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How Front Row Won Prime Day 2023: Results and Strategies for Success

Marketplace partnershipEcommerce managementBlog

Amazon Prime Day has become one of the biggest online shopping events of the year, offering incredible deals and discounts to millions of Amazon Prime members worldwide. For beauty brands, this presents a golden opportunity to boost sales, increase brand visibility, and reach a wider audience. 

What Is Amazon Prime Day?

Amazon Prime Day isn't just another sale; it's a worldwide phenomenon that offers Amazon Prime members an exclusive opportunity to access deep discounts across a vast array of products. This 48-hour event has the power to generate a colossal influx of traffic and sales, transforming ordinary shopping into a full-blown deal hunting experience. For brands, Prime Day isn't merely a chance to offer discounts; it's a chance to amplify visibility, engage with a massive audience, and boost revenue in ways that are often unprecedented.

Front Row’s Standout Prime Day Performance

At Front Row, our Marketplace Partnership and Ecommerce Management teams take immense pride in being a trusted and holistic partner that drives results for our brands on Prime Day. Our meticulously tailored strategies yielded the following results:

53% collective increase in total sales across our portfolio of brands year over year

36% increase in total paid sales

49% improvement in ROAS

11% decrease in overall paid ad spend

 Overall, across our portfolio of brands, Front Row was able to increase total sales, total paid sales and company-wide ROAS, all while effectively optimizing ad spend and efecctively manging our brands’ ad budgets. With our total sale ssurging by 53% year over year, we successfully surpassed Amazon's benchmark of 6% increase in total global sales.



Total Sales Year-over-Year


Total Paid Sales Year-over-Year


ROAS Increase Year-over-Year


Decrease in Paid Ad Spend

Top Strategies for Prime Day Success

These four strategies are just some of the thought starters our Marketplace Partnership and Ecommerce Management teams have when approaching Prime Day.

Optimize Your Product Listings:

Ensure your product listings are optimized for search engines and user-friendly. Use relevant keywords in your product titles, descriptions, and bullet points to improve visibility. High-quality product images and engaging descriptions can also enhance the appeal of your beauty products. Additionally, consider leveraging Amazon's Enhanced Brand Content (EBC) or A+ Content to provide more detailed information and showcase your brand's story.

Leverage Sponsored Ads:

Boosting your visibility during Amazon Prime Day is crucial, and sponsored ads can help you achieve this. Utilize Amazon Advertising to create targeted campaigns that appear prominently in search results and product detail pages. Experiment with different ad formats, such as Sponsored Products, Sponsored Brands, or Product Display Ads, to drive traffic and increase conversions.

Collaborate with Influencers:

Influencer marketing has become a powerful tool in the beauty industry. Partnering with relevant influencers can help you reach a wider audience, build brand credibility, and generate buzz around your products during Amazon Prime Day. Consider offering exclusive discount codes for influencers to share with their followers, or even host giveaways to engage their audience further.

Utilize Lightning Deals:

Lightning Deals are limited-time offers that create a sense of urgency among shoppers. By participating in Lightning Deals, you can attract more attention to your beauty products and increase the likelihood of impulse purchases. However, ensure that your inventory is well-stocked and ready to meet the increased demand to avoid disappointing customers.

As the e-commerce landscape continues to evolve, embracing Prime Day's potential can set brands on a trajectory of growth and recognition. At Front Row, we've not only recognized the importance of participating in this global shopping event, but also harnessed our expertise to drive unparalleled success for our diverse portfolio of brands. Through strategic planning, innovative execution, and a commitment to excellence, our agency has consistently outperformed year-over-year expectations, securing remarkable achievements for our partners on Amazon.

Ready to collaborate with our team to make your brand’s next Prime Day your best yet? Reach out here to explore more and contact us now.