Amazon has been the world’s largest online retailer since its inception and has become an international brand. Millions of customers shop on Amazon for the best deals and discounts on various products, with increased numbers becoming more than digits – they’re blueprints for eCommerce success.
As an Amazon seller, you must carefully plan and prepare to handle increased demand and competition. To maximise sales and profits, you must also optimise your products, inventory, marketing, and operations. This article will share eight steps to prepare for Amazon’s Black Friday and Cyber Monday.
Why Do You Need to Prepare Your Amazon Store for Black Friday and Cyber Monday?
The holiday periods usually cause a slowdown in Amazon’s FBA process of receiving shipments because of the high demand. Amazon has replaced the weekly restock limitations and quarterly storage volume constraints with a single monthly capacity limit known as the FBA capacity limit. Therefore, Amazon sellers must plan strategically to cope with the increased demand.
Here are some facts that show why preparing your Amazon store for Black Friday and Cyber Monday is essential:
- Traditionally, Black Friday sales stop at midnight, but businesses have prolonged the pricing period over the years. Amazon usually extends the majority of its massive Black Friday discounts throughout the next weekend and into Cyber Monday – the digital-only version of Black Friday.
- Consumers spent £171.477 billion ($211.7 billion) online over the 2022 holiday season, an increase of 3.5% year over year, according to as Adobe Analytics.
- According to a survey, 42% of consumers said they began holiday shopping in October or earlier, and 28% said that they had done most of the shopping in October or earlier.
- When it comes to shopping for gifts this year, 27% of consumers surveyed say they will look for stores that offer the best deals and sales.
- Late deliveries continue to significantly negatively impact customer loyalty, with half (51%) of UK respondents indicating they would ‘not likely’ make another purchase from a shop if their initial item did not arrive in time for the holidays.
- The first seven days of November saw online traffic 47% higher in 2022 than in 2021.
As you can see, preparing your Amazon store for Black Friday and Cyber Monday is not only beneficial but also necessary. Planning ahead ensures you have enough inventory, offer competitive prices and promotions, create attractive listings and ads, and provide excellent customer service. By doing so, you can maximise your sales and profits during these events and grow your business.
8 Steps to Prepare for Amazon’s Black Friday and Cyber Monday
Review Your Inventory Storage Limits
Amazon imposes storage limit restrictions on different seller accounts to better manage fulfillment center storage. While most FBA sellers are unaffected by these restrictions most of the year, they become significant as peak season approaches. Sellers that exceed Amazon’s inventory restrictions have to pay an extra inventory storage fee.
Amazon sets storage limits for merchants based on the Inventory Performance Index (IPI). The amount of inventory you can submit to Amazon is determined by your IPI score. With a low IPI score, your inventory storage will be restricted, preventing you from sending more products to Amazon fulfillment centers. That’s the last thing you want to be concerned about as Amazon Black Friday and Cyber Monday approaches.
First, you need to determine if your seller account has any inventory limits or restrictions on specific Amazon Standard Identification Numbers (ASINs), as this will influence how much inventory you can send to Amazon warehouses. If you have any inventory storage limitations, you should try selling the products that take up most space before Black Friday. Look for a third-party logistics company to help you with an alternative solution during this busy November sales period.
Order Enough Inventory to Meet the Demands of Amazon Black Friday Prep and Cyber Monday
Orders are expected to increase as Black Friday and Amazon Cyber Monday approach, and you don’t want to be caught off guard with insufficient inventory to fulfill rising demand. Begin working with your suppliers to establish a sufficient lead time between the production of your products and the delivery date. This will give you enough time to deal with any unexpected issues during the logistical process.
Optimise Your Amazon Advertising Campaigns to Increase Conversions
Advertising is an excellent way to get your products in front of millions of potential customers. If you have ongoing advertising programs, you should optimise them to perform at their peak for a higher return on ad spend between Black Friday and Cyber Monday. There are several options for doing this:
- Increase your advertising spend on Amazon. After Thanksgiving, Amazon brands face increased competition on Black Friday. You should prepare your store for the surge in bids and the increasing number of sellers clicking on your adverts. Running out of ad budget before the end of the day is not good because it will result in lost sales. To deal with the increasing traffic, you need to increase your budget. Do so a few days before major holidays, but remember to drop prices several days after the event has ended.
- Evaluate your keyword approach because certain keywords may create a large number of clicks but fail to convert into major purchases. Assess all of the keyword targets in your ad campaign and pause the ones that aren’t working well. You can always activate them again after the holiday shopping season is over.
- Adjust your offers. Amazon allows you to set your own price per click and provides bid recommendations to change your bids accordingly. You can also choose a bid strategy that will work for your brand during this time.
Optimise Your Product Listings for Conversion
Preparing for Amazon Cyber Monday and Amazon Black Friday means giving your listings the best chance of converting and increasing sales. Optimise the product description using Amazon A+ content to make it holiday-friendly. This will boost your conversion rate.
Keywords are how Amazon buyers find your products. Relevant and high-volume keywords can help you rank higher and show more frequently in organic search results. Start optimising your listings for SEO now if you haven’t already. Use keywords that your buyers are likely to use to find your products. To optimise your listings for conversion, include these keywords throughout the listing, including the product title, description, and bullet points. However, ensure you include a nice mix of these keywords so that your listing makes perfect sense to the buyer.
The images you select on your listing will affect whether or not people are drawn to it. High-quality visual effects and one-of-a-kind photos can boost your conversion rates. Use lifestyle and infographic graphics to highlight your product’s key features and benefits.
Plan Your Promotions Before Black Friday and Amazon Cyber Monday
These two sales events provide excellent deals for shoppers to save money on merchandise. Your competitors will offer attractive deals and discounts to enhance conversion. Plan your promotions in advance to avoid losses and to stay up with the rising competition.
Buyers are aware that Amazon offers special deals the entire week of Black Friday and Cyber Monday, so you should plan these purchases ahead of time. You don’t want to lose out on offering a deal that buyers can’t ignore.
Leverage Existing Analytics to Make Intelligent and Strategic Marketing Decisions
You can simplify your Black Friday and Cyber Monday processes by analysing your inventory and sales data from the previous few months and the last year or two.
Analyse your competitors’ statistics, paying attention to variables like ranking, search volume, and CPC rates. Determine the best-performing keywords to include in your product listings and ad campaigns. Determine the top-selling products in your niche and portfolio. Determine your peak selling days and products that have the potential to perform well.
Offer Hard-To-Resist Delivery Incentives to Drive Traffic to Your Listings
Amazon’s Cyber Monday and Black Friday sales week is all about great deals and promotions. Free returns and same-day delivery, especially for Prime members, provide customers extra peace of mind while they browse through Amazon’s millions of great offers.
Revamp Your Social Media Marketing to Increase Brand Awareness
Evaluate which social media marketing platforms, such as Facebook, TikTok, or Instagram, are most effective for your brand. Include them in your marketing funnel to actively engage customers and drive traffic directly to your landing pages and Amazon product listings. When designing social media ad campaigns, set reasonable and measurable targets. Social media marketing can enhance brand exposure and customer relevancy, especially during major holiday events.
Partner with I-Fulfilment for a successful Black Friday Cyber Monday Sales 2023
I-Fulfilment is a leading eCommerce fulfillment provider that offers global reach, cutting-edge technology, and customisation options to suit your brand and products. By partnering with I-Fulfilment, you can save time, money, and hassle on managing your inventory, shipping, and customer service. You can also focus on growing your sales and profits during the busiest and most profitable shopping events of the year.
Contact us today and prepare for a smooth and successful holiday season in 2023.