Gain access to Amazon’s most loyal customers with exclusive Prime deals. Discover how to create compelling discounts and prepare for Prime Day to increase your sales.
Jens Vittrup
Are you considering expanding your business on Amazon? If so, you have probably heard of Amazon Prime – the preferred membership for customers, which also offers new opportunities for sellers. Amazon Prime is not just a delivery programme but an entire ecosystem of benefits that influence how millions of consumers shop online. For you as a seller, this means fresh opportunities to boost visibility and sales through exclusive offers available only to Prime members.
In this article, we explore how you can take advantage of the popularity of Amazon Prime, including exclusive Prime prices, Prime exclusive deals, and how to prepare for the annual shopping event, Amazon Prime Day. Let’s look at how this Prime ecosystem can elevate your Amazon business.
Amazon Prime is a paid membership programme that gives consumers a range of benefits for a monthly or annual fee. For Prime members, this means free and fast delivery, access to streaming services, exclusive discounts and much more. But what does it mean for you as a seller?
When you sell to Prime members, you are targeting Amazon’s most loyal and active customers. These shoppers buy more frequently, spend more per order, and are more likely to select products marked as Prime over other offers. Studies show Prime members spend significantly more on Amazon each year than non-members.
To access this potential, you need to understand the tools Amazon provides to reach this valuable customer group. Through Seller Central, you can set up specific Prime offers that can significantly boost your product’s visibility and conversion rate.
Prime exclusive deals are special offers available only to Prime members. These unique deals are highlighted with special badges on Amazon, increasing your product’s visibility in search results. But how does it actually work?
When you create a Prime exclusive deal, you are offering a special discount that only Prime members can see and use. This type of offer is especially effective because it creates a sense of exclusivity and urgency – two powerful psychological drivers that can prompt customers to buy.
To qualify a product for Prime exclusive deals, it must meet several criteria:
By following these requirements, you can create offers that both attract customers and comply with Amazon’s rules for these exclusive promotions. It’s also worth noting that Amazon consultants can often help you optimise these offers for maximum impact.
An exclusive Prime price is a special discounted price that only Prime members can see and benefit from. This price is shown alongside a crossed-out regular price, making the savings clear to customers. It is an effective way to add value and encourage purchases.
To set up an exclusive Prime price, follow these steps:
When setting your exclusive Prime price, you should strike the right balance between attractive discounts and profitability. Remember that even if your profit per unit is lower immediately, increased sales volume and improved product ranking can often compensate in the long run. Amazon’s algorithm rewards products with a high conversion rate, so successful Prime offers can enhance your organic visibility.
Prime exclusive discounts (PEDs) are a specific type of promotion allowing you to offer exclusive discounts to Prime members. These discounts can be a powerful part of your Amazon marketing strategy, but they also come with specific requirements and limitations.
Let’s look at the advantages of Prime exclusive discounts:
But there are also some limitations you should be aware of:
To maximise the effect of your Prime exclusive discounts, you should optimise your product listings with relevant keywords so they appear higher in search results when customers are searching for discounted products. This increases the chance your Prime offers are found and used.
Amazon Prime Day is an annual shopping event exclusive to Prime members. Launched in 2015 to celebrate Amazon’s 20th anniversary, it has grown into one of the world’s largest e-commerce events. Prime Day typically lasts two days and takes place in mid-July, though the specific date varies each year.
For sellers, Prime Day is a huge opportunity for increased sales and visibility. Millions of customers are actively searching for deals, resulting in high traffic and strong purchase intent. However, to make the most of this opportunity, thorough preparation is essential:
To get your brand ready for Prime Day, you should start planning at least 3 to 4 months in advance. Here are the most important steps in your preparation:
During Prime Day itself, it is important to closely monitor your campaign performance and be ready to adjust your strategies as needed. This could mean increasing bids on well-performing keywords, adjusting inventory based on real-time sales data, or fine-tuning your offers to stay competitive.
