Prime Day isn’t just big for Amazon. Use this major seasonal shopping moment to drive sales for your brand.
Amazon just announced that their fall shopping event, Prime Big Deal Days, will kick off on October 10 and run through October 11. It’s their second major Prime sale of the year—and all signs point to big spending.
Over the summer, the first day of Prime Day, July 11, was the single largest sales day in the company’s history. And total spending across the two-day period reached $12.7 billion in the US.
Many consumers look forward to this 48-hour shopping extravaganza to score great deals and start checking items off their holiday wish lists ahead of Black Friday/Cyber Monday. But they won’t just be browsing on Amazon. They’ll be looking for deals from other brands, too.
Make the most of this big shopping moment by driving traffic to your brand’s Amazon page (if you have one), promoting deals to customers, offering free shipping, and more.
Use these Prime Day marketing strategies and examples as inspiration to maximize engagement and revenue for your brand.
1. Poppi: Building hype for their Prime Day deals early
Prebiotic soda brand Poppi used the days leading up to Amazon Prime Day to build anticipation for their exclusive offer. They sent out a teaser message a few days before the event, encouraging customers to get excited for their "biggest deal to date."
To satisfy those who couldn't (or didn't want to) wait, Poppi also included an offer that shoppers could take advantage of right away, linking directly to their Amazon store page. This strategy allowed the brand to drive Prime Day sales before it even started.
If you don’t sell on Amazon but are planning to launch a competing sale, starting promotions early is a great way to get people primed and ready to shop.
2. Jelly Belly: Launching their own two-day sale event
On the first day of Amazon Prime Day, candy company Jelly Belly announced their own two-day sale—Prime Jelly Belly Time—offering 15% off sitewide, plus free shipping on orders over a certain amount. The limited-time promotion mirrored the “lightning deals” that consumers expect from Amazon’s annual event, and incentivized shoppers to take advantage of the offer before it was too late.
3. Thread Wallets: Driving traffic to their Amazon store
Instead of driving traffic to their own website during Prime Day, lifestyle and accessories brand Thread Wallets capitalized on consumer demand and excitement by encouraging shoppers to buy from their Amazon store.
This approach may seem counterintuitive at first, especially since you’re likely more focused on increasing your own site traffic. But it’s a smart strategy for brands who have a presence on Amazon. Shoppers will already be there browsing for great deals, and they’re expecting the fast shipping experience they’ve come to love.
4. Kodiak Cakes: Promoting their best-selling bundles
Kodiak Cakes used their SMS channel to stand out among the sea of enticing discounts during Prime Day. The protein-packed pancake and waffle mix brand messaged shoppers on the first day of the event to let them know about their own exciting offer: 20% off their most popular bundles on Amazon.
Not only did this strategy help Kodiak Cakes to get their offer in front of customers in an engaging and timely way, but it also made sure people could easily access the deal and shop immediately—right from their phones.
5. Function of Beauty: Delighting customers with "prime" treatment
Function of Beauty knew they needed to offer something special to compete with Amazon's Prime Day deals and capture shoppers' attention. The personalized hair, body, and skin care brand launched a playful campaign to give their customers “prime” treatment—the chance to get 20% off their entire order for three days only.
By aligning their sale period with Prime Day but extending it an extra 24 hours, Function of Beauty was able to get the most out of the shopping holiday and maximize their revenue.
Looking for more inspiration for Prime Day and beyond? Explore our SMS gallery, Texts We Love, for hundreds of text messaging campaigns sent by our customers.