How should DTC brands prep for Black Friday on Amazon? This year's Prime Day events show where ecommerce growth is coming from: shoppers stocked up on consumables while big-ticket categories lagged.
Tyler leads the Amazon team at Pilothouse. He walks through what June and October Prime Day showed. Some consumable brands Pilothouse manages grew 150% or more year over year during October Prime Day, a few sold more in that two-day event than in the four-day June event, and average order value dropped. He explains what that means for Black Friday and Cyber Monday, how premium brands should position for shoppers who wait for deals, and what to set up on Amazon now.
Work with Pilothouse: https://dtcnews.link/pilothouse
Key takeaways:
- Know which shoppers are waiting on you. Paper products, household cleaning, personal hygiene and pet food jumped on deal days, while headphones, tablets, wearable tech and TVs lagged.
- Sell on value. Shoppers want the product they already like at a better price, so make your differentiator easy to find and quick to understand on the listing.
- Build awareness before the deal day. Shoppers do their research ahead of the sale, so get in front of them in the weeks before Black Friday and retarget them on the day.
- Test your listing images with care. Amazon once required white backgrounds, and lifestyle and annotated images exist because sellers kept pushing. Deal-day hints in images are a gray area, and a removed listing means missing the event entirely.
- Be available where your customer shops. More shoppers compared Walmart, Target and DTC sites during deal days, and if your competitor is listed there and you are not, they get the sale.
- Plan a review push after Black Friday. Amazon's new Review Requests ads let you pay per click to ask recent buyers for a review. A click does not guarantee a review.
- Start ranking for your Black Friday keywords now. Put the keyword in your title, highlights, bullets and description, give it its own campaign, and use placement modifiers to hold top of search into the deal day.
About the guest:
Tyler leads the Amazon team at Pilothouse, a full-funnel performance marketing agency for DTC brands.
https://pilothouse.co
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Timestamps:
00:03:36 Amazon Prime Day trends
00:05:00 Consumables surge during deal days
00:07:40 How shoppers define value
00:12:30 Positioning premium products for BFCM
00:16:40 Omnichannel holiday shopping behavior
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