Sales Promotions PDF

Seller Startup Guide:
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.
1 Sales promotion services and the three elements of a successful promotion

2 Seasonal trends by product category
Amazon Seller University 2

© Copyright 2018 Amazon.com, Inc. or its affiliates. All rights reserved.
Sales promotion services and the three
elements of a successful promotion

The three elements of a successful promotion
Many factors come into play when seeking to sell more products, but three
elements are particularly important:
• Views: How many times buyers visit the product page

• Conversion rate: What proportion of these visitors actually make a purchase
• Price: How much the product costs
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

Attracting more views
Sponsored Products (Professional sellers only): A service for advertising the
products you sell on various pages within Amazon. This increases product exposure,
which in turn helps boost views. For details, see the Help page “How Sponsored
Products works".
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?"
Comment from a satisfied seller

We've felt for ourselves how effective sales are
as a sales promotion technique. Participating
in sales not only helps us attract new
Main product categories: Cosmetics
customers, it also increases the number of Services used: FBA, Sponsored Products, sales
repeat customers we see afterward. (As of December 2017）
Raising your conversion rate
Fulfillment by Amazon (FBA): With this service, Amazon takes care of everything
from product storage to order processing, shipping, delivery, and customer service
on your behalf. Not only does this reduce your operational burden, you can also
expect customers to find your products more appealing due to the fast delivery
options and Prime mark displayed beside them. For details, see the next slide.
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".
Comment from a satisfied seller
I recommend FBA in particular. With FBA,

Amazon takes care of product inventory,
shipping, and so on. It's win-win for both buyer Main product categories: Cosmetics
and seller. Services used: FBA, Sponsored Products, sales
(As of December 2017）
Fulfillment By Amazon (FBA) is a particularly effective way to increase the appeal of your
products.
FBA is a service in which Amazon handles storage,
order processing, and shipping on your behalf.
This has many advantages: Seller
・Prime eligibility makes products more

competitive Delivery
- Support for Free standard shipping (with some
exceptions), Same-Day Expedited Shipping and
Expedited Shipping Amazon
- Product page shows earliest delivery date
- Support for Cash On Delivery and Convenience Packing/shipping/
Store Payment as well as Scheduled Delivery Order 24H customer service
・Less work for seller

- No need to package and ship individual products Buyer
- Gift wrapping and gift messages supported
- Amazon handles customer service and returns
Adding Rich Content to Product Detail Page (Professional sellers only): A function
for adding images and text to product pages to make them more appealing. Detailed
explanations and clean images can help raise the appeal of your products. For
details, see "Adding Rich Content to Product Detail Page".
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?"

Competing on price more effectively
Automate Pricing (Professional sellers only): A tool that automatically reprices your
products based on rules you set along with maximum and minimum prices for each
product. For example, you could create a rule to always match the lowest price listed
by other sellers for the same product, or to maintain a price that is slightly higher or
lower. For details, see "Automate Pricing Function (Introduction)".

Putting it all together: An example
Shown below is an example of how these services can be used together.
You may find it helpful in considering how to use the services yourself.
Switch to FBA or Seller Fulfilled Prime for
shipping listed products. Products become Use Sponsored Products to
Prime-eligible, making them more drive increased traffic to
competitive product pages
Register 1 week 2 weeks 3 months

with Seller List products, Improve Increased
Services start selling shipping sales
As sales increase, use

Promote sales by creating
Business Reports to craft
appealing pages with Rich
product-specific sales
Product Description
strategies

Seasonal trends by product category

Improve your sales planning by grasping trends in advance
To sell effectively, it's important to understand sales trends for individual product
trends and make stocking decisions and sales plans accordingly.
Example: Selling a product popular as a Mother's Day gift using FBA
Until mid-March Late March Until early April Early May (peak sales period)
FBA FBA
Increased sales
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)
Automate Pricing (See slide 9) Inventory Planning tool

Trends by category: Product category list
The tables on the following slides show which products sell best season by season -
and why. Check the rankings and trends for the products you intend to list and use
this information to plan your stocking and sales activities.
Food & Beverage/Household Electronics & Office

Drugstore & Beauty ... Slide 14 Stationery & Office Products ... Slide 18
Baby ... Slide 14 Kitchen & Appliances ... Slide 18
Food & Beverage ... Slide 15
Alcohol ... Slide 15
Fashion Lifestyle & Leisure

Apparel ... Slide 16 Toys & Hobby ... Slide 19
Shoes & Bags… Slide 16 Sports ... Slide 19
Jewelry ... Slide 17 DIY ... Slide 20
Watches ... Slide 17 Car & Motorcycle ... Slide 20
Industrial & Scientific ... Slide 21

