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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Global Ecommerce: Weekly News (6th September 2022)
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Global Ecommerce Weekly News: 6th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon announces new inventory and distribution service, AWD Amazon has launched Amazon Warehousing and Distribution (AWD), providing inventory and distribution services to its sellers as a means of addressing current supply chain issues. AWD is now available for sellers using Fulfilment by Amazon (FBA), i.e. outsourcing their fulfilment to the platform. Amazon has plans to expand the service outside the platform in 2023. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/02/amazon-introduces-new-service-to-help-solve-supply-chain-challenges/) Amazon Web Services (AWS) launches in the UAE AWS, Amazon’s cloud-computing platform offering, has launched its second region in the Middle East and now provides its services in the UAE. The move will now allow anyone in the UAE who utilises cloud technologies to harness AWS’s advanced platforms and APIs. An estimated $11 billion USD is expected to be added to the UAE’s GDP thanks to the implementation, with an average of 6,000 external vendor jobs to be created annually. AWS is now available in 87 zones across 27 regions, with sights set on expanding further across Australia, Canada, India, Israel, New Zealand, Spain, and Switzerland. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/30/amazon-web-services-launches-region-in-uae/) --- Other Marketplace News --- Lazada to launch in Europe Alibaba-owned ecommerce platform Lazada is set to launch in Europe, marking a refreshed internationalisation push from the company. The move follows toughening economic conditions and performance in Southeast Asia, advancing the need to tap overseas markets. In Europe, Lazada will face tough competition from giants like Amazon and Zalando. Lazada’s exact entry strategy is to be confirmed and will be reliant on macroeconomic and market conditions, according to Lazada CEO James Dong. [Read more on DigitalCommerce360](https://www.digitalcommerce360.com/2022/09/01/alibabas-lazada-to-take-on-amazon-zalando-in-europe-push/) Chinese ecommerce giant Pinduoduo to launch cross-border platform in the United States Pinduoduo, a Chinese ecommerce giant rivalling Alibaba and JD, has announced it will be launching a new cross-border ecommerce platform. The marketplace is set to launch in the United States next month, as part of the company’s larger push into new markets. Pinduoduo found success in China thanks to its rock-bottom price offerings and harnessing of social commerce marketing, emulating strategies similar to fast-fashion giant Shein. [Read more on Yahoo Finance](https://uk.finance.yahoo.com/news/pinduoduo-launch-international-e-commerce-034129263.html) Alibaba launches its biggest B2B sales event, ‘Super September’ China ecommerce giant, Alibaba, has now launched its month-long B2B sales event ‘Super September’. The event provides 40 million buyers and 200,000 suppliers with the ability to connect on the platform, showcasing a ‘virtually unlimited’ number of products. The event hopes to foster new cross-border business relationships to tackle supply chain challenges currently faced by businesses. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/01/alibaba-launches-super-september-b2b-sales-event/) --- Other Ecommerce News --- Klarna’s losses quadruple in first half of 2022 BNPL provider, Klarna, has reported losses of $581 million USD for the first half of 2022. This figure is almost four times larger than a year earlier, where $129 million USD in losses were reported. The company attributes the losses to employee costs, technology investments, and rising credit losses. Klarna’s figure reporting comes amidst worsening economic conditions, fresh legal and regulatory scrutiny, and pressure from Big Tech competitors. [Read more on The Financial Times](https://www.ft.com/content/483451db-9221-4ca4-83a6-b4ddc6bfcfbb) [Read more on the Guardian](https://www.theguardian.com/business/2022/aug/31/klarna-losses-more-than-triple-as-consumer-spending-slows) One fifth of Snap employees to be laid off amidst poor financial performance Social media platform Snap (‘Snapchat’) has announced it will be laying off 20% of its employees and closing out a number of projects following a year of poor financial results.The move will see 1,200 employees globally lose their jobs, saving the company an estimated $500 million USD in costs. Snap is currently valued at $20 billion, an 84% decrease from its valuation of $130 billion last year. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/01/snap-to-lay-off-20-of-its-workforce-and-wind-down-a-number-of-projects/)

