It's officially the Amazon holiday season, and festivities and presents are abundant everywhere. Many have shifted to internet shoppin...
.webp "Amazon's Holiday Selling 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.
Table of
Content
Why is it
crucial to plan ahead for holiday promotions?
Holiday
selling strategies to maximize sales
Keyword
Research – Holiday Keywords
Inventory
control for holidays
PPC plan for
the holiday season
Getting
ready for the post-holiday sales is just as crucial.
Conclusion
Why is it
crucial to plan ahead for holiday promotions?
When it
comes to Christmas marketing, everything must be meticulously planned. Everyone
is incredibly busy during this period, and merchants are constantly rushing to
be at the top of their game. Prioritization aids in increasing sales and
conversions for merchants.
When
promotions give sellers coupons, discounts, etc., they also cost sellers money.
It is crucial to set aside enough money for them as a result. Promote only the
products with the highest profit margins because not all products are suitable
for advertising.
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 attraction
of the discounts and bargains.
This led to
lower Black Friday and Cyber Monday sales in 2021 than in 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-selling categories that Amazon is offering for the holidays 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.
Holiday
selling strategies to maximize sales
Promotions,
Deals, and Coupons
Promotions:
Sellers on
Amazon utilize promotions to offer their goods 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 types of promotions:
"Discounts"
are a fairly popular option, and sellers are free to designate any kind of
discount they wish, such as a 20%, 50%, or other percentage off.
Sellers have
the option of using a BOGO deal to advertise their goods. If you want your
things to sell out quickly, consider offering a Buy One, Get One Free or Buy
Two, Get Two Free promotion. Customers are readily persuaded to purchase
several items at once by it.
A further
simple promotion strategy is to provide "Free Shipping" to customers
who meet a minimum purchase amount. For instance, "Get free shipping on
the entire order when you shop for a minimum of $50."
Coupons:
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 by redeeming your coupon.
Deals
Deals on
Amazon are a risk-free approach to boost traffic to your listings and sales.
You can't go wrong with them. 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.
The same
process as creating promotions and coupons also applies to creating
"deals," which are initiated by selecting the "Create a new
deal" option from the Advertising section on Seller Central. Depending on
the nature of the contract, sellers may be required to pay a charge for
managing it. $300 is the cost of the 7-Day Deals, and $150 is the cost of the
Lightning Deals. You may make any necessary edits or modifications to your
listings and get all the information you need about which products qualify from
the Deal dashboard.
Keyword
Research – Holiday Keywords
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
keywords are useful not only for PPC ads but also for product listings. You
will now have an extensive list based on all of the keyword research you have
already done. This list ought to include search phrases or keywords that
consumers might use to look for goods during the holidays.
Make sure
the keywords associated with gift-giving and the holiday season are targeted in
your PPC advertising. Say, for instance, that you are a year-round vendor of
fairy lights. You may utilize keyword combos like "Christmas lights,"
"Christmas tree decorations," and more during this time of year.
Inventory
control for holidays
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.
Conclusion:
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.
Read More:
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Choosing the Right Marketplace for Wholesale Business on Amazon
Amazon's Most recent Terms of Service for Enhanced Operations in 2023
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