According to Amazon, Black Friday sales are one of the biggest brand-building opportunities, helping shoppers across the world discover your products and deals.
Black Friday sales in 2024 are projected to reach $10.8 billion, which is a 9.9% increase from 2023. This shopping season for shoppers is a great opportunity to bring your brand forward amid all the fierce competition and enhance your brand visibility.
When shoppers have already made up their mind to make purchases, it is a great chance to get your sales up and running with the right approach and advance planning. If you are wondering when is Black Friday, it falls on 29th November, 2024 and the sale goes on till Cyber Monday which is on 2nd December 2024.
See this time of Black Friday and Cyber Monday Sale as a prime opportunity to hit your monthly and yearly target for sales and conversion rates.
Read through to find out the right approach for your brand, strategies on how to stand out and tips to yield the best results out of this holiday sales season.
Here are some of the tips to leverage on Amazon Black Friday Sale and boost your overall profitability while selling on Amazon.
Optimize listings
Black Friday sales are one of the most awaited sales for shoppers and you can expect a high traffic rate. It is important to take a look at your listings and mend the missing points in your listings to ensure improved performance from everyone landing your page.
Make sure to use clear, high-quality images, optimize your bullet points with high search volume keywords with comprehensive keyword research to be easily searchable by customers and revamp your Brand store if required. Highlight Black Friday deals in your product descriptions, listing images or A+ content with phrases like “Limited-Time Offer” or “Black Friday Exclusive.”
Conduct a thorough Competitor Analysis
Don’t hesitate to check out your competitors listings and gather some keywords that you think your listing can make use of. Conduct a comprehensive research on your competitors’ reviews, pricing, creatives in A+ and usage of primary keywords to understand what has been working well for them.
Make the necessary changes to your listings after the analysis and expand your chances at reaching a wider audience.
Free shipping
Free shipping is just like the cherry on the cake when it comes to selling during times of high demand. It’s like the perfect nudge when shoppers have been waiting to catch hold of the best deals during the Black Friday sale.
According to the National Retail Federation’s Annual Thanksgiving Weekend Consumer Survey, the main motive of opting online shopping over offline was because brands offered free shipping on all purchases.
Shoppers saw this as a perk too irresistible to pass up during the holiday rush.
Don’t make last minute changes
Amazon’s A9 algorithm takes a week or 2 to adapt to any changes in the listing or addition of any keywords in the listing or PPC ad campaign. To notice significant changes and improvement in your performance, you will have to give it time to take effect.
Noticeable performance changes, like impressions or clicks, might be noticeable only after 3–5 days as the algorithm gathers data and adjusts. Plan and execute any monumental changes in advance so you can aim for maximum impact on your sales conversions.
Ensure ample stock
With high traffic comes higher sales so ensure to be prepared for a sales spike with ample inventory available at your end. Ensure your inventory is fully stocked at Amazon’s fulfillment centers if you’re using FBA. For FBM sellers, keep your stock levels updated in Amazon Seller Central to avoid running out during peak shopping times.
Review past organic sales and ad sales data to forecast demand accurately and make an inventory projection as running out of stock can hurt your rankings and potential sales.
Increase bids during this prime time
Amazon made more than 17.7% of all Black Friday sales with 64% of consumers shopping online this Black Friday.
Check your bids repeatedly and increase them as and when needed. Reallocate your budget from underperforming ads and bid higher on those that are yielding better traction. Keep a watch on how your ads are performing to ensure they are generating good results throughout.
Explore Dynamic Bidding options like down only, up and down, etc where Amazon will automatically reduce the bids on clicks that are less likely to convert to sales. Amazon will also increase your bids for clicks that may be more likely to convert to a sale.
Monitor Category Changes or Listing Suppressions
Amazon often reassigns products to different sub-categories. A close watch at your listings will help you identify this and quickly rectify it, or may cause unexpected listing suppressions which impacts visibility.
When your product isn’t listed under a relevant category, it hampers the visibility to the right audience and brings down your sales. Keep track of all your product listings and any potential Performance Notifications as well as Account Health updates to be on top of everything going on, on your seller account.
Have a unique Marketing Strategy
Make a strong Amazon Marketing Strategy so you have a systematic plan to execute instead of getting overwhelmed. A strategy gives you a clear idea on what your focus should be and what can be improved in terms of brand visibility or brand awareness, etc.
Have a clear idea on your target audience, audit your Seller account to get a clear picture of your brand’s performance, and decide your PPC ad format and what you want to spend your marketing budget on.
Check out Sequence Commerce’s Amazon PPC Advertising Calculator to estimate your ad metrics to improve your Return on Investment (ROI).
You can make use of Omnichannel Marketing and Amazon Attribution. Omni-channel marketing allows you to integrate all your channels to measure aggregated ad tactics, total impact on shopping activities on and off Amazon marketplace.
On the other hand, Amazon Attribution gives you a deep analysis of how your off-Amazon ads are performing. You can build your plan of action to improve your ad performance on all platforms, based on these metrics you receive from Amazon Attribution.
