Amazon Associates Educational Series Prime Day 2017...

Amazon Associates Educational SeriesPrime Day 2017 – Insider’s Guide

June 2017

Amazon Confidential – Do Not Distribute

The content in this presentation is considered confidential information under

the terms of the Associates Operating Agreement.

Any content from this presentation MUST NOT be disclosed or shared

unless and until Amazon PR releases to the public.

Do not forward or share outside of your organization.

2

Confidentiality


Prime Day 2017 overview

Buzzworthy categories

Amazon Devices

Home

Amazon Fashion

Prime Day content tips & winning strategies from 2016

3

Agenda


Let’s answer your most pressing

questions about Prime Day…

4 Amazon Confidential – Do Not Distribute

5Amazon Confidential – Do Not Distribute

WHEN IS PRIME DAY?


How & When Can I See Deals List Before Prime Day?

Deals will be shared via Associates Newsletter. Please make sure to update your contact email(s) so you don’t miss on important deals updates!

Deals will be shared based on the following schedule for both the Lead-Up and Prime Day time periods – schedule subject to change:

June 29, 2017 – Associates Newsletter will share Prime Day Lead-Up Deals

July 5, 2017 through July 9, 2017 – Daily Associates Newsletter will be sent to share details of Lead-Up Deals launched that day

July 10, 2017 – Prime Day Deals

Prime Day Deals will be shared as an Excel email attachment

PA API users: Note PA API will not pull deal pricing for Prime Exclusive or Lightning Deals

Always double check inventory & pricing before publishing – deals subject to change

Do not post deals before they are live on amazon.com

Prime Day 2017 – Overview

Prime Day deals kick off early this year!

• Start watching deals on July 9, 2017 at amazon.com/primeday at 6pm PT / 9pm ET

• Voice Shopping for Prime Day Deals start 2 hours earlier than everyone else at 4pm PT / 7pm ET on July 10. Exclusive to Prime

Members who own Alexa-powered devices.

• Prime Day Deals begin on July 10 at 6pm PT / 9pm ET and runs all day Prime Day July 11.

• Great promos starting June 29 – send your readers to amazon.com/primeday to check out Lead-Up Deals!


• Prime Day 2016 was the biggest day ever for Amazon. Customer orders grew +60%

worldwide and more than 50% in the U.S. (versus Prime Day 2015).

PD 2016 was the biggest day ever for Amazon devices globally

Stats:

Fire TV Stick was the best-selling Amazon device.

More than two million toys and more than one million pairs of shoes were

purchased on Prime Day 2016.

More than 90,000 TVs were purchased on Prime Day 2016.

Hundreds of thousands of Kindle e-readers sold on Prime Day.

*source: http://phx.corporate-ir.net/phoenix.zhtml?c=176060&p=irol-newsArticle&ID=2185161


Prime Day – What is the Big Deal?

http://phx.corporate-ir.net/phoenix.zhtml?c=176060&p=irol-newsArticle&ID=2185161

New this year:

6 more hours to shop for a total of 30 hours of deals

More “Tier 1” deals than last year, including deals on all Amazon devices

More inventory on hottest deals

Easier to find “interest based” deals


Prime Day 2017 Benefits

Customers have more reasons than ever to sign up for Prime before Prime Day

Deal watching by interest

Lead-up Week promos exclusive to Prime Members and buzzworthy

Get eligible deals delivered in one hour through the Prime Now app

Music and Voice Shopping sweepstakes



Insider’s Guide—available on June 29, 2017 via amazon.com/primeinsider



Every day starting July 5, go to amazon.com/primeday to see the below:

July 5 – Alexa Voice Shopping 14 voice related promos

$5000 giveaway—”Alexa, what are your deals?”

Device deals

*Earn* Promote devices now (and earn fees) so customers can voice shop.

July 6 – Amazon Music *Earn* Amazon Music bounty available!

4 months Music for $0.99 and $7.99 per month for Prime members ever after

Multiple device offers (TBD)

Garth Brooks sweepstakes

July 7 – Amazon Video *Earn* Prime Video bounty available!

Video on-demand promos E.g. first streamers via TV

HBO, STARZ, Showtime bundles

$0.99 Video on-demand specials


Prime Day Lead-up Promotions (July 5-10 on amazon.com/primeday)

July 8 – Everyday Essentials Deals on baby products

X% for voice ordering consumables

X% off GNC

X% Coupon grab

Dash deals

July 9 – Amazon Reading *Earn* Bounties available on Kindle and Audible!

Kindle deals – steep discounts on membership subscriptions and on 4 devices.

Audible deals – steep discounts on membership subscription

“Listen to win” sweepstakes

Free celebrity narrated content

All Lead-up days Smartphone deals

Device deals

X% off Prime Pantry purchase


Prime Day Shopping Experience – sneak peek to /primeday

Capture: Our 2017 Lead-Up period (July 5-10) captures the benefits that Prime members love the most with great promos, and of course serve as teasers for Prime Day deals.

Convert: Associates traffic is directed to amazon.com/primedayloaded with promos, deal teasers, and information on deal watching and Prime benefits.

