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Amazon's 2023 Holiday Sales Plan

The holiday season is arrived, and parties and gifts are falling from the sky everywhere. Many people have switched to internet shopping b...

Amazon's 2023 Holiday Sales Plan

The holiday season is arrived, and parties and gifts are falling from the sky everywhere. Many people have switched to internet shopping because the pandemic has changed how we buy gifts.


This, together with the typical increase in sales around the holidays, has compelled merchants all over the world to use more sophisticated techniques to get through this hectic season of the year. The key to succeeding during this season is making sure there is enough inventory and setting up the correct kinds of promotions and discounts.


Table of Content

Why is it crucial to plan ahead for holiday promotions?

Holiday Marketing tactics to increase revenues

Researching keywords - holidays

Seasonal inventory control

PPC campaign for the holidays

Equally vital is preparing for post-holiday sales.

Final Thoughts 


Why is it crucial to plan ahead for holiday promotions?

When it comes to holiday marketing, every detail needs to be planned out precisely. Everyone is extremely busy during this time, and merchants are always juggling multiple tasks to be competitive. Selling before planning increases sales and conversions.



When promotions give sellers discounts, coupons, etc., they also cost the sellers money. Making an adequate budget for them is crucial. Only market the goods with the highest profit margins because not all products are suitable for advertising.


This year's lack of planning could have contributed to retailers offering deals on less-than-stellar goods on Black Friday and Cyber Monday. Shoppers did not proceed with as many purchases as they would have regularly done because of the discounts and deals.


As a result, compared to the previous year, Black Friday and Cyber Monday sales decreased in 2021. Cyber Monday sales decreased by 1.4% from last year's records, while Black Friday sales also decreased, according to Adobe Analytics. Despite this, Amazon still had the highest sales between Black Friday and Cyber Monday.


Amazon's best-selling product categories over the holiday season include:


Clothing & apparel 

Products for the home


Games and toys






Cameras and pictures


The most popular holiday item purchases were electronic gadgets like the Fire TV sticks and Apple AirPods.


Holiday Marketing tactics to increase revenues

Let's look at everything you can do to scale your holiday profits to the next level using the abundance of ideas available for you to embrace and put into practice.

Coupons, Deals, and promotions



On Amazon, sellers can utilize promotions to sell their products for less than they normally would. Lower prices make it simpler to convince a bigger number of clients to purchase your products and expand the reach of your brand. The low prices of Amazon's items are well-known, and customers are constantly searching for the best deals.



By choosing them from the "Advertising" area of Seller Central, these promos can be quickly generated. You can choose the promotions you wish to run and the products they should be for.


The various types of promotions include the following:


The option of "discounts" is highly well-liked, and vendors can design whatever kind of discounts they choose, such as 20% off, 50% off, etc.


Sellers have the option to use a BOGO offer to market 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. Customers are readily persuaded to purchase several things at once.


Offering "Free Shipping" to customers who spend a particular amount on merchandise is another simple method of promotion. For instance, "Buy for at least $50 and get free shipping on the entire order."



Offering discounts to visitors to any product detail page or the Amazon SERPs is another approach to draw them in. These are simple to use and help your products stand out from the sea of rivals throughout the busiest Christmas buying season. However, a budget of $100 is needed as a minimum to run coupons.

By selecting "Create a new coupon" from the "Coupons" menu in the "Advertising" area of Seller Central, coupons may also be quickly produced. Coupons also cost the vendor a specific amount for each coupon that is used by customers, just like Amazon ads follow a Pay Per Click approach. Every time a consumer uses your coupon to make a purchase, we will charge you a fee of $0.60.



Running deals on Amazon is a certain way to increase traffic to your listings and sales, so you can't go wrong with them. That's because Amazon advertises these offers both online and offline, through email and social media platforms. But bear in mind that not all products are eligible. You must determine which ASINs satisfy the requirements. Next, you can pick between Lightning Deals and 7-Day Deals.


“Deals” too are created by clicking on the option from the Advertising section on Seller Central and then choosing the “Create a new deal” option, just like Promotions and Coupons. Sellers are liable to pay a fee for running deals, and they depend on what type it is. The fee for 7 Day deals amounts to $300 and the fee for the Lightning Deals amounts to $150. The Deal dashboard will give you all the information you need on which products have qualified, and allows you to make any updates or changes to your listings.


