429For brands and sellers on Amazon, promotional activities and advertising strategies are important tools for achieving sales breakthroughs. Especially during major sales events, such as Amazon’s Prime Day, Black Friday, and Cyber Monday, platform traffic surges and consumers’ purchasing power increases significantly. How to seize these opportunities and double sales through promotions and advertising is a key issue for sellers.
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Today, Tuke will give everyone a detailed interpretation of Amazon’s 7-Day Deal (7DD), Lightning Deal (LD), and Deal of the Day (DOTD), analyzing how brands can effectively use these tools to boost sales.
I. The Core Play of Amazon’s Three Major Promotional Activities
1. 7DD: Steadily Increase Traffic and Sales
The 7-Day Deal is a long-term discount promotion lasting 7 days, which can continuously drive traffic to products. Its advantage lies in the longer duration, covering more consumers. It is suitable for moderately priced products with stable sales and sufficient inventory. It is necessary to set an attractive discount in advance (usually recommended at 20% or more), ensure sufficient inventory, and use a combination of advertising and promotional activities to amplify traffic.
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2. LD: Create Urgency, Quickly Clear Inventory
Lightning Deal is a promotion with a very short time window (usually 4–6 hours), suitable for products with high demand, moderate unit price, and high conversion rate. Discounts should be set in advance (usually recommended lower than regular discounts), and on-site advertising should be used during the event to increase exposure.
3. DOTD: Extreme Discounts Drive Explosive Traffic
Deal of the Day is Amazon’s high-priority promotional activity, with large single-day discounts and high exposure recommendations on Amazon’s homepage during the event. It is suitable for flagship products, those with good sales rankings, and products that can handle large order volumes. Set highly attractive discounts (usually recommended at 30% or more), and ensure sufficient inventory before and after the event.
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II.How to Use Promotions and Advertising to Double Sales
1. Choose the Right Advertising Strategy to Amplify Promotion Effects
During promotional activities, advertising can effectively increase product exposure and bring higher click-through rates. Here are common ad types and their usage strategies:
Sponsored Products: Target keyword placement to ensure promotional products appear at the top of relevant search results.
Sponsored Brands: Emphasize brand image while driving traffic to the promotion page.
Sponsored Display: Target competitors’ product pages to attract traffic to your own promotion page.
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2. Combine Off-site Traffic to Expand Activity Coverage
During Amazon promotions, using off-site traffic (such as social media, email marketing, Google Ads, etc.) to guide consumers to Amazon pages can further enhance the effectiveness of the event.
3. Optimize Listings to Improve Conversion Rate
During promotional activities, optimizing product listings is especially important. Optimize titles, keywords, and main images to ensure information is clear and complete, attracting consumers’ attention. Especially the combination of main images and promotional price tags should be intuitive and attractive.
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Next, Tuke will list some cases of brands successfully doubling sales by using promotional activities and advertising. Through these successful examples, we can see that promotions and advertising play a vital role in enhancing brand influence and driving sales growth.
III. Success Stories
Anker: Steady Sales Growth Through 7-Day Deal
During a 7-Day Deal, Anker set discounts of 20%–30% on several popular products (such as chargers and data cables), and combined Sponsored Products ads to increase product exposure. After the promotion, Anker’s sales increased by about 150%, many products’ keyword rankings improved significantly, and long-term traffic was also greatly enhanced.
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Instant Pot: Driving Explosive Sales with Lightning Deal
During Black Friday, Instant Pot offered discounts of up to 35% on several best-selling products through Lightning Deals, combined with Sponsored Display ads targeting competitor pages, attracting a large number of consumer clicks. During the event, Instant Pot’s sales increased by 250% compared to usual, inventory was quickly cleared, and the brand’s search volume and attention also increased significantly after the event.
LEGO: Boosting Brand Exposure with Deal of the Day
During Prime Day, LEGO selected several popular toys as Deal of the Day featured products, with discounts up to 40%. On the day of the event, LEGO’s sales tripled, several products became bestsellers in their Amazon categories, and the brand’s market share further expanded.
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Conclusion
In future Amazon marketing, rational use of promotional activities and advertising will become a key means for brands to break through competition and improve conversion. Through more refined strategy combinations, sellers will have the opportunity to gain greater advantages in the competition and achieve continuous breakthroughs.