Trends by category: Food & Beverage/Household
Spring (Mar.-May) Summer (Jun.-Aug.) Autumn (Sep.-Nov.) Winter (Dec.-Feb.)
Moisturizing lotion, bath

Cosmetic gifts, surgical Sunscreen, body lotion, Christmas gifts
powder, spring cleaning
masks, insect repellent supplements Seasonal products
goods, surgical masks
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
Products for children starting

Baby oil/cream/ Autumn/winter clothing, Moisturizing oils/creams,
daycare, strollers, bedding,
powder/lotion Shichi-Go-San outfits Christmas gifts
spring/summer clothing
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
Note: Data from slide 14 to 21 is based on January 2018 research by Amazon
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.
Trends by category: Food & Beverage/Household
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
Food & Demand for

Beverage Demand for Demand for summer Demand for New Year's
confectionery gifts and
confectionery, tea, etc. in beverages Demand for cuisine, Christmas and end-
sets in the lead-up to
the lead-up to White Day Father's Day gifts and of-year (Oseibo) gifts, and
Respect for the Aged
and Mother's Day midyear (Ochugen) gifts Valentine's Day supplies
Day and Halloween
Beer, sake, shochu, Beer, sake, shochu, Beer, wine,

Beer, wine
tasting sets tasting sets sake, shochu
Alcohol Demand for beer for end-of-

Demand for wine as a
Demand for gifts in the year (Oseibo) gifts, wine for
White Day gift and beer Demand for gifts in the
lead-up to Respect for Christmas, and sake/shochu
for flower-viewing and lead-up to Father's Day
the Aged Day for New Year's Eve/Day
picnics
celebrations
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.

Trends by category: Fashion
Formal wear,
Swim wear, yukata Shorts Coats, scarves, gloves
spring coats
Apparel Demand rises for winter

Demand for formal wear for From July, demand for Demand for shorts rises in
outerwear as well as
graduation and school swim wear and yukata the heat of August and
accessories like scarves,
entrance ceremonies rises September
including as gifts
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
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.
Trends by category: Fashion
Necklaces, pearls, Tie pins, earrings, Famous foreign brands,

Presents
tie pins, cuff links bracelets, necklaces gold jewelry
Jewelry Demand for necklaces for Demand for famous

Demand for Father's Day Demand for Christmas
White Day, demand for jewelry brands rises from
gifts, demand for gifts rises, with many
pearls for school entrance about October
bracelets, etc., as people customers requesting
ceremonies, demand for Sales of gold jewelry rise
bare more skin gift-wrapping
business jewelry too
Famous foreign brands,

Business watches Japanese brands Luxury brands
Japanese watches
Watches Bonus season means From around September,

Demand rises for watches in Bonus season, means
increased demand for Japanese companies
the 10,000-50,000 yen increased demand for
luxury brands and begin promotions, and
range for newly minted luxury brands in
Japanese casual brands demand for Japanese
businessmen particular
in particular watches rises
Comment from These products are often bought as gifts, so packaging materials and speedy delivery
Jewelry category are important.
manager

Trends by category: Electronics & Office
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
Stationery/ Demand rises for planners

office Demand for store for the following year,
Demand for school and Demand for materials for equipment and Christmas cards, postcards
office goods as the new summer homework (free backpacks for children for New Year's greeting
school year begins study and crafts) who will start school cards, and otoshidama
the following year envelopes and other New
Year's goods
Dehumidifiers, depilators, Teppanyaki grills, small Humidifiers/heaters, vacuum

Air purifiers, health
fans, shaved ice machines, heaters, tabletop cleaners, facial care devices,
appliances
ice cream makers, etc. stoves/cooking heaters electric razors,
Kitchen & Demand rises for

Demand peaks for air Sales of skin care
Appliances dehumidifiers as people seek Demand for rice
purifiers as an anti-hay equipment rise in the cold,
a way to dry clothes during cookers along with the
fever measure dry climate, as do sales of
the rainy season Demand rice harvest, demand
Sales of health spring cleaning equipment
rises for products allowing for tabletop cooking
appliances increase as and facial care devices in
buyers to beat the heat or equipment for winter
Mother's Day approaches bonus season
prepare summer meals

Trends by category: Lifestyle & Leisure
Children's toys,
Carp streamers, Fireworks, pools,
Halloween costumes Christmas trees,
Children's Day decorations free study goods
Girl's Day dolls
Toys & Demand for fireworks and

Rising demand for toys
Hobby pool-related products, Increased demand for
Demand for decorations and to be given as Christmas
sudden demand at the end children's and adults'
carp streamers rises as presents, seasonal
of August for free study costumes for
Children's Day approaches products like Christmas
(summer holiday Halloween
trees
homework) goods
Barbecues, tarps, Tents, tarps, chairs, Ski wear,

Golfing goods
bike covers rash guards sportswear, goggles
Demand for BBQ-related

Sports products rising with the Demand for camping
Demand for golfing Demand for winter sports
temperature, demand for goods, demand for
equipment rises equipment rises
bicycles and covers from seaside- and marine
dramatically in autumn dramatically
people moving or starting sports-related products
school/work
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.