Global Ecommerce: Weekly News (30th August 2022)
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Global Ecommerce Weekly News: 30th August 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon set to shut down Amazon Care Amazon is closing its telehealth service, Amazon Care, which launched in 2019 as a trial program for its headquartered employees. Later the service was rolled out nationwide for employees and other companies. The ecommerce giant has now made the decision to move away from the healthcare space, believing it was not the right long-term solution for its enterprise customers. [Read more on CNBC](https://www.cnbc.com/2022/08/24/amazon-is-shutting-down-amazon-care-telehealth-service.html) Peloton closes new deal to sell on Amazon Following a recent deal, Amazon customers will soon be able to buy Peloton fitness equipment on the marketplace, marking Peleton’s first move outside a direct-to-consumer model. According to Peloton’s CCO, there are already around half a million searches on Amazon for Peloton products every month, despite having no presence on the marketplace. Some key products include the original Peloton Bike, retailing for $1,445 and Peloton Guide for $295. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/24/peloton-strikes-deal-to-sell-fitness-equipment-on-amazon/) --- Other Marketplace News --- 60% of Malaysians are buying from local sellers on Shopee A recent survey of nearly 3,500 respondents found that nearly half of the shoppers prefer to purchase from local sellers due to shorter delivery times. Other shoppers decide to shop locally due to the quality of the products made in Malaysia and an interest in keeping the economy running. As a result, smaller local merchants have been able to grow their businesses, and shoppers benefit from shorter delivery times, products of high quality and supporting local businesses. [Read more on The Malaysian Reserve](https://themalaysianreserve.com/2022/08/25/around-60-malaysians-are-buying-from-local-sellers-on-shopee/) Flipkart’s social commerce platform Shopsy crosses 100 million users Flipkart launched a social commerce arm, Shopsy, in July of last year, which has now surpassed 100 million users, ahead of its target timeline being the end of 2022. This acquisition of new users has made Shopsy one of the largest platforms of its kind in the country, and is expected to onboard a further 100 million by the end of 2023. The platform is centred around boosting local entrepreneurship and powering ecommerce for consumers across tier 2+ regions where users face challenges around trust and navigation when shopping online. [Read more on Business Standard](https://www.business-standard.com/article/companies/flipkart-s-social-commerce-platform-shopsy-hits-100-million-users-1220828006851.html) Meta joins Amazon and Walmart in bid for Indian ecommerce market Amazon mentioned earlier in the year that it would be building a logistics division in-house through its purchase of a 51% stake in Ecom Express, an end-to-end logistics firm, to make ecommerce deliveries more efficient in the country. Walmart operates Flipkart in India and is set to continue its investment in the marketplace. In an effort to compete in the Indian ecommerce market, Meta has partnered with Indian ecommerce company, JioMart, to offer customers a grocery shopping platform within its WhatsApp chat feature. [Read more on Pymnts](https://www.pymnts.com/news/retail/2022/meta-joins-amazon-walmart-indian-ecommerce-market/) --- Other Ecommerce News --- Ecommerce in Spain worth €57.7 billion in 2021 Spanish ecommerce saw 11.7% growth compared to last year, largely attributed to cross-border sales. In the final quarter of 2021, ecommerce sales in Spain were at €16.9 billion euros, at least 60% of which came from cross-border sales. Transactions from foreign locations to Spain generated a turnover of €1.56 billion in Q4, a growth of 27.7% compared to Q4 a year before. [Read more on Ecommerce News](https://ecommercenews.eu/ecommerce-in-spain-was-worth-e57-7-billion-in-2021/)

Global Ecommerce: Weekly News (23rd August 2022)
