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 Bonjour Millionaire, Marketers plan, Unless you’ve been working under a rock, you know Amazon moved Prime Day from July to June this year. It’s just…13 days away! In an unusual turn of events, I’m feeling zen-ish about it. Honestly really excited. For what this means for June, but also for the wide open ocean that is July 4th for omnichannel businesses. Amazon’s moment has moved, and that’s interesting for other channels. Let’s talk getting Primed and making $$$$. Was this email forwarded to you? Sponsored by Insense STOP managing influencer campaigns without proper support. BEFORE peak, please. ON THIS EPISODE OF GO-TO-MILLIONS Are you ready for Prime time?BFCM, you can mark on the calendar. Valentine’s Day is always February 14th, red and pink, on the cheesy-sweet-romantic spectrum. Marketplace sales events, like Prime Day, are a WILD CARD. We’re learning that the more they change it from 1 day to 4 and from July to June. 🙂  We have no real control over when Amazon decides to do whatever they decide to do. Let’s just accept that. But, there are a few ways to prepare Prime Day, depending on how you want to (or have to) approach. The best strategy will always involve: ⭐: Staying NIMBLE The course of action isn’t a forever decision. Priority channels ebb and flow. The goal is to make the best moment for Prime Day 2026, less than 2 weeks from now. Learn what you can, and file it away for next time (if it’s still applicable). 3 WAYS TO PLAN PRIME DAY🪃 OPTION 1: Counter Programming I’ve seen brands that aren’t on Amazon make a cheeky little nod to it on DTC with a competing sale. They get all the buzz, none of the downside. This can work really well with more conscious consumers who love to hate Amazon. (Better people than me, lol.) If it’s a slow news day, you could drive earned media or social chatter, attracting new customers. Simon Pearce held a PINE DAY sale. Low-lift. Cute. Literal trees made of blown glass. They would never sell on Amazon, so why not do something to draw the crowd to your owned store?  Bookshop.com minces no words and runs a straight-up anti-prime sale. Not sure how they get away with this, but it’s brave, so I like it.  🪞OPTION 2: Complementary Programming Most brands would prefer customers shop DTC over other channels. Understandable. However… If your products are on sale during Prime Day, you KNOW most customers aren’t shopping your site. They’d be at a disadvantage on your homeground. Some brands throw their hat in the ring and run matching promos across Prime and DTC. This can appeal to consumers who don’t WANT to shop on Amazon, but MIGHT be swayed by price. It’s more fun to shop directly (my opinion), but price always wins (not really an opinion, more of a fact). HexClad does this. Their Prime Time Sale:  Your brand can reward subscribers and loyal DTC customers, who often get the shaft in the frenzied quest for new customers. An LTV tragedy! Plus, you prioritize the channel you have the most control over. Maybe throw in a free gift with purchase that’s only on DTC, and your matching deal is now the BETTER one. 💯 OPTION 3: All-In Mode If you can beat ‘em, join ‘em. Some brands go all-in on Prime Day. They run ads to Amazon, send emails, point EVERY channel to Prime Day sales. Point everyone to Amazon, full-fledged. I mean, sometimes revenue’s revenue… HOW TO CHOOSE YOUR STRATEGYThere’s no right or wrong during Prime Day. You’re the expert, so this is your call to make based on: ⭐: Channel priority (DTC vs. marketplace) I’m also aware that whatever you’ve chosen is likely set. Unless you’ve chosen to back DTC down during this time. You can change that. 13 days is a lifetime. Sponsored by Vibe.co Is CTV not working for you? FOR SMARTIES ONLY Every expert was a dummy first. And, the thing about AI visibility is nobody's been doing it long enough to be that far ahead of you. Yet. So, on June 30th, I’m bringing in (actual mathematician) Josip Begić to teach us strategies to grow & measure AI referrals. We’ll answer your Qs (live), and share (current) data. You'll leave with next steps to own the channel converting at 3x Google. The smarty era starts now. Unless you skip. Then it starts for everyone else. Register here. 🧙♀️ GO-TO-MEME  How’s your brand showing up for Prime Daze? Wishing you clarity, luck, and $$$$. You're the real deal, Ari | ||||||||||
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