Today is only a week away from the start of Prime Day. According to past practice, Amazon has started a new round of banning, delisting, and deletion of reviews. In addition, Amazon has also added 5 red lines for Prime Day’s promotion on and off the site. At the same time, last week Amazon announced another news that there will be two Prime Days this year, one next week and the other this fall.

Last week, we shared with you the U.S. sellers’ strategies for Amazon’s in-house advertising on Prime Day. Today, we want to share with you how American sellers are advertising outside Prime Day.

Part 1: 2 Prime Days to come in 2022

This should be regarded as a good news this year. Huiwang believes that there are several reasons for Amazon to launch two Prime Days this year:

1. Last year due to the epidemic, Prime Day had to be postponed to October

2. Amazon's poor performance this year, Prime Day can boost this year's market information and performance

3. This year, Western countries have boosted consumption after the epidemic. Even though the inflation rate is close to 10%, it has prompted more consumers to look for cheap goods

Hui.com estimates that Prime Day this fall is likely to be in early October.

Since Amazon will do a lot of publicity before and during Prime Day, it is believed that this will bring this year's shopping season earlier, from the previous November to October.

Part 2: Prime Day's 3 red lines, 2 crackdowns

With Prime Day approaching, Amazon once again emphasized three red lines for violations last week, including those set up voluntarily by Amazon and those set up passively by Amazon under pressure from the U.S. government, they are:

1. Additional discounts outside of Amazon are prohibited, including:

(1) All Promo Codes need to be displayed on the Amazon Listing page

(2) It is not allowed to send Gift Cards to buyers to sell designated products

(3) It is not possible to attract buyers to purchase in the form of free or cash back, including sending tests

2. It is forbidden to guide buyers to communicate off-site through after-sales cards, on-site messages, and on-site emails. And Amazon also made it clear again that all communication can only be done through Amazon’s on-site messages, and the off-site links given can only ultimately point to Amazon, which is not a violation. will be considered a violation;

3. It is forbidden to use the official logos of Amazon, Prime and Prime Day for off-site promotion

4. As in previous years, Amazon began to strictly review the listings that violated the rules in the existing evaluations and received infringement complaints and safety complaints in the past. Recently, many sellers' listing pages have been deleted. Reviews, dismantling variants, and removals;

5. In addition to the above red line, Amazon also prohibits sellers from selling damaged or used goods. The time point of this provision was made in the New Jersey court in the United States, arguing that if consumers cause personal or property damage due to the quality of goods purchased from Amazon, they will be able to directly sue Amazon and claim compensation.

Part 3: The impact of the US National Day on July 4th on this week's sales

A week before the start of Prime Day, the United States will also usher in Independence Day at 0:00 today, China time. This is the largest national celebration of the year in the United States and a national holiday in the United States. The holiday will also have a huge impact on Amazon sellers this week, including:

On the long weekend of July 2-4, all US government departments and the US stock exchange are closed . On July 4, the US Postal Service and UPS are closed, and FedEx is completely closed on July 2-4 . Banks are closed on July 4. , offline supermarkets in the United States usually close at 9 pm, but on July 4th, they will close at 6 pm

This may bring some uncertainty to Amazon's sales, which can be seen:

Since Saturday, Amazon's cpc bidding has been calculated according to the holiday season, and the budget will be used up quickly. However, since it is now summer, and the Independence Day weekend, most people will choose to go out shopping during the day, so when the cpc skyrockets during the day, it is not seen. There have to be more orders coming in at night, if many people shop during the day, there is a good chance they won't be shopping online at night plus everyone knows that all couriers and postal companies are not working on July 4th, so shopping time is very tight. May be postponed until July 5-6

Therefore, we recommend that you pay attention to your own advertising operations in real time. If the conversion rate is high, it is recommended to add advertising fees immediately. However, if the conversion rate is not high and the cpc is burning very fast, it is recommended to stop advertising decisively on July 4 (today), and wait until July 5 to reopen.

Part 4: This year's Prime Day invoicing won't be the topic

In the past on Prime Day, everyone would try their best to increase sales, including raising reviews as much as possible, reducing product prices as much as possible, and increasing advertising budgets as much as possible.

