What do sellers need to do during Amazon’s off-season?

If the product enters the off-season and traffic starts to decline, the following situations may occur:

1. If the product inventory is seriously overstocked, it is recommended to clear the inventory first

• Lower prices and have price advantages compared to competing products

• Increase cuopon discount

• Use off-site Deals platforms or off-site influencers to promote

• Bundle sales, and bundle sales with products that are related to the store's best-selling products

First, reducing inventory can reduce the corresponding storage fees, especially during the peak season, when triple storage fees are often unbearable for sellers; second, serious inventory backlogs can easily affect the account’s IPI score. Now that Amazon has severely cut inventory capacity, it is more likely to be restricted from replenishment; third, placing orders can stabilize the ranking and weight of the store and listing, which will make it easier to promote during the peak season.

2. The inventory backlog is not large, but there are few or no orders.

There were many orders during the peak season, but now there are fewer or no orders. Sellers can readjust their advertising budgets. Because the product has entered the peak season, the corresponding category traffic will decrease, the CPC of some big words will rise, and the conversion rate will also decrease. Sellers need to capture more accurate traffic to ensure the conversion rate.

For example, if an advertising campaign that was able to use up its budget in the past cannot do so now, sellers can consider reducing the advertising budget and use this budget to target precise keywords or test new campaigns. Each advertisement does not need to have a large budget.

In the case of no orders, the advertising campaign has low exposure, few clicks, or even no conversions. The bid for this part of the delivery can be appropriately lowered to reduce some advertising costs and stop losses in time. Sellers can also choose to do positioning ASIN advertising, find ASINs that have similarities with the product, rank poorly, or have advantages over your product in comparison, and use these advertising activities to eliminate some invalid traffic and obtain more accurate traffic.

Of course, even if the product enters the off-season, it is not recommended to turn off the advertisement. You can lower the bid to keep the product exposed to a certain extent, because according to Amazon's algorithm, the system actually prefers keyword ads and advertising marketing activities that run longer. Even in the off-season, there are few people clicking, and sporadic orders will not make your advertising data look bad.

Therefore, for sellers, the off-season does not mean they can "do nothing". They also need to spend time analyzing and studying advertising data.