Three-Month Game Plan for Black Friday and Cyber Monday

DALLAS – Black Friday and Cyber Monday (BFCM) are approaching fast. If you’re an Amazon seller, this is a prime opportunity to boost your sales. The secret to a successful holiday season is early preparation. With this three-month action plan, you’ll be ready to maximize your sales during BFCM. We’ll cover everything from optimizing product pages and planning promotions to managing inventory and enhancing your Amazon advertising strategy.

1. Fine-Tuning Your Product Pages for Maximum Conversion – Your product pages need to be in top shape to convert visitors into buyers, especially with the increased competition during BFCM. Here’s how to get your listings ready:

• Revamp Your Titles and Descriptions: Use Brand Analytics to identify the search terms customers are using. Include keywords like “gift,” “holiday,” “Christmas,” and “Black Friday deals” to attract attention. Make sure your descriptions highlight the benefits of your product, not just its features. Explain why it’s the perfect gift for the season.
• Upgrade Your Visuals: Your main image plays a big role in click-through rates, so consider A/B testing different options. Adding holiday-themed elements to your images can also catch the shopper’s eye. Use lifestyle shots and infographics to showcase the product’s benefits and drive conversions.
• Use A+ Content Wisely: If you’re enrolled in Amazon’s Brand Registry, A+ Content and Brand stores can help differentiate your product. Use enhanced images, videos, and detailed descriptions to provide a richer shopping experience. This approach can make a significant impact on shopper decisions.

1. Planning Promotions with Amazon’s Deadlines in Mind – Promotions can significantly impact your sales during BFCM, but they can also affect your margins. Amazon has strict deadlines for deal submissions, so it’s important to plan early:

• Master the New Coupon Stacking Rules: Amazon now allows you to turn off coupon stacking for certain promotions. This is crucial because stacking lets shoppers combine multiple discounts, which can reduce your profit margins. Currently, you can disable stacking for “Percentage Off” and “Buy One Get One” deals. However, other promotions like Prime Exclusive Deals and Lightning Deals don’t have this option, so plan accordingly. If stacking can’t be turned off, consider pausing other coupons to avoid extra discounts.
• Get Ahead of the Promotion Deadlines: Amazon’s deadlines for BFCM promotions begin in late August and run through early September, depending on the region. Decide on your deals, whether it’s Prime Exclusive Top Deals, Lightning Deals, or Best Deals, and ensure they are submitted on time. Mark these dates on your calendar to avoid missing out.

1. Smart Inventory Planning to Meet FBA Timelines – Avoid stockouts during the holiday rush by planning your inventory carefully. Staying ahead of demand is key:

• Audit Your Inventory: Regularly review your inventory using Amazon’s Inventory Manager. Identify fast-moving products and reorder them to avoid running out of stock. Also, pinpoint slow-moving items and consider running promotions to clear them out before incurring long-term storage fees.
• Meet FBA Inventory Deadlines: Amazon has specific inventory deadlines for BFCM. Ensure your inventory arrives at fulfillment centers by mid-October for most regions, and by early November for others. For Prime Big Deal Days, the cutoff is mid-September in many regions. Ship early to avoid delays due to increased holiday traffic.
• Keep Key Dates in Mind:Mid-September: FBA inventory cutoff for Prime Big Deal Days.Mid-October to Early November: FBA inventory cutoff for BFCM in different regions.

1. Enhancing Your Amazon Advertising Strategy – A strong advertising strategy is essential for standing out during BFCM. Here’s how to maximize your ad efforts:

• Double Down on Sponsored Ads: Increase your investment in Sponsored Products, Sponsored Brands, and Sponsored Display ads. Use Amazon’s advertising reports to find the best-performing keywords and adjust your bids to maintain visibility as competition rises.
• Leverage Amazon DSP: Amazon’s Demand-Side Platform (DSP) allows you to reach customers both on and off Amazon. It’s useful for retargeting past visitors or attracting new customers who aren’t yet shopping on Amazon. Use DSP to expand your reach during the holidays.
• Prepare for High Traffic: Ensure your ad campaigns are ready to handle increased traffic by setting adequate budgets. Use Amazon’s “Budget Rules” to automatically adjust your budget based on performance, so you’re always ready to capture potential sales.

1. Key Dates and Last-Minute Checks – Before you go all in, let’s cover some final checks to ensure you’re fully prepared for BFCM:

• Remember These Key Promotion Dates:Late August to Early September: Deadlines for submitting Prime Exclusive Deals in various global markets.Mid-September to Early November: FBA inventory cut-off dates, depending on the region.
• Refine Your Coupon Strategy: Be strategic with your coupons. Know your profit margins and decide whether to allow stacking or not. For high-margin products, stacking might not significantly impact profits. But for low-margin items, it could be costly. When in doubt, disable stacking.
• Assess Customer Lifetime Value (CLTV): For products with low margins but high CLTV, allowing coupon stacking might make sense. A small upfront loss can be worthwhile if it leads to repeat purchases over time. Evaluate the long-term value of your customers when planning promotions.
• Final Inventory and Financial Audits: Regularly check your inventory status and profitability reports. Watch for any inventory nearing long-term storage fees and adjust your stock accordingly. Keep your P&L statements up to date to understand your financial position before the holiday rush.

By following this three-month game plan, you’ll be well-prepared for a successful BFCM season. Start early, stay organized, and leverage the tools and strategies available to you. Here’s to a profitable holiday season!

Matt Snyder is brand advisor at Vari and CEO of Dallas-based Brands Excel. Snyder is pictured above at Prosper Show 2024 in Las Vegas.