From Thanksgiving to New Year’s, the holidays are filled with shoppers looking for gifts, decorations, hosting supplies, and more. To help you tap into this festive shopping frenzy and reach more shoppers, here are 7 tips to promote your brand and top-selling products in the Amazon store.
1. Update your Brand Store for holiday shopping
Your Brand Store is your brand’s home within Amazon, so be sure to update it for the season just like you would your own website. 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, like “gifts for parents” or “holiday decorations.” If you have active deals or coupons, add the Featured Deals widget so shoppers can easily see your discounts and access your gifts. You can add the widget within the Store builder (login required), and once it’s published, the widget updates automatically so products only appear for as long as the promotion lasts.
With the versioning and scheduling features, you can also plan ahead to have multiple versions of your storefront 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.
Learn more about building a Brand Store
2. Elevate and optimize your product listings
Product listings are what customers use to make purchasing decisions. It’s important to optimize your listings to showcase your offerings effectively and help compel shoppers to buy.
One way you can do this is with A+ Content. This tool helps you showcase your products and share your brand’s story by adding videos, enhanced images, customized text placements, shoppable product-comparison charts, and more to your product detail pages. Doing so can drive brand awareness, encourage repeat purchases, and boost sales.
Another way to improve your listings is through Manage Your Experiments. This tool lets you test different versions of your product images, titles, bullet points, descriptions, and A+ Content to see what drives the most sales. Also known as A/B testing, running experiments is a great way to tap into the increased traffic during the holiday season and understand what resonates with shoppers.
3. Drive product visibility through Sponsored Products ads
Once your product listings are at their best, get the word out about your offerings with Sponsored Products cost-per-click (CPC) ads.
Sponsored Products ad campaigns promote individual product listings. You control how much you want to spend and can measure how your ads perform.
Not sure what products to advertise? Our machine learning capabilities suggest products that are more likely to engage customers if advertised. Product recommendations are featured as labels when choosing products during campaign creation. The gray “suggested” labels highlight products that are most likely to generate impressions and clicks when advertised, and the green labels offer insight on why these products are recommended. Use this feature to help increase your sales and reach your business goals.
Learn more about suggested products
A pink background is covered with brightly wrapped gifts in green, gold sparkles, red, and more.
4. Increase sales with savings
Offering discounts is a great way to incentivize shoppers to purchase products during the holidays. It can also be an effective way to bring attention to new or slow-moving products and reduce inventory. There are several types of discounts you can offer in the Amazon store. Here are a few to consider:
- Coupons: Offer discounts in the form of a percentage off or a certain amount of money off on a single product or a set of products.
- Deals: You can offer two different types of time-bound deals—Lightning Deals and Best Deals. A Lightning Deal is a promotional offer that lasts for a limited number of hours while a Best Deal lasts for a limited number of days.
- Promotions: Set up a limited-time “buy one get one free” promotion, offer a percentage off with a tiered discount so customers save more when they buy more, or create a custom social media promo code to share through social channels, emails, or influencer marketing. If you work with social media influencers, create unique promo codes for each influencer so you can track sales.
Offering these types of discounts can be a great way to stimulate sales. Just be sure to avoid unintended “discount stacking,” which happens when you add a coupon to a product that also has an active deal, and can lead to extreme discounts. You can easily prevent this by only putting coupons on products that don’t have a deal coming up.
5. 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, the toolkit provides an easy way to promote your products on your own social channels.
The toolkit provides free images and copy inspiration you can customize and share to your social channels this holiday season.
6. Grow your following using Posts
Posts let brands use inspiring images and videos to educate and engage customers. They appear on product detail pages within the Amazon mobile shopping app, content feeds for related categories, and in your own storefront. Posts are free to use for brands enrolled in Brand Registry and help shoppers see your products in use, with lifestyle photography and captions that illustrate your brand’s personality. You can schedule posts in advance of publishing and incorporate holiday-specific content and imagery.
Posts can also be a great way to increase your brand’s following. On average, brands with 10+ live posts had 2.9x more Brand Store visits and 4.1x more followers, compared to brands with fewer than 10 live posts. Shoppers can follow your brand from your storefront or Posts, and follower counts are visible in your Stores insights dashboard.
7. Use Multi-Channel Fulfillment to fulfill all your holiday orders
If you’re looking to expand your online presence by launching your own website, or want to consolidate fulfillment to a single third-party logistics provider, Multi-Channel Fulfillment (MCF) can help. Available to sellers enrolled in Fulfillment by Amazon (FBA), MCF uses your FBA inventory to provide low cost, reliable fulfillment for other ecommerce sales channels, as fast as two days. This means you can streamline your operations and use one pool of inventory to fulfill orders placed in the Amazon store, your own website, or other sales channels.
Learn more about how MCF can help you meet customer demand this holiday season.
Looking for more holiday guidance?
Check out our holiday guide for more actions you can take to prepare for the holiday rush. And don’t forget to continue promoting your brand into the new year—these tips can be used year-round to optimize your sales strategy.
