What does Amazon Black Friday 2022 represent for professional sellers?
Amazon Black Friday is the most important event of the year that the Amazon platform organizes. This event is now an annual institution because it means the opening of sales throughout the Christmas period and many customers with prime and non-prime subscriptions who start compiling their wish lists to buy with the event discounts.
For this reason, you who are a professional seller cannot afford to skip the event, because it is a great opportunity to exponentially increase your sales, have new customers and increase your turnover.
If you are not yet, you should consider becoming one, if you need specialist advice for your seller account contact us.
When does Amazon Black Friday 2022 start?
The date set for the start of Amazon Black Friday is November 25th, 2022, but be careful, the Black Friday discounts start much earlier. The platform will begin to offer treats opportunities to announce the event, every day thousands of discounted products will be selected and put in front of millions of potential customers, until Friday where there will be the maximum boost to purchase with the best Amazon Black Friday offers and then proceed throughout the weekend until Monday where the cyber monday will be the master for all technological products and which will mark the closing of the event.
In addition, Amazon Prime customers last year had the opportunity to access promotions half an hour earlier than others, including those who, for the first time, used the service free of charge for thirty days.
How does Amazon's black friday work for the professional seller?
For you as a professional seller, the "black friday amazon date" to be marked on the calendar is October 15, the deadline for sending products to Amazon logistics. In fact, you must know that to make the most of the event, your products must already be ready to be shipped to Amazon warehouses and knowing that the workload for warehouses increases considerably in this period, it is necessary to ship the goods well before the week dedicated to the event, making sure all your inventory is actually available.
Cyber ​​Monday 2022 Amazon: the offers continue
Don't limit yourself to Friday for your management. The Amazon Black Friday promotions continue over the weekend until Monday 28th of November. It is the day of Cyber ​​Monday, which closes the curtain on the event with further crazy discounts. Again, hundreds of items on offer will be published on the site, mainly from third parties. E-Book readers, toys, vacuum cleaners, belts, jewellery, personal care items, food products, discounted over 50% to choose the perfect Christmas gift.
Some promotions will repeat those of the previous days while others will be totally new. They will follow each other with a frequency ranging from a few hours up to a maximum of 24. For those who missed Black Friday, Cyber ​​Monday is seen as a second opportunity not to be missed.
Why you should prepare in advance for Black Friday and Cyber ​​Monday 2021
It is a critical season for sellers every year
Black Friday, Cyber ​​Monday, and the rest of the holiday season are notoriously big sales events for Amazon sellers. About half of Amazon's sellers said Black Friday and Cyber ​​Monday are crucial to their profits, and 64% of sellers said December is also crucial.
COVID-19 brings even more online shoppers
Since the onset of the COVID-19 pandemic, e-commerce sales have soared, with more and more people shopping online than ever before.
And while some consumers may cut back on spending this season in light of the economic strain, those who shop are doing so more online - and particularly on Amazon - than anywhere else.
Amazon's logistics and inventory resources have an extended time frame
FBA's process of receiving shipments tends to slow down during most of the holiday season due to high demand.
Especially in 2022, sellers need a solid plan to keep up with increasing demand and to get their shipments out as soon as possible to ensure inventory is available for the many shopping / party events up to and including Christmas 2022.
How to prepare for Black Friday
What steps should you take to make sure you are ahead of the 2021 holiday season?
Here are seven steps to follow to help you prepare for Black Friday and Cyber ​​Monday 2021 as well as the entire pre-Christmas period.
Review the inventory storage limits
Order enough stock to meet seasonal demand
Ship your inventory by critical dates
Optimize your product listings
Optimize your PPC campaigns
Organize your promotions
Track sales and performance
Step 1: review the inventory storage limits
First, we recommend that you determine if you are subject to inventory storage limits or inventory restrictions at the ASIN level. This is an important step because it will determine how much inventory you can send to Amazon's warehouses. (You can find out more here.)
If you are subject to inventory limits, you should start contacting third party logistics companies (3PLs) now.
Step 2: Order enough inventory to meet seasonal demand
Start working with your suppliers as soon as possible so that you have sufficient time between the production of your product and the delivery date. Doing this step well in advance will give you enough time in case of unexpected problems that might arise.
Compare your sales from last year with those of the last few months. Did your sales increase during COVID? Do your sales increase during the holiday season or do they stay the same?
This is what Amazon suggests you do and we recommend you do it at least 7-9 weeks before the event.