Summer gardening goods, Autumn gardening goods, Exterior lighting,

Spring gardening goods,
horticulture goods, horticulture goods, wood stoves, spring
horticulture preparation
exterior typhoon-related products cleaning goods
DIY Demand for gardening and

In the lead-up to the best Summer is the best Demand rises for
horticulture goods lasts until
months for horticulture, season for gardening exterior Christmas
September Demand rises for
demand for preparatory and horticulture, with lights, wood stoves, and
products to defend against
goods peaks in May demand peaking in July spring cleaning goods
typhoon and rain damage
Rain gear, windscreen Snow tires, snow chains, Oil, jump starters,
Summer tires, air filters,
wipers, GPS systems, motorcycle gear, carriers for batteries, lights, engine
bike goods in general
sunshades, jump starters cars starters
Car & Demand for goods to From autumn into

Demand for summer tires
Motorcycle beat the rainy season, winter, demand for oil
as drivers switch back From autumn into winter,
the heat, and battery and engine starters
from snow tires, demand demand for car and
problems; demand for rises Demand for lights
for motorcycle goods as motorcycle goods rises
GPS systems for rises in winter, when
touring season begins
summer vacation days are shorter
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.

The table below shows which products sell best season by season - and why.
commercial air conditioners,

dehumidifiers,
Materials and tools for Commercial heaters,
industrial fans, air
moving house and shipping LED floodlights insulated clothing,
conditioned clothing,
items, 3D printers
thermometers and humidity
Industrial & meters
Scientific Rising demand for
With people moving for the Rising demand for LED
Demand rises for products goods that can beat the
new school/work year, lighting for work sites and
that combat heat/humidity cold on work sites
demand for shipping tools facilities as the days grow
on work sites Higher demand for 3D
and materials rises shorter
printers in December
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.

Use ranking data
from "Product Recommendation" and "Monthly Ranking data"
A solid grasp of recent trends and past ranking data is useful when selecting products.
If you can't decide what to list...
Product Recommendation
View recommendation rankings, recent
bestselling products, and products with or
facing low availability
⇒Weekly Product Recommendation
If you want to see what sold well in the past...
Monthly Ranking data

View monthly ranking reports for the top
1000 products by category
⇒Monthly Ranking data
Note: Data may be changed from what is currently shown here.


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Seller Startup Guide:

1 Sales promotion services and the three elements of a successful promotion

Amazon Seller University 2

Amazon Seller University 3

• Views: How many times buyers visit the product page

Amazon Seller University 4

Comment from a satisfied seller

Comment from a satisfied seller

I recommend FBA in particular. With FBA,

・Prime eligibility makes products more

・Less work for seller

Amazon Seller University 8

Amazon Seller University 9

Register 1 week 2 weeks 3 months

As sales increase, use

Amazon Seller University 10

Amazon Seller University 11

Automate Pricing (See slide 9) Inventory Planning tool

Amazon Seller University 12

Food & Beverage/Household Electronics & Office

Fashion Lifestyle & Leisure

Amazon Seller University 13

Moisturizing lotion, bath

Products for children starting

Note: Data from slide 14 to 21 is based on January 2018 research by Amazon

Food & Demand for

Beer, sake, shochu, Beer, sake, shochu, Beer, wine,

Alcohol Demand for beer for end-of-

Amazon Seller University 15

Apparel Demand rises for winter

Necklaces, pearls, Tie pins, earrings, Famous foreign brands,

Jewelry Demand for necklaces for Demand for famous

Famous foreign brands,

Watches Bonus season means From around September,

Note: Data from slide 14 to 21 is based on January 2018 research by Amazon

Amazon Seller University 17

Stationery/ Demand rises for planners

Dehumidifiers, depilators, Teppanyaki grills, small Humidifiers/heaters, vacuum

Kitchen & Demand rises for

Amazon Seller University 18

Toys & Demand for fireworks and

Barbecues, tarps, Tents, tarps, chairs, Ski wear,

Demand for BBQ-related

Amazon Seller University 19

Summer gardening goods, Autumn gardening goods, Exterior lighting,

DIY Demand for gardening and

Car & Demand for goods to From autumn into

Amazon Seller University 20

commercial air conditioners,

Amazon Seller University 21

If you can't decide what to list...

If you want to see what sold well in the past...

Monthly Ranking data

Amazon Seller University 22

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