Earn: Associates earn a flat fee bounty for every qualifying Prime signup on amazon.com/primedayas well as rev share on product purchases in the same 24-hour session.

Additional Bounties for Prime Dayby Associates Bounty Program



More Ways to Earn with Bounties for Prime Day

Bounty Landing PageLaunch

DateHow to Earn

amazon.com/primeday?tag=AddTrackingID-20June 29,

2017Bounty for every qualifying Prime signup on this page through Prime Day.

amazon.com/gp/video/primesignup?tag=AddTrackingID-20existing bounty

Prime Video deals will launch starting June 29, 2017. Great way to drive conversion on Prime Video Free Trial bounty.

amazon.com/gp/dmusic/promotions/AmazonMusicUnlimited?tag=AddTrackingID-20

existing bounty

Amazon Music will launch a great deal starting June 29, 2017. The buzz will help with driving this bounty.

https://www.amazon.com/kindle-dbs/ku/retail-promotions-page/?mode=KU2017PrimeDay&tag=AddTrackingID-20

June 29, 2017

Deep discounts on Kindle Unlimited 6, 12, and 24 month memberships. Rare promotion! Earn bounty on every purchase you drive.

Not applicable – any landing page on amazon.com that has Audible membership for sale

existing

Deep discount on Audible Gold Membership starting June 29. Rare promotion. Earn bounty on every purchase you drive.


More Ways to Earn with Bounties for Prime Day

Bounty Landing Page Launch Date How to Earn

amazon.com/gp/baby/homepage?tag=AddTrackingID-20

existing bounty

Starting July 5, 2017 - Get 40% off or $120 off CybexAton car seat. Spend $25+ on each Baby Registry and get free products from Munchkin and Amazon Prints.

amazon.com/gp/wedding/homepage?tag=AddTrackingID-20

existing bounty

Starting July 5, 2017 - Rare deals of up to 43% off on popular household brands like Delonghi, Black & Decker, Oxo, Breville and NESCAFÉ. Great hook to drive Wedding Registry Creates and earn bounty.

amazon.com/homeservices?tag=AddTrackingID-20

existing bountyStarting July 5, 2017 – Steep discounts on select, popular Home Services such as TV Installation services and house cleaning.

Are you receiving and reading the Associates Newsletter email?

Stay up to date on Prime Day bounty promos as we release them through Associates Newsletter emails.

Amazon Devices


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Alexa Voice Shopping

Use any Alexa device to shop for tens of millions of products on Amazon.

Explore Alexa Voice Shopping and Alexa Deals at www.amazon.com/alexashopping

Source: Amazon internal data. Amazon Confidential – Do Not Distribute

“Alexa, what are your deals today?”

http://www.amazon.com/alexashopping

Learn more about Alexa Voice Shopping

https://www.amazon.com/gp/help/customer/display.html?nodeId=201807210

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Amazon Devices – Prime Day Voice Shopping

Alexa-enabled devices:

• Fire Tablets

• Echo Show

• Fire TV & Fire TV Stick

• Echo, Tap & Dot

https://www.amazon.com/gp/help/customer/display.html?nodeId=201807210


Amazon Devices – Prime Day Lead-up

Help your audience take advantage of Alexa-exclusive deals—remind them to pick up

an Alexa-enabled device.

To help, we are offering $50 off

Echo on June 26th (24 hours ONLY).

Lowest price year to date!

Be on the lookout for more Lead-Up deals on Amazon Devices (more to come).

https://www.amazon.com/dp/B00X4WHP5E/ref=nav_shopall_1_k_ods_ha_dr

Amazon Home Innovation



Amazon Home - Prime Day 2017

Home Shopping Highlights:

Smart Home and Home Appliances

Explore smart home deals: www.amazon.com/b?node=13575751011

Explore kitchen deals: www.amazon.com/gp/goldbox/ (filter for kitchen)

Explore home environment deals: www.amazon.com/b?node=1055398

http://www.amazon.com/b?node=13575751011

http://www.amazon.com/gp/goldbox/

http://www.amazon.com/b?node=1055398


Amazon Home - Prime Day 2017

Home Shopping Highlights: Savings on products for the whole home

Amazon Home Servicesby Associates Bounty Program


• Starting July 5 – Lead-Up Week – Steep discounts on select installation and assembly services

• Earn more! Example below – earn rev share on TV and cost of Expert Wall Mounting Service, AND earn bounty for

first time customer booking on Amazon Home Services.


