Episode #52 - "Navigating Prime Day Challenges: Amazon's Tech Issues and Leveraging Psychological Triggers 🛒💥"

With Amazon Prime Day just around the corner, we discuss Amazon's tech issues with handling deals and a new Amazon Prime feature - invite-only deals, offering unique psychological triggers to prompt customer purchases. We also touch upon Amazon's recent push into certifications in advertising learning platforms.

Hello, everyone, and welcome to another episode of the Amazon Ads Raw Daily podcast! Today, we're diving into Amazon's preparations for Prime Day and some exciting new developments. So, tune in, brace yourself, and let's get started!

• Today's first topic is a critical issue Amazon is currently experiencing with deal handling due to its legacy technology systems. Amazon's internal system seems to be overloaded with ASINs, causing crashes and producing errors. Although we believe this will be resolved by Prime Day, it reflects the stress the system is under and the potential for more glitches in the future. This issue ties into the reporting problems we discussed a few weeks ago, reinforcing the need for vigilance during Prime Day.
• Next, we move away from Prime Day to discuss Amazon's expansion into advertising learning platforms. Amazon recently introduced the Amazon Marketing Cloud certification, and now, they've announced two new certifications. The first one, Advanced Campaign Optimization certification, focuses on achieving short and long-term advertising goals using sponsored ads and Amazon DSP. The second, Advanced Retail certification, targets experienced practitioners with knowledge of managing online retail operations and advertising campaigns on Amazon.
• Our main focus today, however, is Amazon's new Prime Day feature - invite-only deals. These exclusive deals available only to invited Prime members create a unique scarcity effect, triggering customers to make purchases. Amazon has cleverly designed this feature to tap into the psychological aspect of scarcity, with limited quantities and Prime-exclusive access.
• We delve into the psychological aspects of scarcity, which suggests that people value things more when they are in limited supply. The exclusive deals give a sense of uniqueness to customers, pushing them to buy. However, a word of caution - creating artificial scarcity could lead to reactance, another psychological effect, negatively impacting your brand.

So, while you prepare for Prime Day, consider how you can tap into these psychological triggers to promote your products.

That's it for today's episode. Thank you for joining us, and make sure to tune in tomorrow for more Prime Day insights. Have a great day!

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