Prime Day 2021 Is in June: How to Prepare Fast

Amazon has confirmed that Prime Day 2021 will run on June 21 and 22. That is weeks earlier than the usual July timing, and months earlier than last year’s October event. If you were planning for July, your timeline just got a lot shorter.

Here is a fast plan to get ready in less than three weeks.

Week 1: stock and listings

Check stock right now

It is too late to send large new shipments for most sellers, especially with FBA check-in times and shipping delays this year. Work with what you have.

• Calculate days of cover for each product at Prime Day sales levels.
• For products that will run short, plan to spend less on ads during the event so you do not sell out on day one.
• Make sure your merchant fulfilled backup offers are ready, if you have them.

Polish your top listings

Focus on the five to ten products that will drive most of your Prime Day sales. Check main images, titles, bullets and A+ Content. Fix anything suppressed or broken.

Week 2: campaigns and deals

• Clean up. Add negative keywords for search terms that waste money. Move proven search terms into exact match.
• Check deals and coupons. Make sure any deals are approved and scheduled. If you missed deal deadlines, a coupon or Prime exclusive discount can still help.
• Start the lead-in. Raise budgets a little on your best campaigns and run Sponsored Brands and video ads to build awareness.
• Grow remarketing audiences with Sponsored Display views remarketing.

June 21 and 22: the event

• Raise daily budgets on your top campaigns so they never run out. Two to three times normal is common.
• Bid up on exact match keywords that convert well.
• Keep branded campaigns fully funded.
• Check spend and stock several times a day.
• Remember your ACoS targets by product. Accept a higher ACoS where it builds rank, but do not chase sales on low margin items. We covered this in our guide to setting ACoS targets by product.

After the event

• Lower budgets gradually over a week or two.
• Retarget shoppers who viewed but did not buy.
• Restock quickly. With shipping delays this year, place your next orders right away.
• Review results by product and note what to repeat next time.

Why June might work in your favor

An early Prime Day means a long gap before the holiday season. Sales and rank gained in June have months to keep paying off. Shoppers also may not be in full holiday mode, so everyday products can do especially well.

The bottom line

Prime Day 2021 is close. Focus on what you can control: stock you already have, your top listings, clean campaigns and a clear budget. If you want help, see our Amazon PPC management service or request a free audit.

FAQs

When is Prime Day 2021?

Prime Day 2021 runs on June 21 and 22.

Is it too late to send inventory for Prime Day 2021?

For large FBA shipments, it may be. Focus on stretching the stock you have and use a merchant fulfilled backup if possible.

Can I still run a deal for Prime Day 2021?

If you missed deal deadlines, coupons and Prime exclusive discounts can still give your products a boost.