The Ultimate Last-Minute Holiday Checklist for Amazon Sellers

Cassandra Shaffer

November 18, 2019

With the holidays quickly approaching and sales on Amazon are on the rise, you want to make sure your Amazon store is prepared for those last-minute gift shoppers. Although you’ve already built your brand’s strategy for holiday Amazon sales, we put together a holiday eCommerce checklist for you—just in case you forgot anything.

Whether it’s preparing your store in general, choosing promotions, driving traffic to your store, or on-site advertising, we’ve got you covered. So here’s your list, and be sure to check it twice.

Pattern's ecommerce experts created this last-minute holiday checklist for any and all ecommerce sellers on Amazon and other marketplaces.

Preparation

Chance favors the prepared, and your Amazon store will have increased conversions during the bustling holiday season if the items below are in order.

Reviews and responses

Shopping online is more social than ever, and is crucial to a successful Amazon listing. Think about the last time you bought something on Amazon. Did you look at the amount of reviews and the star rating? Reviews can make or break the success of your listing, so make sure you are constantly on top of responding to reviews and have a strategy in place.

Furthermore, make sure your brand has responded to the positive and negative reviews on your listings. This shows shoppers that your brand stands behind its products, and that your store is responsive and trustworthy.

SEO optimization

The quality of your listings’ SEO will determine how easy it is for shoppers to find your product. You can see our full blog post on how to optimize your brand’s SEO on Amazon here, but for now, here are a few quick tips:

Tip #1: Use as many relevant terms as possible for your listing if to boost your visibility, sales and overall rank in search results. You have 250 characters at your disposal for each listing, so use as many relevant keywords for your product as possible.

Tip #2: Your product listing title is the most important part of your listing. Amazon best practices suggest you include the following in the title: - Brand - Product line - Material or key feature - Product type - Color - Size - Packaging/Quantity

Tip #3: Put the most important keywords in your title first. Product titles usually have between 115-144 characters, depending on the category. However, Amazon listing titles on mobile only have 55-63. In order to hook those mobile shoppers, you’ll want to be strategic about what information you include in the first 55-63 characters.

Stock up for increased demand

Although selling out might sound nice at first, it means your business is missing out on more opportunities to make sales. Make sure your store has enough inventory to satisfy the higher holiday demand. Two great ways to do this are to understand how Amazon promotions work, and if you sell using Fulfillment by Amazon, check your inventory to make sure it’s reserved for Black Friday sales and other holiday promotions.

Advertising restructuring

It’s smart to regularly measure the effectiveness of your brand’s advertising strategy. Competitive, Automatic, Branded, and Non-Branded ads are all good strategies. These types of campaigns are easily measured and changes can be made effectively.

Promotions

From the beginning of November through January, shoppers visit Amazon expecting to find good deals and promotions. Nobody does deals quite as well as Amazon, and there are many options to consider and choose from on the platform.

Lightning Deals

Nothing sells better than creating urgency and offering a discount. Amazon’s Lightning Deals do just this. A Lightning Deal is a time-bound, promotional offer where a product is featured for a limited number of hours (usually 4 to 12 hours), on the Amazon Deals page. If you want to learn how to become eligible for Lightning Deals as a seller, check out this article.

Seller Powered Coupons

One of the more popular features for Amazon sellers is the SPC (Seller Powered Coupons). These virtual coupons give shoppers a dollar amount or percentage discount on the regular price of a product. In return, sellers get boosted visibility and exposure for that product—and more sales.

Promo Codes

The savvy shopper is always on the lookout for promotions, and promo codes through Amazon can be a powerful tool—if used wisely. Promo codes can be incorporated in giveaways, external traffic programs, and on detail pages.

There are many ways to encourage shoppers to save money and buy during the holiday season, and Amazon provides sellers with plenty of options to choose from.

Amazon programs

There are a plethora of ways to advertise your products on Amazon using tools that are built into Amazon Advertising and other features. If you want to snag as much holiday retail action as possible, it would be worth going over your strategy for the following tools.

Amazon Advertising

Formerly AMS (Amazon Marketing Services), AMG (Amazon Media Group), and AAP (Amazon Advertising Platform), Amazon Advertising offers sellers helpful tools to stand out against the competition and boost traffic to product detail pages and brand pages.