Researching keywords - holidays

Every seller's approach to improve his listings and drive the most traffic possible to increase conversions includes keyword research. Sellers must continue undertaking Amazon keyword research throughout the year. Typically, throughout the year, product listings will use generic and other high-converting keywords. Sellers will need to add holiday-specific keywords to their listings, though, throughout the festive season. By using these kinds of keywords in the product descriptions, bullet points, etc., you can enhance sales by putting your product in front of the relevant customers.


Holiday keywords are useful for PPC advertising as well as product listings. You will now have an extensive list based on the keyword research you have done thus far. Keywords or search terms that customers would use to look for products throughout the Christmas season should be included in this list.


Make sure the keywords in your PPC advertising are those that are associated with giving and the holiday season. For instance, you might sell fairy lights all year round as a business. You may use terms like "Christmas lights," "Christmas tree decorations," and other similar combos during this time of year.


Seasonal inventory control

During the hectic seasons, efficient inventory management and stock-out prevention are of the utmost significance. FBA sellers have more motivation to streamline inventory management now that there are inventory constraints in place. It's frustrating when a product runs out of stock, so one thing you can do is disclose exactly how many units of a specific item are still in stock. For instance, you could display "In Stock" or "2 items left in stock" to let customers know how many are still available. This encourages the client to buy now rather than delaying the transaction, especially when it states that there are "Only a few items remaining in stock."

Determine whether items have enough stock while managing the inventory you are already storing in the warehouse, and only conduct PPC advertising for those things. Running advertisements for items that will shortly be out of stock is pointless. If so, you should stop running ads for these products right once because they will only reduce your profits. To make room for newer things, you should get rid of any inventory that has been sitting about in the warehouse for a while.


PPC campaign for the holidays

Publicity on Amazon is crucial to generating conversions, but running them exclusively during the Christmas season is insufficient. You must launch your PPC advertisements before the start of the Christmas season in order to get the most out of them. According to Amazon PPC specialists, older advertising outperform more recent ones in terms of popularity. Additionally, as was already said, it's crucial to include holiday-related keywords in your advertising. This means that if you run your advertisements with season-appropriate keywords and for a longer period of time, they will have a better chance of receiving more impressions, clicks, and ultimately conversions.


Dynamic bids - Up and Down is the Amazon bidding tactic that is effective throughout the holiday season. Everyone is vying for the best spots for their advertisements. Therefore, using this type of dynamic bidding will enhance the likelihood that your ad will show up for certain keywords, such as seasonal keywords that are sure to increase conversions and sales. It goes without saying that increasing your PPC spend during this busy season is necessary for all of this to be successful. Without enough money, you risk blowing your advertising budget during key hours of the day when your ads stand the highest chance of landing in the top spots.


Equally vital is preparing for post-holiday sales.


Everything you can do over the holiday season has been covered, but you shouldn't stop there. After the madness of the holiday season, you must keep selling and expanding your company. Customers are happy to learn that there are still offers available or that new offers have been added as the holiday season draws to a close. A long offer is always a good choice. You might need to get rid of a lot of the merchandise you stocked up on to meet excessive demand.


Electronics, clothing, and other non-perishable items won't be a big deal, but perishable items need to be sold as quickly as possible if they have a short shelf life. Greater discounts are beneficial in this situation since you can still sell the items at a loss rather than having to throw them away. To avoid depleting your profits due to decreased competition, you must recalculate the prices of the things you discounted during the Christmas season. This is due to the fact that your rivals will also be raising the prices of their products that are portable.


You must include promotions throughout the off-season in addition to holiday promotions for your products. Increased sales as well as an improvement in those products' organic rankings will result from this. When products are actively participating in promotions like coupons, lightning deals, and best deals, Amazon's algorithm prefers and ranks them higher.


Prioritizing their placement will result in sales that could have a flywheel effect by activating these promotions a few weeks before a major holiday and a few weeks after the holiday. Remember that this tactic does not necessitate offering significant discounts. Your brand will outperform competitors that typically stop offering discounts and deals as soon as the holiday season is over if you offer even a little discount.


Final Thoughts

The process of developing a holiday selling strategy requires time and patience, so you should begin it well in advance. You will need to arrange your activities both before and after the Christmas season. The holiday buying strategy must take into account price analysis, stockpiling supplies, product listing page optimization, and PPC advertising. To have a successful Christmas season, pay close attention to every detail and keep a close eye on everything.


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