Fall 2023 Prime Event Recap

Note for next year: consider Prime’s Big Deal Days your practice run for BFCM. After a successful sale early on in the end-of-year shopping season, our Marketplace Partnership team is proud to share the day’s successes for our brands.

“Paid sales played a stronger part in bringing sales for this October’s Big Deal Days. Paid sales were up 282% when compared to last October’s Big Deal Days, and up 37% when compared to July’s Prime Day event. They made up 32% of total sales, compared to only 21% for this summer’s Prime Days,” shared Colleen Cigliano, Director of Performance Marketing at Front Row.

Other numbers of note:

• $6M in Total Sales across all of our brands, a 198% increase from last year.
• $1.9M in Paid Sales, a 282% increase from last year.
• $361K in Total Spend, a 254% increase from last year.
• 5.3 times the Return on Ad Spend, an 8% increase from last year.

How did we score these numbers? “Investing heavily in middle funnel retargeting tactics helped us to maintain efficiency while still lifting sales. Our strategy specifically included investing more heavily in Sponsored Display and DSP,” Cigliano continued. “When mentioning specific brands, we found customers were searching more for general brands they wanted to shop from instead of specific products or formulas.”

Conversely, when searching non-brand terms, customers kept their searches quite short and general, with searches like “hair oil,” “vitamin d,” and “preworkout” being top search terms. Conciseness and clarity work every time!

Interested in taking advantage of our expertise to create a winning Prime Day strategy for your brand? Visit frontrowgroup.com/contact/ to speak with one of our experts about our capabilities today.