However, the situation seen by Hui.com this year is very different from the past. Most of the smart camp members we have contacted told us that this year, we should control the advertising budget on Prime Day to achieve profitability. Of course, this is also due to the internal budget of 2021. The volume is too serious, coupled with the poor sales performance of Amazon in the first half of this year, and the domestic supply chain is still unstable due to the impact of dynamic clearing, and the shipping cost is still high, so most sellers are no longer willing to target sales, and It is a more rational pursuit of profit.

We spent an entire article on Amazon Advertising for Prime Day last week, so we won’t focus on it today. And what we want to share with you next is what American sellers are doing at this moment – off-site promotion.

Part 5: More sellers on Prime Day start running Google FB ads

Earlier we shared with you that Simple Modern, the #1 Amazon water bottle seller in the United States, and the Australian seller Quad Lock, the #1 mobile phone holder, have reduced their Amazon advertising budget to zero. Last week, Hui.com also noticed that more and more American sellers still use Amazon's in-house advertising as the key to Prime Day exposure and sales promotion, but more and more people are starting to do so. Turn your attention to exposure from Google and Facebook and Instagram.

We also share with you their delivery methods here. Please note that the time point for their off-site advertisements is only one week before Prime Day and on Prime Day. Usually, they are still mainly delivered through Amazon.com . They say the reason for this is because:

Customer Search Habits Before Prime Day

1. Customers will start looking for products a week before Prime Day, but most people basically don’t know what they want, just browse casually;

2. At this point, you need to use off-site advertising to attract their attention before Prime Day starts

3. Amazon's Prime Day site traffic is too expensive. In order to reduce invalid clicks from unpurposed buyers, and because customers will only buy products after seeing the product 2-3 times, they will start placing off-site ads today.

Google promotion for US sellers ahead of Prime Day

Exposure form: Precise exposure through cookies left by customers searching for keywords on the website

The specific operation method is:

1. Create a dedicated Prime Day landing page with an independent website to promote it on Google. The landing page contains only 1 or no more than 3 similar products, and displays details and selling points with videos and A+ graphics.

2. The main purpose of the landing page is not to sell, but to collect information such as customer emails and mobile phone numbers, and show customers a button containing an Amazon link

3. All promotion keywords are not the core keywords of the product, but add the words Best, Top, 2022, Prime Day, etc. before the core keywords, such as: bluetooth earphone, the promotion word is: best bluetooth earphone 2022

4. On the Google advertising page, select Search search ads, or video ads, and select Google Search Alliance and Display Alliance at the same time

5. At the start of Prime Day, centrally send emails and SMS to all customers

FB/INS promotion for US sellers before Prime Day

Exposure form: Accurately locate customers through customer mobile phone, computer browsing traces, voice speech, post review, etc.

The specific operation method is:

1. Use the same independent site landing page above

2. Search for prime day, black friday, engaged shopper, discount, coupon and other groups in the target group;

3. Collect customer information directly through Facebook Leads ads, Facebook Messages and Insragram DM messages

4. Centrally push Amazon links to all customers at the start of Prime Day

Off-site promotion budget and advice before Prime Day

At the same time, Huiwang needs to remind everyone to pay attention to:

Their daily advertising budget is at least $50, and some are in the $100-200 range to maximize exposure. They also mention that they do this because if they can't collect 200 ads for each product before Prime Day For the above intended customers, it is very likely that this method is ineffective, but the above budget is very likely to collect more than 500 intended customers plus the Amazon Prime Day spike, basically no or less investment in Amazon advertising fees, will also have very good sales performance

Huiwang thinks that the promotion cost of the above methods may not be lower than the investment on Amazon Prime Day, but their advantage is that they can target buyers who are interested in their products in advance, so as to reduce invalid clicks and ACoS on Prime Day.

At the same time, the direct contact information of a large number of customers can also be collected through the above methods, which is of great help to improve the evaluation after Prime Day.

It is also necessary to remind everyone here that when doing off-site promotion on Prime Day, you can reduce Amazon's commission by half through Amazon's brand drainage reward program. But don't use the official Amazon, Prime, Prime Day logos outside the site.

I hope today's article will be helpful to members and sellers who want to promote off-site, and I wish everyone a great Prime Day sale!