This collection of tools helps you advertise products in several places, including headline search ads, product display ads, sponsored products ads, and off-platform advertising (desktop display ads, mobile banner ads, and mobile interstitial ads). It’s important to curate a strategy for promoting your brand’s products during the holidays.

Posts

Amazon now has a social media-esque platform of their very own all about product discovery. Although Posts is still gaining traction, this newcomer is great news for retailers, offering a new way to promote your products via content you can repurpose from social media.

One reason Amazon is so successful is because they’ve made it easy for sellers to advertise on their platform. With all of the options they offer, it won’t be hard to pick a few that will work for your brand’s strategy during the holiday season.

External traffic

When shoppers aren’t directly browsing on Amazon’s site, how are they going to learn about your products? That is where your brand’s external traffic strategy should come into play, and it would be wise to nail down your plan if you want to make the most of holiday retail.

There are many creative ways to drive traffic to your products on Amazon, and here are a few to consider using in your holiday marketing strategy.

Social Advertising

People are spending more time on social media than ever before. When thinking about your brand’s marketing strategy, go to where the people are—and that is on social. This holiday season, consider sponsoring some advertising on Facebook, YouTube, or Instagram.

Influencer Advertising

Few things are more powerful than a solid third-party testimonial, and that is where influencer advertising comes into play. Combining an influencer’s voice with a special promotion is one option for the holidays, but with influencer marketing, there are endless opportunities for collaboration and promotions.

YouTube Advertising

When it comes to influencing purchase behavior, YouTube is an excellent option for reaching your key customers. Not only does YouTube have enormous reach, it also has advanced targeting options and their platform makes it easy to track ad metrics.

Website Support

Amazon is such a trusted place to make purchases that shoppers are increasingly choosing to purchase through Amazon than brand websites. One way to keep a customer interested when they are browsing your website is to give them opportunities to also view your products on Amazon. Redirecting people to Amazon from your website will ensure your brand doesn’t lose a sale if a shopper is more interested in purchasing on Amazon.

There are many things to consider and refine before the holiday retail season is upon us, and we know it might seem a little daunting. If you want the help of Pattern's Amazon and eCommerce experts to tighten up your last-minute holiday eCommerce checklist, you’re in luck. You can learn more about how to win during the holiday season on Amazon (and more) by filling out the form below.

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Sept 27, 2022

Global Ecommerce Weekly News: 27th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon drives renewable energy push with 71 new projects Amazon is planning to add 2.7 gigawatts of clean energy capacity through a couple of new projects as the company attempts to use 100% renewable energy by 2025. The ecommerce business will soon have a total of 329 renewable energy projects, generating 50,000 gigawatt hours of clean energy, which is equivalent to powering 4.6 million US homes every year. [Read more on Reuters](https://www.reuters.com/business/sustainable-business/amazon-drives-renewable-energy-push-with-71-new-projects-2022-09-21/) Amazon launches Prime Early Access Sale Amazon is launching a new 2-day shopping event for its Prime members only, beginning on the 11th of October. Across 15 countries, Prime customers will have access to the shopping event, with thousands of deals on offer globall, ranging from fashion to electronics to essentials. The event has the purpose of giving Prime users the chance to spread the cost of items over the winter months, 6 weeks ahead of Black Friday. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/26/prime-early-access-sale/) --- Other Marketplace News --- Shopify unveils new localisation tool Shopify is launching a new localisation tool, called Translate & Adapt, which works with Shopify Markets to offer localisation for sellers who are looking to expand into new markets. The tool translates a user’s online store into different languages, including product pages and information pages. Merchants are also able to create different shipping terms for each market using the new tool, which allows international expansion and offers a more localised consumer experience, unveiling new potential. [Read more on Ecommerce News](https://ecommercenews.eu/shopify-launches-new-localisation-tool/) Etsy is set to invest hundreds of millions into its marketing platform Etsy CEO claims that the company is on route to spend more than $570 million USD on marketing this year. Even during a time of macroeconomic pressure, inflation and rising interest rates, the company is preparing itself and its sellers for the upcoming holiday season and is focused on retaining interest from buyers. [Read more on Yahoo News](https://uk.news.yahoo.com/etsy-600-million-on-marketing-ceo-154054219.html) --- Other Ecommerce News --- Meta looks to cut costs by 10% in the coming months Meta employees are facing job redundancies as the company plans to cut its costs by 10% over the next few months. Meta reported a 22% YoY increase in costs and expenses, totalling over $20 billion USD. The cuts are expected to come in the form of job redundancies as a result of department reorganisations rather than formal layoffs. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/22/meta-to-slash-costs-by-10-over-coming-months/) DHL teams up with Quadient to offer smart locker deliveries in the UK DHL and tech company, Quadient, have partnered to offer smart lockers parcel pick-up throughout the UK. The new contactless, secure locker stations will give recipients more choice and flexibility to receive their parcels at a time and location best suited to them. The partnership plans to install 500 locker stations across the country by the end of 2022. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/21/dhl-partners-with-quadient-to-offer-smart-locker-delivery/) The online fashion market is set to be worth nearly $170 billion USD in 2025 The European online fashion retail market is set to grow 50% by 2025, with an online turnover of $170 billion USD, which is 33% of the retail branch’s total. Cross-border marketplaces prove to be the largest drivers of this growth, with online websites and apps like Vinted largely pushing the market’s online growth. Zalando recently became the largest cross-border fashion retailer/marketplace, responsible for 11.7% of the online market’s share. [Read more on Ecommerce News](https://ecommercenews.eu/online-fashion-market-worth-e175-billion-in-2025/)
Sept 20, 2022

