5 Essential Holiday Tips for FBA Sellers

Whether this is your first holiday season as an FBA seller or you've done so many you could autopilot your way through to the new year, there is always more to learn. From ensuring you get the most out of familiar Amazon features to staying current with the latest trends, keeping up with everything you need to know can be a job unto itself.

We've compiled a list of five essential tips that can help you stay ahead of the curve this holiday season and keep your sales popping off well into the new year. Read on to find out more.

1. Dig Into Amazon's Advanced Advertising Options

It's easy to fall into a routine with your Amazon ads, but Amazon offers a treasure trove of advanced advertising options that can make your product listings stand out like they never have before.

Visuals That Sell

Nothing catches the eye like motion, and video ads are a great way to get shoppers' attention and elevate your seller profile. Videos that play in search results stand out. They give shoppers a better idea of what your product is and how it works. The fact your product listing has a video when others don't can also increase the perceived value of your brand.

Of course, quality visuals don't always have to move to get attention. If you have an extensive product line or seasonal items you are just trying out, a video ad may be more investment than you can justify. On the other hand, if a product is worth listing, it is worth listing with strong visuals. This means doing more than just standard product images for ad campaigns. For instance, custom lifestyle images or infographics can help to sell your product before shoppers have even clicked through.

Target with Precision

Precise product targeting can take your ad campaigns to the next level. Targeting specific competitor ASINs or relevant product categories will help you reach shoppers who are actively searching for products like yours.

Amazon DSP (Demand-Side Platform)

Amazon DSP provides powerful tools that can help with your audience retargeting and brand awareness campaigns, as well as connecting with shoppers who have shown interest in your products or similar products from competitors. Amazon's first-party data enables precise targeting to connect you with customers across a variety of websites and apps, both on and off of Amazon.

2. Unlock the Power of A+ Content

If you've poked around Seller Central, you have likely run across some mention of A+ Content. This powerful tool allows you to go beyond the basics and create visually stunning, information-rich product pages. There are eligibility requirements, but if you are a Brand Registered Seller and not using A+ Content, you are missing out. 

What exactly is A+ Content?

A+ Content is an Amazon feature that upgrades your Amazon product description with:

• Enhanced visuals such as high-quality images, comparison charts, and videos.
• Brand storytelling enhances brand identity and builds an emotional connection with shoppers.
• Detailed product information such as in-depth product descriptions, specifications, and comparison tables that answer customer questions and highlight key selling points.

If you haven't dug into A+ Content already, it may seem overwhelming. However, the extra work involved can be more than worth it as it helps to:

• Boost conversions by providing shoppers with a more compelling product.
• Reduce returns and increase customer satisfaction by giving them all the information upfront.
• Build brand loyalty with a strong brand presence that fosters trust and projects value.
• Track and optimize sales and make data-driven adjustments to maximize conversions with the A+ Content Manager.

3. Take Advantage of Amazon's Brand Registry

Enrolling in Amazon's Brand Registry should be at the top of every FBA seller's to-do list. It doesn't cost anything more than your time and provides tremendous value.

Brand Registry is more than just a badge of authenticity. It unlocks a whole suite of powerful tools and features, including:

• Enhanced brand protection to safeguard your brand from counterfeiters and unauthorized sellers. Amazon even provides tools to help you remove counterfeit or infringing listings.
• Access to A+ Content requires a Brand Registry and helps to elevate your product listings.
• Brand analytics give you valuable insights into customer search behavior, competitor performance, and market trends.
• Sponsored Brand campaigns give you custom headlines, logos, and lifestyle images to help increase brand visibility and drive traffic to your listings.
• A brand store showcases your brand and products with a curated, immersive experience.

4. Learn Effective Pricing Strategies

There is more to pricing your products than simply accounting for margins and comparing your prices against competitors.

Stay Current with Automated Pricing Tools

Prices fluctuate constantly and manually adjusting your prices can be time-consuming and inefficient. AI-powered repricing tools automatically adjust your prices to account for changes in the market and help you remain competitive without destroying your profit margins. An effective pricing tool that has been helping our clients is our newly released Pricing Optimization tool.

Target Your Market in Bulk

Do you have a product that makes sense as a bulk purchase? Bundling and tiered pricing don't fit every product, but many shoppers will happily pay $20 for two of something when they would normally pay $11 for one. Different price points for different quantities or product variations will help to capture shoppers with different needs. You can also group complementary products — such as a sleeping bag and a camping pillow — at a discounted price compared to buying them separately. Remember that the discount doesn't have to be huge. In fact, many shoppers will opt for a bundle deal simply for the convenience.

Reward Your Loyal Customers

Exclusive discounts for regular customers foster loyalty and encourage repeat purchases, and Amazon offers several ways to provide discounts to regular customers, such as Subscribe and Save. While Subscribe and Save may not seem like a normal part of a holiday pricing strategy, it can be the gift that keeps on giving when coupled with the right product. If you sell something like hobby supplies, Subscribe and Save is a great way for a friend or relative to give a recurring gift that continues throughout the year without having to keep track of shipments and reordering.

5. Spread Holiday Cheer With Your Customer Service

Exceptional customer service during the holidays can lead to positive reviews and repeat business, as well as solidify your brand's reputation for the year ahead.

Act on Feedback

It is always a good idea to stay on top of both positive and negative reviews, but even more so during the holidays. You may be surprised how easy it can be to turn a negative review into glowing praise simply by connecting and showing sympathy, even when the problem is something like a shipping delay that isn't your fault.

Engage Customers Proactively

The holidays are a stressful time for your customers just as much as they are for you. When you take steps that ease their stress, it can be worth more than any discount.

• Order updates and tracking information help customers manage expectations and reduce anxiety. Answer inquiries promptly and keep customers informed about any delays or changes. Be prepared with small incentives you can offer customers if something goes wrong. Again, even if the problem is with a carrier or with Amazon and not your fault, a simple acknowledgment of the impact on your customer can buy you a lot of reputation capital. Never over-promise. If anything, under-promise and over-deliver.
• Holiday-themed packaging is a small detail that can make a big difference. Beyond providing a festive touch, holiday-themed inserts or a small gift can surprise and delight customers, creating a memorable unboxing experience.
• Extend your return window for holiday purchases to give customers peace of mind and alleviate concerns about gift-giving deadlines.

Make Your Holiday Sales Sing

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