How Amazon Sellers Can Prepare for Amazon Prime Day 2023

May 4, 2023

Here's all you need to know about Amazon's much-anticipated Prime Day 2023. Keep scrolling for our top tips to get ready for the big day.

Prime Day season is upon us, FBA sellers. Is your Amazon business ready for the big day? Last year's mega two-day sale was one of the most successful to date, which means that lots of FBA businesses out there are getting ready to maximize their sales and build brand awareness with the help of the big event. If that sounds like you, we’ve got some tips on how sellers can best prepare for Amazon Prime Day 2023.

What is Amazon Prime Day, and When Did it Start?

History lesson! Amazon Prime Day actually started as a way to celebrate the company's 20th birthday. To honor two decades in the e-commerce space, the first Amazon Prime Day took place on July 15, 2015. For one day only, Prime members in nine countries (United States, the UK, Spain, Japan, Italy, Germany, France, Canada, and Austria) were treated to deals on products from big brands and smaller businesses in a variety of categories available on the platform. 

According to Amazon's website, the goal of the first ever Prime Day was to create a "global shopping event" and offer Prime members the best deals of the year. While not every Amazon Prime Day has proven to be a record-breaking success, this flash sales period has been on the rise for the past few years. 

How Can FBA Sellers Maximize Sales During Amazon Prime Day?

With millions of online shoppers looking for products to buy during Prime Day, as well as the days leading up to and after the sales period, it's essential as a professional seller on Amazon to do some preparation for Prime Day. 

The results from last July have revealed that Amazon Prime Day 2022 drove record online sales on the platform. And the year before that, Prime Day 2021 generated over $6 billion USD in gross sales (an estimated increase of 9% from previous Prime Day events). What's more is that approximately half of that revenue went to third-party sellers on Amazon like yourself – just another reason why it's important to prepare for Amazon Prime Day 2023.

When is Amazon Prime Day 2023?

Prime Day 2022 took place on July 11 and 12, 2023. During this two-day sales event, deals will be available to millions of Prime customers across the globe. 

This means that there's just over two months before Prime Day, so don't allow yourself to be scrambling at the last minute to get things like your PPC ads optimized, inventory updated, and coupons and deals ready for your customers for the sales days. Is your business ready?

Get your business in top shape for the big day this season. We created this checklist below of 10 tips to help FBA sellers like yourself not miss a step in the process of preparing for Amazon Prime Day 2023. From creating the best deals to optimizing your Amazon store, discover how you can best prepare for Amazon Prime Day 2023.

Keep scrolling for some expert advice that will help set you up for a very successful (and more stress-free!) Amazon Prime Day 2023.

Prepare for Amazon Prime Day 2023: 10 Tips for FBA Sellers

Don't leave your Amazon Prime Day prep to the last minute – dedicate some time in your schedule this month to get your FBA business ready for one of the biggest sales periods of the calendar year. From getting your inventory in order to preparing your sales coupons, here are our top tips to help FBA sellers prepare for Amazon Prime Day 2023.

1. Get your product inventory in order

Amazon recently released its deadline for Prime Day products, stating that all inventory should arrive at the U.S. fulfillment centers by June 15, 2023. Which means that your inventory should already be ordered or you have a plan to order what you think you need soon. You should also be in communication now with your supplier(s) to make sure that your inventory arrives by this year's deadline for Amazon Prime Day. The sooner, the better. 

It's also important to note that you need to check your business's inventory capacity at your FBA warehouse. Because of Amazon's recently updated FBA capacity system, you need to make sure you don't over-order or get yourself into a situation where you are dealing with excess inventory

2. Check your store's Prime Day eligibility

This tip might seem like a simple one, but is your Amazon business eligible to create Prime Day deals this year? We recommend checking this ASAP, especially if you're a newer FBA seller on Amazon. 

Sellers can check this page for Amazon's latest eligibility requirements for Prime Day deals. This means that your Prime Exclusive Discount will show up as a badge to Prime members on Amazon, only if it means the current criteria. 

For starters, you must have at least a 4 Seller Feedback Ratings from buyers. The products that can compete in Amazon's Prime Day event must also have at least a three and a half star rating or no rating. Also, the deal price of the Prime Exclusive Discount must be at least 15% lower than the product’s List Price.

