Throughout the year, there are many events that greatly increase traffic on Amazon. In addition to holidays like Christmas, Amazon also hosts a number of special shopping events.
These sales are a great opportunity for any seller. You should definitely take advantage of this opportunity by running additional campaigns and marketing activities. With a successful marketing strategy, you can increase your sales enormously during these days.
Since the shopping events are often seasonal, certain product types perform better than others. Items such as toys, for example, are more in demand during the Christmas season than during the rest of the year. Black Friday and Cyber Monday take place at the start of the Christmas shopping season. So if you sell toys, for example, these events are particularly interesting for you. So you should weigh up which events are best suited for your products and prepare for them very well in terms of advertising.
All events at a glance
To give you an overview of all events, we have listed all of them in the following.
Biggest Sales Events:
Although any event can be a good opportunity for you, Prime Day and Black Friday / Cyber Monday in particular are among the biggest and most popular shopping events worldwide.
1. Prime Day
Prime Day takes place once a year exclusively for Prime members on the Amazon website for 48 hours. There are many offers for products from all categories. In 2022, Prime Day took place on July 12-13.
2. Black Friday/Cyber Monday weekend
Black Friday and Cyber Monday are among the biggest, now also global shopping events at Amazon. Black Friday is not exclusive to Amazon, but for many customers, Amazon is the first destination for major shopping events, such as Black Friday and Cyber Monday weekend.
Black Friday always falls on the fourth Friday in November, and the following Monday is Cyber Monday.
3. Prime Exclusive Deals
A shopping event that Amazon is hosting for the first time in 2022 is the Prime Early Access Sale. It will take place on October 11 and 12, 2022. The event offers early holiday deals, exclusively for Prime members. The event covers all product categories, from electronics products to apparel.
Seasonal events:
There are certain holidays and other seasonal events that encourage customers to buy more. During these days, thematically relevant product categories are in particular demand. During the "back to school" period, people are most likely to be looking for school articles, such as stationery. On Halloween, on the other hand, costumes or Halloween decorations are usually popular. You should therefore use those events to your advantage that specifically fit your products.
1. Valentine’s Day
Valentine's Day is celebrated annually on February 14 and is a day when many couples, loved ones and friends exchange gifts to show their love and appreciation for each other.
2. Amazon Spring Deals
Amazon Spring Deals is a seasonal sales event taking place during spring, marking the start of the new season.
3. Easter
On Easter, especially sweets, gifts and Easter decorations are in demand.
4. Mother’s and Father’s Day
Mother's Day, like Father's Day, takes place on a different day in each country. On this day, people celebrate their mothers, or fathers, and show their appreciation with gifts.
5. End of Summer Sales/Back to School
This seasonal shopping season takes place every year at the end of summer and right before the back-to-school season. Many different product categories are in demand, such as stationery and electronic products.
6. Halloween
In many countries, Halloween is celebrated on October 31. Especially popular are products such as candy, costumes or decorations.
7. St. Nicholas Day
St. Nicholas Day is celebrated on December 6, when children receive candy and other gifts, such as toys.
8. Christmas
Christmas takes place from December 24 to 26; for many people it is an occasion to buy gifts for family and friends. During this time, products from all categories are in demand.
Amazon Theme Weeks:
In addition to holidays and global shopping events, Amazon also hosts events that are exclusive to certain product categories. As the name suggests, these events take place in the time span of a week.
1. Amazon Haircare Week
This week-long event features deals related to hair care products on Amazon. These deals include products from beauty, haircare, health, personal care and also home appliances.
2. Amazon Gaming Week
At this event there are many deals all about gaming. In addition to the gaming deals, there are also special activities that are dedicated specifically to gamers.
3. Amazon Coffee Week
Amazon Coffee Week is all about coffee, coffee makers and other related supplies.
4. Amazon Get Ready for Summer Week
In this week, there are a lot of deals on summer products. These include sunscreen, makeup, hair care, skin care products and vitamins.
5. Amazon Tools Week
Amazon Tools Week consists of deals on power, hand and garden products, measuring tools and home improvement tools.
6. Amazon Baby and Kids Week
In the Amazon Baby and Kids Week, many products for babies and children aged 0-7 years are discounted. This category includes a variety of products such as strollers, car seats, diapers, toys or even baby clothes.
7. Amazon Pets Week
This week is all about deals on products and supplies for pets.
8. Amazon Nutrition Week
Amazon Nutrition Week offers deals on vitamins, sports nutrition and diet supplements.
9. Amazon Smart Home Week
This shopping event is all about smart home products. These include electronics, kitchen, home, PC, home entertainment and more.
10. Amazon Home Living Week
Amazon Home Living Week is all about home furnishing products. The event includes, among others, furniture, household products and home entertainment products.
There are some events, such as Labor Day or Football Kickoff, that are only relevant in the US. In the following, these events are illustrated in a marketing calendar.
US Marketing Calendar
Source: Amazon
How to use Amazon Shopping Events to your advantage
As mentioned earlier, you should make sure to use the shopping events that are best suited for your products. However, there are some general tips that are relevant to all these events.
1. Optimize product listings
To rank high on the Amazon search results pages, it is important to optimize product listings.
In addition to the four main elements - product title, product images, bullets and product description, the appropriate keywords are of great importance. For the visibility of your product, both the backend keywords and the keywords you use in your title are essential.
2. Advertising campaigns
With advertising campaigns, you can provide increased visibility for your products. Since there are many different types of ads, such as Sponsored Display Ads or Sponsored Brands, it can be useful to analyze past campaigns to make the most profitable decision.
3. Analysis and optimization of your PPC campaigns
PPC campaigns should be thoroughly reviewed and optimized, especially before shopping events such as Black Friday. You have the opportunity to increase the visibility of your products by increasing your bids and budget in advance. In order to keep up with your competitors, you should also make sure that you have a sufficient budget during the event.
4. Prepare early
This tip may sound very simple, but it is incredibly important. You should start early with all the preparations, from promotions to PPC campaigns to restocking inventory. Coupons and lightning deals, for example, you need to submit to Amazon a few days and in some cases a few weeks before the planned activation.
The bottom line
Seasonal occasions like Christmas and shopping events hosted by Amazon like Prime Day can be great opportunities for you as a seller to increase sales. With the help of advertising campaigns, you can increase the visibility of your brand and ultimately your success enormously.
BidX can help you prepare for various Amazon Sales events in the best possible way. With our boost feature, you can temporarily push your ads to increase your visibility. You can also use our scheduling feature to your advantage during the events. You have the ability to schedule boosts in advance, or activate or pause campaigns at specific times.
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