The Reality Of Prime Day For Amazon Sellers - What They Didn't Tell You

The misinformation about Prime Day and the opportunity for Amazon Sellers seems to be at a fever pitch - let's clear it all up shall we?

Here is what you really need to know from someone who not only sells on Amazon, but helps other brands to successfully launch their products there and scale...

The deadline to submit a Prime Day Deal was April 28th.
Amazon decides which products are eligible. (Yes, I said products, not sellers.)

And if your products are eligible, there is a fee to participate.
It ranges from $300-$500 per product.
For the privilege of selling your products at a discount.

Wait, there's more...

A Prime Day Deal must be 20% off your lowest price. It must also be 5% less than the lowest price the product was listed for over the last 30 days. 

Shoppers are seeking Black Friday level deals.
Think high value electronics etc. 

There is more traffic, but also, PPC rates are through the roof and competition is fierce. 

You can absolutely offer a standard coupon and try to leverage the increased in traffic during the event.
But, only if you have the inventory to ensure that you won't go out of stock.
Your #1 job is to never go out of stock.

A single day of slightly higher than normal sales are not worth jeopardizing your ranking because you stocked out. (There is a ranking penalty when you run out.)

A well executed Amazon launch (the kind where you immediately begin making sales and show up on the first page for the right keywords right away) takes several weeks if not a couple of months of research, planning and preparation.

Anyone who tells you otherwise?
Run in the other direction.