Each year, Prime Day rivals Black Friday and Cyber Monday in traffic in purchasing power. In 2024, it generated over $14 billion in sales in just a few days.
Yet despite these staggering numbers, most Amazon sellers continue to approach Prime Day with a dangerously narrow focus. They see it as merely an Amazon-centric event rather than the comprehensive marketplace opportunity it represents for increased sales.
In reality, 40% of Prime Day sales occur off Amazon, across marketplaces like Walmart, eBay and other platforms. Even worse, those who treat marketplace management as an afterthought risk operational chaos at the very moment speed matters most.
What marketplace management actually means and why it matters
While Amazon undoubtedly captures the majority of Prime Day attention, the ripple effect extends far beyond Seattle's marketplace walls. Consumers don’t care whether they’re buying on Amazon, Walmart or eBay. What they value is speed, availability and value. This phenomenon, known as the "halo effect," demonstrates how consumer behavior transcends individual platforms during peak shopping events.
Additionally, marketplace events like Prime Day expose weaknesses in fragmented systems: siloed listings, inconsistent inventory syncs and pricing mismatches. Mismanaged inventory can trigger Amazon’s red-zone penalties, which can get your products held, delayed or listed as inactive. Losing the Buy Box even briefly can tank a campaign’s visibility and conversion potential. And every out-of-stock listing represents wasted ad spend and missed revenue.
Poor Amazon Brand Management also leads to low-quality listings, outdated product data, and ineffective SEO. Each of which reduces discoverability during one of the highest traffic periods of the year.
On the other hand, brands that invest in centralized, scalable marketplace operations are better positioned to execute profitable, agile campaigns.
Moreso, the most successful Prime Day strategies begin months before the event itself. Brands establishing robust marketplace management systems can handle the complexities of multi-platform optimization.
This foundation includes centralized product catalog management, real-time inventory synchronization, dynamic pricing algorithms and intelligent order routing capabilities. When implemented correctly, these systems enable brands to respond to market conditions instantaneously and maintain operational excellence even during peak demand periods.
Simply put, Amazon brand management is the foundation every successful Prime Day strategy is built on.
What great marketplace management actually looks like
Too many brands think of marketplace management as manual and reactive. In reality, best-in-class systems are centralized, automated and deeply integrated. Here's what a modern and revenue-driving marketplace management includes:
- Multichannel listing: Seamlessly publish and manage product listings across Amazon, Walmart, eBay and more, all from one platform.
- Dynamic pricing: Automatically adjust pricing in response to competitor movements, while protecting profit margins with guardrails and thresholds.
- Real-time inventory sync: Avoid overselling and stockouts by keeping inventory aligned across all channels in real time.
- Intelligent order routing: Fulfill orders faster by routing them to the most efficient 3PL or fulfillment center.
At this level of performance, marketplace management stops being an operational task and starts becoming an overall advantage. Especially when it's combined with a full service Amazon Brand Management.
How Amazon marketplace management enables smarter marketing
Your marketing strategy is only as effective as your operations can support. That’s especially true during high-pressure events like Prime Day. It's the event where product discoverability, stock availability and fulfillment speed can make or break your campaign.
Here’s how Amazon Brand Management directly empowers marketing teams:
- Optimized Listings & SEO: Leverage targeted keywords for organic ranking, higher visibility and click-throughs.
- Inventory Forecasting: Use sales velocity data from past events (like Black Friday and Cyber Monday) to forecast Prime Day demand with greater accuracy.
- Smart Promotions: Highlight higher-ticket and bundle-ready products for better Return on Investment (ROI).
- Flexible Budgeting: Monitor campaign performance in real time and shift spend to top-performing products mid-event.
- Rapid Reactions: Adjust pricing, creative or product visibility dynamically based on live feedback and sales data.
This holistic, cross-functional alignment between operations and marketing is what nurtures sustainable growth and success on Amazon.
Why Cart.com is your marketplace advantage
Cart.com’s Marketplace Management solution was built to solve the complexity of multichannel ecommerce. The system's centralized account management enables simultaneous product publishing across Amazon, Walmart eBay and other major marketplaces while maintaining platform-specific optimization requirements.
The proprietary repricing engine helps brands win the Amazon Buy Box 72% of the time. This is while pricing guardrails ensure your margins stay protected. With real-time syncing across channels, overselling becomes a non-issue. Brands working with us see an average of 22% revenue growth in just 60 days.
Cart.com acts as both your Amazon Marketplace Agency and multichannel operations partner. We offer the software and support to scale with confidence on a long term basis.
Build a marketplace-first Prime Day strategy
The most effective Prime Day strategies begin with comprehensive marketplace infrastructure assessment and optimization rather than promotional planning. Amazon Brand Management within this preparation phase requires particular attention to keyword optimization, listing enhancement, and advertising infrastructure development.
Working with an experienced Amazon Marketplace Agency provides access to the specialized expertise and advanced technology infrastructure necessary for marketplace leadership.
Talk to Cart.com’s Amazon Marketplace Agency and Growth Marketing experts today. Build a Prime Day data driven strategy that delivers across every channel you sell on.
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