Calendar of key dates for Amazon sellers in 2023

Calendar of key dates for Amazon sellers in 2023

Good businesses are thinking about how to prevent the post-holiday decline in Amazon sales. Great ones are already working on a brand growth strategy for 2023. Our calendar of key dates will help you do this.

The calendar will help you make an inventory forecast for FBA. If you plan your warehouses according to the event calendar, you will avoid overstocking during a sales downturn and shortages during a rush. For example, you won’t experience any logistical delays related to the Chinese New Year.

When developing our market strategy for 2023, we are faced with the question: “When and how much to send goods to FBA so that the consumer receives them on time?” Looking for an answer, you should focus on seasonality, as well as specific trends related to your brand, target audience, and assortment. Let’s consider some points.

Seasonality and trends
How to make money on Amazon steadily? You should constantly monitor trends and customer preferences. For example, spring increases the demand for sports and outdoor goods, hiking equipment, and gardening items. On the other hand, in the winter months, gifts, home furnishings, board games, winter sports equipment, etc. are in demand.

Planning in advance
The fourth quarter of the year can be the most fertile time for Amazon sales. It’s important to track when consumers start their holiday shopping. Sometimes this season can start not after Halloween and Black Friday, but in early October. You should take advantage of the increase in traffic in time, even if you don’t have any gift items. After all, there are those who will come just on holiday shopping.

Prime Day on Amazon
Prime Day is a series of holidays when the platform organizes sales. Usually, they take place in summer, but last year Amazon unexpectedly organized such an event in the fall. Now there is every reason to believe that this year, it will also be two separate events. And although the exact date will be announced shortly before the event, you should start preparing for it by studying strategies to profit from the platform traffic increase and exclusive Prime discounts. It’s important to focus on inventory forecasting, keyword research, optimizing your product catalog, and advertising effectiveness.

Important!
There is a certain algorithm that you should follow if you are preparing for sales on a specific day (holiday, event, themed sales) to make it work best. We have collected some top timelines tips. But remember that the situation may be different for you, depending on your product and delivery options:

12 weeks before finalize the assortment for a specific date:

  • review previous sales figures and identify flagships
  • explore the possibilities of creating bundles
  • create a sales plan and, accordingly, the number of goods to be delivered
  • consider using Amazon Warehousing & Distribution
  • add the Buy with Prime button to the website, if available

 8 weeks before send the goods to Amazon:

  • add inserts to the product packaging along with the supply
  • sell off old stock on FBA
  • analyze marketing and advertising strategies
  • improve your pricing strategy

4 weeks before optimize listings:

  • titles should be changed in accordance with seasonal keywords
  • photos of goods should be of high quality
  • if possible, add a video about the product
  • indicate the main characteristics of the product
  • post answers to recurring customer questions
  • track customer feedback
  • determine the strategy and goals for promotion for the next period

 3 weeks before create coupons and start sharing promotions:

  • implement the Amazon Ads strategy and make adjustments based on the data on the advertising effectiveness  in the process
  • write several posts through Amazon Posts
  • send promotions via email with Amazon Manage Your Customer Engagement
  • assign a separate person to handle customer inquiries

In addition, we recommend that you look after FBA storage limits. They are updated quarterly based on your Inventory Performance Index (IPI). Amazon determines it on its own but provides an opportunity to track it regularly.

Do you want to deal with all the stages of the sale and finally establish supply processes? Don’t hesitate to contact us! Our team of analysts will identify and solve all the problems in the supply chain, as well as track trends and reduce shortages that spoil the sales line. Do not hesitate and take steps to success today.

 

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Amazon Q1 Survival Guide for a Rookie Seller

Amazon Q1 Survival Guide for a Rookie Seller

The harvest from the holiday sales of the fourth quarter is over. The results from Black Friday, Cyber Monday, and Christmas sales have come in, which means it’s time to plan for a successful start to 2023. To keep the momentum going and get your year off to a good start, we’ve compiled five tips for selling on Amazon.