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Global Ecommerce Weekly News: 23rd August 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon to add mental health support to primary-care service Amazon is set to move into mental health therapy with its primary-care division, following its recent acquisition deal of One Medical. The plan is to partner with virtual behavioural therapy service, Ginger, to offer its Amazon Care users with on-demand access to mental health services, licensed therapists and psychiatrists. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/11/amazon-plans-to-add-mental-health-support-to-primary-care-service/) GMB union calls for £15 an hour minimum pay at UK Amazon warehouses Amazon recently offered its warehouse workers a 3% pay rise, which in comparison to the June inflation rate of 9.4% left employees disappointed. Following this, hundreds of Amazon warehouse workers stopped work last week, protesting against the minimal pay increase, seeking a minimum of £15 an hour. Recent protests consisting of employee walkouts and sit-ins aim to get a better offer out of Amazon. [Read more on The Guardian](https://www.theguardian.com/technology/2022/aug/09/gmb-calls-for-15-an-hour-minimum-pay-at-amazon-warehouses-in-uk) Amazon third-party sellers have received their first-ever holiday fee hike Amazon’s third-party marketplaces account for close to half of the company’s online sales. The company introduced a 5% fuel and inflation charge to its third-party sellers earlier this year, and has now implemented another inflation increase charge. Commencing 14 October, any seller who uses Amazon’s fulfilment service is subject to the price hike, which is set to be an additional 35 cents per item for products sold in the US and Canada. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/17/amazon-third-party-sellers-have-received-their-first-ever-holiday-fee-hike/) Amazon puts a pause on UK grocery shop roll-out as the cost of living increases Amazon has slowed down on its UK roll-out of till-free Amazon Fresh grocery stores following disappointing sales and the rise in cost of living. Allegedly, the company is no longer looking for potential sites to expand and if more stores are opened, they will likely no longer use a till-free system, as consumers become more cautious about spending. [Read more on The Telegraph](https://www.telegraph.co.uk/business/2022/08/21/amazon-pauses-uk-grocery-shop-roll-out-following-disappointing/) --- Other Marketplace News --- Shopee overtakes Alibaba across international markets Shopee has surpassed Alibaba and taken the top spot for sales outside of China. Singapore-based marketplace saw a year-on-year increase of 51.4% at the end of Q2 of this year, while Alibaba saw a 3% drop during the same time period. This can be seen as a promising development for start-ups and their ability to compete with some of the largest ecommerce giants in the market. [Read more on Exchange Wire](https://www.exchangewire.com/blog/2022/08/18/shopee-surpasses-alibaba-in-international-sales-amazon-searches-for-entertainment-exec/) H&M reopens its official store to Alibaba’s Tmall ecommerce platform It has been nearly 18 months since Alibaba removed H&M from its Tmall platform, following H&M’s criticism of human rights abuses in Xinjiang. It is estimated that over a million people, predominantly minorities in the area, have been unlawfully detained in camps across the city. Brands including Nike, Adidas, Burberry and Converse were swept up in the controversy, however H&M was one of the first to be targeted for speaking out about the issue. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/16/hm-returns-to-alibabas-tmall-platform-16-months-after-xinjiang-controversy/) Klarna launches new feature allowing UK consumers to view full online order history Buy-now-pay-later company, Klarna, has launched a new feature on its shopping app, which allows UK consumers to view their full online order history, regardless of whether they purchased the product using Klarna. The feature also shows delivery tracking and aids consumers in managing their online purchases more conveniently. [Read more on The Industry](https://www.theindustry.fashion/klarna-launches-new-feature-allowing-uk-consumers-to-view-full-online-order-history/) --- Other Ecommerce News --- Online marketplaces responsible for £280 billion business turnover in the UK Nearly 900,000 UK businesses are currently selling on online marketplaces, generating an estimated £282 billion worth of sales each year. This figure represents 6% of the UK’s annual business turnover, highlighting the notable contribution that marketplaces make to the UK economy, along with the potential for further growth in this area. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/09/online-marketplaces-responsible-for-280-billion-business-turnover-in-uk/)