Amazon Home Services / Prime Day 2017

Amazon Fashion – Private Brands


• Amazon Fashion/Private Brands will be running a 30-hour deal from 6pm PST

on July 10 to 11:59pm PST on July 11

• This deal will feature deep discounts on top styles from our Prime-exclusive

brands, many of which have never been discounted before:


Amazon Fashion Private Brands / Prime Day 2017

Women’s Clothing

• Lark & Ro – Women’s polished essentials that complement your life, in

styles you’ll love season after season

• Ella Moon – Globally inspired, everyday beautiful: women’s wear with a

bohemian twist

• Paris Sunday – Fresh women’s fashion finds to mix, match, and make

your own

https://www.amazon.com/larkandro

https://www.amazon.com/ellamoon

https://www.amazon.com/parissunday

Women’s Intimates & Swim

• Mae – Style starts from the inside out: intimates that are as fun to wear as they are comfortable

• Arabella – From nightgowns to chemises, sleepwear you’ll want to live in

• Amazon Essentials – Basics made better, tested by hundreds of customers to make sure we got them just right

• Coastal Blue – A new wave of women’s swimwear, made for real life

Women’s Handbags & Shoes

• The Fix – Irresistible shoes & handbags made for the style-obsessed



https://www.amazon.com/mae

https://www.amazon.com/arabella

https://www.amazon.com/essentials

https://www.amazon.com/coastalblue

https://www.amazon.com/thefix

Men’s Clothing

• Amazon Essentials – Basics made better, tested by hundreds of

customers to make sure we got them just right

• Buttoned Down – Every man’s favorite dress shirt, satisfaction

guaranteed

• Goodthreads – Updated casual menswear that’s effortless, stylish,

and crafted with care

Additional Private Brands styles will be featured in the apparel-wide

promotion that runs on Prime Day



https://www.amazon.com/essentials

https://www.amazon.com/buttoneddown

https://www.amazon.com/goodthreads

Paris Sunday Dresses | Ella Moon Top | The Fix Clutch | Buttoned Down & Goodthreads Shirts





How can you participate and EARN?

• Preview a select group of the products that will be offered in our deal at:

www.amazon.com/primeexclusivefashion

• Buy items and put together an outfit post or product laydown post in the next

few weeks!

• Starting at 6pm PST on Monday July 10, begin driving your customers to this

amazing deal!

• Link directly to the product featured in your post

• Link to more Amazon Fashion Private Brands deals at

www.amazon.com/primedayfashion

http://www.amazon.com/primeexclusivefashion

http://www.amazon.com/primedayfashion

Prime Day Content Tips & Next Stepsby Amazon Associates



Why is Prime Day a great opportunity for Associates?

Test your potential at a major shopping event

Some publishers reset projections and upgraded their commerce strategy based on Prime Day results

Benefit from:

Bounties paid each time a customer completes a bounty event, like starting a free trial for Prime membership,

Prime Video, Kindle Unlimited, Audible… creating wedding & baby registries… booking home service

appointments ... and more!

Promoting Prime Membership to your readers will allow them to access Prime deals during Prime Day

Revenue share on sales generated by thousands of deals

Dress rehearsal before Black Friday & Cyber Monday


Prime Day Content Tips

Help readers find best deals & benefits from Prime Day, with your spin. Refer to the end-customer facing Insider’s Guide on amazon.com/primeday (starting June 29, 2017) to inform your lead-up content:

Build content early for core bounty: Prime Membership Free Trial

Natively incorporate links to Prime Free Trial and other bounties in deal coverage Update link with your tracking ID to both landing pages below to earn bounties:

http://amazon.com/tryprimefree?tag=TRACKINGIDHERE-20

http://amazon.com/primeday?tag=TRACKINGIDHERE-20 (this page will go live June 29, 2017)

Be agile: deals are posted every 5 minutes and may sell out quickly Follow amazon.com/primeday for real time updates

Utilize multiple channels & tailor messaging for each Home page, deal pages, social, e-mail

Timing – Content Ideas Lead up to Prime Day – write about what to expect, how to shop, get ready

Day of Prime Day – Deal coverage

Day after: Summary, popular items, news stories

http://amazon.com/tryprimefree?tag=TRACKINGIDHERE-20

http://amazon.com/primeday?tag=TRACKINGIDHERE-20

Don’t Miss Out on the Deal Releases! Check that you are receiving the Associates Newsletter. Contact your Account Manager if you have any issues.

Ensure your links are tagged correctly & audit regularly

Use tracking IDs to test, analyze results, and optimize performance

Assess earnings by tracking ID, category, date rage, or bounty type in revised Associates Central dashboard

Discover products through our Interesting Finds page (be warned: it’s addicting)

Check price through PA API, avoid misleading readers with stale pricing

Check inventory of linked products through PA API, avoid missed earnings if product is out of stock

Reduce # of clicks to get to cart: boost conversion by linking directly to product detail pages. Consider reviews, content quality, and pricing history – these can all impact conversion

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Everyday Tips for Associates


https://www.amazon.com/stream

36Source: Reviewed.com http://www.reviewed.com/


Prime Day Winning Strategies from 2016

http://www.reviewed.com/

37Source: The Wirecutter http://thewirecutter.com/



http://thewirecutter.com/

38Source: The Mom Edit – http://themomedit.com/2016/07/buy-amazon-prime-day/



http://themomedit.com/2016/07/buy-amazon-prime-day/

39Source: BGR – https://www.bgr.com



https://www.bgr.com/

40Source: Cosmopolitan - http://www.cosmopolitan.com



http://www.cosmopolitan.com/

41 Source: R29 – http://www.refinery29.com/Amazon Confidential – Do Not Distribute


http://www.refinery29.com/

Thanks!

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