Prime Day 2022 is on the horizon. Offering 48 hours of discounts across the entire marketplace, Amazon’s Prime Day is ecommerce’s largest annual sales event. The only requirement to participate as a consumer is Prime membership.
However, Amazon Sellers have additional things to consider and plan for.
Last year, Amazon Prime Day returned to the familiar summer time frame after 2020 Prime Day was delayed until October due to the pandemic.
So, it hasn’t been officially announced yet, but industry experts believe that Prime Day 2022 will take place in late June or early July.
Amazon keeps the exact dates for Prime Day a closely guarded secret and they don’t release information until a week or two before the event goes live.
However, Amazon has said in the Amazon Seller Forums that all FBA inventory should arrive at fulfillment centers before June 20, in order to be available for Prime Day 2022.
With this information, we know Prime Day is right around the corner.
This means it is crucial to familiarize yourself with all things Prime Day in the coming weeks.
The 101 On Amazon Prime Day 2022
1. By The Numbers – Prime Day 2021
In 2021, Amazon Prime Day returned with gusto! The annual event took place Monday June 21 and Tuesday June 22 across the US, along with 19 other countries participating.
Let’s take a quick look at the Prime Day 2021 numbers:
- $11.19 billion was spent globally
- Over 250 million items purchased
- +7.7% revenue increase from Prime Day 2020’s $10.4 billion in sales
- +56.3% revenue increase from Prime Day 2019’s $7.16 billion in sale
- 36% Marketplace product sales versus 64% Amazon product sales
The best selling categories were…(drumroll)…
Tools. Beauty products. Nutrition. Baby care. Home/Furniture goods. And Back-To-School items.
With over 200 million paid global Prime members and over 300 million active customer Amazon accounts worldwide, Prime Day is the ideal time for your business to reach customers than ever before.
2. When Is Prime Day 2022?
While Amazon has NOT officially announced Prime Day 2022, deductive reasoning lets us know it won’t be before June 20th and should be no later than a month after that date.
We know all FBA inventory must be received by Amazon’s fulfillment centers no later than June 20th.
As a rule of thumb, Amazon does not want stock to remain in their warehouses longer than 30 days.
The influx of inventory needed for Prime Day would place a strain on operations if it remained in house too long.
Keep in mind that as of late, shipping and receiving times are slower throughout the U.S.
We recommend giving your products additional time to make it to Amazon’s fulfillment centers.
If it usually takes 2-3 weeks for your products to be received in full, ship your Amazon Prime FBA products in 1-2 additional weeks ahead of time to guarantee they are available for your customers.
Additionally, data shows that customers keep shopping throughout the week, even as Prime Day ends.
We recommend inventory planning Amazon Prime Day as a week-long event.
3. How To Participate:
Be a seller on Amazon! You can be seller fulfilled (FBM), fulfilled by Amazon (FBA), or vendor fulfilled.
Important: Selling on Amazon does NOT mean you are automatically involved in Prime Day.
Selling your products the same way you’ve sold them throughout the year does not provide the same attention as introducing new deals and offers to your products.
You need to stand out to get featured during Prime Day. Here are some ways you can do that:
- Offer Coupons
- Add Sales Prices
- Run a Promotion
- Offer Free Shipping (especially if you are seller fulfilled)
Amazon Seller dashboard allows you to set the dates of your deals to be exclusive for Prime Day.
You can also broaden your deals to include the days before/after the event.
Experts recommend having multiple deals running at once, to capture multiple customers’ attention during this time.
4. What Does Participation Look Like?
Amazon Prime Sellers can leverage Prime Exclusive Discounts during the sales days. Amazon highlights your promotions and sales, such as striking through pricing to display your sales promotion and displaying discounts in the detailed page buy box for Prime members.
Are you an FBA Seller looking to participate? You must do the following:
- Items need to be FBA products that are eligible for national Prime shipping.
- The Prime Exclusive Discount must meet all regular eligibility criteria.
- Product must have at least a 3.5-star rating (or no rating).
- The discount must be at least 20% off the non-prime member, non-promotional price.
- The discount must be at most 80% off the non-prime member, non-promotional price.
- You must be a seller with a Seller Feedback Rating of at least 4. If there are more than 10 ratings over the last 365 days, the average is calculated over that period. If there are less than 10 ratings from the last 365 days, the lifetime average rating is considered.
- The Prime Exclusive Discount price must beat the lowest price for the ASIN from the past 30 days by 5.0%. The lowest price is inclusive to all deal, promotional and sale prices across all Merchants.
If you’re an FBA Seller, Prime Day 2022 is a can’t miss opportunity to increase your Amazon channel revenue. Especially if you follow best practices.
Have any questions? Drop us a line here and we’ll set up a free consultation.