1. Use Q4 profits to get off to a good start in Q1

If you did everything right, your earnings on Amazon in the fourth quarter were the highest of 2022. It’s tempting to put the money you’ve earned in a savings account, but it’s better to reinvest the profits into marketing in the first quarter so that you will get higher sales in the long run.

There will be buyers who are waiting for the post-holiday sales, and those who are willing to start the year with regular shopping, and don’t forget about those who want to use those Amazon gift cards they were given for Christmas or New Year. Being ready for these sales will allow you to significantly reduce the post-holiday slump and get ahead of your competitors in the first quarter.

2. Be prepared with a range of goods for the holidays of 2023

Be prepared for the following dates when you can raise your conversion: Valentine’s Day (February 14), International Women’s Day (March 8), and Easter (April 16).

How to prepare:

  • Make your Brand Store easy to navigate. Divide products into tabs-categories, and add those that are most relevant now to the main page.
  • Choose relevant keywords so that the Amazon advertising works well.
  • If the product allows, change the images in action and add infographics relevant to the holidays. For example, for Valentine’s Day, you can add an image of your gift being given to a significant other.

You have time to prepare and get ahead of the competition.

Read also: Top 5 mistakes in PPC work on Amazon that drain your budget

3. Extend discounts

There are two things you should keep in mind when selling on Аmazon in the first quarter:

  • Many buyers are still suffering from Christmas shopping fever. It will take time before they cool down.
  • Many buyers will receive Amazon gift cards and start using them.

This is why discounts should not be stopped right after the winter holidays.

TIP. Increase your income with related products. Some products in a set sell better on Аmazon. For example, if you have winter gloves and scarves that aren’t selling well individually, start selling them as a bundle on Amazon.

Bundles on Amazon consist of several individual products, each of which can be identified by a unique ASIN/UPC. A pre-packaged set of products identified by a single ASIN/UPC is not considered a bundle.

4. Increase your assortment

Don’t give away your products on Amazon just relying on sales, because bargain hunters are just one category of buyers. Instead, diversify your assortment – add items that will be popular on Amazon all year round. Create a line of items with high margins and low turnover, as well as high-turnover products with low margins. This will balance your sales and create a better selection for customers.

Read also: Cancellation of referral commission on Amazon EU and UK: the most frequent questions of Ukrainian entrepreneurs

5. Meet the demands of your customers

For example, one of the most common resolutions at the beginning of the year is to start training again and take care of one’s fitness. Therefore, the first quarter is the perfect time to sell products in this category. If you have the opportunity to do it – go ahead. The range is wide – from exercise equipment and fitness accessories to sportswear and food.

The main thing is to take advantage of the trend to lose weight. Even if you sell sugar-free candies or hair elastic bands – show in your photos how a girl who does sports uses your product.

In conclusion.

In order for your year to start off with good results, you need to prepare a strategy in advance and think about the desires of your customers. They are always ready to buy from you, but only if you accurately predict what they need. To set up an Amazon store, increase your Amazon business rating, make money and grow sales on Amazon, or just get Amazon seller help on another issue, leave a request and we will contact you!

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Preparing for the new business season on Amazon: tips for those who order and deliver goods from China

Preparing for the new business season on Amazon: tips for those who order and deliver goods from China

Referral fee is a percentage of each sale through the marketplace that Amazon takes for the opportunity to run an e-commerce business on its platform. For FBA sellers (those who use Amazon’s warehouses to deliver goods to the end customer), this is one of the three main fees, in addition to paying for warehousing and shipping to the end customer. For FBM sellers (those who deliver directly to the end consumer from their warehouses), this is the only mandatory commission that is charged.

Chinese New Year, also known as the Spring Festival, is the most important day in the Chinese calendar and falls between January 22 and February 5 in 2023. As the largest manufacturer and exporter of goods, China, of course, has a great influence on the purchasing processes and international delivery of goods. The pressure on the country’s work organization processes in the pre-holiday days is largely felt among Amazon sellers, so advance batch planning, production setup and logistics organization are extremely important.