3. Create a marketing budget specifically for Amazon Prime Day

This is an important step in the process of preparing for Amazon Prime Day. In some cases, sellers will up their ad spend by 300% for mega sales periods like Prime Day and Black Friday/Cyber Monday. Others will stick to the basic strategy of spending 10-15% of their total revenue on PPC ads.

The trick is to figure out the marketing strategy that works best for your specific business. This is where Mayan's advertising optimization technology can help, because it creates a customized strategy for your Amazon business.

Either way, it's important to recognize Amazon Prime Day and prepare your ad budget accordingly if you want to make the best use of the increased traffic on the e-commerce platform.

Not to mention that setting the appropriate budget for your PPC ads will help ensure that you don't run out of ad spend too early on Amazon Prime Day and get crushed by the competition. And, while we're on the point of advertising….

4. Optimize your PPC ads for Prime Day

If you're working with a limited budget or just don't want to play with too much extra marketing spend because of Prime Day, you can still invest in your best products and work out a winning strategy to maximize sales this year. 

To successfully prepare for Amazon Prime Day 2023, FBA sellers don't necessarily have to up their ad budget for all product listings. Instead, invest that advertising spend in some of your top selling products and best performing keywords so that you can remain competitive for Prime Day.

Curious to find out more? Check out our recent blog post on how to maximize profits with ads during Amazon Prime Day 2023.

5. Promote your Amazon store weeks leading up to Prime Day

It's never too early to build up the hype and get the word out about your Prime Day sales. Get that copy written and use your social media channels (and whatever outlet you use to promote your Amazon FBA business) to spread the word about the deals and promos that you'll be offering to Prime members this year.

As we mentioned earlier in this post, Amazon Prime Day is an opportune time to build brand awareness for your small business. Just think of the opportunity with all of the increased traffic that’s inevitable during the actual Prime Days, not to mention the days leading up to and following the sales days.

This is why a marketing strategy is essential! Here’s a few ways to enhance your marketing strategy during Amazon Prime Day 2023:

  • Have fun using TikTok for your marketing campaign for Prime Day.
  • Share your deals and sales on all social media channels (Twitter, Instagram, Facebook, etc).
  • Use PPC ads outside of Amazon (Google, Facebook).

6. Check Lightning Deals prices

On the days leading up to Amazon Prime Day 2023, check in with the Lightning Deals dashboard for the qualifying deals for the day. This way, you can see if your competition has any in stock and what prices are being published for Prime Day.

7. Price your products competitively

Amazon Prime Day can be a competitive time for all businesses selling on Amazon. But once you use that pricing and availability information to adjust your own prices in your product listings on the platform, you can stay competitive for the Prime Day sales period.

8. Prepare your sales coupons ahead of time

To be ready for Amazon Prime Day 2023, it's best to have your coupons prepared and ready to go live at least a few days before the big day. 

If you have an Amazon virtual assistant, this would be a good task to give them. Expert VA’s can help you with your sales coupon copy, images, and anything else you might need for a successful coupon deal for Prime Day or any other big sales period during the calendar year.

9. Optimize your Amazon store listings

It's always a good idea to refresh your Amazon storefront every month or so, and Prime Day is another key period during the year when sellers should have their store updated. Basically, take advantage of the increased traffic during Prime Day. The best way to do that is to make sure your product listings (especially your top-performing products) are optimized.

  • Check on the performance of your keywords.
  • Update any storefront copy and keywords accordingly for SEO and the summer season.
  • Optimize your product images and videos to help your brand shine.

Make sure that you do these steps weeks and a couple of months to prepare for Amazon Prime Day. Increase your ranking which will put you in a better position for ranking during the actual Amazon Prime Day event.

Your Amazon storefront is your personal marketplace, so you want it to stand out every day of the year, and especially during Prime Day.

10. Use product inserts for increased brand awareness

On top of increased sales, Amazon Prime Day is another great opportunity to build your brand awareness. Product inserts are a fun and personalized way to add that extra touch and build a connection with your new customers. 

So, when preparing for Amazon Prime Day prep this year, think of and create a unique product insert to add to your shipments.

How Mayan Can Help Your FBA Business During Amazon Prime Day

If you’re interested in seeing what Mayan can do for your Amazon FBA business, sign up today. We’re excited to show you our platform and run an audit to show you the opportunities our platform can provide. Once we’re aligned on your goals, we can get started bringing your business to the next level. Ready to see how Mayan can help?
Scale Your Business.
Grow Your Sales.
Free Advertising Audit
MIT-Led Technology
Unrivaled Results