Global Ecommerce Weekly News: 20th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon to raise pay and add extra work benefits for delivery drivers Following the rise in fuel prices and protests by Amazon workers, the ecommerce giant is raising its delivery drivers’ pay and adding more work benefits. Amazon has mentioned that it will be investing $450 million into rate increases along with an education program and a Delivery Service Partners program. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/14/amazon-to-raise-delivery-drivers-pay-and-add-more-work-benefits/) Amazon announces it will give away shipping software to merchants at no cost Amazon has recently announced that it will be giving ecommerce merchants free software to manage shopper orders on and off its platform as it extends its reach. The ecommerce giant will be ending monthly costs for sellers using Veeqo, a shipping software it recently acquired and instead offer to them a new, free shipping software. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/16/amazon-to-give-away-shipping-software-to-merchants/) --- Other Marketplace News --- Walmart unveils new virtual fitting rooms In an effort to drive clothing sales, Walmart has launched virtual fitting rooms while competitors reduce spending amid the cost of living crisis. The virtual try-on tool can be used by Walmart customers to virtually measure the clothing items and see how the products would look on them. Shoppers will now be able to see how over 270,000 clothing items on Walmart’s ecommerce site would look on their bodies. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/15/walmart-launches-virtual-fitting-rooms-to-drive-clothing-sales/?utmsource=Retail+Gazette+Subscribers&utmcampaign=2da7f0f8f8-EMAILCAMPAIGN202209150742&utmmedium=email&utmterm=0d23e2768b6-2da7f0f8f8-61040615) THG slashes sales and profit expectations The Hut Group has slashed its forecasts for 2022 as rising interest rates, inflation and energy costs take a toll on consumers. Previously, THG estimated its sales growth to be between 22-25% but after a recent evaluation, has lowered this prediction to between 10-15%. Initial predictions did not take into account the negative effects of ceasing sales in Russia and Ukraine along with the impact that the cost-of-living has had on consumer spending. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/15/thg-slashes-forecast-as-cost-of-living-crisis-hits-consumers-wallets/) --- Other Ecommerce News --- DHL and Post Office team up to provide click and collect services Through a partnership between delivery company, DHL and Post Office, a new click and collect service is to be tested at Post Offices before rolling out to over 1000 branches across the UK. Online shoppers will now have the option of choosing their local Post Office as a collection point, and DHL will fulfil the delivery aspect, opening up networks for both parties. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/14/post-office-partners-with-dhl-express-to-provide-click-and-collect-services/) US consumer watchdog plans to further regulate the BNPL sector The US Consumer Financial Protection Bureau (CFPB) has raised concerns regarding the collection of consumer data and the fast-growing nature of the BNPL sector, which includes companies such as Affirm and Klarna. The CFPB is worried that these companies could be negatively impacting consumers’ financial health and aims to put better regulations in place to ensure consumers are safe and empowered. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/16/us-consumer-watchdog-to-start-regulating-bnpl-sector/) Japanese ecommerce market estimated to grow by 6.9% in 2022 The ecommerce market in Japan, largely dominated by domestic online retailers including Reakuten and Mercari, is set to reach $194.3 billion USD in 2022, after seeing an annual compound growth rate of 5.2% between 2018 and 2021. This makes Japan the fourth leading ecommerce market globally, following China, the US, and the UK. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/13/japan-ecommerce-market-to-grow-by-6-9-in-2022/) Ecommerce brands are spending more on TikTok ads TikTok may soon be surpassing Facebook and Google as the most lucrative advertising channel, with ecommerce brands spending 60% more on TikTok ads in Q2. Facebook is still ahead as the top choice for ecommerce advertisers but only grew by 5.6% from Q1, while Google grew 20.5% in Q2, and Snap declined 10.8% in Q2. [Read more on SearchEngineLand](https://searchengineland.com/ecommerce-brands-spent-60-more-on-tiktok-ads-in-q2-387876)
Sept 13, 2022