After Prime Day, it is just as important to thoroughly analyse your results. This will not only help you understand how your strategies performed but also provide valuable insights for future campaigns and events. Key metrics to evaluate include:
This type of analysis can help you refine your strategy for future Prime Days and other sales opportunities on Amazon. It is also worth noting that many customers who discover your brand during Prime Day may become repeat buyers if they have a positive experience.
To maximise the effect of your Prime exclusive deals and discounts, you should combine them with other Amazon marketing tools. This creates a synergy effect that boosts both visibility and conversion rates.
A strong strategy is to combine your Prime exclusive discounts with targeted PPC (Pay-Per-Click) campaigns. By increasing your advertising budgets for products with Prime discounts, you can ensure these offers get maximum exposure. This is particularly effective during high-traffic periods like Prime Day, when competition for customer attention is fierce.
As an Amazon agency, we have seen businesses achieve impressive results by combining different tools in the Amazon ecosystem. For example, you can:
Remember, although each tool is effective on its own, it is the strategic combination that can truly elevate your Amazon business. With our Amazon courses, you can learn more about how to integrate these tools effectively.
Offering Prime exclusive deals and participating in events like Prime Day should not be viewed as isolated tactics but as part of a long-term strategy for growth on Amazon. The Prime ecosystem allows you to build a loyal customer base and establish your brand on the platform.
A long-term approach to the Prime ecosystem might include:
By integrating Prime-focused strategies into your overall Amazon business plan, you can gradually build a stronger brand and a more profitable presence on the platform. Remember, consistency and quality are key – customers who discover your brand through Prime offers will expect the same standard and service in the future.
Although Prime exclusive discounts can be a powerful tool, they also bring certain challenges. Let’s examine some of the most common issues and how you can overcome them:
One of the biggest concerns with Prime exclusive discounts is ensuring your business remains profitable. With discounts of at least 10% (and up to 20% during Prime Day), your margins can be squeezed.
Solution: Carefully calculate your costs and break-even points before setting up Prime offers. Consider offering discounts on higher-margin products or bundling low-margin items with more profitable ones. Remember, the increased sales volume and potential improved ranking can offset a lower per-unit margin.
It can be frustrating when Prime exclusive deals are rejected by Amazon without a clear explanation.
Solution: Ensure all Amazon’s criteria are met exactly. This includes the required minimum discount (10% or 20% during Prime Day), the right product ratings, and that the offer price is lower than the lowest ASIN price in the past 30 days. If you continue to experience rejections, it may be helpful to contact Amazon Seller Support for more specific guidance.
A successful Prime exclusive deal can lead to unexpectedly high demand, especially during events like Prime Day. This can result in sold-out products and potentially negative customer experiences.
Solution: Use historical sales data and forecasts to estimate how much extra stock you will need. For FBA sellers, it is crucial to send products to Amazon well in advance of major events. Also consider implementing stock alerts and having a backup plan if demand exceeds your expectations.
During major events such as Prime Day, competitors may aggressively lower their prices, making your Prime exclusive deals less attractive.
Solution: Monitor your competitors’ prices and be prepared to adjust your own deals if necessary. Also focus on differentiating your products through quality, A+ Content and excellent customer service so that price is not the only factor influencing the purchase decision.
By being aware of these potential challenges and planning accordingly, you can maximise the success of your Prime exclusive discounts and reduce risk.
Experienced Amazon sellers who have done well with Prime exclusive deals and Amazon Prime Day often share similar insights and best practices. Here are some of the most important conclusions to guide your own Prime strategy:
First and foremost, successful sellers stress the importance of planning and preparation. They start getting ready for Prime Day months in advance, focusing on optimising product listings, ensuring sufficient inventory, and developing a comprehensive marketing strategy.
Another key insight is the value of testing and learning. Many successful Prime sellers try out different discount structures, product bundles and marketing strategies to see what resonates best with Prime customers. They use this data to continually improve their approach.
