Your Checklist for a Winning Black-Friday-Cyber-Monday Strategy on Amazon

Black Friday (November 24th) and Cyber Monday (November 27th), offer massive opportunities for brands on Amazon to drive sales, increase visibility, and leverage holiday shopping trends. Competitive brands will have started implementing their Black Friday and Cyber Monday (BFCM) strategies by now (3 months prior to the event) for optimal results.

Gabriëlle van Zutphen

With millions of shoppers actively seeking deals and discounts for the gift giving season, it’s crucial to be ticking all the boxes for a winning strategy which is why  our Incubeta Marketplaces team have compiled a performance checklist for Amazon sellers and vendors, leading up to the BFCM season:

  1. Register Now

    Amazon is now open for sellers to submit their recommended offers. You have until October 6th to submit and these will be the offers you hold across Black Friday and Cyber Monday. Go to the “Deals” section under “Ads” and register your products now!

  2. Plan Your Inventory

    Be sure to forecast your inventory needs well in advance (at least two months before the event) to meet the surge in demand that BFCM brings. Analyze previous years’ sales data and take into account current market trends to ensure you have sufficient stock on hand. One of the biggest setbacks brands experience during this period is running out of inventory.


  3. Optimize Your Product Listings

    Optimized content is crucial. If consumers are flocking to your product pages, whether organically or via advertising, they won’t convert if your content isn’t doing it for them. There is a science to Amazon content that improves visibility and drives sales. For example, opt for relevant, high-ranking keywords in your titles, bullet points, and product descriptions. Use compelling images and informative product videos to attract customers. Additionally, consider leveraging enhanced content features such as A+ Content to provide an immersive and informative shopping experience.


  4. Offer Exclusive BFCM Deals and Bundles

    Stand out from the competition by creating exclusive deals and bundles for Black Friday and Cyber Monday. By offering limited-time discounts, bundled packages, or exclusive product variations, you’re more likely to draw consumers in and get them to purchase. Promoting these deals through your listings, social media channels, and Amazon Advertising campaigns will generate buzz as well as drive sales.


  5. Run Amazon Advertising

    The game is, in large part, pay-to-play. If you’re looking to be competitive, Amazon Advertising campaigns are crucial. Utilize Sponsored Products, Sponsored Brands, and Sponsored Display ads to increase exposure and drive traffic to your listings, and don’t underestimate the power of retargeting. Amazon’s Demand-Side Platform (DSP) is especially helpful for this. You should be setting specific budgets and bid strategies to ensure your ads are displayed prominently when shoppers are actively searching for relevant products.

  6. Leverage Lightning Deals and Early Access Deals

    Participate in Amazon’s Lightning Deals and Early Access Deals to showcase your products and generate a surge in sales. Lightning Deals are time-limited offers that can create urgency among shoppers, while Early Access Deals provide an opportunity to capture early-bird shoppers. Plan your deals strategically, ensuring you have ample inventory to fulfill orders promptly.


  7. Optimize Your Pricing Strategy

    Competitive pricing is crucial during Amazon sales events like BFCM and Prime Day. A great way to approach this is to monitor  your competitors’ prices and adjust yours accordingly. Consider dynamic pricing tools or repricing softwares to automate price adjustments based on market conditions. Striking the right balance between competitiveness and profitability is difficult, but well worth the time and resources.


  8. Monitor and Respond to Customer Reviews

    During this busy period, you want to make sure you have a team that is actively monitoring and responding to customer reviews – well, and promptly.


  9. Work Across Your Marketing Teams

    Ensure your marketing teams are aligned across multiple channels, in and outside of Amazon. It’s crucial that your marketplace/Amazon efforts are reinforced and complemented by communications across your social media, emails, and other online or offline marketing channels. Build anticipation by teasing upcoming offers and exclusive discounts and consistently link to your Amazon listings.

Is your team ticking all the boxes? 

If you’re looking for more specific advice from deep specialists, visit our Marketplace Solutions page or reach out to us directly at [email protected]

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