Global Ecommerce Weekly News: 13th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon scales back on US warehouse facilities Amazon is shutting down two facilities with 300 employees, discarding plans for 42 facilities, and delaying plans to open a further 21 buildings across the US. The ecommerce giant is scaling back on hiring as well as the expansion of its vast delivery network, as it was left with an excess of space following its rapid expansion during the pandemic. [Read more on Business Insider](https://www.businessinsider.com/amazon-closes-2-facilities-scraps-plans-42-new-buildings-report-2022-9?r=US&IR=T) --- Other Marketplace News --- JD.com is ‘betting’ on ecommerce grocery market Amidst a slowing economy and a decline in ecommerce, Chinese ecommerce giant JD.com has increased its urgency to seek new growth engines. The company is looking to boost its online grocery business through offline partnerships and expansion into lower-tier cities, where it may be able to unleash more consumption power. [Read more on The Star](https://www.thestar.com.my/tech/tech-news/2022/09/08/chinese-ecommerce-giant-jdcom-bets-big-on-online-grocery-lower-tier-markets-amid-slowing-economy) Shopee shuts operations in Argentina, Chile, Colombia, and Mexico Sea’s ecommerce arm, Shopee, has shut local operations in some LATAM countries but will continue to maintain cross-border operations in a few markets. Latin America is Sea’s most important region following South-east Asia, accounting for close to 19% of its revenue in 2021. The move away from these countries is largely due to increased levels of macro uncertainty and rising interest and inflation rates, and rather putting a focus on its core operations. [Read more on Straits Times](https://www.straitstimes.com/business/companies-markets/seas-shopee-shuts-operations-in-argentina-chile-colombia-mexico-sources) --- Other Ecommerce News --- Instagram scales back in-stream shopping elements Instagram is re-examining its approach as it hasn’t been able to make ‘fetch’ happen. ‘Fetch’ in this context being the online shopping trends which have become all-consuming in China, and what Western social platforms have been hoping to add into their apps to make them more addictive and revenue-generating. Consumers have not been swayed by the latest shopping tools on TikTok and Instagram, leading to Instagram scaling back its in-stream shopping program. [Read more on SocialMediaToday](https://www.socialmediatoday.com/news/instagram-scales-back-in-stream-shopping-elements-as-it-re-examines-its-app/631276/) FedEx Express supporting the growth of cross border ecommerce FedEx express has expanded its international commerce shipping service to four more markets across the Asia Pacific, Middle East and Africa (AMEA) region in an effort to support the strong development of ecommerce in this region. Three of the fastest growing markets, the Philippines, Indonesia and Vietnam are leading Southeast Asia’s ecommerce sales, which is set to reach $100 billion by 2023. [Read more on Post & Parcel](https://postandparcel.info/149889/news/e-commerce/fedex-express-supports-the-growth-of-cross-border-e-commerce-within-the-amea-region/) India ramps up hiring as companies prepare for shoppers Ecommerce companies are getting ready for the festive season by rapidly expanding their temporary workforce. As ecommerce in India grows, the country is predicted to have 372 million online shoppers by the end of 2022. The festive season this year, running from October to December, is expected to see a two-fold increase in logistics and delivery alone. During this period, companies are predicted to add 20% more to their existing workforce base, with a 8-10% higher pay scale compared to last year. [Read more on Business Insider India](https://www.businessinsider.in/business/ecommerce/news/the-great-indian-festival-of-hiring-e-commerce-companies-gear-up-for-indias-shoppers/articleshow/94000346.cms)