A Spotlight on Amazon – Incubeta Analyses Prime Day

Read Time: Five Minutes

Shoppers were abuzz last week as we saw the return of Amazon’s infamous Prime Day – a 48 hour extravaganza put on for the platforms paying (prime) customers.

This was the online giant’s fifth Prime Day since it’s debut in 2015, and it was unlike any we’ve seen before. For starters, the date was pushed back almost three months, with the two day event taking place in October rather than it’s typical mid-July timing. This indirectly shifted the demand away from products relating to Summer (and Back-to-School), and onto those more associated with that of the holiday season.   

Over the 48 hour event, millions of consumers flocked to the site, snapping up bargains in tech, furniture and home goods – all with slashed prices. The question that bodes asking, is how did the market shift throughout Prime Day to support this time-specific influx of demand – in short, how did advertisers change their pricing strategy throughout the days leading up to, during, and after the two day event?

Prime Day Market Analysis

Over the past year, Incubeta has developed a Market Monitor Tool which allowed us to analyse the Amazon marketplace pre- and post- Prime Day. This data provided us with valuable performance insights and enabled us to analyse the subsequent impact Prime Day had on the surrounding days. Based on our Prime Day Report, we were able to gain the following insights on Product Price, Share of Voice and Advertising .

Product Price 

Product price tells you the individual cost of each product, which over 96% of Amazon consumers say is the most important factor in their purchasing decisions. Product price allows advertisers to directly compare themselves to competitors, tailoring their strategy accordingly. 

Looking at the categories that had the largest reductions across the 48 hours of Prime day (Garden Furniture and Home Accessories), Incubeta was able to determine that on average the average product price was higher on the days leading up to Prime Day, in comparison to both the 48 hours of Prime Day and the days following. It is interesting to see that even after Prime Day retailers are continuing to keep their product pricing low to remain competitive. 

  1. Overall the average product price post-Prime Day was 0.5% higher than on Prime Day
  2. Overall the average product price post-Prime Day was 5% lower than pre-Prime Day

The exception to this trend is with Home Office and Baby – the baby category saw a 14% drop in price in the days following Prime Day.

Share of Voice  

When looking at Share of Voice, we are determining the amount of  space within the Amazon search results your brand owns compared to your competitors.

Looking at brand Share of Voice (SOV), the Market Monitor established that overall SOV was lowest in the days leading up to Prime Day, increasing substantially within the 48 hours of Prime Day, and dropping back down post Prime Day. Despite the average SOV dropping 5% post-Prime Day, it was still 11% higher than the days leading up to Prime Day – this indicates that it’s both cheaper and more competitive in the days after Prime Day, than in the days leading up to it.

  1. Overall the average SOV post-Prime Day was 5% lower than on Prime Day
  2. Overall the average SOV post-Prime Day was 11% higher than pre-Prime Day

The largest changes were seen in the Kitchen category where the SOV was 12% lower following Prime Day but still 25% higher prior to the 13th and 14th October

Advertising 

Incubeta was also able to determine which sellers were optimising paid advertising, finding that, on average, the use of paid ads was higher in the days leading up to Prime Day in comparison to both the Prime Day event and the days following. This suggests that advertisers place more emphasis on visibility prior to, and during Prime Day, reducing their ad spend (but not their product prices) post-Prime Day.

  1. Overall the number of sellers using Paid Advertising post-Prime Day was 7% lower than Prime Day 
  2. Overall the number of sellers using Paid Advertising post-Prime Day was 10% lower than pre-Prime Day

Amazon Sold Products

Amazon Sold Products are products sold specifically on Amazon, by Amazon – not by third party sellers. They are products within Amazon’s private label brands and are a benchmark for alternate sellers to compare themselves too. 

Looking specifically at Amazon Sold Products (ASP), they displayed similar trends to what we saw with all alternate products. The average product price was higher on the days leading up to Prime Day, in comparison to both the 48 hours of Prime Day and the days following. The average ASP SOV similarly was lowest in the days leading up to Prime Day, increasing substantially within the 48 hours of Prime Day, and dropping back down post Prime Day – the average SOV post-Prime Day was still higher than the days leading up to the event. 

ASP paid advertising differed to the aforementioned trends with huge emphasis placed on paid ads post-Prime Day, in comparison to the days before, and during the Prime Day event. This suggests that  in comparison to other sellers, Amazon became far more aggressive in their advertising – understandable considering Prime Day is focused on Prime products which are usually sold by Amazon.

