(and What to Do Differently for Each)
Introduction
The holiday season is a key period for Amazon sellers and vendors, especially those with seasonal and highly giftable products. For brands that fall into these categories, the holiday surge can account for a large percentage of annual revenue. To capitalize on this, brands need to acquire unique strategies for preparation, advertising, and inventory management. This guide provides essential tips for brands to maximize sales during this festive period.
Photo by freestocks on Unsplash
How to Prep Early—and Avoid Over or Under-doing Inventory Planning
Proper inventory management is vital, especially during high-demand periods like the holidays. Planning early prevents understocking and lost sales while also reducing the risk of overstocking, which can lead to excessive storage fees.
Here’s what to do in the months leading up to the holiday season:
June to August: Finalize Product Assortment and Production Plans:
Selecting the right products early is crucial. Brands should focus on their best sellers and explore new trends to ensure their inventory meets anticipated holiday demand. Utilize keyword tracking tools, such as Helium10 or JungleScout, to predict when relevant keywords will begin to see growing search volume, based on historical trends. If manufacturing overseas, submit product plans early and consider utilizing Amazon Global Logistics to streamline product delivery to Amazon. Request product samples, inspect them thoroughly, check for defects, and log their details into your inventory management system. Taking these steps early allows for time to correct any issues well ahead of the peak selling season.
September to October: Restock and Ship:
It’s important to stay in stock during the holidays. Collaborate with your domestic warehouse team or 3PL to ensure your inventory is continuously replenished. You can clear out overstocked items on Amazon's Outlet page to avoid excess costs, free up space for higher-demand items, and reduce higher Q4 Amazon storage fees.
November to December: Prevent Excess Inventory:
Having too much stock is a common problem during peak sales periods. Excess inventory ties up cash flow and storage space, limiting your ability to respond to changes in consumer demand. Avoid these pitfalls by choosing a partner, such as TripleLine, with a strong background in Amazon inventory management and demand planning to balance shipments with demand predictions.
Photo by Jakob Owens on Unsplash
Advertising and Marketing
Keyword Research and Holiday SEO
Successful holiday advertising begins with seasonally appropriate keyword research.
Utilize Seasonal Trends: Sellers should adapt their keyword strategies to reflect what is trending during the holiday season. Use tools like Amazon’s Brand Analytics and suggestions from Sponsored Products ads to identify which holiday-related keywords (e.g., "holiday gifts for mom") are gaining popularity. Start incorporating these terms into your product listings and ads early in the season.
A/B Testing your Content: Once you identify key holiday terms, use Amazon’s "Manage Your Experiments" tool to A/B test different versions of your listings. You can experiment with various holiday-themed titles, descriptions, and images to see which keywords drive the most traffic and conversions.
Advertising Seasonal Holiday Gifts
For products centered around specific holiday themes, the strategy involves more creative and engaging marketing.
Optimize Your Brand Store for the Holidays: Your Brand Store is your home base on Amazon. Update it with festive imagery and create holiday-specific gift guides (e.g., “Gifts for Her” or “Holiday Décor”). Using tools like the Featured Deals widget ensures that holiday shoppers can easily find your discounted and time-sensitive offers.
Create Targeted Sponsored Ads: When promoting thematic gifts, use Sponsored Products ads to enhance visibility. Focus on holiday-themed keywords and highlight the seasonal appeal of your products.
Photo by Kelly Sikkema on Unsplash
Advertising Highly Giftable Products
Highly giftable items such as home décor and kitchen gadgets require a distinct approach.
Highlight Versatility: For highly giftable products, emphasize their broad appeal. Creating bundles or offering limited-time deals can attract more buyers. For instance, offer "buy one, get one" promotions or create personalized social media promo codes to share through influencer campaigns.
Feature A+ Content: Enhancing your product listings with A+ Content can make a significant difference. Use videos, comparison charts, and lifestyle images to show how your products can be perfect gifts for various occasions.
Conclusion
The key to holiday success on Amazon lies in early preparation, effective inventory management, and targeted advertising strategies. By utilizing Amazon’s tools and optimizing both your listings and inventory processes, sellers can maximize sales, avoid common pitfalls, and delight their customers during the busiest shopping season of the year.
Comments