In the spectrum of shopping holidays, Amazon Prime Day is a relatively young one. Created in 2015 to celebrate Amazon's 20th birthday, the shopping event was launched as an effort to boost both sales and Prime subscriptions, and well…it worked.
This article was originally published in June 2022 and was updated in June 2023.
Now in its ninth year, we’ve come to accept Prime Day as a full-on ecommerce bonanza—a rising tide that lifts all boats for retailers across diverse categories. This year's event will span two days once again: Tuesday, July 11th, and Wednesday, July 12th.
The Prime Day Halo Effect
It's clear that Prime Day sets the mood for consumers, priming the opportunity for retailers to draw shoppers to their own sites. During last year’s Prime Day (July 12-13, 2022), CJ global network data showed that retail orders grew 26% YOY and sales revenue 67% YOY on July 11, the day before Amazon’s two-day event started. Our biggest takeaway from last year's results, especially in the US market where Prime Day has arguably more history as a retail event, was to start promotions early—once the Prime Day event actually kicked off, many shoppers shifted focus to scouring Amazon’s limited-time offerings. In Europe, the halo effect lasted a bit longer throughout the Prime Day event.
Tips to Create a Solid Prime Day-Adjacent Affiliate Strategy
There’s a reason why shoppers love Prime Day so much: Prime members get access to thousands of deals across categories, free and fast shipping, and free returns.
The best way to take advantage of the Prime Day halo effect? Play to the benefits of Prime Day and draw shoppers in with free shipping, competitive pricing, and deep discounts. Any additional perks you can add to the shopping experience will only sweeten the pot further.
Bring the deals: Promote competitive offers to mirror Amazon’s coveted deals and increase footprint during this high-consideration timeframe
Stay competitive: When it comes to Prime Day adjacent promotions, free shipping should be a given. Getting creative with additional promotional perks like gift with purchase may help your brand win the sale.
Omnichannel is in: Keeping with the pandemic-driven demand for omnichannel services, having a brick-and-mortar presence may give your brand an edge during Prime Day. Make sure to play up the buy online, pick-up in-store (BOPIS) offers in your affiliate program.
Customize your creative: Spark publisher and consumer interest by leveraging event-specific offer copy in your affiliate program.
Tap into mobile: Capitalize on consumer trends and achieve a stronger share of voice by recruiting and investing in mobile partners in your affiliate program.
Buyer’s guides: Content commerce plays a considerable part in helping shoppers navigate all the deals, so gaining a presence on sites participating in Prime Day chatter can keep your brand top of mind. Keep in mind that these partners are looking for best of web deals and that your offers and shopping experience will need to be competitive enough with Amazon to be featured.
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Prime Day is a disruptive retail event and the affiliate channel contributes to this event in a big way due to publishers’ promotional effort and reach. Make sure you make the most of this important shopping peak!
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