1981 Case Study: Winning Amazon Strategies for Maternal & Infant Products

Amazon Prime Day 2025 will be held from July 8th to 11th. This extended 96-hour promotional event, like a boulder dropped into a lake, has sent massive waves through the e-commerce circle. On the morning after the announcement, the meeting rooms in Shenzhen, Hangzhou, and Deyang of the 1981 company were already packed. The Operations Director stood in front of the projector, her expression serious yet tinged with excitement. "These 96 hours present an unprecedented opportunity, but also a challenge. We must replicate last year's glory, and even surpass it!" Her words instantly pulled everyone's thoughts back to that summer of intense efforts the year before.

Back then, the 1981 operations team took on the responsibility of managing the US marketplace for a maternal and infant brand. Facing fierce market competition, the team knew that early preparation was the key to victory. In the product selection phase, they acted like treasure hunters, sifting through vast amounts of data to unearth potential items. Using a "hot-selling product screening formula," they precisely determined the ratio of main promotional items, inventory clearance items, and new product test items. Take the newborn care kit, for example. After extensive market research, the 1981 team discovered that new parents placed extremely high importance on product safety and practicality. Consequently, team members filtered through numerous products to select an eco-friendly, fully-featured kit as the main promotional item. They meticulously crafted comparison charts on the A+ content page, highlighting advantages like material test reports, successfully attracting a large number of potential customers.

In inventory management, the 1981 team was even more rigorous and meticulous. They initiated the stock preparation process three months in advance, repeatedly communicating production details with suppliers to ensure all goods smoothly entered FBA warehouses by mid-June. They also reserved 15% safety stock across regional warehouses, providing double insurance for sales. Daily follow-ups on logistics and supply chain progress ensured close collaboration with Kirin Logistics. Their dual-warehouse solution, paired with an AI early warning system, monitored inventory fluctuations in real-time, guaranteeing seamless supply.

On the battlefield of traffic and exposure, the 1981 operations team went all out. Copywriters meticulously crafted listing titles, skillfully embedding core keywords like "newborn essential" and "smart constant temperature." The design team meticulously polished the main images and A+ pages, using intuitive comparison charts to showcase product advantages. Eric, an operations specialist, devised a phased advertising strategy: during the pre-heat period, automatic ads were launched coupled with high-value coupons to attract new customers; during the peak sales period, bids for core keywords were increased by 50%, while closely monitoring ACoS metrics and flexibly adjusting the bidding strategy to maximize the value of every advertising dollar.

The team approached promotional submissions with equal diligence. They secured prime resources like Prime Exclusive Discounts (≥20% off) and Lightning Deals ($500 per slot) 60 days in advance, repeatedly cross-checking inventory data against submission requirements. Each promotional plan underwent at least five rounds of internal review to ensure precise alignment between stock levels and discount intensity.

Thanks to this meticulously interlinked preparation, the US marketplace for the maternal and infant brand achieved a first-day sales breakthrough of $200,000 during last year's Prime Day, ultimately securing an outstanding result of 15,148 orders.

Now, the horn for the 2025 Prime Day is about to sound. Building on last year's proven experience and adapting to the new 96-hour extended promotion cycle, the 1981 operations team has completed a comprehensive upgrade of their operational strategy. From more refined product selection layouts to smarter advertising deployment and more efficient supply chain collaboration, they are fully prepared. They look forward to partnering with brands once again to create new sales miracles on the Amazon platform.