2018: July 16 to 17
- Prime Day 2019: July 15 to 16
- Prime Day 2020: Oct. 13 to 14
- Prime Day 2021: June 21 to 22
Based on this previous pattern, we feel it is likely that Prime Day will occur in mid-July either the week of July 11 or July 18. It is also worth noting that typically Amazon has selected Monday-Tuesday or Tuesday-Wednesday combinations.
Editor’s Note: Prime Day 2022 dates have been announced as Tuesday July 12th and Wednesday July 13th.
Prime Day 2021 Performance
Prime Day has seen unprecedented growth in the last two years during the pandemic. In 2022, Prime Day hit a record number of sales, reaching around a 60% percent increase from the previous year. Prime Day 2021 broke the 2020 record, with sales totaling around $11.19 billion.
- Over 200 million people are Amazon Prime members
- 64% of surveyed consumers say they plan to shop on Amazon during Prime Day
- Prime Day 2021’s sales totaled around $11.19 billion
- Over 250 million products were sold during Prime Day 2021
- Customers spent an average of $47 per order on Prime Day 2021
- Amazon’s biggest sellers for Prime Day 2021 were its consumer devices
Planning for Prime Day 2022
Optimize Campaigns
- Optimize your PPC campaigns and start doing A/B testing with listings and prices.
- Check out our post on how to identify your ideal PPC spend.
Revamp Product Listings
- High-quality images, optimized product titles/descriptions, and “prime day relevant” keywords will help boost your sales. Check out our post on how to optimize your listings for sales events.
Review Inventory and Account Health
- Check your account health and performance.
- Ensure you have enough inventory to meet consumer demands. Running out of stock hurts your rankings and sales. Amazon has limited capacity for FBA inventory. So for some items, sellers will opt for FBM (Fulfillment by Merchant) to handle the process themselves. This is a good practice for your most popular items at risk of going out of stock. Check out our post on how to forecast inventory for Amazon.
Create Competitive Deals
- Submit deals for multiple products with competitive prices.
- Ensure that the deals you run on Amazon match that of other retailers. This is to prevent your listings from losing the buy box.
- On the morning of Prime Day, check out competitors within your category. By offering a better deal, conquest their product listing through strategic ASIN targeting and keyword bidding.
Run Advertisements
- If you have a product that wasn’t eligible for an exclusive prime day deal, run your advertisements and discounts. Take advantage of the increased traffic during the event.
- When creating promotions, note that a 20% off coupon is the minimum to see a significant spike in sales.
- Create special Sponsored Brand Ads that highlight discounted products.
- Create complementary product bundles to drive even more sales.
- Ensure that your advertising budgets and bids are opened up and increased the night before Prime Day starts. Take advantage of the typical spike in day one sales.
Drive External Traffic
- Self-promote Amazon deals on social media, emails, and external ads. Don’t forget to leverage resources such as Amazon Live and Amazon Posts.
- Consider getting assistance from a PR firm to get press features that will drive external traffic to Amazon.
- Consider partnering with influencers on platforms such as TikTok and Instagram to promote your Amazon products leading up to Prime Day, and even promote specific Prime Day deals. Check out our post How to Use Amazon Influencers to Drive Sales.
Prime Day 2022 Promotions
Prime Day is one of the most anticipated e-commerce events of the year, and for sellers looking to participate, it can get expensive. Additionally, millions of brands leverage the massive customer base on Amazon Prime Day, and competing with so many other sellers on the platform can be intimidating. Every year, Prime Day reaches record-breaking sales numbers- so the increase in traffic, sales, and exposure are oftentimes worth the initial investment. Types of promotions on Prime Day are Lightning Deals, Coupons, Prime Exclusive Discounts, and Price Member Promotions.
Lightning Deals
An Amazon Lightning Deal is a promotion with a limited number of discount offers on an item for a limited period of time. These premium deals are available one per customer, and are time-sensitive, lasting until either the promotional period (usually 4-hour blocks) for the deal expires or all the available promotional discounts are claimed. These limitations create a sense of urgency, driving consumers to execute the sale quickly.
In 2017, Amazon introduced a registration fee of $500 per Lightning Deal. In 2022, Lightning Deals that are selected to run during the Prime Day event will be charged a $500 fee per Deal. It runs during the week of Prime Day (but not on the actual event day) and will be charged a smaller fee of $300 per Deal. Lightning Deals schedules are subject to change. So the fee amount charged will be based on the day your Lightning Deal runs, which may not be the same day you requested or initially scheduled.
Applying for Lightning Deals: There are two ways to secure a Lightning Deal. Either Amazon will contact you inviting you to accept a deal submission, or you can apply yourself.
- If Amazon contacts you, to accept a Prime Day Lightning Deal submission Merchandising > Promotions > Recommendations tab. Here you can review and accept your recommendations, and can edit recommendations before submitting them.
- However, not all vendors will be contacted. To submit a lightning deal for Prime Day consideration, go to Merchandising > Promotions > Lightning Deal, and then select the “I want Amazon to consider my deal for Prime Day” checkbox.
Coupons
A coupon promotion is accessible on the product detail page and the Amazon vouchers page. Customers can click on a voucher and it’s added to their basket. The discount is automatically applied at checkout when a customer purchases an eligible product before the voucher expires. Read Amazon’s guide on creating coupons here.
Coupon discounts can be set up as either a percentage or dollars off. Coupons must be clipped and then applied at checkout in order for the customer to redeem. The lead time for coupons is four weeks, and in order to participate a seller’s account rating must be at 3.5 stars or higher, and the discount must be between 5%-80% off the lowest price in the last 30 days.
Prime Exclusive Discount and Prime Member Promotion
A Prime Exclusive Discount is a price discount that is widely used across all nationally Prime shipping eligible FBA products and is exclusive to Prime members. On Prime Day, these deals will display a Prime Day Deals badge. Prime day deals must be between 20-80% off and must be the lowest price in the last 30 days by 5%. Seller also must be FBA and have a 3.5+ star rating.
Keep Up With What’s On The Horizon
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Get Assistance Running Your Amazon Business
If you want assistance running your Amazon business, or are curious about how to reach your full potential selling on Amazon, see if you qualify for a free audit from Envision Horizons.
Also, consider subscribing to a software solution such as myHorizons. Easily stay up to date on your brand’s performance during Prime Day across sales and advertising, and get automated brand management suggestions from our new machine learning tool.
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