Three Ways For CMOs To Take Advantage Of Amazon Prime Big Deal Days

Core Insights - Amazon Prime Big Deal Days is positioned as a significant shopping event in October, designed to capture early holiday budgets and set the stage for Q4 sales [3][16] - Brands are approaching this event with varied strategies, categorized into three groups: enthusiastic participants, strategic players, and principled rebels [4][11][14] Group 1: Enthusiastic Participants - Brands like Shiki Wrap and Air Wick view Prime Big Deal Days as essential for Q4 planning, offering discounts and special promotions to attract consumers [5][6] - Ulike and SportIQ leverage the event for significant revenue spikes, with Ulike providing steep discounts and SportIQ using the occasion to test pricing strategies [6][7] - Oceanfoam and Ulmo Honey see the event as a means to gain visibility and market share, with Ulmo Honey benefiting from increased exposure to new customers [9][10] Group 2: Strategic Players - Established brands like Crisbee benefit from Amazon's algorithms, which promote their products automatically due to their category dominance [11] - DM Snacks focuses on product quality and customer satisfaction rather than discounts, while Momentous saves promotional efforts for Black Friday and Cyber Monday [11][12] - Elijah's Xtreme uses Prime Big Deal Days for customer acquisition, viewing it as a way to introduce new customers to their products despite low profit margins [12][18] Group 3: Principled Rebels - Brands like Fable Beauty and À La Glow reject participation in Amazon's promotional events, opting instead to control their customer experience through exclusive promotions on their own platforms [14][15] - Rosy & Earnest and Shoe Gummi emphasize storytelling and brand integrity over discounts, focusing on building relationships with customers [15][16] - Zeroe engages in cheeky marketing tactics to maintain brand identity while avoiding Amazon's discount-driven environment [15][16] Retail Strategy Implications - The event serves as a litmus test for brands' willingness to cede control for scale, with some prioritizing authenticity and emotional connection over immediate sales [16][19] - Established brands leverage Amazon's reach to reinforce their market position, while emerging brands focus on creating unique customer experiences outside of Amazon's ecosystem [17][19]