Hanh Hoang
Sep 21 2022 •4 minutes
The approaching holiday season is also a time when sellers on commerce platforms such as Amazon are aggressively planning to enter the peak sales season. A spike in sales during the holiday season is common, and sellers need to plan and tack hard now to not be left behind in this year's revenue race. Check out the Amazon Holiday Selling Strategy below!
Promotion on Amazon is a feature used by sellers to sell products at a preferential price than the regular price. The lower the price, the more competitive the product is with competitors and allows the brand to reach more potential customers.
Sellers can prepare to create these programs on Seller Center by selecting in the "Advertising" section, choosing the type of promotion you want to run and the product you want to run ads. The different promotion forms are as follows:
Offer a free delivery program for products that meet certain requirements. Example: Free shipping for a minimum order of $50.00
Coupons are also a way to attract customers when they visit any product details page or visit Amazon SERPs. Coupons will be a plus for customers to consider the right product selection. However, Amazon will require a $100.00 amount to make the budget to run coupons.
Sellers can create Coupons on Amazon by going to Seller Central and clicking on the Create new coupon option under Coupon from the Advertising section. Similar to the Amazon Ads PPC model, this coupon will cost the seller $0.60 each time a customer purchases a product by redeeming your coupon.
Deals are a safe way to drive traffic to listings and increase sales. But deals created will not only show up on Amazon but also appear on other social channels and be notified to customers via email promotions. To run these deals, sellers need to check which ASINs are accepted by Amazon and meet the criteria, then you can choose 7-day deals or Lightning deals.
The Deals section is also created by clicking on the option from the Advertising section in the Seller Center and then selecting the Create a new deal option, just like Promotions and Coupons.
Sellers have to pay fees to make transactions and depending on what type of transaction it is. Fees for deals for 7 days go up to $300 and fees for Lightning Deals up to $150.
Keyword Research is an integral part of building a business strategy on Amazon. Keyword research will help sellers to optimize their listings and drive maximum traffic to increase conversions.
Typically, generic keywords and other high-converting keywords will be used in product listings throughout the year. However, during the holiday season, sellers will need to incorporate holiday-specific keywords into their listings. Optimizing product descriptions, bullet points, etc., with these types of keywords will help get your products to the right audience and increase your sales.
Take advantage of SellerApp s reverse ASIN feature to discover specific seasonal keywords your competitors are using. This will give you a good idea of what keywords you should also target and start including them in all your product listings. You can target and engage your competitor s audience with this strategy.
Holiday keywords are not just for product listings, but also for PPC campaigns. With all the keyword research you've done so far, you'll have a complete list. This list must contain keywords or search terms that customers will use to search for products during the holiday season.
Make sure that your PPC campaigns target keywords as such synonymous with giveaways and all festivities. For example, if you are a seller specializing in selling Christmas ornaments, the keywords you can use are " Niche Mining + Christmas ornament " more specifically " Christmas ornament," "baby Christmas ornament," "Christmas ornament frame," "camping Christmas ornament," "Swarovski Christmas ornament," etc.
Inventory Management is one of the top critical factors during busy seasons. With inventory restrictions, FBA sellers can have trouble selling during the sale season. When a product is out of stock in Amazon's warehouse, the listing will quickly fall from its original location. Therefore, you need to determine enough inventory to ensure the quantity of goods for the sale season.
Amazon ads are crucial to driving conversions, but it's not enough if you're only running them during the holiday season. To get the most out of your advertising profits, you need to start your PPC campaigns before the sale season starts.
Amazon PPC experts say campaigns that have been running for a long time will be preferred over new ones. Also, including holiday keywords in your campaigns is very important as mentioned earlier. This means your ads have a better chance of getting more impressions, clicks, and therefore conversions if they've been running for more time and with seasonal keywords specific to the holiday season.
Amazon's bidding strategy that works well for the holiday season is Dynamic bids Up and Down. This type of dynamic bidding will increase the chances of your ads showing for specific keywords like holiday keywords that are guaranteed to drive conversions and increase sales.
