7 Recommendations for Holiday Marketing on Amazon

November 12, 2019

By: Greg Swan,


, Adobe

7 Recommendations for Holiday Marketing on Amazon

If you’re intent on making the most of the busiest shopping season of the year, then chances are you know that Amazon needs to be a part of your overall strategy.

Over 80% of consumers plan to shop on Amazon during this holiday season, which is why it’s crucial for retailers to have a gameplan for reaching and activating seasonal shoppers on the platform. You can also expect more competition for these shoppers.

The good news is that Amazon has more tools and resources than ever, that when used correctly, can help you gain an edge on the competition and blow past your holiday marketing goals.

Here are seven strategic recommendations from our Amazon advertising experts on how to make the most impact from your campaign planning and brand initiatives on Amazon this holiday season.

1. Make Sure Your Products Are Retail Ready

Before anything else, you want to make sure that ALL of your products are retail ready.

If you have any intention of successfully promoting your products on Amazon, securing the Buy Box, and converting those who click on your ads at the optimal cost — then each and every product in your catalog should have the following:

  • Product titles

  • Description & Bullet Points

  • Images

  • Customer reviews

  • Star rating

  • Inventory

  • Buy box

  • Enhanced content

Have you ever run into a product listing with confusing titles, lack of information, or worse—out of stock? That’s called a poor customer experience—and your ads (and Amazon seller rating) will suffer as a result.

Amazon cares about the customer experience, so make sure your product listings are in tip-top shape.

You can drive tons of traffic to your page, but if your reviews are low, product descriptions aren’t helpful, or any other retail ready factor is lacking, you’ll end up wasting budget towards a page that isn’t optimized for conversions,” says Heidi Grütter, Marketing Solutions Manager at Tinuiti.

2. Get With Your Festive Branded Content

If you want your audience to pause their scrolling and actually engage with your brand, then you’ll need to stand out during the holidays.

The best way to capture attention and show off your brand is through Amazon’s premium content tools for both product pages and your very own Amazon Store.

These tools allow you to transfer some of your built-up brand equity outside Amazon onto Amazon for shoppers to interact with.

These premium content assets connect together, enabling you to create a seamless holiday experience across your E-commerce website and Amazon Sellers catalog—while improving your conversion rates.

3. Offer Promotions They Can’t Refuse

People come to expect to see deals when they come to Amazon.

Not only do Amazon shoppers value convenience, but they also want to feel like they are getting what they want at a better price point.

Amazon has a host of promotional opportunities and programs that you can leverage for the holidays.

  • Coupons

  • Lightning Deals

  • Deal of the Day

  • Best Deals

  • Vine Program

  • Category Specific Events*

Creating promotions and price discounts is a great way to increase click-through, with the lower prices allowing you to move sales velocity — which can then boost your organic rankings.

4. Take Advantage of New Sponsored Products Targeting for Amazon Sellers

More targeting options and control will allow you to get more intentional with where your ads place, which can have a real impact on your holiday advertising ROI.

Product Attribute Targeting (Sponsored Products)

You can now target customers by choosing products, categories, brands, and even features that are similar to the products you're advertising.

You can use this targeting strategy to go on offense (targeting your competitors’ listings) or to defend your own space from other brands (targeting your own listings).

Note: This is only available in Manual SP Campaigns

Enhanced Auto Targeting (Sponsored Products)

Now, Amazon allows sellers to choose product auto-targeting or keyword auto-targeting. We recommend using different keyword-matching strategies for your campaigns.

  • Close match: search terms closely related to the product description

  • Loose match: search terms broadly related to the product description

  • Substitutes: shoppers looking for products which could be substituted by the advertised product

  • Complements: shoppers looking for products which are associated with the advertised product

5. Keep an Eye on Your ACoS Goals

Knowing your holiday marketing goals is essential for structuring your ad groups and using your Advertising Cost of Sale (ACoS) metrics to help determine bidding strategy and your Ad Group Differentiation.

If your top priority is ROI-based (efficiency), then you will need to lower your ACoS by adjusting bids for your lowest converting keywords.

If your objective is growth-based (volume), then you are willing to accept the higher costs to generate more traffic to your pages.

“You can effectively lower your ACoS by identifying campaigns with a high ACoS and then decreasing bids or performing negative keyword harvests for those campaigns to eliminate wasted spend,” says Daniel Creviston, Marketplace Channel Analyst at Tinuiti.

Knowing your goals and how they relate to ACoS is important for weeding out your best and worst-performing products and adjusting your bids accordingly.

6. Listen To Your eCommerce Data

Amazon has an incredible amount of customer data, so make the most of it. Search Term and Prime Day can be particularly valuable for informing your holiday marketing and advertising campaigns.

Search Term Report

Do you know what search terms shoppers are using (or not using) to find your products? The Amazon Search Term Report includes keywords, match types, sales, conversions, and more for specific keywords.

“You want to pull in search term data from your auto campaigns, preferably from a lookback of one month or longer. Use this to create manual campaigns using the most up-to-date keyword data,” says Aaron Gooden, Manager, of Amazon & Marketplace Channels at Tinuiti

Prime Day Data

Your catalog performance during Prime Day can be used to inform your holiday marketing strategy.

  • Which products, campaigns, keywords, and targeting tactics performed well?

  • Which ones didn’t?

  • How did your inventory and fulfillment handle increased demand?

Identify what worked and double down for the holidays, tighten your operations, and cut back on wasted ad spend for anything that didn’t work.

7. Test, Test, Test

Last but not least, always test everything you’re doing on Amazon.

Test your campaigns, creative content, product placements, targeting, and bidding strategies.

Your testing data will help you make smarter decisions. Find out what shoppers are responding best to and pivot to where the action is.

Want to learn more about Amazon holiday marketing strategy?

Check out Amazon Holiday Sales Strategy For Brands: New Competitive Insights From Our Experts.