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Prime Day Playbook: Winning Strategies for Automotive Brands

Prime Day Playbook: Winning Strategies for Automotive Brands

Prime Day is more than just a shopping event—it’s a golden opportunity for sellers on Amazon to boost their sales and visibility. For automotive brand manufacturers, Prime Day is a critical moment to showcase products, attract new customers, and significantly increase revenue.

This article delves into the importance of Prime Day for automotive brands and equips you with actionable strategies to maximize your success. Get ready to learn how to prepare, stand out, and measure your results effectively. 

Let’s make this Prime Day your most successful yet!

Understanding Prime Day

What is Prime Day?

Prime Day is Amazon’s blockbuster annual sales event. It was originally launched in July 2015 to commemorate the company’s 20th anniversary. 

Today, Prime Day has since evolved into a global shopping phenomenon, rivaling Black Friday and Cyber Monday in terms of sales volume and consumer anticipation. Initially a 24-hour event, Prime Day has expanded to span 48 hours, featuring exclusive deals for Amazon Prime members across a wide array of product categories.

Key Statistics and Trends from Previous Prime Days

Prime Day has consistently broken its own sales records. 

For example, in 2023, Prime members bought over 375 million items globally, saving more than $2.5 billion on countless deals across the Amazon store, making it the largest Prime Day event to date. 2024 is shaping up to be even more phenomenal, with more sellers across a wide swath of categories amping up for the big day. 

Amazon Prime Day Sales by Year

Why Prime Day Matters for Automotive Brands

Amazon Prime Day Shopping Cart

Shoppers are increasingly using this event to make significant purchases, including big-ticket items like electronics and automotive parts. 

The sense of urgency created by time-limited deals encourages consumers to spend more and make quicker decisions. Automotive brands must understand this behavior, as it provides an opportunity to engage with a captive audience eager for deals.

Opportunities for Automotive Manufacturers

For automotive brands, Prime Day presents several lucrative opportunities that should be taken advantage of. 

Increased Visibility

Participating in Prime Day allows automotive brands to reach millions of potential customers who may not have previously considered their products.

Boost in Sales

Offering exclusive Prime Day deals can significantly increase sales volume, clear out old inventory, and introduce new products.

Customer Acquisition

Prime Day can attract new customers to your brand. By providing excellent deals and a smooth shopping experience, brands can convert one-time buyers into loyal customers.

Enhanced Brand Awareness

Being part of a high-profile event like Prime Day boosts brand recognition. This is especially beneficial for newer or lesser-known brands looking to establish a foothold in the competitive automotive market.

Pre-game: Getting Ready for Prime Day

Running a successful Amazon Prime Day campaign can be a bit like drinking water through a firehose.

To avoid getting overwhelmed and losing potential sales opportunities, you’ll want to get as prepared as possible well before Prime Day starts. Here are the main areas you’ll want to concentrate on for maximum success. 

Inventory Management

Forklift in an automotive autoparts warehouse

Proper inventory management is essential to capitalize on Prime Day sales.

  • Use historical sales data and market trends to predict demand accurately. Consider seasonality and current market conditions.
  • Utilize inventory management tools to maintain optimal stock levels, avoid stockouts, and ensure timely replenishment. 
  • Ensure relevant ACES and PIES data is accurately associated for use with Amazon Part Finder. 

Optimizing Product Listings

Optimizing your product listings can significantly impact how effectively your listings do during the crazy competition of Prime Day. 

  • Ensure that your product titles are clear and descriptive, use relevant keywords, and highlight key features and benefits. Your descriptions should be detailed and informative, addressing common customer questions.
  • High-quality images and videos enhance the visual appeal of your listings and provide customers with a better understanding of your products. Invest in professional photography and include multiple images from different angles.
  • Utilize a PIM (Product Information Management) system with bulk management capability to easily update products for distribution across multiple eCommerce platforms. 

Examples of Product Optimizations

Aspect Before Optimization After Optimization
Title “Brake Pads” “High-Performance Brake Pads for Ford F-150, 2015-2020”
Description “Brake pads for cars” “These high-performance brake pads are designed specifically for the Ford F-150 (2015-2020), offering superior stopping power and durability. Ideal for both daily driving and heavy-duty use.”
Bullet Points
  • Fits most cars
  • Designed for Ford F-150 (2015-2020)
  • Superior stopping power and durability
  • Easy Installation 
  • 1-year warranty

Pricing Strategies

Competitive pricing is key to attracting buyers during Prime Day. 

  • Analyze competitors’ prices and adjust your pricing strategy accordingly. Consider offering special discounts or bundle deals to stand out.
  • Use Amazon’s dynamic pricing tools to automatically adjust prices based on market trends and competitor pricing, ensuring you remain competitive throughout Prime Day.
  • Consider bundles or kits to maximize effectiveness. 

Advertising and Promotions

Effective advertising and promotions can drive significant traffic to your listings. 

  • Utilize Sponsored Products, Sponsored Brands, and Sponsored Display ads to increase visibility and drive sales. Each ad type has its unique benefits and can be used strategically to target different stages of the buyer’s journey.
  • Offer Prime-exclusive deals and coupons to entice Prime members. These promotions can increase your visibility on Amazon and attract more buyers.

