Q4 and the Holiday season are here and this is a busy time for many Amazon sellers. The strategies in this article apply not just to Q4 and the Holidays, but to any seller who encounters seasonality with their products.

Generally speaking, the holidays are a time of high sales volume, but smaller margins due to discounts and promotions. Make sure you have determined your goals before choosing a strategy to implement.

Holiday Checklist ☑️

Santa isn't the only one making a list and checking it twice. Make sure your entire Amazon business is prepped for the holiday season, from advertising to inventory, by reviewing this list:

  • Make sure you have sufficient quantities of your products in stock. You don't want to invest in marketing and build up sales momentum, only to lose all of it due to a stock out
  • Do a survey of your competitors. See what other offers are out there for products similar to yours and start price-testing. This means you try prices a little higher or lower, run promotions and offer discounts to see the impact it has on your sales and demand
  • Optimize your product listing pages. Make sure your pages are designed to sell. The holiday season means more traffic, but that will only translate to more sales if your listing converts clicks into sales
  • Rethink your advertising strategy. Consider what products and campaigns would benefit most from a more aggressive holiday push. Read on for specific advertising strategy and recommendations

Advertising Strategy

Campaign Structure

If your product is a great gifting item or relevant to seasonal searches, consider setting up a separate campaign to target those keywords. For example, words such as "gift ideas for mom" or "holiday candle."

Bidding

If you follow the above strategy, make sure to also set more aggressive MACS for these targeted campaigns. Even if the product is normally in the target profitability stage, consider setting an MACS that more aligns with launch or aggressive launch for the targeted campaign. Cost-per-click can be high during the holiday due to increased traffic and competition, so it's important to set bids that are high enough to win.

Negative Keywords

Review negative keywords added to any relevant ad groups or campaigns. Consider archiving any that are holiday-specific so you can increase your exposure and show up for more searches. You might also consider being more selective when adding new negative keywords because a lot of visitors "window shop" leading up the holidays and might take longer to make a purchase decision.

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