With Christmas just around the corner, many people are already enjoying the festive spirit.
We can all picture the peaceful, heartwarming scenes: on Christmas Eve, Santa Claus rides through the night in his sleigh pulled by reindeer, delivering gifts to children; dazzling Christmas trees filled with candles and ornaments light up homes; beautiful wreaths adorn front doors; and children hang their stockings by the tree, eagerly awaiting Santa’s gifts after being tucked in by their parents.
In addition to Christmas Day, many Western countries have extended holiday periods of over ten days. Let’s take a look at the holiday schedules for Amazon's key markets:
From these holiday schedules, we can see why Amazon sales in the US often drop dramatically starting December 22, and sales in European countries begin to decline around the 24th. Japan is less affected in the lead-up to Christmas, but their New Year holiday runs from December 28 to January 4.
With most European and North American countries off until January 5, how can Amazon sellers make the most of this time?
If you've recently launched new products on Amazon and noticed that your ads are getting plenty of clicks but not converting into sales, don’t stress – you’re not alone! This is a typical pattern during the holiday season. With so many people on vacation or caught up in the holiday festivities, the overall shopping behavior changes, and conversions tend to dip.
The holiday period is a tricky time for launching new products. Customers are distracted by seasonal shopping, gift-giving, and, let’s be honest, the never-ending holiday parties. So, while your new product might look great on paper, it might not get the attention it deserves until after the holiday rush. Trying to push a new product during this time can feel like you’re running a marathon with a heavy backpack – you're putting in the effort, but the results just aren't coming fast enough.
Think of it like this: imagine you're at a holiday party trying to introduce a new recipe to a group of people who are already overstuffed from the buffet and only interested in grabbing another drink. It's not the best time for your dish to shine, right? The same goes for your new products.
So what should you do? Consider pressing pause on your new product promotions for the time being. Don’t worry, this isn’t a setback – it’s a strategic move. Let your products sit for a while until the holiday madness dies down. By January 1, when people are back to their routine and focusing on post-holiday shopping (or even making New Year’s resolutions), your products will have a much better chance to be seen and converted.
If you want to stay ahead of the game, use this downtime to review your product listings, refresh your images, and tweak your descriptions. This way, when January hits, your product will be in prime condition for a fresh launch. Trust me, the New Year will bring a wave of potential buyers looking for post-holiday deals, and your product will be ready to grab their attention.
Seeing your ads suddenly lose their punch during the holiday season? Don’t freak out – it’s all part of the Christmas magic (or lack thereof). Just like how your inbox fills with junk mail after Black Friday, holiday shopping also messes with your ad performance. People are distracted, wallets are closed, and clicks don’t always turn into conversions. But here’s the thing: making drastic changes to your ads right now might only make things worse.
When you see those conversion rates drop, the natural instinct is to tinker. Maybe you think, "Let me tweak my bids, change my ad groups, or even adjust that first-page bonus!" But hold up. Don’t go hitting the panic button and turning your ad strategy upside down. Now is not the time to make major changes. It's like trying to fix a car while it's still rolling down the highway—you're more likely to make things worse than better.
First, consider this: lowering your ad budget temporarily can be a good move. With fewer people browsing and buying during the holidays, your ads don’t need to be running full-throttle. But, don’t be tempted to slash it completely. It's better to ease up than to completely pull back. Once the holiday rush is over, you can ramp it up again.
As for making other major changes like increasing your bids or switching off your older ad groups that have worked well in the past, don’t do it. Those ad groups are like your old reliable pair of sneakers—they might look worn out, but they still get the job done. Trust them. If they’ve been performing well before, they’ll pick up the pace again once the holiday haze clears. Remember, small tweaks are fine, but sweeping changes will only add more uncertainty to the mix.
Think of it like trying to bake a cake. If you’ve got a recipe that’s worked before, don’t start adding random ingredients just because it’s not rising as quickly as you hoped. Keep your core strategy intact, and once the holiday noise settles, your ads will be back in business.
Thinking of jumping into a flash sale, seven-day deal, or launching exclusive member discounts to push your products during the holiday season? Hold that thought! While these promotions might sound tempting, they’re often not worth the effort during this time of year.
Here’s why: the holiday season is already packed with enough discounts, sales events, and deals to make even the most seasoned shopper feel overwhelmed. The market is flooded, and people are juggling so many different promotions that your carefully crafted flash sale might end up being like a tiny snowflake in an avalanche – it gets buried fast.
Let’s talk about flash sales (LD) and seven-day deals (BD). While these can work wonders when timed right, during the holidays, they tend to have a minimal impact. Why? Because customers are already busy snapping up big-ticket items for gifts or taking advantage of huge pre-Christmas discounts. So, throwing your product into the mix may not attract as much attention as it would in a less crowded market.
And those exclusive member discounts? While they can be an excellent way to build loyalty, they can also backfire if you’re offering them at a time when shoppers are too distracted by all the holiday deals. Plus, these discounts often affect pricing and can erode your profit margins—hardly worth it if your sales aren’t going to take off.
