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Amazon's 2023 Holiday Sales Plan

It's officially the Amazon holiday season, and festivities and presents are abundant everywhere. Many have shifted to internet shoppin...

Amazon's 2023 Holiday Sales Plan

It's officially the Amazon holiday season, and festivities and presents are abundant everywhere. Many have shifted to internet shopping as a result of the epidemic changing the way we buy gifts.


This, together with the customary spike in sales over the holidays, has pushed vendors worldwide to implement more sophisticated tactics to handle this hectic season of the year. To win this season, it's important to make sure there is adequate inventory and to set up the ideal kind of discounts and promotions.


Why is it necessary to plan ahead for Christmas marketing?

For Christmas advertising, every detail must be meticulously planned. All parties are extremely busy during this period, and vendors are always rushing to maintain their competitive edge. Prioritizing helps vendors increase their revenue and conversion rates.


Offering coupons, discounts, or other incentives to sellers results in additional expenses for the vendors. It is crucial to allocate funds for them accordingly. Only the products with the highest profit margins should be advertised as not all products are suitable for such promotion.


Maybe this year's lack of planning led to vendors offering discounts on what were deemed to be inferior products on Black Friday and Cyber Monday. Shoppers did not make as many purchases as they normally would have because of the lack of attractiveness of the discounts and bargains.


This led to a decline in Black Friday and Cyber Monday sales in 2021 compared to the previous year. Black Friday sales also saw a decrease from previous year's records, and Cyber Monday sales saw a 1.4% fall, per Adobe Analytics. Nevertheless, during the weekend between Black Friday and Cyber Monday, Amazon continued to set new records for sales.


Among the top product categories that Amazon is selling this Christmas season are:


·       Clothes and apparel

·       Home goods

·       Toys and games

·       Electronics

·       Books

·       Camera and photo


The most popular holiday item purchases were electronic products, such Apple AirPods and Fire TV sticks.


Selling techniques for the holidays to increase sales

Now that you have a ton of tactics to choose from and put into practice, let's look at everything you can do to increase your holiday revenues.


Promotions, Deals, and Coupons



Sellers on Amazon use promotions to offer their products for less than they would normally charge. Because of the cheaper pricing, you may convince more people to buy your products, expanding the audience for your business. Amazon is renowned for its competitively priced merchandise, and customers are constantly searching for the best deals.


Selecting these promotions from the "Advertising" area of Seller Central makes creating them very simple. It is up to you to decide what kind of promotions to run and for what products.


The following are the various promotion types:


"Discounts" are a highly sought-after feature, and vendors are free to designate any kind of discount they wish, such as 20% off, 50% off, etc.


Merchants may decide to use a BOGO offer to advertise their goods. If you want your things to sell out quickly, a buy one, get one free or buy two, get two free deal is fantastic. It persuades buyers to purchase several items at once with ease.


Offering "Free Delivery " to customers who purchase things for a specific amount is another simple technique to promote. Take the offer, "Shop for $50 or more and get free shipping on the entire order."



Another strategy to draw customers is through coupons, which may be found on any product detail page or in the Amazon search results. These are simple to utilize and, during the busiest time of year for holiday shopping, help your products stand out from the crowd of rivals. On the other hand, the budget for running coupons must start at $100.


By selecting the "Create a new coupon" option located under "Coupons" from the "Advertising" area of Seller Central, coupons may also be made quite simply. Coupons work on a Pay Per Click basis, much like Amazon advertisements. The seller will be charged a set amount for each coupon that a customer redeems. You will be charged $0.60 each time a customer buys a product through redeeming your coupon. 



discounts are an excellent method to increase traffic to your listings and boost sales, so you can't go wrong with running discounts on Amazon. This is because Amazon uses email campaigns and social media platforms to advertise these bargains both offsite and onsite. But remember that not every product is eligible. You must ascertain whether ASINs satisfy the requirements for eligibility. After that, you have a choice between Lightning Deals and 7-Day Deals.


Similar to how promotions and coupons are made, "deals" are also created by selecting the "Create a new deal" option after clicking on the option from Seller Central's advertising area. Fees for managing deals are payable by sellers and vary based on the nature of the transaction. The cost of the Lightning Deals is $150, and the cost of the 7-Day Deals is $300. You may edit or modify your listings using the Deal dashboard, which also provides you with all the information you require about which products have qualified.