Here are the main points that should be considered when preparing for a new business quarter.

Prepare goods in advance

Factories stop their work two weeks before the holiday and even earlier, and the gradual resumption of all processes occurs only in early February. To avoid problems with goods – coordinate schedules with production, ask when the last working day is at the factory and do not hesitate to properly prepare. If you have seasonal items in your arsenal, be sure to prepare enough for several months in advance.

Use prep centers (if necessary)

The most important thing before the holiday is to replenish stock with goods, deliver them to Amazon warehouses and/or prep centers. The human factor quite often becomes the reason why part of the goods during this period arrives with defects. Sometimes this is also due to the fact that a long holiday period is good for changing jobs, so many workers simply do not return to the factories, and newcomers take their places. Therefore, it is very important to make sure that you have a chain of goods quality control set up, or to use prep centers, which also include checking the goods before sending them to Amazon warehouses.

Deliver safely

Due to super-large orders, tariffs are rising, the number of possible delivery slots and the number of free containers are decreasing, there is an overload and freezing in ports. Other difficulties arise, in particular, caused by quarantine anti-COVID measures. Our friends, the logistics operator Partner Trade, who have been specializing in the delivery of large cargo from China for many years, shared recommendations on how to avoid delivery delays:

  • charter a ship early: book your delivery 3-4 weeks before the Chinese New Year. During this time, the cargo will have time to process, and it will reach its destination on time;

  • organize product inventory to avoid delays or stockouts;

  • work with a reliable logistics partner. A proven 3PL operator with the necessary experience and qualified specialists will help to avoid delays in deliveries during the Chinese holidays.

To get a professional consultation and calculate the cost of a future batch, fill out the form at the link.

Analyze your own sales

Even if your product is not made in China, you still need to prepare. To organize a sufficient number of goods in warehouses, analyze your own sales. Compare the results for recent months with last year in the same period. If you are a beginner, studying your competitors and their results is also important. You should build a promotion plan, increase advertising budgets to get better results. Learn how not to burn your ad budget and the most common mistakes sellers make when launching campaigns in our Top 5 Amazon PPC Mistakes That Burn Your Budget.

We also recommend using the Inventory Dashboard tool in the seller center (only available with an active account), which helps to predict the required amount of goods. It provides insight into inventory scheduling analytics, how long your items have been in storage on Amazon, insight into stocking fees, IPI (Inventory Performance Index), excess inventory, and other features of your product.

Don’t forget to congratulate your partners from China

Finally, we would like to add that for the Chinese, New Year is one of the most important holidays. Usually it is a family holiday and a time to meet friends. And since traditions have always been highly valued in the East, greeting partners will strengthen your cooperation. Usually in China they give something paired for the holiday – perhaps this simple secret will help you choose gifts that are guaranteed to please.

When planning each subsequent business period on the marketplace, you should also remember the general rules of preparation: optimize listings, check the quality of photos of your products, work not only with visual content (always update texts before the corresponding season). Leave a request on our website and get a free consultation.


 In addition, we would like to thank our partners: the Ministry of Digital Transformation of Ukraine, Ukrposhta  and Startup Ukraine. Thanks to our joint initiative, the referral cancellation program for Ukrainians became possible.

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Cancellation of referral comission on Amazon EU and UK: the most frequent questions of Ukrainan enterpreneurs

Since Amazon EU and UK canceled the referral commission for Ukrainian exporter sellers, we received many questions, which we tried to reveal in this video.

We talk about the following:

  • What is a referral commission and is it beneficial for sellers to cancel it?
  • Which of the Ukrainian entrepreneurs can use the program, and what parameters should sellers fit?
  • What countries is the program available for and does it work in the US market?
  • Can an individual become a seller in Europe and use this program?

To see English subtitles, put the button “Subtitles” on (it is down left on the video), then go to “Settings” and choose “English”.

