Last Minute Tips to Help You Crush Turkey 5
A few tips to help you nail this holiday season!
Introduction
It is crazy to think, but Turkey 5 is less than a month away. If you haven’t locked in your deals and sent your inventory to FBA, you might think that you are out of luck but that doesn’t have to be the case.
This post is going to walk you through some last-minute tactics that I have used in the past to capitalize on the Holiday shopping season and capture every last available dollar of demand.
Virtual Bundles
Virtual bundles bundles are a FBA only offering for brand owners that enables seller to creative new and unique bundled product sets. These listings are made up of two to five complementary ASINs which are purchased together from a single detail page. The benefit of the virtual bundle is twofold 1 - that you are able to deliver the customer a great value without reducing the price of a single item 2 - the ability to quickly add unique listings to your Amazon store.
I have seen sellers get really creative with virtual bundles by offering persona baed (fashionista winter bundle of hats and boots) or category based bundles (collagen peptides bundle shown below). The ability to be creative provides sellers with an opportunity to beat the big guys by having a better ideas and more relevant listings.
Leverage FBM
If you can’t get your product into FBA don’t panic as you can turn and turn this weakness into a strength. FBA has rigid rules and terms of service that make it hard to change your listing, sell (physically) bundled product or add anything to the package — these hurdles are all removed with fulfilled by merchant listings.
Have an idea on a Holiday themed listing, but can’t get the product shipped to an Amazon FC in time? List it as FBM! Want to offer customer a free gift in your Facebook ads, but can’t execute it through FBA — this is your work around to deliver a great value to the customer.
Prime Exclusive Deals
There is still time for you to schedule Prime Exclusive Deals for the upcoming Turkey 5 time period (you have until 11/24). Not sure of what a PED is? “Prime Exclusive Discounts is an advertising option that is only available to FBA sellers. Your discount can be set as percentage-off or amount-off, and you can set a minimum discounted price floor for each product.”1 Below are the following requirements to run a PED:
Item needs to be nationally Prime shipping eligible FBA product.
The Prime Exclusive Discount must meet all regular eligibility criteria.
Product must have at least 3.5-star rating or no rating.
The discount must be at least 20% off the non-prime member non-promotional price.
The Prime Exclusive Discounted price must beat the lowest price for the ASIN in past 30 days. The lowest price in the last 30 days is the lowest order price for the ASIN in that period including all deal, promotional, and sale prices across all merchants.
You must be a seller with at least 4 Seller Feedback Rating when seller rating is available.
Use Prime Exclusive Discounts as a tool to drive discoverability and conversion to help boost your performance. Remember, it’s the badging and improved discoverability that will drive superior performance compared to a simple strike through price reduction.
Boost Your Organic Rankings
Traffic goes through the roof during Holiday, but so does the cost of advertising meaning that many sellers are squeezed between increasing their PPC budgets to stay discoverable and protecting their P&L. You can avoid this issue by spending the next few weeks doing everything possible to boost your organic rankings.
How do you do this? Identify a few keywords where you are in positions 8-12 and start driving as many orders as possible against those terms. As Amazon continues to monetize the search results page, it’s becoming increasing critical to get into that first row of organic placement. How do you improve your rankings? Get creative with your email list, over-invest in PPC campaigns and test Facebook ManyChat messenger ads to generate those orders. Reminder - be mindful of Amazon’s terms of service and adjust the tactics based on your risk tolerance.
Review Your Detail Pages
This should go without saying, but take the time to review your detail pages and ensure that you are as buttoned up as possible. Below is a quick checklist of what needs to be reviewed before an influx of traffic is driven the your pages.
Check your product titles to ensure they are accurately describing the product and in compliance with Amazon’s terms of service.
Review your product images to ensure they are clearly showing the product. Bonus points to double check the alt images for the listings
Do you have A+ Content? Is it excellent? If the answer to either of those questions in “no” spend the time (and money) to develop content that really articulates the value props of your product.
Review your reviews. Do what you can to address negative reviews. Try the review management tool within seller central and work to down vote any of your bad reviews.
Conclusion
Turkey 5 is a make or break time period for many sellers so it’s critical that you focus and do what you can to drive as much volume as possible. The tips below alone won’t bring you to the promised land, but they are strong tactics that will help you drive Holiday sales.
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Amazon Seller Central definition of Prime Exclusive Deals.