Prime Day or not, brands need to make sure their Digital Shelf is well stocked, highly discoverable in crowded marketplaces, have the right offers and discounts to stay competitive, all while making sure their products have glowing reviews, ratings and optimized content. While this is a year-round effort, brands go the extra mile on Prime Day to make sure they’re putting their best foot forward.
To understand how brands adapted their digital shelf for Prime Day, we examined data insights across Amazon in 6 markets and compared the following brand KPIs:
With all the global lockdowns, home entertainment hit a new high. So we looked at the word “TV” to see which brand had the highest share against this keyword during the Prime Day event.
Now let’s look at some key European markets
Samsung has such a strong association with the keyword TV. This means, when customers are searching for TVs on Amazon in these regions – the brand that has the largest selection up on display for them to choose from is Samsung! That’s definitely going to have a positive impact on sales, don’t you think?
Do you know which keywords you should be tracking for your brand? And do you know your Brand’s SOV against those keywords?
… & finally, an outlier!
Kudos to team Samsung!
Poor product availability leads to lost sales. But not on Amazon Prime Day! Bigger brands that sell over 500 products created artificial scarcity by listing a chunk of products out of stock before the sale. And restocked aggressively during the sale.
In contrast, the smaller brands that sold fewer than 100 products didn’t dare make such bold moves and stayed stocked up even pre-event to avoid even a single day of lost sales.
Let’s look at some data from the US
Similar trend in the UAE
Various other markets displayed similar patterns. And this was only possible because these brands were able to track their availability with precision and plan their stock levels accordingly.
How are you tracking your availability across marketplaces? Do you know when your products are out of stock and are in immediate need of replenishment?
Discounts matter. Period. And brands that use discounts strategically, win.
Let’s look at Airpods on Amazon in the US.
Now let’s look at the same data cut in the UAE – a market where Apple products have a fair penetration, but not as high as in the US. They needed a more aggressive discounting strategy in this market.
Discounts and markdowns aren’t always the answer to improving sales, but when used strategically can drive significant impact to your bottom line.
Are you tracking your competitor pricing? Do you know if they’re keeping tabs on your pricing strategy to get ahead of you?
Amazon Best Sellers are products that have the highest sales on Amazon. Products with a higher Amazon Best Seller Rank have higher sales.
Now let’s look at France – the Fashion Capital of the World and which brand came out on top in the Fashion Best Seller Category
What techniques have you tried to boost sales for your products on Amazon?
Brands that do not optimize their Digital Shelf risk losing out on their share of basket. If you’ve been thinking about how to optimize your Brands Digital Shelf, then get in touch & learn how DataWeave can help!
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