Looking at the big sellers breaking down the Prime Day hit order data, have they already rubbed their hands to prepare well for this summer's Prime Day, so that their products also explode frequently?As one of the most important promotional holidays of the year, Amazon Prime Day is a shopping carnival for Prime members around the world. It is also a great opportunity for sellers to drive overall sales and promote brands.

During Prime Day, sellers can increase traffic and seize the possibility of more popular orders by participating in various promotions, such as Town Store Treasure, Lightning Deals, 7-Day Lightning Deals, and Coupons. Just last year's Prime Day (Prime Day) global shopping carnival, millions of people watched the Prime Day event online, including a Prime Day concert held in the US, and invited 10-time Grammy winner Taylor Swift (Taylor Swift) as the lead singer. Global Prime members have purchased more than 175 million products, and third-party sellers have far surpassed $2 billion in global sales, once again breaking Amazon's history. The large number of products provided by third-party sellers has greatly enriched the variety of products on the Amazon site, and continues to bring more choices to Prime members around the world.

Due to the impact of the pandemic on sellers, in preparation for Prime Day, Xiaobian carefully launched the “Peak Season Special Plan - Prime Day Preparation Guide” series, from product selection, logistics, listing optimization, advertising optimization to product compliance and safety, etc., with illustrated practical guidelines, as well as various detailed analysis live broadcasts and statements from experienced sellers. Xiaobian will continue to present more exciting content to sellers over the next few months!

List dozens or hundreds of products, report PRIME DAY promotions, which one is more stable?Which category is more likely to explode?What kind of raids are suitable for small sellers to ride alone?Let's first take a look at the sellers' choices.

A. Mainly existing popular products

B. Will introduce new ideas based on industry trends (technology/appearance) and product issues feedback from consumers

C. Plan to launch exclusive innovations (function/appearance) or new products with anticipated demand

Seller polls show that a strategy that focuses on existing best-selling products will be the basic rule for 2020 Prime Day selection. These products are mainly outstanding in sales listings. There are 2 main reasons why they were selected as the focus of Prime Day:

1) Products that have accumulated a certain amount of sales and customer reviews (reviews) are more likely to increase sales and become popular products. Past experience shows that products with a certain amount of sales and customer reviews (reviews) are combined with an appropriate campaign strategy, making it easier to achieve good results on Prime Day. ” Many experienced sellers have given this advice. At the same time, it is possible to optimize product selection according to different profit margins in the form of a combo punch, and arrange combinations to package and sell popular products with other products, which is also a good way to increase overall sales.

Go out and ask: In a promotional season like Prime Day, sellers with a large number of SKUs can make a combined selection based on the product life cycle and profit margin of their different products, first clarify the acceptable profit points for each product according to the life cycle of the product, and then backwards to choose different Prime Day promotion strategies for different products, including inventory arrangements, early pricing, activity programs, etc.

2) Mainly promote existing hot products to guarantee Prime Day sales. Existing popular products have already been tested by the market. Under a reasonable promotion plan, using Prime Day traffic can be used to further boost the best-selling products and achieve popular orders, which can guarantee that sellers will definitely reap the benefits on Prime Day. At the same time, some Prime Day promotions require a certain amount of inventory. If existing hot products participate in the event, sellers don't need to worry about storage problems caused by poor performance as expected.

Go out and ask: I've shared a small tool with you: Amazon's inventory management tool “Inventory Planning” has a section called “Storage Age”. Hover over the sales column for an ASIN to see how much each ASIN has sold in the past 90 days, 60 days, 30 days, and 7 days, respectively. Sellers only need to rank their products from highest inventory to lowest inventory, and then look at this number again, so they can intuitively feel which products have been increasing sales for the past 90, 60, and 30 days, and the monthly sales figures have reached a certain level. Such products can participate in promotions, and they should also have the confidence to plan some events.

Furthermore, the epidemic is a topic commonly mentioned by sellers who chose the basic rules of choice this year. Delays in resuming production and logistics problems caused by this have indeed disrupted the original pace of many sellers.

Brand Bluetooth Headset Sellers: Based on the experience of previous years, we need to get the top deal on Prime Day. At least we need to be in the top 100 in the category, or have already had the opportunity to participate in the 7-day Lightning Deal and LD. If you can't even register for LD before the membership day, even if you participate in the membership day, there is almost no chance that the listing will explode; it will only drive daily membership traffic. If you want a new product launch campaign, products from previous years were already on sale in April and May. Today, we anticipate that this year's new products won't be launched in time, and it's impossible to sign up for a good event on Prime Day, so we've decided to launch a new product on Prime Day to gain popularity. The main promotion is still the old hit.

Most sellers also expect new products to lead this year's Prime Day to bring a major boost to stores and brands. How to choose a new product, let's first take a look at 2 proven strategies that Amazon sellers have implemented:

Sellers in the consumer electronics, smart home appliances, and apparel categories all say that even the best products are limited by their life cycle, and that every year's new hits are products that follow changing trends in the market. Product functions must keep up with technological innovation and be updated and iterated in a timely manner, and the style and appearance of the product must also conform to popular styles.

Consumer electronics, smart home appliances: New products focus on functional innovation.

Apparel: Functionality usually does not change at will, but the appearance, such as shape, color, and material, must follow the trend.

Of course, there are also sellers who will focus the Prime Day campaign on niche “dark horses.” There are currently no exclusive innovative products on the market, or the current performance is mediocre. Demand points are expected to explode at that time. For small to medium sellers who are still weak, this may be a good tactic to find a way out of the front line.

Other than the high-tech category, most product innovations are “micro-innovations”. Adding a new function, using a new material, and changing a new look. There is no need for cutting-edge technical strength. In addition to in-depth market insight and demand analysis, the seller's own unique vision of the industry can try to create a “dark horse.” The seller Ruijiang makes travel package products in Japan, which itself is a relatively competitive Red Sea, so special attention is paid to gaining a foothold through the uniqueness of the product. Currently, Ruijiang is cooperating with the factory to develop new exclusive models. In addition to making the bag more exquisite than last year's emphasis on capacity, according to 2020 trends, it will also further optimize functionality.

Ruijiang: The most basic thing is that the quality must be good. Second, they need many features, such as USB charging, waterproof and scratch-resistant features, anti-theft features... Japanese customers are particularly demanding on storage space. They really like that items all have exclusive locations. Wallets, pens, and credit cards are all stored in an exclusive place, which is neat and tidy.