Holiday season is the busiest and the most critical time of the year for e-commerce seller. On Amazon, things can get complex for sellers, even if they had a holiday shopping season or two. Here are several holiday tactics for Amazon sellers.
In September or October when you still have time, you should make sure that the data on your Amazon listings is in good shape. It’s not a bad idea to continue checking the data every week through the November and December period, just to make sure nothing from your listings has been altered by recently changed data that may confuse customers or reduce the product’s search performance.
Amazon listing optimization consists of essential steps – these are the ranking factors that help to boost a product in search results. And what are the crucial factors you should follow in 2019 ?
- Keyword research
- Product title
- Product listing description
- Bullet points
- Product images
- Super URL
- Rates and reviews
You should order most of your Christmas inventory before mid-October, and be ready for your own warehouses by the end of November and for FBA facilities by the middle of November. You should remember that FBA facilities can be very busy by mid-November, and it may take up 5 to 7 days for the products to be received and be ready for the sales. You should be sure that your items have been accepted and will be sold before Thanksgiving.
And with the Black Friday sales that start earlier, you should be ready for increased demand at the holiday week. And while some sellers feel sorry for the increased storage fees of using FBA services at the end, the probable cost of running out of stock is usually much greater than the extra cost of resending in inventory weeks earlier in November.
Since many buyers are trying to purchase gifts, you should price your unpopular inventory competitively to attract them. You should try to reduce your prices on slow-moving inventory after December 12 to 15 to clear it out, so you won’t be left holding it after Christmas, when the demand for both popular and unpopular items decreases significantly.
Amazon has some rules about price gauging, and these rules get high gear during the holiday shopping season. If you price products more than 10 to 15 percent higher than the stated list price, Amazon most likely won’t let you profit on your Featured Merchant status for those items, even if you are selling the product through FBA. Charging more than list price during Christmas times of high demand is a tradeoff between higher margins and lower visibility of your products.
What are you going to do with the increased number of returns in January? With so many more orders in November and December, you should expect many more returns in January — especially with Amazon’s 60-day return policy on FBA orders in November and December.
A small mistake calculation in demand could cause you to have a lot of inventory after Christmas, You should discuss well in advance with suppliers to find out what products they will take back as returns after Christmas.
If you have a proper return policy with your suppliers, it’s worth store a little more for the holiday shopping season. And if you don’t have a relevant return policy — or don’t have any return policy —you should definitely liquidate items that are moving slower than expected, starting by December 12 to 15, so not so much product will be left that would take you many months to be.
Post-Holiday Stock Outs
Too many sellers come to an end with out-of-stock inventory right before or after December 25, which results in lost sales after Christmas, even if the demand does not decrease completely until early January. You should order enough inventory to carry through at least mid-January, when almost all suppliers come up for air again after the holiday season. You should have available products in January, even if it’s not delivered to you until mid or late December.
You should be ready to deal to process returned items and return them to the suppliers. Also customers don’t always return products in new condition with original packaging and materials. You should develop a process for reselling returned items in used condition — on Amazon or other channels.
So if you want to succeed in selling your Christmas products you should do your best to attract your customers and offer best products and the best choice for them.