Researching Keywords for Holidays

Every seller's plan to maximize traffic to his listings and increase conversions includes conducting keyword research. It is imperative for retailers to continuously conduct keyword research on Amazon throughout the year. Generic and other high-converting keywords are typically utilized all year long in product listings. But vendors will have to add holiday-specific keywords to their listings during the selling season. Using these kinds of keywords to optimize bullet points, product descriptions, and other content will help your product reach more customers and boost sales.


Holiday-related keywords are useful for PPC advertising in addition to product listings. You will now have an extensive list based on all of your previous keyword research. The keywords or search phrases that consumers might use to look for products throughout the Christmas season should be included in this list.


Make sure the keywords your PPC campaigns target are associated with gift-giving and all the celebrations. For illustration, you might be a year-round vendor of fairy lights. You may use terms like "Christmas lights," "Christmas tree decorations," and other similar combos during this time of year.


Managing holiday inventories

Achieving efficient inventory control and avoiding stock-outs are crucial during peak seasons. FBA sellers have more motivation to streamline inventory management at a higher level now that inventory constraints are in effect. It is very disheartening to witness a product run out of supply, thus you should display the precise number of units of that specific item that remain in stock. For instance, displaying "In Stock" or "2 items remaining in stock" would inform customers of the amount that is available. This encourages the buyer to buy now rather than waiting to buy it later, particularly when it states, "Only a few items remaining in stock."


Determine which products have adequate stock while maintaining the inventory you are currently keeping in the warehouse, then launch PPC advertisements exclusively for those things. Running advertisements for things that will shortly run out of stock is pointless. If so, you should immediately stop running advertisements for those kinds of products as they will simply reduce your earnings. In order to make room for newer goods, you should get rid of any that has been sitting in the warehouse for a while.


PPC plan for the holiday season

Promoting on Amazon is crucial for increasing conversions, but running them exclusively throughout the holidays won't cut it. You must launch your PPC advertisements before the holidays in order to get the most out of them. Long-running advertisements are preferred over recently launched ones, according to Amazon PPC experts. Additionally, as was already said, it is crucial to incorporate seasonal keywords into your advertising. This means that if your ads have been running for a longer period of time and are using holiday-specific keywords, they have a better chance of obtaining more impressions, clicks, and ultimately conversions.


Dynamic bids - Up and Down is an effective Amazon bidding tactic during the Christmas season. Everyone is vying for the top spots for their advertisements. Therefore, the likelihood that your advertisement will appear for particular keywords, such as holiday keywords, which are sure to improve conversions and sales, will increase with this kind of dynamic bidding. Of course, in order for all of this to be successful, you must increase your PPC spending during this busy time of year. If you don't have enough money, you risk running out of money for your advertisement during prime times of the day when it stands the highest chance of placing well.


Getting ready for the post-holiday sales is just as crucial.

Although we have covered every activity you can do during the holidays, you shouldn't stop there. After the madness of the holiday season, you still need to be selling and growing your company. Customers are happy to discover that there are still offers available or that new ones have been added as the holiday season draws to an end. Longer deals are always a good idea. You may need to get rid of a large amount of goods that you stocked up on in order to fulfill excessive demand.


Things like clothing, accessories, and electronics won't really be a problem, but if any of the things are perishable, they must be sold as soon as possible. Larger discounts are really effective in this situation since you can still sell them at a loss instead of having to get rid of them. To avoid depleting your profits due to less competition, you should reevaluate the prices of the things you discounted for the holiday season. This is due to the fact that your rivals will likewise be raising the prices of easily movable goods.

You must include promotions for after the holidays in addition to your holiday product marketing. This will improve those products' organic ranking in addition to helping to increase sales. Coupons, flash deals, and best deals are examples of ongoing promotions that Amazon's algorithm rewards and ranks better for.


Prioritizing the placement of these discounts a few weeks prior to and after a significant holiday will result in sales that have the potential to produce a flywheel effect. Remember that this tactic does not always require offering huge discounts. Your brand will be able to outperform competitors who typically stop offering discounts and promotions as soon as the holiday season ends with even a tiny discount.



It takes patience and time to plan a Christmas selling strategy, so you should begin this process well in advance. It will be necessary for you to make plans for both the holiday season and beyond. The holiday shopping strategy must include price computations, inventory stockpiling, product listing page optimization, and PPC ads. To have a successful Christmas season, pay close attention to every detail and keep a close eye on everything.


Merry Christmas!

Read More:

Are Sellers Paid Well by Amazon? 

How Does Amazon Seller Fulfilled Prime Work?

Comprehensive Guide to Amazon Lightning Deals and Their Benefits

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