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Sales Promotions PDF
Sales Promotions PDF
Sales Promotions
Amazon Seller University This information is current as of 6/14/2018. Please note that the services offered and the contents displayed on the website are subject to change.
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Table of Contents
This lesson is about how you can use sales promotion services, seasonal product
trend information, and other Amazon Seller Services features to grow your business.
Please take the time to read through it.
Many factors come into play when seeking to sell more products, but three
elements are particularly important:
Improve these indicators, and you can expect improved sales too. The next few
slides are an introduction to some functions and services useful for addressing
these elements. (Note that some functions and services are not available to
Individual sellers.)
Conversion
Views Price
rate
Sales (Professional sellers only): Amazon has many types of sales that sellers can
participate in. Products currently on sale are displayed on the “Today‘s Deals” page,
which many buyers check. This means more product views. For information on how
to participate, see the Help page "Lightning Deals".
Note: There are conditions on applying to participate in sales.
You may also be able to increase views by improving your product listing information.
For details, see "What affects glance views?"
Seller Fulfilled Prime (Professional sellers only): This program lets sellers add the
Prime mark to products they ship themselves. Products with the Prime mark appear
at the top of search results, meaning greater exposure to buyers, and options like
Premium Shipping help raise conversion rates too. For details, see the Help page
"Seller Fulfilled Prime".
Amazon Points (Professional sellers only): A function for giving your buyers a
specified number of Amazon points when they make a purchase. This can be
expected to increase conversion rates among buyers who collect points. For details,
see "Amazon Points (Overview)".
Other ways to increase conversion rate include winning the Buy Box and offering
more convenience to buyers. For details, see "What affects conversion rates?"
Delivery complete,
Prepare delivery
secure inventory
Lay in stock,
Add product
sales start
The following sales promotion tools are also useful Prevent missed sales opportunities
(See slide 5) Use the Inventory Planning tool to
Sponsored Products
avoid missing chances to sell during
Adding Rich Content to Product peak periods.
Detail Page
(See slide 8)
Beauty &
Drugstore Demand for skin care
Demand for cosmetic gifts As people bare more
Demand for presents goods due to cold, dry
for White Day, anti-hay fever skin in summer, demand
and seasonal goods climate. Demand for
goods, and outdoor goods for body care goods rises
spring cleaning goods
Baby Demand for food-related Demand for insect Demand for Demand for skin care
goods for daycare (bottles, repellent and heat autumn/winter baby due to the dry climate
etc.) and baby clothes for rash/skin care goods as clothes and special and gifts for Christmas
the new season the weather improves outfits for Shichi-Go-San and New Year's
Buyers are using mobile devices at higher rates than ever. I recommend making it a
Comment from goal to increase mobile purchases - for example, by using a main image of high
Baby category manager enough quality to zoom.
Amazon Seller University 14
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Trends by category: Food & Beverage/Household
Spring (Mar.-May) Summer (Jun.-Aug.) Autumn (Sep.-Nov.) Winter (Dec.-Feb.)
Beverages,
Western/Japanese Rice, confectionery gifts, Gifts, New Year's Eve and
seafood/snacks gifts
confectionery, tea confectionery sets Valentine's Day supplies
midyear (Ochugen) gifts
Evergreen products face strong competition from other sellers and Amazon itself.
Comment from I recommend that sellers differentiate themselves by using FBA and Seller Fulfilled
Alcohol category manager Prime and offering sets and gift products.
Formal wear,
Swim wear, yukata Shorts Coats, scarves, gloves
spring coats
Fashion boots,
Business shoes, pumps, Suitcases, sandals, Wallets, fashion boots,
rain boots,
business bags beach/sports sandals rain boots
Business shoes, pumps
Demand for wallets,
Shoes & As people graduate from Demand for boots rises
often to give as gifts,
Bags college and enter the Demand for sandals in gradually as autumn
peaks in December
professional world, demand midsummer, demand progresses. New
Demand for boots also
peaks for products like for suitcases for professionals drive
peaks in December but
business shoes, pumps, and summer vacation increased demand for
remains high until
bags business-related products
February
Note: Data from slide 14 to 21 is based on January 2018 research by Amazon
One major reason people buy from Amazon is delivery speed. For that reason, I
Comment from recommend adopting FBA or Seller Fulfilled Prime. The quality of a seller's catalog
Shoes & Bags category (product titles, images, etc.) also affects conversion rates, so I recommend creating it
manager according to the guidelines.
Amazon Seller University 16
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Trends by category: Fashion
Spring (Mar.-May) Summer (Jun.-Aug.) Autumn (Sep.-Nov.) Winter (Dec.-Feb.)
Comment from These products are often bought as gifts, so packaging materials and speedy delivery
Jewelry category are important.
manager
Planners, postcards,
Name tags and holders, Goods for free study/crafts, Bill counters,
otoshidama envelopes,
bags, desk chairs, notepads calligraphy paper, rulers, etc. backpacks
calligraphy paper
Children's toys,
Carp streamers, Fireworks, pools,
Halloween costumes Christmas trees,
Children's Day decorations free study goods
Girl's Day dolls
Evergreen products are available from many sellers, so buyers tend to choose the one
Comment from with the Prime mark. Adopting FBA or Seller Fulfilled Prime to get the mark is a
Sports category manager shortcut to increased sales.
When shopping for evergreen products, buyers often choose options with the Prime
Comment from mark, so I suggest making use of FBA or Seller Fulfilled Prime alongside Automate
DIY category manager Pricing for bestselling products.
Comment from Car & Because this category has so many original products, I recommend that sellers not only
Motorcycle/Food & register for FBA or Seller Fulfilled Prime but also use Sponsored Products or Headline
Beverage Search Ads to drive traffic to product pages, as sales and product reviews promote
category manager further sales increases.
Comment from If selling industrial materials, I recommend being proactive about listing new products, as
Industrial & Scientific it's important to offer a wide range of products to meet the needs of customers in various
category manager industries.
Product Recommendation
View recommendation rankings, recent
bestselling products, and products with or
facing low availability
⇒Weekly Product Recommendation