Fourth quarter on Amazon is the “most wonderful time of the year”.
That is if you have all your ducks in a row.
The biggest mistake that we have seen over the years during Q4 in is without question inventory. This is NOT having available units to sell during the holiday rush. On average the Amazon platform will see an increase of 30% during Q4. This is historically the strongest quarter for Amazon. The average increase is 8 to 10 billion from the other three quarters. This is significant! Here are a few tips to help you make the most of 2018.
In order to help you achieve your sales goals for Q4 2018 we have created a list of priorities that will help make this dream become a reality. Here they are in order of importance!
1. Available Inventory
In order to sell products, you must have available inventory to sell. While “back up” merchant listings are helpful, available FBA units are what will generate the fastest sales and help you build sales consistently during the holidays. Please keep in mind that ALL sellers on Amazon will be trying to increase inventory coverage as well. It’s smart to plan ahead for this influx of inventory and expect latency on the receiving end of FBA. You can expect the biggest delays with LTL shipments. It may make sense when you are getting low inventory to send out some small parcel shipments as they tend to be faster once the middle of November hits.
2. Listing Optimization
Optimization can be a blanket term that is overused. When we talk about optimization we are referring to ALL changes that will increase exposure and conversions. The following should be considered mandatory optimizations for the front end of Amazon: Best possible product and lifestyle images, detailed and well-articulated product descriptions and bullet points. We also highly recommend having all storefront and Enhanced Brand Content completely built out to maximize brand exposure and generate as much traffic as possible. Studies have shown that Storefronts and Enhanced Brand Content lead to higher conversion rates, when done properly.
3. Organic Search Rankings
It has been said that “success on Amazon stands and falls with product positioning in the search results.” We completely agree! You have to be not only on the top page but in the top 3 spots for any given keyword you are targeting. Especially with the increase over the years in sales taking place on mobile devices. If your products are buried 6 pages deep for the majority of your products then sales will, at best, only trickle in. At Evolved Commerce, we know that understanding and tracking organic search rankings is imperative to increase sales on the channel
4. Optimized Ads with increased spend
During Q4’s increase in consumer traffic, it is imperative that you get your products in front of as many people as possible. Amazon Sponsored Products are a great way to do that, but this needs to be managed and monitored to prevent overspending. Evolved Commerce has the expertise when it comes to Amazon PPC management to make sure that you put your product in the right spot with the proper spend and strategy to get you the best results possible.
5. Product Promotions
If the sales ranks on your products are not where you want them you will need to increase the “sales velocity”. Running product promotions can be a great way to help move the needle in terms of sales rank increases. Sometimes the difference between a customer adding your product to their cart over your competitor’s product is just a matter of a couple dollars. So running promotions that let the customer feel like they are getting a good deal can help with your “sales velocity” and help move you up in Amazon’s rankings.
This is just scratching the surface to what our focus is for our clients. Now is the time to get the ball rolling for 2018! We would love to help you achieve your sales goals. If you have further questions about increasing your sales for Q4, learn more about our Amazon marketing services or reach out to email@example.com.