Why it matters

Prime Day is a huge driver of sales activity globally, both on Amazon and through retailer’s own websites and apps. Brands that do not optimise product visibility and messaging are highly likely to be missing out on sales.


  • The main search bar is still the number one method to locate items on Amazon. Taking an SEO-style approach to how products are listed will increase the chances of delivering a relevant customer to a product detail page.
  • Content should be developed with device type (desktop, tablet, mobile) in mind, and having a definitive understanding of Amazon’s guidelines around the key content areas is crucial.
  • Amazon’s deals team and the self-service algorithm will not always allow brands to run the deal they want. Marketers can create a list of products they are willing to discount for either sales or strategic reasons to help shape their offering.