Get Ready for Amazon Prime Day 2021
Hands down, Amazon Prime Day is the best day of the year for both customers and Amazon Sellers.
Why? Because Amazon Prime Day is Amazon’s biggest annual sales event where they offer better-than-Black-Friday deals! This has been the best event for Amazon since its first-ever Prime Day took place last July 15, 2015, to commemorate 20 years since Amazon.com went live and 10 years of Prime.
For those who are unfamiliar with Amazon Prime Day, it is an exclusive event for Amazon’s more than 150 million Prime subscribers. It’s a day when Amazon offers some of the lowest prices of the year on Amazon devices and leading brands.
Prime membership for customers costs $12.99 a month ($119 a year) but it provides many benefits, like free two-day shipping, rewards at Amazon stores like Whole Foods, and hundreds of streaming movies and TV shows from Prime Video. New subscribers can try Prime with a free 30-day trial.
For Amazon Sellers, Amazon Prime Day is the retailer’s biggest traffic event of the summer. It is essentially Christmas in July, and surpasses Black Friday for bargains and deals!
Here are some important prime dates you need to remember as an Amazon Seller for Prime Day 2021:
Prime Exclusive Discount Sourcing Begins
March 29, 2021: Sourcing for prime discounts will end two weeks before Prime Day.
Deadline to Submit Lightning Deals
April 16, 2021: Deadline to submit Lightning Deals for Amazon North America marketplaces.
April 23, 2021: Deadline to submit Lightning Deals in Amazon Europe marketplaces, Turkey, UAE, Saudi Arabia, Japan, and Australia.
Deadline to Submit Coupons
May 28, 2021: Deadline to submit coupons in all previously listed marketplaces.
FBA Inventory Cut-Off Dates for Sellers
May 30, 2021: Inventory should be at the FBA Fulfillment Centers for India
May 31, 2021: Inventory should be at the FBA Fulfillment Centers for Amazon US & CA
June 1, 2021: Inventory should be at the FBA Fulfillment Centers for Australia & Mexico
June 6, 2021: Inventory should be at the FBA Fulfillment Centers for UK, Germany, France, Italy, Spain, the Netherlands, and Turkey
June 7, 2021: Inventory should be at the FBA Fulfillment Centers for UAE & Saudi Arabia
June 13, 2021: Inventory should be at the FBA Fulfillment Centers for Japan
Criteria for Amazon Prime Day Eligibility
But before you get all jumpy and excited, make sure your product is eligible for Amazon Prime Day. Please read through the eligibility criteria set by Amazon and see if your products are eligible.
Eligibility criteria for Prime Exclusive Discounts - Courtesy of Amazon Seller Central
Your Prime Exclusive Discount must meet all of these criteria:
- Any product on which you offer a discount must be Prime shipping eligible in all regions within the country. Here’s how you can sign up for FBA.
- Any product on which you offer a discount must be in new condition.
- Any product on which you offer a discount must have at least a three-star rating or no rating. Please note, these criteria may change for discounts specific to Prime Day.
- The discount must be at least 10% off non-member non-promotional price (that is, Your Price or Sale Price, whichever is lower). Please note, these criteria may change for discounts specific to Prime Day.
- Any product on which you offer a discount must not be a restricted,r offensive, embarrassing, or inappropriate product
- Any product on which you offer a discount must comply with customer product review policies. To learn more, refer to Customer product review policies.
- Any product on which you offer a discount must be compliant with pricing policies. For more information, see Amazon Policy on Reference Prices.
Note: If the product on which you offer a discount does not meet the above criteria, your discount will not be published.
If your offer meets the criteria for a Prime Exclusive Discount, follow these steps:
- In the Advertising tab in Seller Central, select Prime Exclusive Discounts.
- Download the Discount Upload template spreadsheet and fill in your product and pricing information.
- Click Create Discount at Prime Exclusive Discounts page, enter the name of discounts, date, and upload the completed promotion upload spreadsheet.
- Review and edit the information of products that fail to meet the criteria mentioned above in the Review stage and submit.
Promotion Opportunities for Prime Day
Amazon offers many promotion opportunities for eligible Amazon Sellers during Prime Day. Feel free to choose from the list. Nevertheless, here are some of the offers you might want to consider for the event:
Prime Exclusive Discount
A “Prime Day Deals” badge will be displayed on these products during Prime Day. It is a price discount that is extensively used across all Prime shipping-eligible FBA products and is exclusive to Prime members.
Prime Member Promotion
This is a POS or a point of sale discount that is commonly used by all retail product categories but exclusive to Amazon Prime Members. All products participating in Prime Day will be included in the “Amazon Prime Day” and “Today’s Deals” pages and also display a “Prime Day Deals” badge.
Lightning Deal
This promotion uses a price discount offer that is accessible for several hours as a flash sale on the Amazon deals page. Only one product can be included for each Lightning Deal.
Coupon
This promotion is accessible on the product detail page and the Amazon vouchers page. Customers can click the voucher to add the product to their cart, and the discount is automatically applied at checkout.
Please keep in mind that you do not have to give a lot of offers or promotions during the Amazon Prime Day Sale to have a successful Prime Day sale. There will organically be a large influx of shoppers to Amazon, where traffic and sales trends tend to shift from time to time.
Bear in mind the majority of shoppers are impulsive. Some shoppers are waiting for a specific product to go on sale but the majority of shoppers simply love a good deal. We just want you to be ready for the event.
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