Prime Day Prep: Maximizing Performance with Content, Data, and Rufus

It’s that time of year again, and this time, even earlier! Amazon is reportedly moving Prime Day from its traditional July to late June this year. While the exact dates haven’t been announced yet, the time for brands to prepare and optimize is now.

At Podean, we’re already in high gear, staying #poweredbypostiveenergy to ensure our partners are ready for the promotional surge!

A Non-Negotiable: Strategy

Success during Prime Day isn’t accidental. It’s strategic. Our content and creative team is working with clients now to ensure top sellers have optimized imagery, copy, and SEO with enough lead time for indexing before the event. A strong presence across PDPs, brand stores, A+ content, and brand story makes a significant impact, and we plan to carry that momentum into Q4.

Copy and Imagery

Timing is everything. Ensure new copy (titles, bullet points, product descriptions) and imagery are uploaded to PDPs at least three weeks before Prime Day. Don’t “set it and forget it.” Continuously audit listings leading up to the event to ensure new content contributions stick.

SEO & Discoverability

Rufus is your most powerful ally this Prime Day. Focus on these key areas, in addition to implementing traditional keywords, to increase your chances of showing up in Rufus recommendations:

• Analyze and audit Rufus-generated questions, product recommendations, features, and keywords. Address positive and negative reviews for your product and category directly within PDP content.
• Natural Language: Write for humans, but optimize for AI. Use natural language that provides direct solutions to specific shopper problems.
• Rufus pulls from A+ modules and images when answering questions. Don't neglect visual storytelling.
• Audit Backend Attributes: Rufus reads miscategorizations and inconsistent PDP information as a poor product recommendation for shoppers.

Video

A hidden gem! Amazon reports that adding videos to PDPs can increase sales by an average of up to 23%, depending on the category. Show your product in use, so shoppers can envision it within their daily routines.

A+ Content

Implement Q&As and a clear, engaging comparison chart. These updates aren’t just for shoppers. This content provides Rufus with data to respond to customer inquiries.

Brand Story

Create a Prime Day brand story module to increase visibility for your PDPs on sale, and draft it a few days early to ensure a seamless submission. A beauty brand saw PDP traffic increase by 72% for a product featured in the brand story during Prime Day.

Brand Store

Schedule a Prime Day version with a dedicated “deals” subpage.

Start your creative work at least a month in advance and schedule the go-live date. A beauty brand saw views on a brand store deal’s subpage increase by 27% during Prime Day. Additionally, by incorporating brand store creative annually for Prime Day, a shoe brand’s store sales increased 52% year-over-year.

Don't overlook the technicalities!

Running strategic promotions for events such as the Summer Beauty Haul, Mother’s Day, and others will be essential to maintain eligibility for steeper Prime Day discounts.

Post-event, the work continues

Use the extended time between the summer and fall Prime Days (will we see the October event moved to September?) to evaluate Brand Store reporting. Analyze brand store traffic, engagement, and sales data from Prime Day to influence your fall event strategy.

At Podean, we’re firing across all cylinders—Retail, Media, and Content—to ensure PDPs are optimized, content strategies align with paid media, advertising budgets are confirmed, inventory is tracking, and accounts are healthy.

Ready to dominate Prime Day? Contact Podean today to see how our end-to-end marketplace management can scale your brand's performance.