Our Last-Minute List – Eleventh Hour Tips and Tricks for Amazon Event Success
For any Amazon Event, whether it’s Prime Day or Black Friday, the real keys to success lie in thorough forward planning. But we do also have a list of last-minute checks and tweaks that help us maximise returns for our clients from two to three weeks before these super sales periods – and we’re sharing them now so you can bank them for Autumn!
- Create a range of Savings Options
Variety is the spice of life – and, when it comes to discount deals, it definitely pays to appeal to as wide a range of customer requirements as possible!
Before any Amazon event, jump into Seller Central to set up multiple deals, discounts and promotions, from Lightning Deals and Event Exclusive Discounts to money-off coupons.
- Optimise your Listings (again)
You’re sure to have looked at them already, but market conditions change fast in the heady world of e-comm so now’s the time to double back, check your market data again and make sure your listings are set up for success.
Look at:
- Titles, bullet points, descriptions and images that are as compelling as possible.
- Keywords that will maximise your visibility.
- Optimise your Inventory
Check FBA capacity limits, adjust your inventory accordingly and make sure everything is stocked and ready for dispatch – with enough stock to account for higher sales levels on items you’re promoting.
Worried your FBA inventory won’t be enough?
Set up FBM (Fulfilled by Merchant) offers and use both options – FBA and FBM – to keep your sales going continuously.
- Up your Marketing Efforts
Up your marketing game now both on and off the marketplace, focusing on raising awareness and driving traffic through during the Event.
On Amazon:
- Run targeted ads and promotions to build awareness and interest.
- Prime potential shoppers for purchase with compelling content and offers.
- Review and optimise your PPC campaigns for better visibility.
Off Amazon:
- Use off-Amazon advertising to drive external traffic to your deals.
- Create paid and organic social media campaigns to create awareness of what’s on offer, and drive potential purchasers into Amazon to buy.
- Get ready to manage your Amazon Ads!
If there’s one thing that does need constant attention through an Event, it’s your Amazon Ads.
Here’s what our experts do:
- Use dayparting to allocate your budget effectively during peak shopping hours.
- Monitor budgets closely throughout, adjusting based on performance to maximise ROI.
Want better commercial clarity, rigour and vision for your Amazon Event Strategy? Speak to our experts today.
And for more insights like this, click here to connect with our CEO Andrew Banks on LinkedIn.
Selling Internationally on Amazon? Don’t overlook the importance of your imagery…
If your brand is looking to make a splash in overseas markets, high-quality, culturally resonant imagery is one of the best tools at your disposal for boosting conversion rates and achieving commercial success.
Visual Communication is Universal
In e-comm, the challenge of language barriers is real – but images offer an-almost universal mode of communication.
Why “almost” universal?
Because even symbols can differ from country to country – so that simple infographic you have that’s purely based on imagery and visual instruction may still need tweaking to make sure the target audience grasps what they need to do intuitively.
But making the extra effort is worth it – making your product information as accessible as possible enhances the perceived value and usability of the product, in turn leading to higher conversion rates.
Cultural Relevance builds Buyer Trust
Put simply, shoppers are more likely to engage with, trust and buy from listings that feel familiar and culturally appropriate – and that content can differ wildly from country to country.
By understanding and incorporating cultural nuances, your brand can create a sense of familiarity and trust that makes your international customers more comfortable and confident in their purchasing decisions.
Different Markets = Different Preferences
When choosing the right imagery for an international market, reflect what those native customers care about in your product features and presentation.
For example, European customers might prioritise eco-friendliness and minimalist design, so it would be a good idea to put your sustainable packaging front and centre.
Meanwhile, North American shoppers might focus more on practicality and durability, so demonstrating how robust your product is taps into that perceived value for longer-lasting items.
Our Team’s Pro Tip?
Becca Woollin, Head of Seller here at Venture Forge, has a great top tip for Sellers to help them manage different imagery between international markets – use Amazon’s Global Upload Tool.
“It avoids the hassle of your images crossing territories – ensuring your tailored images are correctly displayed in each region and maintaining your brand’s integrity and appeal worldwide.”
Need help to personalise your listings for International Markets? Get in touch today.
Watch your Late Shipment Rate, as an Automated Handling Time update impacts Amazon Sellers
It was with surprise that some Sellers noticed their LSR (Late Shipment Rate) rising suddenly at the end of July – the culprit being an Amazon update that imposed Automated Handling Times simply unachievable for some Sellers.
The problem was twofold:
- Sellers were unaware that they were affected, with the changes imposed automatically and without warning.
- The default setting for many (if not all) was same-day shipments, made 7 days a week – simply not feasible for some.
Why does it matter?
This is a big problem because of the impact a high Late Shipment Rate has on your Amazon Account Health.
Sellers must maintain an LSR of below 4% to avoid having their Amazon account deactivated – clearly a disastrous result with long-term implications for those brands.
What can Sellers do?
We don’t know if it will happen again or if the issue has been dealt with by Amazon, but right now it pays to stay hyper vigilant and check your Amazon settings at least daily.
Some Sellers told ChannelX that activations happened on their accounts at the end of working hours, affecting their evening and overnight sales and impacting their next few working days.
And if you do discover it’s happened to you?
Turn the feature off urgently – once your LSR has been impacted, even Amazon support can’t update or amend it.
Ready to make this Autumn your best Amazon Sales Season yet? Sign up for our next webinar…
If you’re looking to take your Amazon game to a whole new level through the peak retail season, our upcoming Expert webinar is just what you need…
Join us on Thursday, 29th August at 10am (GMT) for an exclusive, must-watch webinar designed to help you unlock your Autumn sales potential and crush your profit goals through the busiest time of the year.
Here’s what’s in store for you:
- Get Expert insights from our panel of seasoned pros who know all the ins and outs of Amazon success intimately.
- Learn the crucial steps to get your brand Retail Ready, so you’re in tip-top shape for the peak season rush.
- Discover how to supercharge your Amazon Ads spend for maximum ROI.
And as ever, we’ll be rounding things off with a Live Q&A session – giving you the opportunity to put your burning questions to our specialists.
Spaces are limited so act now and grab the chance to arm yourself with the insights you need to dominate the Autumn Sales Season on Amazon!
