Recently, Amazon officially announced that the application for activities at various sites for the annual Black Friday and Cyber ​​Monday promotion has begun, and some sellers have begun to register for related activities.

For sellers with low traffic and large inventory, promotional activities are undoubtedly a good opportunity to improve conversion and increase sales. In addition, this year's Member Day has not yet been determined, and sellers are all looking forward to the arrival of the peak season.

A seller said, “By participating in flash sales during the peak season, sales that would normally take several weeks can be achieved in just a few hours!” In addition to the intuitive sales increase, participating in events can also bring several major advantages to sellers: peak season traffic, display opportunities, overall growth, and priority exposure.

However, due to the impact of the epidemic and Amazon's policies this year, sellers' inventory is limited by Amazon's warehousing policies and shipping quantities, so the preparation for promotional activities is also very different. So what activities can sellers submit for Black Friday and Cyber ​​Monday this year, and how should they prepare for the arrival of the peak season?

What activities can be reported on the US site?

DOTD is a top-tier promotion that boosts product sales within a limited time (24 hours or until stocks run out) by offering extremely favorable promotional prices.

Submission requirements:

▸ The product and brand are widely recognized

▸ Product rating is at least 4 stars and above

▸ Discount of at least 30% off the current sale price or more

▸ The price during Black Friday Cyber ​​Monday is the lowest price in the past 365 days (including all promotional prices)

▸ The same ASIN cannot be used repeatedly within 14 days

▸ The same ASIN cannot run a 7-day promotion or flash sale repeatedly within 60 days

▸ Before the promotion begins, the product must have enough inventory to meet sales demand for at least 4 weeks

Submission method:

Contact the account manager to provide the most attractive promotion for the buyer. The promotion range determines whether the DOTD submission can be successful and the activity schedule. 4 weeks of inventory needs to be prepared in advance before the activity starts.

Submission requirements:

▸ Brands with excellent historical sales performance and products that are in line with the current seasonality of the event

▸ Product rating at least 3 stars and above

▸ The sale price must be 15% off or more of the current selling price

▸ The price during Black Friday Cyber ​​Monday is the lowest price in the past 28 days

▸ The same ASIN cannot run a 7-day promotion repeatedly within 7 days

Submission method:

▸ Log in to Seller Central > Advertising > Promotions > Create New Promotion

▸ Click on "Show products eligible for 7-day deals" > Select the ASIN that shows "Black Friday Cyber ​​Week & Cyber ​​Monday Cyber ​​Week Upcoming Deals"

▸ Promotional commission for each 7-day promotion is $1,000 and will be invoiced separately after the promotion ends

Submission requirements:

▸ Brands with excellent historical sales performance and products that are in line with the current seasonality of the event

▸ Product rating of at least 3.5 stars, or no reviews

▸ The sale price must be 20% off the current selling price or more

▸ The price during Black Friday Cyber ​​Monday is the lowest price in the past 30 days

▸ The same ASIN cannot be run repeatedly within 7 days

Submission method:

▸ Seller Central > Advertising > Promotions > Create New Promotion

▸ Click on "Show eligible products" > Select the ASIN that shows "Black Friday Cyber ​​Week & Cyber ​​Monday Cyber ​​Week Upcoming Events"

▸ The promotion commission for each Lightning Deal is $500 and will be invoiced separately after the promotion ends

Submission requirements:

▸ You must be a professional seller with a seller feedback rating of at least 3.5 or 0 (i.e. no feedback rating received)

▸ Product rating: Products with 1-4 reviews must have a rating of at least 2.5 stars, products with more than 5 reviews must have a rating of at least 3 stars, and products can have no reviews

▸ At least 9.5% off the current selling price (can be set to 80% off). If it is less than 80% off the lowest price within 30 days, it may get additional event exposure

▸ The product price is not less than 5 US dollars

▸ Products eligible for Seller-fulfilled Prime/Amazon Logistics/Seller-fulfilled

▸ The product must be new

Submission method:

▸ Log in to the seller platform to submit a report

▸ Be sure to set the coupon during Black Friday or Cyber ​​Monday events

In addition to the above activities, sellers can also pay attention to the Black Friday pre-promotion activities on the UK site. According to reports, according to an announcement from the UK Sellers Committee, Amazon UK will launch a Black Friday pre-promotion activity this year. The activity is open to all consumers and will last from October 26 to November 19.

Although it is not clear whether Amazon will conduct Black Friday pre-promotions in the United States, sellers should still prepare early. The following promotion tips can be used as a reference for sellers~

Peak season promotion tips

The seller backend will update and recommend products suitable for promotion every week. When you see a product that meets the submission qualifications, be sure to take action immediately and start submitting it~

The great promotional opportunities during the peak season with high traffic should naturally be reserved for the better-performing products in the store, and the sales and popularity can be increased by taking advantage of the peak season exposure.

Make sure the product image does not contain any text, logo or watermark other than the product itself. Make sure the product image meets the listing requirements. Images that do not meet the requirements may result in the cancellation of the promotion.

Say goodbye to consumers who only look but don’t buy by using high-quality product detail pages! Make good use of product descriptions, pictures, and A+ pages to increase conversion rates and convey brand concepts.

If consumers find negative reviews for products participating in flash sales at first glance, it will greatly reduce consumers' enthusiasm for buying. Therefore, sellers must optimize product reviews and increase positive reviews before submitting.

First, sellers need to determine whether they are subject to inventory storage restrictions or ASIN-level inventory restrictions. Sales during the promotion period are several times higher than usual, so sellers must prepare inventory reasonably to ensure that there is sufficient inventory to meet peak season demand.

In terms of advertising, sellers can start from the following aspects: comprehensive analysis of keywords, continuous advertising during promotional periods, improving advertising management efficiency, and utilizing negative keywords and negative product functions.

Some sellers said that registration for Black Friday and Cyber ​​Monday will be stopped at the end of this month. In the seller communication group, some sellers also said that they cannot register now. For sellers who have successfully registered, they should also seize the time to prepare for the competition, pay attention to official dynamics and policies in a timely manner, refer to the above 7 promotional tips, follow up on inventory conditions, and ensure that there are goods to sell during the peak season.

Source: Amazon Global Selling