Referral fee is a percentage of each sale through the marketplace that Amazon takes for the opportunity to run an e-commerce business on its platform. For FBA sellers (those who use Amazon’s warehouses to deliver goods to the end customer), this is one of the three main fees, in addition to paying for warehousing and shipping to the end customer. For FBM sellers (those who deliver directly to the end consumer from their warehouses), this is the only mandatory commission that is charged.

 In addition, we would like to thank our partners: the Ministry of Digital Transformation of Ukraine, Ukrposhta  and Startup Ukraine. Thanks to our joint initiative, the referral cancellation program for Ukrainians became possible.

Free consultation

To receive free concultation, feel the form below. All points are obligatory.

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Which type of delivery to choose: tips for entrepreneurs

Which type of delivery to choose: tips for entrepreneurs

Starting an export business, any entrepreneur is faced with logistics issues and must decide which delivery format is most suitable for their product and will provide the best value for money. For B2C sales on international marketplaces, this is definitely an email format.

It should be noted that the final cost of delivery services from the postal operator is always flexible and requires individual calculations. Therefore, we will consider the cost of delivery to the territory of each destination country according to the model of Ukrposhta tariffs. For example, shipping costs to the US will be the same if the recipient lives in New York or Hawaii. The tariff is calculated from the actual weight of the shipment, the volumetric weight is not taken into account, but each type of shipment has a limit on the maximum allowable dimensions.

Consider the main products of international delivery:

Small package

Ideal format for small, inexpensive items (clothing, accessories, cosmetics, home decor, etc.). Convenient tariff gradation depends on the weight of the departure and the zone in which the country of destination is included (for example, the USA and Canada belong to the same zone). There is a fixed compensation in case of loss.

Accompanying documents – the CN22 postal customs declaration is generated automatically in your personal account/mobile application/API. You can print it yourself in a suitable format or go to an automated post office to print a thermal sticker.

This type of shipment has a cumulative system of discounts: more shipments – more savings on delivery.

Small packages are tracked in the territories of 194 countries (some countries, such as Canada and Australia, do not provide tracking data after the mailing crosses their border) and in most cases are handed over to the recipient under the signature of the recipient, if necessary, you can get a delivery confirmation.

Weight limit: 2 kg
Limit dimensions: Any side does not exceed 60 cm, and the sum of all dimensions does not exceed 90 cm.

For rolls: the diameter must not exceed 15 cm and the length must not exceed 70 cm.

Package

This type of shipment is intended for goods of greater weight and dimensions. The cost of delivery is calculated according to the tariff formula for 1 pc.  + N × tariff per kg, where N is the number of kg in the parcel.

 Accompanying documents – postal customs declarations CN23 in three copies, the sender must print out on his own.

The main plus is that such a shipment can be insured and, in case of loss, receive a full refund of the cost of the goods. To do this, you need to issue a parcel with a declared value.  However, not all countries accept such parcels, and those for which it is possible have restrictions on the amount of declared value, for example, for the United States, the maximum rating is 3448 SDR *.  You can check the conditions for receiving shipments in the manual.

* SDR (Special Drawing Right) – is a conditional unit of account of the International Monetary Fund, used by member countries of the Universal Postal Union to determine the tariff for postal items (on October 17, 2022, the exchange rate is 1 SDR: UAH 46.65)

Links are tracked in almost all countries for which delivery is valid.

Weight limit: 30 kg (for some countries 20 kg)
Limit dimensions: Any side – does not exceed 105 cm, and the sum of the length and the largest perimeter (length of the circle) in any direction (except for the length) does not exceed 200 cm. (Length + 2 * (height + width) ≤ 200 cm)

EMS

EMS (Express Mail Service) is an expedited international delivery service. EMS shipments are delivered by the fastest available method (usually air delivery) and are processed as a priority both in Ukraine and in the country of destination.  According to the standards of the Universal Postal Union, EMS shipments in the country of destination are handed over to the address of the recipient.

