How to Prepare for Amazon Q4 – 2024


As the holiday season approaches, businesses are gearing up for the highly anticipated Q4 rush. To ensure a successful Q4, strategic planning and proactive measures are essential. In this blog, we will explore a series of crucial steps you should take as an Amazon Seller to prepare your Amazon business for the holiday sales surge. 

From optimizing your product listings to running effective PPC campaigns and managing your inventory, these strategies will help you make the most of the festive season. Let’s dive in and get ready to maximize your Q4 sales.

1. Optimize product listings

It’s essential to review your product’s listing title, description, and bullet points to ensure they convey all the important attributes of your products. Do a thorough keyword research based on last year’s search query performance data to find keywords that drove sales last year and incorporate them into your listing.

Your main product image and title can significantly impact your success, so consider utilizing Amazon A/B testing to run experiments with different main images and titles for your listings until you find the right one that delivers the highest conversion rates. Verify that the product image aligns accurately with the original attributes and content of the product to guarantee customer satisfaction.

Additionally, incorporating a video demonstrating your product in the listing and ensuring that your A+ content aligns with the theme of your Q4 branding can further boost your performance.

2. Audit your Amazon PPC account

Before gearing up for Q4, it’s crucial to conduct a thorough audit of your Amazon PPC account. The goal of this audit should be to evaluate the overall well-being and performance of your account, pinpointing areas that may need attention or enhancements.

Consider benchmarking your current campaign setup against last year’s Q4 campaigns that worked best for you. Adbrew’s audit tool can be a handy option for evaluating the overall health of your PPC account and quickly identifying improvement opportunities.

3. Analyze your Sales Data

Review your historical sales data and identify products that have shown good performance during the fourth quarter of the last few years. Create aggressive advertising strategies for these as they can potentially perform better than other products in your catalog.

4. Decide your Q4 Ad Spend in Advance

It’s important to plan the Amazon Ads budget for the fourth quarter in advance for practical reasons. During this time, there’s typically a surge in consumer activity due to holiday shopping. Anticipating this, and allocating the budget ahead of time, allows for a more organized and effective strategy.

5. Ensure early setup and testing of your Q4 advertising campaigns

After the audit of your account, if you find out that you need to set up new advertising campaigns as part of your Q4 strategy, create these campaigns at least one to two weeks before the start of Q4. This proactive approach is essential because specific campaign types, such as Sponsored Brands, Sponsored Brands Video, and Sponsored Display Ads might require approval from the Amazon ads team. 

Additionally, keep in mind that some new campaigns may take time to gain impressions and traction. Therefore, early creation ensures ample time for preparation and optimization.

6. Protect Branded searches

To safeguard your branded searches and prevent any loss in branded sales, it’s crucial to run defensive campaigns. Utilize all three ad types with branded keywords & ASIN targets to ensure people can quickly find you when they are searching for your branded keyword or exploring a product page from your catalog. This proactive approach ensures that your competitors are not stealing sales from customers who are already aware of your brand.

7. Inventory Management

Q4 usually witnesses a 25-50% increase in sales. While this figure may not be universal, a sales boost is highly likely. Consider reviewing your 2023 Q4 sales report to forecast your 2024 Q4 sales demand and plan your inventory accordingly.

8. Prepare for Q4 sales events in Advance

Q4 is generally considered a busy holiday season since various sales events, such as Prime Big Deal Days, Thanksgiving, Cyber Monday, Black Friday, and Christmas, which may vary across different marketplaces, are on the horizon. Consider planning your coupon, lightning deals, and promotions for upcoming sales events based on your past performance in advance. Consider creating virtual bundles of your popular products, as they tend to perform well during shopping events. This strategy can help boost the average order value, contributing to increased sales during such occasions.

9. Focus on Ranking Organically for the important keywords

Ranking organically for important keywords during this high-sales-volume period is crucial. Review your search term report to identify keywords with high order volume and low sponsored impression rank. Ensure that your listings include all of these keywords. Additionally, consider running aggressive ad campaigns targeting these keywords to boost your online sales velocity and, ultimately, improve organic rankings for those keywords.

10. Leverage your Brand Store

Consider revamping your brand store pages with a unique holiday theme, as it will appeal to more people during this holiday shopping season. Additionally, create a dedicated deals page to showcase all the products for which you are offering deals. This will make it easy for anyone visiting your brand’s page to find deals and discounted products.

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Final Thought

Amazon sellers, buckle up! As Q4 approaches, remember: your success hinges on meticulous planning and execution. Optimizing listings, conducting account audits, and staying ahead of holiday trends are essential. Launch your Q4 campaigns early to capture the attention of eager holiday shoppers. Don’t forget to prioritize exceptional customer service throughout the season. Respond promptly to customer feedback, address concerns, and handle returns efficiently. By putting your customers first, you’ll turn those holiday shoppers into loyal fans who keep coming back for more.

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