Make the Most of the Rest of Q4 on Amazon
by Liz Fickenscher, on November 7, 2018
Is your Q4 lacking a little bit of luster? Do you want to increase your sales for the rest of Q4? This is the webinar for you! Liz Adamson from egility™ and Liz Fickenscher chat about increasing sales and improving processes to make the most of the rest of Q4. You’ll learn:
- Statistics about Q4
- How to increase sales in Q4 with promotions and advertising
- How to optimize your pages for better sales
- How to manage your processes on the fly to create a better workflow
- Inventory management tips and best practices
- Listing audits that can change the game
Here is the recap written by Jeanne Croteau
This post is accurate as of the date of publication. Some features and information may have changed due to product updates or Amazon policy changes.
Make the Most of the Rest of Q4
As an Amazon seller, you probably look forward to Q4 all year long. After all, that busy holiday season is a great opportunity to test new products, attract new customers and, of course, make money!
Is your inventory moving well? Are you in stock? Are you paying attention to your Inventory Performance Index rating? Are you leveraging ads and promotions to increase sales? This webinar, hosted by eComEngine’s Liz Fickenscher and Egility’s Liz Adamson, focuses on answering those questions while discussing strategies you can use to make the most of this time of year.
You may think you know how big Q4 can be, but did you know that during the 2017 holiday season, customers ordered more than one billion items from small and medium-sized businesses on Amazon? A whopping 140 million of those purchases were made between Thanksgiving and Cyber Monday!
This is the foundation of your success during Q4. “Inventory is probably the most important thing you can think about in the busy holiday months,” says Fickenscher. This time of year can come with additional challenges so it’s important to remain engaged and vigilant about the following:
- Monitor your inventory closely
- Storage fees are higher in Q4
- Inbound shipments may take longer
- LTSF charged monthly
- Inventory Performance Index
Increasing Sales with Marketing
How do you increase your sales during Q4? One of the most important things you can do is integrate search engine optimization (SEO) on your listings. “If your page does not contain the right keywords for your product, Amazon’s not going to know that’s what your page is about,” Adamson explains. “You need to be aware of which keywords customers are using to search for your product so that it’s on your page.”
While discussing optimized page content, Adamson covers:
- Keyword use
- Strong images
- Enhanced Brand Content
- Title and bullets that clearly describe the product
Reviewing all of your pages to ensure they are optimized is recommended, but It’s especially important for those with low traffic and/or conversion rates.
The Lightning Deals page is the second-most trafficked on Amazon after the home page. There are a lot of deals on this page and the experience can be hit-and-miss for sellers. “It’s worth a test,” Adamson says. “But it’s not a guaranteed thing.”
Another promotion strategy is to offer coupons. Because they are so visible to potential customers, they can help set your product apart from the competition which is extremely helpful during the frenzied Q4 season.
Other popular promotions include Percentage Off, Buy One, Get One and Social Media Promo Code. These are not as visible in search which could impact whether customers even see them.
Advertising On and Off Amazon
This is an area of Amazon that can be confusing to sellers. Liz Adamson provides insight on some of the recent changes to Amazon advertising including:
- Sponsored Product Ads (automatic and manual campaigns)
- Sponsored Brands
- Display Advertising
Another option is to advertise on other sites in order to drive traffic to your Amazon business. Some ideas for this strategy include:
- Facebook Ads
- Google Ads
- Social Media
The key is to understand and know what works for your brand. “Consult with someone who has been around the block a few times in this type of advertising and knows how to tightly target your audience,” Adamson advises.