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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Amazon's Sponsored Product ads
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What Are Amazon’s Advertising Products? Sponsored Product, Brand, & Display Ads

What Are Amazon’s Advertising Products? Sponsored Product, Brand, & Display Ads

Utilizing Amazon sponsored ads can be a smart way for a brand to drive greater traffic to a product listing and start increasing sales. While many brands still struggle to manage their advertising strategies, 30% of Amazon brand sellers increased their advertising budgets in 2022. As ecommerce executives (or even on the nose with VPs of ecommerce?)  approve their 2023 advertising budgets, it may be worth it to take a look at Amazon’s advertising products and the benefit they may have on increasing conversions. 

​​Pattern is the premier ecommerce accelerator with all of the expertise, data-driven insights, and technology brands need to gain control on Amazon and maintain their competitive niche. We know the high value of and how to utilize Amazon’s advertising products to drive the most traffic and conversions to benefit and accelerate your brand.

Here are Amazon’s three main advertising products you should know about in order to drive listing traffic to your products and increase conversions: 

For a brand executive who is selling their product on Amazon, you may not already know the differences between campaign type, so we will walk you through the differences and uses for each of these three ad campaigns.

Sponsored Product Ads

Sponsored Products are a mid-funnel advertising strategy that gives visibility to products above the top organic listings (see example below). This strategy uses custom keywords to get products in front of the consumers who are searching for them, however it can be used to capture new audiences as well.These cost-per-click (CPC) ads require no additional copy or images, but usually receive the most interaction of the campaigns and need to be monitored closely.

As you can see, these ads look just like an organic listing, however they say, “Sponsored,” on them. These types of ads can be especially effective forms of advertising because they tend to blend in with the organic results around them. With Sponsored Products, you can get your products in front of qualified customers who are searching for your product in such a way that doesn’t make them feel like they are being served an advertisement.

Sponsored Brand Ads

Sponsored Brand Ads are a top-of-funnel brand awareness tool and function on keywords. This ad format helps show a customer what they may be in need of and where to get it.  Commonly used to promote product lines or best sellers, a Sponsored Brand ad shows up as a banner above the search results (see example below). This type of ad requires that the brand showcase at least three separate products.

Unlike other campaigns used on the Amazon platform, Sponsored Brand ads require ad copy and a unique logo. These ads also can take customers to a custom landing page, or a page on the brand store, that way they get a clear and overall picture about who your brand is, what other products you sell, and why they can trust your brand

Sponsored Display Ads

Sponsored Display ads can be a tactic for top, middle, or bottom of the advertising funnel due to its varying targeting abilities. Although most commonly found under the bullet points of a detail page, these ads can also show in emails, newsletters, and even more locations off platform.

Unlike the previous ad campaigns discussed, sponsored display ads can target shopping behaviors, like repeat purchasers, similar product purchasers, and even people who viewed the detail page but did not buy. Sponsored Display ads help customers discover your brand, drive awareness, and create loyalty. 

The example above shows just one of the many placements Sponsored Display has.

Accelerate Your Sponsored Products With Pattern 

Rather than competing with each other, each of the three sponsored ad products focus on a different section of the sales funnel, allowing you to target your customers and hit your sales numbers, all while edging out possible competitors. When brands use these advertising campaigns, they can better optimize their ad budget to improve ROAS and build revenue. 

At Pattern, we have all the resources to help your brand build successful advertising and digital marketing campaigns on Amazon so you can increase traffic and conversions, which will in turn increase your revenue

Global Ecommerce Weekly News: 27th September 2022
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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/)

How an Amazon SEO Agency Should Be Serving Your Brand
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How an Amazon SEO Agency Should Be Serving Your Brand

If you’re in the global ecommerce space, you are most likely aware of Amazon, and probably selling your products on the marketplace. With over $470 billion in sales in 2021 alone, Amazon stands as the third largest company in the world based on revenue. The ecommerce giant is a household name in the U.S. and working hard to grow its market share across five continents worldwide.

Having your products available on Amazon and being competitive there, though, are definitely two different things. If you want to really succeed on Amazon, you’ll need specialized insight into how Amazon works and how to make it work for you. So, for many brands, it’s a great idea to work with an Amazon Search Engine Optimization (SEO) agency.

At Pattern, Amazon SEO optimization service is one of our key competencies. We understand that technology, data-driven insights and expertise  are the most important tools brands can leverage to win top listing spots on digital marketplaces. With expert teams and years of experience, we help brands conquer the Profitability Death Spiral as they compete with other products and sellers online. We offer Amazon SEO agency services as a core solution to brands that need more resources to get ahead. 

What is an Amazon SEO Agency?

An Amazon SEO agency serves brands by improving their products’ rank and listing performance on Amazon. They make strategic decisions about ad spending and placement that lead to higher traffic, conversions, and revenue for ecommerce brands.

A great Amazon SEO Agency partner will:

Prioritize Your Success

Unfortunately, many Amazon SEO agencies profit in unfair ways from your brands’ perceived success based on the ROAS numbers they provide. This is done through including branded search terms in ROAS reports, which naturally skew listing performance

Let’s say, for instance, your brand is called “Annie’s” and you sell lollipops. Your brand has a very high likelihood of winning the top listing spots on Amazon for lollipop search terms that are paired with “Annie’s,” your brand name. So, SEO agencies will spend your ad money on those terms and report a very high ROAS. 

To avoid scenarios like these, it’s best to look for an agency that either calculates their profits on metrics other than your ROAS scores or weighs branded search terms differently in the performance metrics reports. Regardless of your Amazon SEO agency’s cost structure, you should align onbranded search terms before committing to a scope of work.

Provide Detailed Competitive Insight

A great indicator of a high-quality Amazon SEO agency is the level of insight they can provide into your competitors’ listing positioning and how it compares to yours. Data fanaticism is so important at Pattern that we’ve developed proprietary technology to display this exact information with precise detail for every brand we work with. In fact, you can find our free version here to see how you compare to some of your top competitors based on ASIN.

It’s certainly possible to improve your Amazon search performance with blind spending strategies. But a truly great solution will help you to know where your dollars are at their most powerful and competitive.

Reduce Your Ad Spend Over Time

Amazon’s A10 algorithm prioritizes customer satisfaction—it wants to show consumers the best products that align with their search intent to improve conversions and sales. So, the best way to gain momentum on Amazon is to work on incremental wins. 

Improving your performance on more obscure search terms that align with your customers’ search intent is a great way to increase ROAS for the long term. A10 will reward your success with better rankings on higher-volume search terms and the virtuous cycle can help you conquer your most-coveted listing spots. And the best part? This process of gaining momentum, if done right, will naturally decrease your ad spend over time as Amazon recognizes your value and works with you to keep your products at the top of consumers’ search results.

Amazon SEO Optimization and More

As an Amazon SEO specialist, Pattern knows how to help your brand win better success for long-term profitability on Amazon. With our data-driven tools and brilliant teams of ecommerce experts, we help brands with listing management, content optimization, Amazon ad strategies, and more.

Contact us to learn more about our SEO optimization services.