“Turkey 5"—better known as the five days from Thanksgiving through Cyber Monday—officially kicks off the holiday shopping season. Even as the Turkey 5 passes, you still have a month of opportunity to grow your following, promote your brand, and get your gifts into the hands of customers.
The month between Thanksgiving and the new year provides a big opportunity for you to market your brand to customers already shopping in Amazon’s store. In 2021, U.S.-based third-party sellers sold an average of 11,500 products per minute between Black Friday and Christmas. If you’re looking for ways to reach more shoppers during the holiday season, here are 7 tips to help you market your top-selling products to holiday shoppers.
1. Update your Store for holiday shopping
Your Store is your brand’s home in Amazon’s store, so be sure to update it for the season just like you would a website. On average, Stores updated within the past 90 days have 21% more repeat visitors and 35% higher attributed sales per visitor.1 Add festive imagery, videos, and make sure your best-selling gifts are highly visible. You can create pages for gifts and group them by interest or theme, such as “gifts for parents” or “holiday decorations.” Plus, if you have active deals or coupons be sure to use the deals widget so shoppers can easily access your gifts.
With Stores versioning and scheduling, you can plan ahead to have multiple versions of your Store go live throughout the holiday season. Make sure to schedule a new version without seasonal content to go live after the shopping season is over—or set an end date for your seasonal version so it will automatically revert back at the end of season.
Read the interactive guide from Amazon Ads to help prepare all your advertising campaigns for the holiday season.
2. Promote your products using the holiday seller social toolkit
Get shoppers excited about your gift ideas during the holidays by using our social media toolkit. Complete with holiday copy ideas, stickers for your Facebook and Instagram stories, image templates, and more—it’s an easy way to promote your products on your own social channels.
Join the conversation by using the hashtag #ShopAmazonHoliday.
3. Create coupons and social media promo codes
Coupons and social media promo codes are a great way to incentivize shoppers to purchase your products during the holidays. You can create coupons and promo codes at any time during the holidays, and they can go live to shoppers within hours. Once your coupons are live, share details with your followers on social media, or if you work with any social media influencers, create unique promo codes for each influencer so you can track sales.
However, beware of ‘discount stacking,’ which happens when you add a coupon to a product that also has an active deal, and can lead to extreme discounts. Make sure you protect your profits by only putting coupons on products that don’t have a deal coming up.
4. Grow your following using Posts
Posts are an image-based experience that appear on product detail pages within the Amazon mobile shopping app and in your Store. Posts are free to use and help shoppers see your products in use, with lifestyle photography and captions that align with your brand’s personality. You can schedule posts in advance of publishing, and with holiday-specific content and imagery. Posts are also a great way to increase your brand’s following, as brands that are active with Posts have 325% more followers on average than brands who aren’t.2
Shoppers can follow your brand from your Store or Posts, and follower counts are visible in your Stores insights dashboard.
5. Use Customer Engagement to reach your customers
As you grow your brand’s following, reach your followers with emails campaigns using Manage Your Customer Engagement. This tool enables you to send marketing emails—like gift event guides and 7-day deal details—to your brand’s followers, helping you reengage shoppers. During the holiday season, you can add lifestyle imagery and subject lines that are relevant to the season and your promoted product.
This year at Accelerate, we introduced Tailored Audiences. You can now market to three new audiences who have already purchased products from your brand: Repeat Customers, High-Spend Customers, and Recent Customers. Tailored Audiences is currently in beta and is available to a limited number of brands. Read the announcement to learn more about Tailored Audiences.
6. A/B test your product detail page during peak season
We launched new Manage Your Experiments features this year to help you A/B test more elements on your product detail page. You can now experiment by updating your bullet points and product descriptions, in addition to A+ Content, product titles, and images. Additionally, we made it easier to understand and publish your winning experiments by adding two features: experiment to significance and Auto-publish.
A/B testing is a great way to take advantage of increased traffic during the holiday season and help you understand what resonates better with shoppers. Use Manage Your Experiments to run experiments on your product details pages and publish results as soon as you know what version is more effective.
7. Use Multi-Channel Fulfillment to fulfill all your holiday orders
If you are looking to expand your online presence by launching your own website, or want to consolidate fulfillment to a single third-party logistics partner, Multi-Channel Fulfillment can help streamline your order fulfillment. Multi-Channel Fulfillment provides fulfillment services for orders placed off Amazon.com, like your own website or other ecommerce sales channels. There are many perks to using Multi-Channel Fulfillment, including reliable shipping speeds, competitive pricing, and your orders ship in unbranded packaging.
Head to the Supply Chain blog to learn how Multi-Channel Fulfillment can help you meet customer demand during the holiday season.
Looking for more holiday guidance?
Check out our holiday guide for more to-dos before the holiday rush is over. And don’t forget to continue promoting your brand into the new year—these tips can be used year-round as part of your sales and following growth strategies both on- and off- Amazon.
1 Amazon Internal, worldwide, May 2020
2 Amazon Internal data, US, April 2020–July 31, 2021