• Amazon Shopping Event Calendar

    By ZonSupport | Posted on June 18, 2022| Blog

    Sellers so often look for outside information for opportunities to leverage the Amazon marketplace. Sometimes, it’s surprising what you find from the beast itself!

    Amazon promotes shopping events for specific days of the year, providing additional merchandising like deals, and increasing customer outreach efforts through relevant email campaigns and other marketing specific to the event.

    Of course, to leverage these events you must consider how relative to your product is for the event. It’s unlikely your product work for every event, but with some creative thinking, you should be able to align with several of them.

    In January, shoppers are often looking for fitness accessories since many make the New Year’s resolution to get healthy. Promoting fitness products during this time of year may help shoppers find your products at the time they are most likely to purchase, which can result in a sales boost.

    However, am not so sure that fitness products are a good fit for Valentine’s Day! Maybe you’re better not to try and make fitness fit into this very personal occasion!

    Amazon has some words of wisdom for you to ensure you make the most of these opportunities.

    Set up a Lightning Deal

    One of the ways to participate in Amazon shopping events is to run a deal on products that are relevant to the event. Set up a deal during this time period to ensure your product is discoverable. This will ensure customers will be able to find your product on the Deals Page. Once you have a Lightning Deal set up, the deal will automatically be flagged for Amazon merchandising to consider including on the event landing page.

    Make sure you have enough inventory – now there’s an understatement!

    You need enough inventory to support the increase in traffic and sales during the event. Plan adequate time for your inventory to be received at Amazon’s fulfillment centers. Also, be sure that you manage inventory expectations post the event. Assuming your product is not seasonal, this activity may well increase your sell-through rate going forward. After all, that is what a promotion should be designed for, not just a discount war that impacts your margin with no upside!

    Add Enhanced Brand Content to your Lightning Deals

    Adding Enhanced Brand Content can lead to better customer engagement, higher conversion rates, and a sales increase. Add enhanced content to the detail pages you are promoting.

    Adjust Sponsored Products budgets

    Events lead to higher than normal traffic which can deplete campaign budgets faster than normal. Review your Sponsored Products campaigns and consider increasing your budget and bidding during this time to ensure customers are finding your product.

    There’s a great PDF you can print off which was the source of this blog: Amazon Shopping Events.

    As always, ask us anything. If we don’t know the answer, we’ll know someone who does!

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