As Prime Day approaches, Amazon sellers are preparing their strategies for the annual two-day deal event with new tools from Amazon to support their brands. Honeydew Sleep, a family-owned pillow brand with a mission to provide high-quality, comfortable sleep products, has built their strategic Prime Day plan focused on expanding their customer base.
“Prime Day has become such a major retail event, so we want to make sure we have the right strategies in place to capture that demand,” said Jonathan Kunke, co-founder of Honeydew Sleep. “The data and analytics tools Amazon provides have been invaluable in helping us understand our customer behavior and make informed decisions about our Prime Day programming.”
Honeydew Sleep got its start in 2017 after the founders, who had worked in the sleep industry for years, became frustrated by the lack of truly supportive and customizable pillows on the market. They set out to create their own innovative pillow design, filled with a proprietary blend of materials that provides comfort and ergonomic support.
“Our pillows were a passion project at first, but the overwhelmingly positive response from friends and family who tried them convinced us there was a real need for what we had created,” Jonathan explained. “Amazon has been instrumental in allowing us to scale our business and make our pillows accessible nationwide.”
When Honeydew first launched on Amazon, their unique product gained traction, even without any major marketing efforts. As the business grew, the brand tapped into more of Amazon’s seller tools and programs to further boost visibility and sales. Every dollar in, has netted at least that back, said Kunke.
This year, Honeydew Sleep plans to leverage Amazon’s Brand Tailored Promotions to create customized deals and discounts for different customer segments. By targeting repeat buyers, high-spenders, and new customers, Honeydew hopes to drive increased traffic and sales during Prime Day. When you’re in the highly competitive pillow market, anything to help your small business stand out makes a difference, said Kunke. This Prime Day, he said, Amazon has given his team the tools to capture and convert new customers like never before.
“It’s been amazing to see how Amazon has evolved its platform and programs to empower small businesses like ours,” Jonathan reflected. “They’ve really rolled out the red carpet and made it possible for a family-owned brand like Honeydew to compete and thrive alongside the major players.”
Beyond the sales boost, Honeydew has also benefited from Amazon’s support for small businesses in other ways. The company was recently featured in an Amazon TikTok campaign highlighting the success of Amazon sellers, further elevating the brand’s profile.
As Honeydew gears up for its biggest Prime Day yet, the company is grateful for the tools and opportunities Amazon has provided to help them grow their dream into a flourishing business.