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Podcast Episode

Driving Success: Navigating Q4 and Seasonal Holidays with Amazon Advertising

Podcast Published: 15/09/2023

Podcast Description

Welcome listeners “Highway to Sell,” the podcast where we accelerate your knowledge of Amazon advertising strategies. Today, we have a special episode brought to you by Clear Ads. This episode is hosted by Tom Waghorn, joined by our Head of Accounts Helen Robinson, today we’ll be diving deep into the world of planning Amazon advertising campaigns for the highly lucrative Q4 and seasonal holidays.

  • Why Q4 and the holiday season are crucial for Amazon sellers.
  • The competitive landscape: What makes Q4 unique in the e-commerce world.
  • The importance of planning well in advance.
  • Creative assets: Preparing eye-catching images and compelling ad copy.
  • A+ preparation and storefront.
  • Trends
  • Prime Day and Black Friday strategies: Timing and execution.

If you found today’s episode valuable, please subscribe, rate, and review “Highway to Sell” on your favorite podcast platform. Plus, if you are interested in our services click here for a free audit: https://clearadsagency.com/request-a-call-back/

Driving Success: Navigating Q4 and Seasonal Holidays with Amazon Advertising

Tom:
Welcome back to Highway to Sell! I’ve been away a few weeks, and I’m back with our wonderful Head of Accounts, Helen Robinson. Today we’re getting the jump on Q4—how to prepare your account for the busiest shopping season (Halloween, Thanksgiving, Christmas), Amazon’s own events (Prime Fall), and the big retail days (Black Friday, Cyber Monday/Turkey Five).
Next episode: how to prep your ad campaigns.

Amazon is constantly changing, and Q4 is unique: huge gifting demand, Prime delivery, and Amazon acting as a shopping search engine. You can’t start planning on day one—prep well in advance.

Helen:
As soon as Christmas displays hit supermarkets, it’s time to prep for Q4.

Tom:
First priority: inventory. Expect higher velocity than earlier quarters. Use last year’s data to forecast; if you sold out, increase stock. New product? Check Helium 10 trend data, then estimate with your current conversion rate.
If this year’s item is an evolution of last year’s, leverage last year’s performance and search trends.

Helen:
Watch trends too—e.g., pink variants surged with the Barbie wave. That may influence holiday gifting.

Tom:
Next: listing updates. Remove out-of-season phrasing (e.g., “Mother’s Day”), and make titles, bullets, images, A+ content, and storefront seasonal and gift-oriented.
Use Canva or AI tools to place products in festive scenes (fireplace, tree, cozy décor). Almost anything can be a gift—present it that way.

Helen:
Keep your storefront fresh. Reorder modules so giftable or promoted items are up top. Add seasonal banners (snow, garlands, pumpkins). If you change storefront pages, double-check Sponsored Brands links still point to the right page.

Tom:
Keep creative consistency across social (TikTok, Instagram, Facebook) so the journey matches when users land on Amazon. Align influencer briefs around seasonal use cases (gifts, décor, table centerpieces).

Helen:
If you can, A/B test creative now (Amazon Experiments, PickFu, etc.). Don’t guess—validate.

Tom:
Promotions & deals: submit early for Prime Fall, Black Friday, and Cyber Monday. Avoid lowering prices within 30 days of events if you want strong strike-throughs. Share your promo calendar with your agency so ads and promos align.

Helen:
Use social to fuel traffic during Amazon events. Warm audiences now—Prime Fall typically lands in early/mid-October.

Tom:
A quick note on wording: test both “gift” and “present” in your copy—different shoppers use different terms.

Helen:
And keep messaging, A+ content, and storefront consistent with the season throughout the page. Even simple touches (tinsel borders, winter color palettes) help shoppers get into gifting mode.

Tom (on clearance/stock shaping):
If you need to shift old inventory, feature it prominently as a giftable option with clear pricing cues and seasonal visuals.

Final Takeaways

  • Tom: Have a backup. If FBA stocks out, be ready to switch to FBM to keep selling (even if shipping costs rise).

  • Helen: Be adaptable. Have a plan, but be ready to pivot—boost budgets on breakout SKUs, shift focus if something sells out, and reallocate quickly.

Tom:
Success in Q4 = smart strategy, agility, and data-driven decisions. Next episode: campaign preparation for Q4.

If this helped, please subscribe, rate, and review Highway to Sell, and share with your peers. Want an audit or help managing Q4? Visit clearadsagency.com.

Tom & Helen:
Bye!

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