Amazon is launching a 2nd Prime Day

Amazon announced this week that it is hosting a second Prime Day-style event this year. The “Prime Early Access” sale will take place on October 11th & 12th. Amazon’s 2nd Prime Day will include exclusive access to special deals for Amazon Prime members – basically an early Black Friday. 

How small business owners can prepare for Amazon’s Prime Early Access Sale

Small business owners that sell on Amazon should be finalizing their deals now. Amazon marketing pros suggest deep discounts – 20% off or more. This will make your brand more enticing to deal-hunting consumers and also to the commerce editors, writers, and journalists who will be covering the big sale event. 

Press outreach should focus on short-lead media outlets only. Shopping websites, blogs, and digital commerce departments of big national publications will cover the biggest and best deals in a variety of product roundups and listicles. Many of these articles have already been published. In some circumstances, editors will continue to add to and tweak their articles up until the start of Amazon’s 2nd Prime Day event, but it is still important to get your brand in front of them early.

Other digital marketing campaigns should coincide with the public relations push to drive consumers to buy. Prime Days are also a great time to leverage previous PR coverage on social media and your company website. This way, if a consumer clicks on your Amazon deal during the sale, they’ll be able to see that third-party endorsement that immediately validates the value of your product. There is a lot of longevity in earned media placements! 

Amazon’s not alone in early Black Friday sales & Prime Day-esqe events

Target and Overstock also have deal days set for October. Target’s Deal Days 2022 will take place from October 6th – October 8th. Overstock Day is scheduled for October 2nd – October 3rd. 

Bottom line – brands need to be planning for holiday shoppers earlier than ever before. A mixture of earlier holiday hype, combined with an uncertain economy, and supply chain strains makes sales and discounts more attractive to buyers. Just look at the stats from July. Amazon’s July Prime Day event was the most successful one yet! 

Need a team to help promote your Amazon deals to the press? Schedule a consultation with a member of the Orca Communications PR team today.