Amazon Marketing Stream is also renowned to give real-time ad metrics so you can stay on top of what’s progressing in your campaigns and what is not. With AMS, you can receive crucial ad metrics with which you can significantly improve your ROAS.
Offer exciting deals and promotions
Don’t hold back on exploring Lightening Deals or Promotions at the time of Black Friday Sale. Amazon automatically lists some pre-approved deals and recommendations for you to explore under the “Recommendations” tab. Select your desired deal, the week you want to run ad in for your deal to run.
Make sure to apply for the Lightening deals before the cut-off time to be eligible to run Lightening deals during the sale as shoppers consider it the best time to shop Black Friday deals.
Bundle and Upsell
Since its the holiday season, shoppers are mostly likely looking to purchase in bulk for gifting friends and family. Create value-packed bundle listings like “3 for the price of 2”, “BOGO” or “Gift Packs.”
This is a smart way of increasing your average order value (AOV) while giving shoppers a sense of getting more for less can really work in your favour.
Make a dramatic price drop
Black Friday is the perfect shopping event to clear up your current inventory and wash out your warehouse. If you are planning on reducing the prices for certain items, this would be the right time to do so.
Offer deals that feel irresistible but still keep your margins healthy. Use Amazon’s Pricing Dashboard to stay competitive.
Make use of Amazon’s Automate Pricing Tool where you can let Amazon adjust your pricing as and when required while tracking your competitors pricing too. Explore different repricing tools for Amazon that monitors competitor price changes across your entire inventory and makes intelligent decisions on accurate pricing changes.
Stay Active on all Channels
Ensure to stay active on all channels on social media to make the most of your marketing efforts. Social media pushes your target audience to your Amazon brand store so lay your focus on your social media game as well. Run meta ads and keep your followers engaged with reels, influencer marketing and promotional content with countdowns to create a sense of urgency and FOMO.
Use exclusive discount codes for your followers and create hype around your product and the upcoming big sale.
Keep the Momentum Going
Remember that the time after the sale is also effective to boost sales and traffic so keep a consistent check on ad performance and respond to reviews to enhance customer satisfaction and keep the momentum going. Don’t forget about Cyber Monday and apply the same strategies to make the most out of both these sales periods.
Remember that these activities help you improve retargetting as well as result in an improved customer retention rate.
Final Thoughts
Black Friday is a golden opportunity for Amazon sellers like you to build your brand, boost visibility, and drive record-breaking sales. By optimizing your listings, offering irresistible deals, managing inventory effectively, and crafting a strong ads strategy, you can set yourself apart from the competition and maximize your conversion rates during this high-traffic period.
Remember to start early, monitor performance throughout the sale, and don’t forget to keep the momentum going even after Black Friday and Cyber Monday is over.
With thoughtful planning and execution, this Black Friday could be your most profitable one yet!
FAQs
What’s the deal with Black Friday vs Cyber Monday?
The only difference between both Black Friday and Cyber Monday deals is the fact that the discounts keep varying depending on the stock status of each product. With products on a higher demand, it is best advised to grab them on Black Friday and products that can wait can be purchased over the Cyber Monday sale.
When is Black Friday?
Black Friday is on 29th November, 2024 and the sale goes on till Cyber Monday which is on 2nd December 2024.
How can I make use of Black Friday shopping tips to sell better?
You can start by identifying your bestsellers and promoting them on paid ads as well ad optimizing their product listings to have them perform better during this peak season. By doing this, your sellers can bag some of the best black Friday online deals.
Which is better? Black Friday online vs in–store
Both the options have their own perks but Amazon being a massive marketplace, it undoubtedly gets a lot convenient to explore thousands of options for a single product. You never know, the online store may have better discounts than the offline stores as well!
Jake Gilbert serves as the Chief Revenue Officer (CRO) at Sequence Commerce, where he spearheads all lead generation initiatives and drives the agency’s growth strategy. With a keen analytical mindset, Jake transforms complex marketplace data into actionable insights that deliver measurable results for clients. His expertise spans conversion rate optimization, customer acquisition funnels, and performance marketing specifically tailored to Amazon and e-commerce ecosystems.
At Sequence Commerce, Jake has developed proprietary reporting frameworks that accurately track and attribute revenue across multiple marketing channels, allowing clients to optimize their ad spend with precision. His data-driven approach to revenue optimization has helped numerous brands scale their Amazon presence while maintaining profitable growth metrics. Jake regularly analyzes emerging marketplace trends and platform algorithm changes to refine client strategies and maintain competitive advantages in the increasingly complex e-commerce landscape.
Before joining Sequence Commerce, Jake built successful sales operations for SaaS companies targeting the e-commerce sector, giving him unique insights into both the technical and strategic aspects of online selling. He holds certifications in advanced analytics and digital marketing, and frequently shares his expertise through the Sequence Commerce blog and industry webinars.