Successful sellers also highlight the importance of focusing on customer experience. This includes ensuring fast delivery, responding to customer enquiries quickly and delivering products that meet or exceed customer expectations. Positive experiences during Prime sales can lead to repeat purchases and long-term customer relationships.
Finally, many successful sellers emphasise the importance of looking beyond Prime Day and other short-term events. They consider how these special events fit into their overall Amazon strategy and use them as a springboard to build brand awareness and customer loyalty.
By learning from these experienced sellers, you can avoid common pitfalls and accelerate your success in the Amazon Prime ecosystem.
To get the most from the Prime programme and especially Prime exclusive deals, you should utilise a selection of seller tools to help you optimise your campaigns and offers:
This tool lets you create and manage your advertisements on Amazon. For products with Prime exclusive discounts, Sponsored Products and Sponsored Brands are particularly effective. By increasing your Prime offer’s visibility with targeted ads, you can maximise its impact.
For registered brand owners, Brand Analytics provides valuable insights into search behaviour, click-through rates and conversions. This data helps you identify which products will benefit most from Prime exclusive deals and which search terms to target in your marketing strategy.
Amazon offers tools for inventory planning that can help you anticipate demand and ensure you have enough stock for increased sales during Prime offers. This is especially important for FBA sellers, who need to plan inventory shipments in advance.
There are various third-party tools that can help you monitor competitor prices and optimise your own pricing. This can be invaluable when setting attractive Prime exclusive prices that still ensure healthy profit margins.
By integrating these tools into your Prime strategy, you can make better decisions, improve the visibility of your offers, and ultimately increase ROI from your Prime exclusive discounts. Note that effective use of these tools requires both time and expertise. Some sellers choose to work with a specialised Amazon agency to maximise the effectiveness of their Prime-related activities.
Although we often discuss Amazon Prime in a general context, it’s important to understand that the Prime programme and its features can vary from one marketplace to another. This affects how you implement your Prime exclusive deals strategy across different international Amazon sites.
In Europe, the Prime programme is well established on marketplaces such as Germany, France, Italy, Spain and the United Kingdom. Each marketplace has its own Prime membership numbers and customer demographics. For example, Germany has one of the highest Prime penetration rates in Europe, making it a particularly attractive market for Prime exclusive discounts.
When planning your Prime strategies across different Amazon marketplaces, consider the following:
To manage these differences effectively, it is often beneficial to partner with an Amazon expert who has experience in the specific marketplaces you are targeting. This helps you tailor your Prime strategies to local conditions and maximise effectiveness in each region.
Remember, although adapting your Prime strategies to different marketplaces requires extra effort, the potential rewards are significant, as you gain access to millions of Prime members across multiple regions.
Amazon Prime is constantly evolving, and as a seller, it is important to stay updated on new trends and changes that could affect your strategy. Here are some developments that may shape the future of Amazon Prime and Prime exclusive deals:
Amazon is increasingly focused on improving the experience for Prime members through faster delivery, more benefits, and exclusive content. This means Prime members are becoming even more valuable customers, with greater loyalty to the Amazon ecosystem.
We are also seeing a move towards greater personalisation of the Prime experience. Amazon uses advanced algorithms to recommend products based on each customer’s preferences and purchase history. For sellers, this means your Prime exclusive deals will be increasingly shown to the most relevant potential buyers.
Sustainability is also becoming a key aspect of Amazon Prime. With climate-conscious consumers, Amazon has introduced initiatives such as “Climate Pledge Friendly” and “Frustration-Free Packaging”. Sellers who adapt to these sustainable practices may see increased visibility among environmentally conscious Prime members.
Finally, there are signs Amazon could introduce new types of Prime exclusive deals and promotions. This might include more advanced bundle offers, loyalty rewards, and personalised discounts based on customer behaviour.
To remain competitive in this changing landscape, sellers should:
By being proactive and adaptable, you can ensure your business continues to benefit from Amazon Prime, whatever direction the programme takes in the future.
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