Future delivers Prime Day success with strategic content approach

Future plc, the global platform for specialist media, has beaten expectations for Prime Day and delivered a global increase in sales order value, despite predictions for a downturn in consumer eCommerce behaviour following the pandemic high.

The group’s strategy to focus on quality of content rather than quantity drove £16.4m worth of sales to Amazon in the US & UK over the two days of Prime, surpassing all expectations of how it would perform.

Matt Smith, MD for eCommerce said: “Once again Prime Day was a fantastic success for Future. We had more brands than ever working tirelessly to help our audiences find the best value Prime Day deals, and the results speak for themselves. 

“Our sites drove £16.4m sales across Amazon UK & US, which was better than the last Prime Day in October. To do this against a backdrop of easing COVID-19 restrictions and increased competition is truly phenomenal, and testament to the hard work and expertise of all our editorial teams.”

Future optimised its content by diversifying its approach; leveraging personalities, interests and the creativity of the teams to create rich original content that looked different and won at key search engine algorithms. It also looked beyond SEO as its only traffic source, driving an increased amount of referrals from social channels.

Said Matt: “One of our key goals for Prime this year was to diversify our referral mix to Amazon, and we succeeded in doing so with 6800 sales driven directly from our social channels. In particular, we saw great success from the acquired TI brands, which saw traffic and clicks through to Amazon up over 50%.

“Marieclaire.co.uk was our best performer here, with clicks up 277% compared to the last Prime Day just eight months ago.” 

Future’s Prime Day content garnered 1.8m views across the two days of Prime delivering a 5% increase in SOV from the last event in October 2020.  The results come on the back of the key US Memorial Day peak trading event, which acted as a test bed for the strategy and also delivered an increase in SOV.

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