This type of shipment allows not only the most possible dimensions for the postal format, but also has a number of significant advantages, such as accelerated processing, full tracking on the territory of all countries for which the service is valid and mandatory targeted delivery (provided that the shipment has passed customs clearance).

Accompanying documents – postal customs declarations CN23 in five copies, the sender must print out on his own.

Weight limit: 30 kg (for some countries 20 kg)
Limit dimensions: Any side – does not exceed 150 cm, and the sum of the length and the largest perimeter (length of the circle) in any direction (except for the length) does not exceed 300 cm. (Length + 2* (height + width) ≤ 300 cm)

Find out the delivery times for different types of products

Author: Ukrposhta 

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Halloween on Amazon: how to prepare?

The successful time of the year for sellers is coming! The fourth quarter is generous with holidays, which means sales growth. It starts with Halloween, a holiday popular in the USA, Great Britain and European countries of the world. Helloween on Amazon is the beginning of the buying activity that continues on Black Friday, Cyber ​​Monday, and the pre-Christmas period.

For sellers, whether or not you plan to sell themed products, this is an opportunity to boost sales. Shoppers could spend $9 billion over the holidays this year, according to forecasts from the National Retail Federation. So choosing the right products is just the first step to staying competitive during this period.

How to increase the effectiveness of the results during the “spooky holiday”?

Of course, any Amazon seller knows about seasonal sales in advance and prepares for them ahead of time. Having formed a stock, preparing goods for the season, it is advisable to take a few more important steps.

Things to remember:

  • Create quality content – choose high quality photos, update descriptions, add relevant keywords, adjust listings. Upgrade your creatives (headline, photo or even video) to themed ones in Sponsored Brands and Sponsored Display campaigns. Keep in mind that shoppers often use holiday names in search queries, so you should add the word “Halloween” to your ad and backend. But it’s best to avoid such names in listings unless it’s directly related to the product, such as “Helloween suit”; 
  • Attract existing customers to the celebration. Make an e-mail newsletter among the followers of the Amazon page. Tell them about the special offers they can take advantage of. Tell them what you plan to do additionally for the Halloween customer. If you have a customer base, send out a simple promotional email with mechanics and details. Add a promo code or coupon. Don’t forget to add a CTA button that will redirect to your Amazon page. Send emails with a countdown to the start of sales and special conditions the day before. This will keep your customers up to date and will likely increase brand awareness significantly.
  • Prepare additional promotions, discounts, special offers. Offer free shipping. Prime members automatically receive unlimited 2-day shipping on orders over $25 on all eligible products;
  • Use holiday packaging whenever possible. Try to keep the “terrible-fun” format by updating the A+ content and designing the store. Halloween is the season of fun and your audience expects to be entertained. You should also share this content on social networks. For example, an Instagram prank, a Facebook funny joke contest, a Twitter slogan contest, and a terrible TikTok challenge are all great ways to build engagement and get attention for your brand;
  • Set up ads correctly. Add themed keywords to existing campaigns or create new ones with them. If the product is seasonal, prepare for a CPC increase during this period. Non-thematic product categories are also in high demand at this time. This is the last and very important step in preparing for any sale: it is recommended to increase your advertising and bid budget. Read more about how not to “drain” the budget of advertising campaigns in our article “Top 5 mistakes in PPC work on Amazon that drain the budget”;

Summing up, we want to emphasize that often, an interesting, high-quality product with incorrectly configured advertising or insufficiently well-optimized listings may be sold badly. This leads to unexpected results and wasted funds. This is easy enough to avoid by applying a professional approach to your listings. The marketplace algorithm is designed to always compare products, their monthly sales, and the number of reviews to determine how popular they are.

If you need assistance in preparation, our team is always ready to provide services individually for your goods.

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Ukrainian entrepreneurs can sell on Amazon for a year without rate

Amazon UK and EU cancel the referral rates for Ukrainian export sellers! From September 6, a business with the Ukrainian shipping address is exempted for a year from paying a percentage of sales.

