Q4 2020: Selling on Amazon Through a Holiday Season Like No Other

This holiday season will not look like any before it. Many shoppers are avoiding crowded stores and buying gifts online instead. Prime Day has just happened in October. Carriers are already busy. For Amazon sellers, this could be the biggest Q4 yet, but only for those who plan for its challenges.

Here is what we are telling our clients to focus on this year.

1. Expect an earlier and longer season

With Prime Day in October and many retailers starting holiday deals early, shoppers are buying gifts sooner. Do not wait for Black Friday to start your holiday push. Treat the period from now to the end of December as one long season.

2. Stock is still the biggest risk

• FBA storage limits are still in place for many sellers. Plan shipments carefully and use your space for the products that sell best.
• Send holiday stock as early as your limits allow. Check-in times at warehouses are longer than usual.
• Keep a merchant fulfilled backup ready for your best sellers.
• Restock from Prime Day right away.

3. Know your shipping cutoffs

Carriers are handling record volumes. Delivery times may be longer than normal, especially in December. If you ship orders yourself, set realistic handling times and watch carrier cutoff dates. For FBA products, keep an eye on the delivery dates shown on your listings.

4. Make listings gift ready

• Add gift related phrases where they fit, such as “gift for mom” or “stocking stuffer”.
• Show what is in the box and the packaging in your images.
• Add a holiday gift page to your Amazon Store.
• Answer common gift questions, such as size, age range and compatibility, in your bullets.

5. Plan your ad spend across the season

• Now to mid November: build awareness with Sponsored Brands, video and Sponsored Display. Keep bids moderate.
• Black Friday to Cyber Monday: the peak. Raise budgets on your best campaigns and bid up on proven keywords.
• December: focus on products that can still arrive before the holidays. Lower bids on items with long delivery times.
• After Christmas: keep ads running for gift card shoppers.

6. Choose discounts carefully

You may have already discounted for Prime Day. Plan what you will offer for Black Friday and Cyber Monday, and check your margins. Our post on coupons vs promotions explains which discount types fit which goals.

7. Watch the numbers daily

In a season this busy, check inventory, ad spend and sales every day. Small problems, like a suppressed listing or an empty budget, can cost a lot of sales quickly.

The bottom line

Q4 2020 could be a record season for online sellers. Plan for an early start, protect your stock, respect shipping limits and spend your ad budget where conversion is highest. If you want a team watching your account through the season, see our full service account management or request a free audit.

FAQs

When does holiday shopping start on Amazon in 2020?

Earlier than usual. With Prime Day in October and early holiday deals, many shoppers are already buying gifts.

When should I send holiday inventory to FBA?

As early as your storage limits allow. Warehouse check-in times are longer than normal this year.

Should I lower ads in December?

Keep ads strong on products that can arrive before the holidays, and lower bids on products with long delivery times.