Amazon Promotions & Advertising Strategy to Drive Acquisition

Amazon’s vast eligibility requirements vary by promotion type. Typically, you need to meet Amazon’s guidelines for inventory levels, product quality, and compliance with promotional rules. For Lightning Deals and Deal of the Day, your catalogs must have strong sales history and customer reviews.

For Prime Day and other tentpole events, Amazon gives more visibility to Prime Exclusive Deals. We recommend brands participate with Prime Exclusive Deals if they can afford the minimum 20% discount and pricing meets their thresholds.

Brand Tailored Promotions are available in Seller Central and allow a brand to set up promotions that target a specific audience from the Customer Loyalty Dashboard. The promotion will appear on the product listing or in the shopping cart if the customer is in the audience group of the specific Brand Tailored Promotion.

Discounts and promotions work to drive trial, gain new customers, sell-through excess inventory, create a conversion driver for Sponsored Display ads, and increase customer loyalty and repeat purchase behavior.

We recommend your budget aligns with your promotional goals and expected return on investment. Factors such as the type of promotion, the competitive landscape, and your overall marketing budget should be taken into consideration. Brandwoven regularly reviews and adjusts budgets based on performance data and client approval.

The frequency of promotions and deals depends on a brand’s specific marketing goals, their product lifecycle, and seasonal trends. Regular promotions can maintain customer engagement and drive consistent sales, but it’s essential to balance frequency to avoid promotion fatigue and margin erosion.

Budget allocation should align with campaign goals, the competitive landscape, and expected ROI.

During the peak season, Brandwoven prioritizes product promotion. We leverage strategic advertising campaigns, product discounts, and coupons to drive visibility.

Prior to the peak season, Brandwoven will work with your company’s internal team to determine the appropriate budget and audience for campaigns and deals.

Learn more by checking out the following Brandwoven service pages:

• Performance Marketing
• Campaign Strategy & Creation
• Amazon DSP
• Promotions & Deal Strategy
• Technology

Of course! Endemic marketing platforms are key to overall marketplace strategy, regardless of platform.

These two metrics are related but speak to very different challenges. While driving sessions (eyes) is vitally important to product success, the percent of those eyes who purchase is what makes up CVR. In some cases, you can drive many visitors to a PDP but they are the wrong consumer, resulting in low conversions. The opposite can also be true; marketing efforts might drive only a few of the right customers resulting in an extremely high CVR but not enough sessions to meet sales goals. So while related, the challenges and opportunities presented by these metrics are usually different from one another.

Absolutely! We can report on the overall health of a catalog, sales, inventory, and marketing – all at a global or granular level by product category or type. Data is a key component of truly understanding what’s happening for large catalogs.

Aside from the reporting schedule where you will meet with our marketing team, we provide access to dynamic, secure, and interactive dashboards via our API partner Pacvue. You will be able to see up to date reporting at any time.

We customize all services to meet the needs of our brands, but our typical meeting cadence is weekly for the first three months, then we move to bi-weekly (including marketing). That said, we are available at any time to hop on a phone call to address any issues or chat through a project.

We can certainly scale our services dependent on the needs of the brand. At times, marketing may not be necessary or logistics may be handled internally. In those situations, it’s easy for us to scope an agreement to the specific needs of the client.