  1. Overall the average ASP price post-Prime Day was 5% higher than on Prime day
  2. Overall the average ASP price post-Prime Day was 14% lower than pre-Prime Day
  3. Overall the average SOV for ASP post-Prime Day was 35% lower than on Prime Day
  4. Overall the average SOV for ASP post-Prime Day was 10% higher than pre-Prime Day
  5. Amazon’s Paid Advertising post-Prime Day was 1% (18% to 19%) higher than Prime Day
  6. Amazon’s Paid Advertising post-Prime Day was 4% (15% to 19%) higher than pre-Prime Day

Whilst the sun may have set on a week of incredible bargains, the holiday season has just begun and with it comes a flood of consumer spending. With 75% of users starting their shopping journey on Amazon, having an optimised Amazon campaign is key to success this Christmas – and now is the perfect time to refine your strategy ahead of the seasonal ecommerce boom.

Incubeta’s Market Monitor tool can help you achieve full visibility on your product performance, gaining insights into direct competitors, SOV, keyword gaps and position, and for the holiday season we are offering free personalised audits of your Amazon Activity. 

If you’re interested in directly comparing your performance with competitors and identifying your true Amazon potential, fill in the form today and request your free audit.

This post was originally published on Incubeta’s Blog

5 Advanced Tips for Amazon Ads

Read Time: 5 mins 30 secs

With summer waning, thoughts have begun to turn towards Christmas and the inevitable influx of consumer spending that accompanies it. However, due to current social restrictions, the drastic changes in consumer behaviour, this Q4 will prove to be unlike anything we have experienced before.

As lockdown brought shopping online and restrictions remain in place on the high street, consumers are preferring to make their purchases from the comfort of their own home; and this change in consumer behaviour will only accelerate in the coming months.

With over 62% of UK customers starting their product search on Amazon, there is a huge opportunity for retailers and brands to prosper as part of the shift to online spending.

What will make this year even more exciting for Amazon is the development and maturation of their advertising platform. During Q4 last year, Amazon Ads saw a growth of 39% YoY, which has continued to accelerate throughout 2020; revenue is predicted to reach at least $64 billion this Q4. With Amazon Advertising an increasingly popular channel, the competition between brands is on the rise, so a well thought out and concise strategy is necessary to succeed.

To help our clients make the most of Amazon in the run-up to Christmas, NMPi by Incubeta has developed a tool to monitor product performance in the SERP so that you’re fully prepared for the holiday season. Learn more about what our tool can do – and request a Free Amazon Report.


Check Out Your Competition

Around 75% of customers start their shopping journey using the Amazon search box. Where a consumer doesn’t have any brand loyalty, they will head straight to Amazon to explore the platform’s vast and diverse product selection.

The first row on the results page is especially lucrative, as over a third of Amazon customers click on these products. Getting your advertising strategy in shape should, therefore, be a huge priority. However, you’ll be appearing alongside a whole page of competing products, so it’s essential to keep an eye on your competitors and consider their strategy along with your own:

  • How do your products compare to the competition?
  • Where do you rank on the results page?
  • Is your product well reviewed?
  • Are you price competitive?

These questions will help you identify where you are (and aren’t) competitive; ensuring you’re not wasting ad spend on keywords where you’re unable to compete.

Our Amazon Market Monitor keeps an overview on the competition.

Push Price & Review Competitive Products

Now that you’re aware of your direct competition, Amazon Market Monitor identifies what products you should be advertising. There’s little, if any, point driving traffic to a poorly reviewed product as this will only lead to wasted ad spend and a poor conversion rate.

Over 96% of Amazon consumers said price is the most important factor in their purchasing decisions, with reviews being a close second. The products to focus on, then, should either have better reviews (number and rating) than your competitors, or be more price competitive.

Regardless of how much you love your products, it’s important to prioritise customer interaction rather than branding. This is particularly important on Amazon, where brand has even less influence.

As we move into Q4, and closer to Christmas, it’s important to consider consumer behaviour and increased intent to purchase. You should be focusing your strategy on high potential products, deals and top performers. Using our Market Monitor we can easily deduce where our products will perform well with advertising and where it’s not worth our time and spend.

Identify Keyword Gaps

Deciding what products to advertise is only half the battle; it’s important that you also have an effective target keyword strategy in place to compliment your chosen products. The majority of advertisers will often focus their attention on high volume search terms, competing for those top-end customers. However, it’s important to remember that there are just as many customers searching for longer tailed, lower volume keywords that are still relevant to your product.

Researching product keywords to target leads to a higher (and cheaper) click conversion rates, allowing you to bypass competitors whilst they fight over top volume keywords. With an effective balance of aggressive advertising on lower volume keywords and a more conservative approach to higher volume keywords, additional revenue can be generated at an efficient ACoS.

