How to promote seasonal products?

Working in the Amazon seasonal product business is indeed a pleasant job. You may have heard that many Amazon individual sellers are difficult to contact during busy periods, but share photos of their vacations in various countries and regions on social media during their free time. They are busy for 3-6 months a year and then give themselves a long vacation. If you like this kind of work status, you might as well try products with strong seasonality or holiday attributes.

I have to say that seasonal products are indeed worth trying. They sell quickly and have average competition, because many products are re-marketed and re-promoted every year, and everyone's starting line is relatively consistent. In addition, they have higher profits and shorter sales cycles. However, we must also be cautious when paying attention to product quality, prepare inventory in advance, and understand that high return rates in the later period may lead to link abandonment and erode profits. Try to ensure that the product is sold out during the peak period to avoid end-of-season sales.

Here is a detailed discussion of seasonal products:

Characteristics of seasonal products:

There is a sales peak every year, with higher profits and sales volumes.

There is no need to spend too much on marketing costs. Seasonal products themselves have a large amount of natural traffic. After the initial promotion, there is no need for additional paid promotion, and you can even turn off advertising without affecting sales.

The key is to accurately grasp the timing: product launch period, sales peak period, and customer return period. This is also the pain point of seasonal products. If the launch period is not accurate, the market will be late, and the initial promotion cost will increase significantly; if the sales volume is estimated too much during the sales peak period, a large amount of stock may be affected by Amazon's inventory policy, resulting in high overage storage fees; during the customer return period, buyers may place orders on impulse, but when they think about the short use time of the product, they will return to reason and the best solution is a refund.

As long as the first three batches are available, if the normal sales period of the product is from May to July, then one batch will arrive in April, May and June respectively, and no more stock will be provided later.

Seasonal product pre-, mid- and post-production strategies:

If the peak sales period is June, a batch of goods should arrive two months in advance, that is, in April.

After the arrival, first promote the core keywords and occupy the homepage position of natural search.

Prepare your reviews in advance and lay the groundwork before promoting.

Pay attention to the rhythm, sell quickly when the peak period arrives, and don't stock up.

It's better to leave in the middle of a sales peak than at the end.

Seasonal product promotion process steps:

Price discount:

Give high discounts when prices are high and quickly capture the market.

Give low discounts when prices are low, and gradually increase prices later.

Comment:

Use a substitute product as a seed link in advance and get 10-20 reviews as a prelude.

For products with high average order value or superior quality, use the VINE program.

Advertisement structure:

Simple advertising structure, manual big word precision, and keyword ranking.

After a month of positive reviews, we started to launch video ads, with broad, short, and precise ads all delivered separately.

If there are comments one month later, start manual ASIN advertising, choose a weaker version of the same product, and supplement the associated traffic.

Use SD display ads to deliver ASIN, audience interest tags, and browse retargeting.

Other experience summary:

Select products with good quality and high profit.

Keywords, copywriting, and visual marketing must be done well.

The price discount must be large enough to quickly capture the market.

Prepare your review in advance and don't let the star rating drop midway.

Quickly introduce advertising traffic and continuously increase traffic.

Control the inventory and sell out during the peak month.

Sales will be stopped in the last month to prevent a large number of returns.

Through these strategies, if the product conversion rate is good, the promotion problem of seasonal products can basically be solved.