Comparison of Ad Types and Their Benefits

Ad Type



Sponsored Products

Ads that appear within search results and on product detail pages

High visibility, cost-effective, drives sales

Sponsored Brands

Ads that feature your brand logo, a custom headline, and multiple products

Builds brand awareness, increases product visibility

Sponsored Display

Display ads that target relevant audiences both on and off Amazon

Broad reach, retargeting capabilities

7 Tactics to Maximize Your Prime Day Sales

7 Tactics for Prime Day

Tactic 1: Leverage Lightning Deals and Coupons

Lightning Deals and coupons are effective ways to attract shoppers looking for great bargains during Prime Day.

  • Schedule your deals in advance and ensure they align with your inventory levels. Highlight the limited-time nature to create urgency.
  • Use coupons to offer discounts on popular products. Make sure the savings are significant enough to entice customers to take action.

Tactic 2: Optimize for Mobile Shoppers

A significant portion of Prime Day shoppers will be browsing and purchasing from their mobile devices.

  • Ensure your product listings are optimized for mobile viewing with concise titles, bullet points, and high-quality images.
  • Simplify the checkout process to reduce cart abandonment rates on mobile devices.

Tactic 3: Enhance Your Brand Store

A well-designed brand store can enhance your brand’s presence and showcase your products effectively.

  • Use high-quality images, clear navigation, and engaging content to create a seamless shopping experience.
  • Feature your Prime Day deals prominently on your brand store’s homepage to attract and convert visitors.

Tactic 4: Utilize Social Media Marketing

Social media can be a powerful tool to drive traffic to your Amazon listings during Prime Day.

  • Use platforms like Facebook, Instagram, and Twitter to announce your Prime Day deals and drive traffic to your listings.
  • Create engaging posts, run contests, and use hashtags to increase visibility and engagement.

Tactic 5: Prepare Customer Service for Increased Traffic

Excellent customer service can differentiate your brand and build customer loyalty.

  • Ensure your customer service team is prepared to handle increased traffic and inquiries during Prime Day.
  • Utilize chatbots and automated responses to handle common queries and provide quick resolutions.

Tactic 6: Monitor Competitor Activity

Keeping an eye on your competitors can help you stay competitive and adjust your strategies accordingly.

  • Use tools to monitor competitor pricing, promotions, and customer feedback.
  • Be ready to adjust your pricing and promotional strategies based on competitor activity to remain competitive.

Tactic 7: Analyze Post-Prime Day Data

Post-Prime Day analysis is crucial for understanding what worked and what didn’t.

  • Look at sales data, customer feedback, and website traffic to gain insights into your performance.
  • Use these insights to refine your strategies for future sales events and improve your overall e-commerce operations.

Frequently Asked Prime Day Questions (FAQ)

What are the key dates for Prime Day preparation?

Key dates for Prime Day preparation include:

  • Product selection and inventory planning: At least 2-3 months before Prime Day.
  • Lightning Deals and Coupons setup: 1-2 months in advance.
  • Marketing and promotional strategy development: 1-2 months prior.
  • Final inventory check and optimization: 1 week before Prime Day.
  • Day-of execution and monitoring: On Prime Day itself.
How can I ensure my products stand out during Prime Day?

To ensure your products stand out during Prime Day:

  • Optimize product listings: Use high-quality images, clear titles, and detailed descriptions.
  • Leverage Lightning Deals and Coupons: Offer attractive discounts and promotions.
  • Enhance your brand store: Make it visually appealing and easy to navigate.
  • Utilize social media marketing: Create buzz and drive traffic to your listings.
  • Implement SEO best practices: Improve your product visibility in search results.
What should I do if I run out of stock?

If you run out of stock during Prime Day:

  • Communicate with customers: Inform them about restocking dates and offer alternatives.
  • Update your listings: Mark products as out of stock to avoid customer frustration.
  • Optimize inventory management: Use sales data to improve future stock planning.
  • Consider backorder options: If feasible, allow customers to place orders for future delivery.
How can I measure the success of my Prime Day campaign?

To measure the success of your Prime Day campaign:

  • Analyze sales data: Compare sales figures before, during, and after Prime Day.
  • Track website traffic: Use analytics tools to monitor traffic spikes and sources.
  • Evaluate marketing performance: Assess the effectiveness of your promotional strategies.
  • Collect customer feedback: Gather reviews and ratings to understand customer satisfaction.
  • Review inventory turnover: Analyze how quickly products sold and restocked.

Ready to Optimize Your Prime Day Strategy?

Discover how SureDone can transform your operations, improve efficiency, and boost your sales. Contact our sales team now or schedule your demo to unlock the full potential of your business with SureDone.

About The Author

Chris Labatt-Simon

Chris is the Executive Vice President of Operations and Finance at SureDone, and was formerly the Vice President of Customer Success. Chris's role continues to be customer focused. As he says, "My job is to put a smile on our customers' faces." In addition to managing customer support, customer service, customer success and onboarding, Chris also finds time to find ways to turn chaos into order and to manage the financial and legal aspects of SureDone.

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