Instead of going all-in on big promotions that may fizzle out, stick with what works: regular ads and coupons. They may not seem as flashy, but they’re cost-effective and still get the job done. Think of them like a steady stream of holiday lights on a house—it’s simple, but it’s consistent, and it won’t burn a hole in your wallet.
If you’re really keen on offering discounts, consider running a limited-time coupon or a straightforward discount on your product page. It’s lower risk and won’t hurt your margins as much. Keep it simple and straightforward, because customers have a limited attention span during the holiday rush. They’ll appreciate the clarity, and you’ll avoid wasting time and money on promotions that get lost in the noise.
Remember, just because it’s the season for “bigger is better” doesn’t mean you need to dive into every massive promotional event. Stick to your strengths, keep your promotions low-key but effective, and save the bigger pushes for when the holiday chaos subsides. Your wallet (and your customers) will thank you.
If your products are Christmas-themed, now’s the time to roll up your sleeves and give those listings a little festive makeover. You wouldn’t wear a winter coat in summer, right? Well, your listings shouldn’t be stuck in the off-season either.
Start by sprucing up your titles and descriptions with holiday-specific keywords. Think of words like “Christmas gift,” “holiday decoration,” “festive,” and “stocking stuffer.” These terms can help drive more traffic to your listings, especially when shoppers are frantically searching for the perfect gift or home décor. But don't just stuff your listing with keywords like it's a turkey at Thanksgiving—keep it natural and relevant. The goal is to be found, not to sound like a spam bot.
Also, make sure your images are on point. Holiday shoppers are visual creatures; they want to see the magic of Christmas reflected in your product photos. If your images aren’t up to snuff, Amazon might just take them down—many sellers have had their listings removed for non-compliant images, like a blurry product shot or an image that doesn’t align with Amazon’s guidelines. You don’t want to be the person who got tossed out of the party because you didn’t follow the dress code, right? So, always double-check that your photos meet Amazon’s standards (and that they’re festive enough to stop shoppers mid-scroll).
Another crucial step is monitoring your listings' status regularly. If you miss a notification about a removed image or a listing that’s under review, you could miss out on potential sales. So, make it a habit to check your email notifications and Seller Central updates. Staying on top of your listings will help you avoid any surprises, and we all know how much easier it is to keep things running smoothly when you're proactive instead of reactive.
But there’s more to optimizing your listings than just words and images. Take a moment to spy on your competitors (the friendly way, of course). What are they doing to catch the attention of holiday shoppers? Are they offering discounts or special coupons? How are their product prices stacking up against yours? What are their sales rankings like? Monitoring these factors can help you stay competitive and adjust your pricing or promotional strategies if needed.
To get a leg up on your competition, you need to be a little bit of a detective. Not in a creepy “I’m-following-you-on-X” way, but in a strategic, “I’m-learning-from-you-so-I-can-beat-you” way. Understanding what works (and what doesn’t) for your competitors will give you valuable insights into optimizing your own listings. Want more tips on how to conduct competitive analysis? Check out this post: Do You Really Know How to Analyze Competitors?
Well, Black Friday, Cyber Monday, and the pre-Christmas madness are behind us, and now it’s time to assess the aftermath. Some products flew off the shelves like hotcakes, while others are gathering dust, staring at you with those sad, unsold eyes. If your inventory includes products that haven't sold as well as you'd hoped, it’s time to take action before things get worse.
First things first, don’t let those slow movers sit around like unwanted fruitcake after Christmas dinner. Products that have been sitting in your warehouse for a long time are a ticking time bomb—once they hit that one-year mark, they’re officially classified as “old stock.” And trust me, old stock doesn’t do any favors for your cash flow or your Amazon reputation. So, let’s get moving and clear that inventory before it starts aging like a forgotten bottle of wine.
How do you do that? Well, it’s time to get creative with your sales tactics. Price reductions are the obvious first step. Everyone loves a good deal, so consider slashing prices to give those products a new lease on life. But don’t just reduce the price and forget about it—pair those discounts with some smart promotions. For example, try running outlet promotions or offering special “end-of-year clearance” sales. You can even bundle these items with best-sellers to make them more appealing. Imagine your slow-moving product as that odd sock you’re trying to match with a popular pair—suddenly, it doesn’t look so bad, right?
But price slashes and bundling aren’t your only weapons. Social media can be your best friend here. Get the word out on Instagram, Facebook, or X (formerly Twitter). A well-timed post about a huge clearance or an exclusive social media promo can do wonders for driving traffic to your product pages. And don’t forget about off-site promotions. Consider collaborating with influencers or running ads on external platforms like Google or Pinterest to attract a broader audience.
And if you really want to move some inventory quickly, flash sales are a powerful tool. These time-limited offers create a sense of urgency that can encourage buyers to act fast. Flash sales are like the holiday rush but without the long lines. Keep them short, sweet, and heavily discounted to get those products flying off the shelves.
