Amazon Seller Black Friday tips for 2022
Black Friday is a global phenomenon and it’s the biggest shopping day of the year. For Amazon sellers, this is the time to make money and boost your position in search results by using the right strategy. With that in mind, here are some tips for Black Friday 2022, both before and after the event:
The road to Black Friday:
Create a Black Friday strategy
Black Friday is a busy time of year and it's easy to get overwhelmed by the number of tasks that need to be completed. It's important to create a plan for yourself so you can stay on track and avoid letting all the madness take over your life.
Start by making a list of goals. What do you want to accomplish? Do you want more reviews, more sales, or both? Are there any other factors that matter (like improving product quality) or are there specific issues (such as shipping costs) that need improvement? Once you have those figured out, organize them in order from most important task first through least important last so they're not lost in the shuffle during the chaos of Black Friday week!
Consider the category you're in, and whether you need to be pushing hard with discounts and promotions, or if you should focus more on attracting more traffic to your listings so that you can run experiments on your customer acquisition strategy. Either could be equally valuable, depending on your goals for the event. Want more on this topic? Check out our blog Black Friday - What's the big deal
Next comes timelines: make sure everyone involved knows when things are due by so there aren't any surprises later on down the road! This might seem like an obvious step but sometimes unintentionally missed deadlines can lead us astray from our path toward success...
Make your game plan based on customer data
If you're looking to optimize your Black Friday strategy, it's important to have a game plan and keep track of your customer's behavior. In order for this strategy to be successful, however, you'll need to take a look at the data you've collected over the past year.
What do customers want? What are their pain points? Are there parts of their experience that can be improved? And how can those improvements affect my business as a whole? Are there products that I can bundle together to entice more purchases? Using Purchase Analytics can help you understand which of your products are commonly bought together and would lend themselves well to bundling. These questions should all be answered before determining how much stock is needed or what kind of deals I can offer my customers during Black Friday 2022.
Get all your supplies in place before Black Friday.
- Make sure you have enough product to meet demand! Look back at previous sales data to create data-driven estimates of your needs
- Create a plan for how you will get products from the factory to Amazon. If you manufacture in China, make sure that your shipping partner is prepared for the increased volume of orders during Black Friday and Cyber Monday.
- Make sure that you have sufficient packaging materials on hand before Black Friday. Boxes are a commodity and can be hard to find when they are needed most!
Run flash sales on social media,
If you have a website, consider creating a page that lists all the Black Friday deals. This will help drive traffic to your site from social media, where users are more likely to share posts about sales and discounts with their friends.
Posting about your sale regularly on social media will help spread awareness of it so that potential customers who don't visit your website can find out about it too.
Partner with influencers.
Influencers are people who have a large following on social media, and they can help you reach a wider audience. This could be in the form of paid or unpaid content, depending on the influencer's relationship with your brand. Influencer marketing is becoming more popular as the amount of time users spend watching videos increases, so it's important not to let this opportunity pass by!
Optimize for mobile searches, speed, and images.
With mobile device usage on the rise, it’s important to make sure your listing is optimized for mobile searches and speed. Here are some tips:
- Optimize for mobile searches by using keywords in headings and titles that help buyers know what they will be getting. Make sure your images are high-quality so customers can see what they’re buying before they buy it!
- Speed is important! You want to make sure your listings load quickly so customers can view them without waiting around.
Follow these tips to boost your seller ranking on Amazon over the Black Friday period
- Use the right keywords.
- Use the right title.
- Use the right description.
- Use the right images.
Want more on Amazon listing optimization in 2022?
After Black Friday and Cyber Monday
Okay, so by this point you will probably be exhausted, but unfortunately the fun doesn't stop here! To truly make the most of the influx in traffic to your products, and (hopefully) the profits you've made, it's an excellent time to reflect on what went well and what didn't, so you can tweak your strategy for next time around (or for other big discount events like this, such as Prime Day).
Here are some tips for analyzing your performance:
Review product description, bullet points and images.
Did these elements attract shoppers? How many sales were directly attributed to these elements? If you used a tool like Amazon Story Builder or Discovery Engine, which keywords did they use most often in their descriptions? What were they doing that was different from what other sellers were doing (and how could this help improve the user experience of future promotions)? How do the images compare with competitors' images? Are there any ways that sellers can improve their posts based on what has worked previously (e.g., using more descriptive bullet points) or failed previously (e.g., needing higher quality visuals).
Use a cohort analysis
To assist with the above analysis, you'll likely need to use a cohort analysis so that you can compare the period prior to Black Friday and how this impacts on your profits and customer retention going forward.
We've written a guide demonstrating exactly how to use a cohort analysis to assess whether events like Black Friday, Cyber Monday, and Prime day are worth it for your brand by creating and comparing benchmarks.
Analyze your purchase journey to increase repeat purchases
If you sell products that lend themselves well to repeat purchases then Black Friday is a great opportunity to refresh your marketing strategy. If everything has gone to plan, you should have a bunch of new-to-brand customers ripe for re-conversion when the time is right.
By looking at a purchase interval report you can see at what frequency the majority of shoppers buying the product come back to buy again, so you can retarget your Black Friday cohort of customers at exactly the time when they're ready to purchase again.
By following these tips, you’ll be able to have a more successful Black Friday sale both during and after—giving you ample time in the new year to refine your marketing strategy.