A few months ago, the Ministry of Digital Transformation of Ukraine, the marketplace promotion agency Disqover Agency, Ukrposhta and Startup Ukraine requested Amazon with a joint initiative to ease the conditions for Ukrainian sellers. As a result, we have great news today: Amazon is waiving referral fees for a whole year.

“In response to your request to support Ukrainian sellers on our marketplace, I am pleased to confirm that we are now introducing special conditions for businesses with a shipping address from Ukraine. From September 6, we are reducing the referral rate to 0% for a period of 12 months for all Ukrainian sellers on Amazon in Europe and the UK,” said Xavier Flamand, Vice President of EU Seller Services.

“Since the beginning of a full-scale war, we at Disqover Agency have seen the actual situation among Ukrainian manufacturers. Many entrepreneurs have lost their sales market, or it has significantly decreased. For many, scaling up to foreign markets has become a way out.

We understood that at present many giants are helping Ukraine, that the demand for Ukrainian is growing and will continue to grow. Amazon’s individual barriers to entry, including high site fees, are significant for many sellers. We have been observing this trend for more than 4 years, cooperating with hundreds of clients from Ukraine.

Due to the abolition of the referral commission, the investment burden on the entrepreneur is significantly reduced, which allows you to continue working in Ukraine and fight on the economic front of the state. We are grateful that the largest marketplace in Europe and the UK allows Ukrainian businesses to scale up and find new customers. I am glad that we managed to achieve such a result through joint efforts with partners.” – comments Alina Smolenskaya, CPO at Disqover Agency.

“Despite the war, Ukrainian business continues to operate. At the same time, a significant part of the companies enter the international market. Firstly, the demand for Ukrainian is growing, and secondly, for many companies this is an opportunity to scale up and find new customers. For every business owner, the support of Ukraine and the world is very important. That is why, together with partners, we appeal to global companies to support Ukrainian small and medium-sized businesses. The new conditions for our Amazon entrepreneurs are our common victory on the economic front. Now Ukrainians will be able to promote their goods to the world market on more favorable terms,” commented Mykhailo Fedorov, Minister of the Ministry of Digital Transformation of Ukraine.

Usually, Amazon charges a commission on every sale. Previously, the referral commission ranged from 7 to 17% of the price, depending on the category. In most cases, its size reached 15%.

“Ukrposhta, as the main logistics partner of Ukrainian exporters, has been actively lobbying the interests of entrepreneurs since the beginning of the war and, together with the world’s leading marketplaces, is looking for ways to support small businesses in Ukraine. So we have already managed to agree on special conditions for Ukrainian merchants on Wish, Joom and eBay. And now, thanks to joint efforts with partners, Ukrainian entrepreneurs have received unprecedented working conditions on Amazon. The decision of the marketplace to cancel the commission on sales in the EU and the UK for a year is an excellent addition to the EU policy in support of Ukrainian business. Given that the European Union has abolished duties on goods, including those sent in parcels from Ukraine, from June 4 for a period of a year, this decision by Amazon further improves the conditions for exporters. Thus, Ukrainian sellers will only have to pay the VAT of the country of destination, and this process is automated on Amazon through the Import-one-stop-solution (IOSS) system,” commented Igor Smelyansky, CEO of Ukrposhta.

“The abolition of the Amazon referral commission for Ukrainian sellers will not only allow us to keep the economic front, it is extremely important in general for the promotion of the Made in Ukraine brand. In the past, small entrepreneurs have faced many barriers when setting up their Amazon store. Now it will be much easier to do this, respectively, it will facilitate entering new markets and promoting made in Ukraine products in the world,” says Anna Petrova, founder of Startup Ukraine.

Xavier Flamand also noted that Amazon Web Services was honored to receive the Ukraine Peace Prize from the Ukrainian government and continues to help Ukrainians through many initiatives to support our country.