We can identify keyword gaps where there is little or poorer quality competition to expand advertising onto.

Maintain Top Positions On Key Search Terms

Now that you have an efficient targeting strategy in place and have identified your keywords, it’s crucial to maintain your dominant position on the SERP. As previously mentioned, over a third of customers click through the first row of products on the search results page. As these are mostly made up of sponsored ads, a competitor can easily increase their bid and knock you down the page; stealing all your valued customers in the process. By regularly monitoring your campaigns, product performance and search results, you can identify when your product gets pushed back by competitors and act accordingly.

We are able to automate this process and implement position metrics into performance data and reports, therefore making position tracking far easier and efficient.

Maximise Share Of Voice Across Keywords

Brands should consider advertising multiple products across their keyword targets to raise brand awareness and improve performance across their portfolio as a whole. The more space you take up, the more noticeable you are, and the Amazon SERP is no different. By maximising your share of voice through the number of your products that appear on the SERP you can increase your presence, expand brand awareness and capture more customers.

Maximising your share of voice across keywords is an effective strategy to use in Amazon advertising. With sponsored ads being placed at the top, middle and bottom of the search results page, you can bid on any of your products, and ensure that your brand is in front of the consumer at any given time. This gives the user less chance to click through a competitors ad meaning they are more likely to purchase yours.

Once again, we have utilised our Market Monitor tool to calculate this new, competitive metric and implement this into our performance data and reports.

Moving into Q4, it’s important that advertisers are familiar with Amazon Ads, and recognise the increasingly high levels of competition associated with the platform. With sponsored results appearing in nearly every search, the platform is expanding and business growth can be driven to new levels. With the help of our Market Monitor, we can level out our Amazon Ads activity, and in turn, sidestep the competition and boost sales.


For a limited time only, to celebrate the release of the new tool, we are offering free audits of your Amazon activity or an analysis of your wider market, to help people realise their Amazon potential – fill in the form today for your free audit.

This blog was originally posted on Incubeta’s website. 

Amazon: The Missing Piece of the User Journey

At PI Live this year, Peter won the public vote to speak at the conference – and with Amazon such a hot topic this year it’s no wonder why. As we move into a key retailing period, his presentation provides the perfect overview of this newly evolving channel. 

The Rise of Amazon

A Feedvisor study from March this year highlights that two-thirds of US shoppers typically start their search for new products on Amazon; showing just how far the ecommerce giant has permeated into consumer habits. For contrast, only one-fifth of respondents used a search engine like Google, and only 3% looked on another marketplace. It comes top for vendors too, with nearly half of Amazon’s US vendors and sellers selling exclusively on Amazon; accounting for between 80-100% of their total business ecommerce revenue.

Unsurprisingly, we’re also seeing digital spend on Amazon Ads climbing. In 2018, Amazon saw YoY growth of 123% while this year’s forecasts suggest YoY growth of 53%. Driving this growth is the size of the audience available on the channel, all primed and ready to purchase. With over 200 million users a month in the US alone, retailers are able to chase some strong performance and ROI. 

Understanding User Behaviour 

Amazon offers an easy, efficient and familiar user experience, with a built-in feedback loop that keeps users coming back for more. This has ingrained the channel into the mindset of consumers, making it the primary destination for product searches. However, it’s important to understand its place within the user journey, especially with relation to the other ecommerce giant – Google. 

When it comes to Brand – related searches and Generic searches, Google comes out on top; with most users preferring to do their research here. Amazon instead dominates on specific product terms – as this is when they are at a much higher propensity to buy. Conversion rate is also much higher on Amazon, again reflecting the purchasing mindset, even if CTR tends to be much higher on Google. 

Creating a Less Siloed Channel

Amazon itself is notoriously siloed as a channel, but there are a number of things you can do to effectively enhance your performance. 

Amazon is very similar to other paid search channels, which means that you can share data across channels to optimise your performance. For example, you can analyse search queries and patterns across platforms to discover new keywords for your campaigns. 

With access to heaps of data from Google, you can use this to better inform bidding decisions on Amazon. This would allow you to utilise cost and conversion data from different channels to improve ROI on a multi-channel level. 

Finally, and perhaps most crucially, you’ll need to find an effective way of measuring your performance in a holistic way. One option here is to use Amazon Attribution to measure how user behaviour differs from your website compared to Amazon. This allows you to see patterns such as where users prefer to convert and how they behave between the two purchasing options. 

Amazon provides a huge opportunity for retailers, especially as we move into Q4. This is the perfect time to get to grips with this highly lucrative channel. To find out more about making the most out of Amazon, join Pete on 13th November for his upcoming webinar, covering more practical tips for your campaigns.