The key here is not to let those unsold products take up valuable space in your warehouse, especially as you’re gearing up for the new year and planning your stock for next season. Be proactive, create a sense of urgency, and make your redundant inventory a thing of the past. And if you need more strategies for clearing out that stock, check out this article: How to Quickly Clear Redundant Inventory.
Clearing out the old stuff isn’t just about making room for new products—it’s about keeping your cash flowing and your business on track for success. So let’s wave goodbye to those slow-movers and make some room for the exciting things ahead.
Ah, the post-holiday season—time to relax and bask in the glow of your sales... right? Well, not exactly. For many sellers, the weeks after Christmas come with an entirely new challenge: returns. And trust me, they’ll come in waves.
Here’s the deal: buyers have until January 31 to return products purchased between November 1 and December 31, and some returns periods stretch even further, all the way up to three months. So, get ready for the return tsunami! These returns aren’t just a small inconvenience—they can pile up quickly and hit your bottom line hard if you're not prepared.
Why are all these returns happening? The reasons are as varied as the holiday cookies that didn’t quite turn out right. Some customers decide they simply don’t want the item anymore, especially if it was an impulse buy. Others might return products because of damaged packaging or, heaven forbid, product quality issues. And let's not forget seasonal items—those festive décor pieces, ugly Christmas sweaters, and holiday-themed gadgets often find their way back to you once the celebrations are over and the glitter fades.
To minimize the damage, it’s crucial to stay on top of the reasons behind the returns. Tracking the root causes will help you spot any patterns. Are customers complaining about product quality? Maybe it’s time to revisit your suppliers. Are damaged packages a frequent issue? Perhaps you need to rethink your packaging strategy. And if it’s all about seasonal returns, well, don’t take it personally—just be prepared for a short return window next year.
One of the best ways to prevent a mountain of returns from piling up is to be proactive. If you have the time and resources, consider sending follow-up emails to customers whose orders have been delivered. It’s a little like checking in after a date—making sure everything went well and offering to help if it didn’t. Using ERP software, you can automate this process so it doesn’t become a full-time job. A simple email can work wonders.
In your email, start by wishing the customer a Merry Christmas (or Happy Holidays, depending on their preference), then ask if they received the product in good condition and if it’s working as expected. If they mention any issues, offer to help resolve them before they go the route of a return. This proactive approach shows that you care and helps keep your return rate in check. Plus, it can save you from having to deal with the dreaded "item not as described" return request.
By handling returns this way, you’re not just reacting—you’re preventing problems before they even arise. Not only does this save you from the headache of processing returns, but it also keeps your customer satisfaction levels high and your reputation intact. After all, no one wants to deal with high return rates and the possibility of having their listings suspended due to poor customer experiences.
So, while the holiday shopping frenzy might be over, the return season is just beginning. Be proactive, stay organized, and don’t let those post-promotion returns get you down. You’ve got this!
The Christmas rush may be over, but there’s no time to rest on your laurels—Chinese New Year is just around the corner! And while you’re wrapping up your holiday sales, it’s crucial to keep one eye on the future. With longer procurement cycles around this time of year, now is the perfect opportunity to get your stock ready for February and March. Trust me, the last thing you want is to be caught scrambling for inventory when the new year kicks in.
Why the rush? Well, the Chinese New Year typically brings a slowdown in production and shipping, so planning ahead is your best bet for avoiding stockouts. Many suppliers in China will be on holiday, so you’ll need to adjust your timeline accordingly. By preparing now, you can ensure that your inventory is ready to roll when the festivities are over and normal production resumes.
And here’s some good news: Restocking restrictions are easing up, meaning many sellers can now replenish their inventory in a more timely manner. Take advantage of this window! Don’t wait until the last minute to place your orders. The last few months have been unpredictable for supply chains, and you don’t want to be left with empty shelves while your competitors are riding high on well-stocked listings.
To ensure you’re covered, aim to restock at least 2-3 times your typical monthly sales volume. For example, if your average monthly sales volume is 100 units, consider ordering 200-300 units now to cover your February and March sales. It’s always better to have too much stock than too little—plus, it’s a lot easier to manage excess inventory than to scramble for more when demand spikes.
But it’s not just about quantity—quality matters too. Make sure your orders are in line with what’s been selling best. Look at your top performers over the past months and think about how you can continue meeting customer demand for those items. Now’s the time to get your suppliers to confirm stock availability and confirm shipping timelines, so you’re not left wondering when your products will land.
If you’ve got a great relationship with your suppliers, this is also the time to ask for any deals or discounts on bulk orders—no harm in trying to save a little extra on shipping or unit prices.
In the end, this preparation will set you up for success as you head into the new year. It’s all about staying ahead of the curve and ensuring that you can meet demand during the next holiday season and beyond. After all, you can’t hit the ground running if you’re not prepared to go the distance!
That’s all for today’s tips. If you have any more insights or strategies for Amazon operations during the Christmas season (or any other time of year), we’d love to hear them. Join the discussion in our WeChat group or Knowledge Planet, and let’s keep powering through the cross-border journey together! Let’s make this season a success and get ready to dominate in the months ahead!
