With over 98% of Prime Day shoppers knowing it was Prime Day before shopping, Amazon’s mid-year event became a powerhouse for driving sales. However, as we approach the holiday season, Prime Big Deal Days takes on a different role. Held in Quarter 4, it strategically targets early holiday shoppers, with last year’s data showing a significant increase in gift category sales as consumers look to secure deals before Black Friday. Read on to understand the differences between these two major events, such as distinct shopper behaviors, so you can tailor your marketing strategies and maximize ROI during these key events.
Subscribe for More Expert E-Commerce Insights!
Timing and Shopper Behavior
Prime Day is typically held in mid-July, and it is Amazon’s mid-year shopping event that taps into the desire for self-indulgence and practical purchases. Shoppers are motivated by the chance to grab deals on tech, home goods, and back-to-school supplies, making it a time for personal treats and summer shopping sprees.
In contrast, Amazon Prime Big Deal Days, which takes place in early to mid-October, is all about getting a jump on holiday shopping. Consumers are focused on finding gifts and preparing for the upcoming Black Friday sales, making this event key for early planners.
Product Categories and Discounts
Prime Day puts the spotlight on tech, home goods, and summer-related products, offering discounts across a broad range of categories. Shoppers find deals that cater to immediate needs and wants, from upgrading electronics to refreshing their home for the season.
Amazon Prime Big Deal Days, however, shifts the focus to gift items, seasonal products, and essentials for early holiday shopping. The event strategically kicks off holiday sales, often featuring deeper discounts in gift categories to entice shoppers to start their holiday buying early.
While both events offer wide-ranging discounts, Prime Big Deal Days is more targeted toward holiday preparation, with pricing designed to jumpstart the season’s shopping. This makes it particularly important for brands looking to capture early holiday shoppers with timely, gift-oriented deals.
Marketing and Promotional Strategies
For Prime Day, it’s essential to target high-impact keywords and adjust budgets dynamically. Highlight tech deals and back-to-school promotions to capture attention during this mid-year sales event, focusing on products that resonate with summer shoppers.
For Prime Big Deal Days, shift your strategy to holiday-themed marketing that emphasizes gifting and seasonal promotions. Leverage the urgency of early holiday shopping by positioning your products as ideal gifts, creating a sense of urgency.
Additionally, use Amazon’s early deal promotions to generate buzz, especially for high-demand holiday items, ensuring your products stand out.
Competitive Landscape
During Prime Day, brands face moderate competition, as some retailers offer rival sales, but the overall landscape is less intense compared to later in the year.
In contrast, Prime Big Deal Days is succeeded by Black Friday and Cyber Monday, bringing intense competition from other major retailers. To stand out, consider offering exclusive, time-limited deals and promoting holiday gift guides. These strategies can help attract early holiday shoppers and differentiate your brand in a crowded marketplace.
Leveraging Amazon’s Tools
For Prime Day, brands typically rely on standard Amazon marketing tools like Lightning Deals and Sponsored Products to boost visibility and drive sales.
However, during Prime Big Deal Days, you can also take advantage of Amazon’s gift guide placements and curated lists to increase visibility among holiday shoppers.
Additionally, maximizing Prime-exclusive deals can help build customer loyalty and encourage holiday shopping through your brand, making it a key strategy for capturing early holiday buyers.
Conclusion
As you prepare for Amazon’s Prime Day and Prime Big Deal Days, remember that these events offer more than just a chance to boost sales—they’re opportunities to connect with your customers in meaningful ways.
To help you make the most of these opportunities, we’re offering a free audit of your Amazon listings and advertising strategies. Our team can provide personalized insights to ensure your brand is perfectly positioned to capture sales and build lasting customer relationships during these critical sales periods. Sign up today to get started.
Want to Stay Ahead in Amazon?
Join Prime Times for weekly updates on Amazon, e-commerce trends, and advertising strategies from industry leaders. Sign up now to supercharge your business!