Step 3: Optimize your product listings
Make sure your ad is the best it can be. The two key factors you should focus on are keyword / text optimization and image / photo optimization.
1. Optimization of keywords
Keywords are how your customers will find your products. By adding relevant, high-volume keywords to your listing, it will help your product rank and appear in organic search. Think about how you would look for this type of product.
If you don't have professional tools, use the Amazon search bar and find the keywords most relevant to your product, try more than one because each customer has their own way of searching for your product
2. Photo optimization
Product photography is one of the most important aspects of a successful Amazon product listing. Your images are what will attract and keep people on your product sheet.
Adding unique and high-quality visual effects to your photos will better explain your product without the customer having to read the entire product sheet. Using the infographic is a great way to do it. Adding text and other important product attributes to images will help provide the customer with all the information they are looking for.
In addition, more than 50% of Amazon shoppers buy from their phones using the Amazon app. Therefore, the first thing customers will see on the app are your images. Can you add a comparison chart, size chart, ingredients list? Think about everything your client would like to know and add it to the images.
Bottom line: Great photography and lifestyle images will help you sell your product.
Conduct new keyword research to find the ones you are missing. You should also run advertising reports to see which keywords are converting well in your PPC campaigns and add them to your ads.
Make sure the product information is clear, accurate and complete. The point is to prevent the customer from leaving your listing.Give them as much information as possible about your product.
Step 4: Optimize your PPC campaigns
Make sure your ads are optimized for conversions and that you're not wasting money on keywords that generate little or no sales. In other words, remove keywords that spend more than your Advertising Cost of Sales (ACoS) threshold and those that don't convert to sales.
Make sure your ads are consistently running before, during and after Black Friday and Cyber ​​Monday. You will notice a large influx of customers shopping at all times during these weeks, so make sure your products are showing at the top of the search results!
Step 5: plan your promotions
Black Friday and Cyber ​​Monday are all about big deals and customers saving money on their favorite products. To be successful during these huge sales events, you need to offer some kind of discount or bargain to increase conversions.
Fortunately, Amazon differentiates the offers offered during the Black Friday period.
There are four types of promotion that can be accessed:
the Lightening offers, those where you do not have the opportunity to think because they have a short deadline. Time passes quickly and the speed in deciding the purchase is a condition without which the opportunity will be lost.
The offers "in the showcase" with many products, from televisions to epilators, from drills to pellet stoves that Amazon offers and recommends.
Daily offers valid for 24 hours with discounts of up to 50% and more.
The Prime preview offers offer unique and unmissable opportunities that can initially be purchased only by Prime customers. This is an incredible advantage considering the fact that some products run out after a few minutes.
When the customer realizes that a product corresponds to what he was looking for, he can add it to the cart even if certainly not 100% of the purchase, from there he will have exactly fifteen minutes to confirm the order with the discount before losing it forever.
Amazon, on the page dedicated to Amazon Black Friday, catalogs the products based on the discount and duration. The initial discount remains the same for the entire duration of the event, therefore, it is useless to wait for further discounts. Without doubts and uncertainties, the click has to go fast to beat other users.
And since Amazon is known for running deals for the entire week of Black Friday and Cyber ​​Monday, it's important to try and schedule these deals now. This way you can set a certain calendar date for the launch.
In addition to the lightening deals, you can also create coupons and an exclusive Prime discount. Try running a coupon with a discount percentage so customers feel like they're getting a great deal on your product.
Step 6: Track Sales and Performance
Finally, always remember that you can't leave your products to fend for themselves, or you risk losing sales (or losing money). Keep an eye on the performance of your products and make changes to your ads or PPC campaigns as needed.
If your inventory runs out at a faster rate than expected, plan to send more inventory to FBA or plan to ship the products yourself using third-party fulfilment or your own warehouse.
If your sales are slower than expected, look at your PPC campaigns to see if your bids can be increased for certain keywords.
In addition, experiment with different promotional strategies to move inventory faster.
You will also need to monitor the status and overall performance of your account. Take care of any problems that arise immediately so that there is no downtime for your listings.
Conclusions on Amazon Black Friday 2022
Now you know how Black Friday works and the 2021 holiday season will be busier than ever. So, to be fully prepared for the momentum of sales, be sure to follow the steps described above. And if you have any other questions or concerns about Black Friday and Cyber ​​Monday, contact us our consultants are at your disposal.
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