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How to register your own brand on Amazon

Як зареєструвати власний бренд на Amazon
Як зареєструвати власний бренд на Amazon

How to register your own brand on Amazon

Choosing to start your business on Amazon is one of the ways to increase sales in the e-commerce industry. By registering your brand on the marketplace, you can enter the global market and compete with niche leaders. The positions of companies with their own TM are much stronger in the US and other countries. To get Brand Registry on Amazon, you need to go through several steps. Now let’s look at them in more detail.

Benefits of Brand Registry on Amazon

The following business benefits are unlocked for the owner brand on Amazon:

  • Creation of extended content. A+ content contributes to the information spreading about the brand’s history, product functions. Images on pages and texts improve conversion rates. According to the marketplace, this helps to increase traffic, and, accordingly, sales;
  • Launch of branded advertising. Brand owners have the opportunity to customize ads on Amazon, choose headlines and 1-3 products with a logo for a promotion;
  • Analytics. Amazon provides opportunities for obtaining analytics, including reports on the behavior of buyers and analysis of keywords. This allows you to make good strategic decisions;
  • Bonuses for new sellers. By registering your own TM on the platform, you can get discounts and bonuses. A detailed list of rewards can be found on the Amazon website;
  • Managing product lists. Merchants can produce accurate listings of their brand’s products, the developers say. This allows customers to receive more accurate information about products, find the right goods faster;
  • Proactive defense of TM. Automatic Brand Information security controls on the marketplace work to protect copyright if there are infringements. The more information the seller provides to the TM Registry, the better it will be possible to defend yourself in disputable situations;
  • Intellectual property infringement report. Powerful marketplace tools allow you to find potential violations and immediately report them.

The Amazon team works 24/7 to respond to fraud and counterfeit activities. Thanks to the listed tools, more than 700,000 brands are protected on the marketplace. This allowed Brand Registry to become customer-oriented and improve customer service. According to Amazon’s Brand Services website, more than 4 million scam accounts were stopped in 2021 before they added products to listings for sale. According to platform sellers, the number of violations and fakes has decreased by 99% since they registered the Band Registry.

Features of registering TM on Amazon with IP Accelerators

The process of registering a trademark on Amazon is a complex and time-consuming process, but it is essential for growing an e-commerce business. Each seller can independently obtain a Brand Registry using IP Accelerators. Waiting for registration results will last an average of a year. However, there is another way – to use the help of partners who have experience and can facilitate the registration of TM on Amazon.

The main stages of obtaining Brand Registry and registration of TM

To register their own brand, many sellers partner with experienced agencies to help them get Brand Registry on Amazon. The following steps await you in the future:

  1. Review. At this stage, preparatory work and the search for partners who will help with brand registration take place. It is important to study the list of agency services, understand the specifics of the work, and familiarize yourself with the cost of services.
  2. Collect information about the brand to be registered. To do this, the brand owner fills out a special form and indicates all the data about the TM. Next comes the coordination of all points, nuances, information is supplemented, corrections are made.
  3. Payment for services. When all the data is agreed, the client receives an invoice in order to pay for the TM registration services.
  4. Research. Although some underestimate this step, it is significant, because it allows you to check the uniqueness of the brand name and make sure that such names do not exist. Only with a unique TM name registration will be successful.
  5. Apply. After the preparatory work and verification of the TM data, the partner company submits an application for brand registration. After that, the client receives a registration number.
  6. Direct registration of TM. After receiving the registration number, you can then enter data into the Amazon Brand Registry. Registration is carried out for the same legal entity for which an account was created on the marketplace. By the time of filing the application, it lasts 3 working days, and the receipt of the application number is made on the day of its submission.
  7. Expecting results. Perhaps this is the longest stage, since it can take several months or a year. Currently, the partner agency constantly checks the information and controls the process.

Despite the fact that registration takes a certain time, after receiving the application number, the brand owner can already enjoy the benefits of the Brand Registry on the marketplace. This will help increase the reach of potential customers on the Internet and help promote products on Amazon. In general, the TM registration procedure on the platform is clear, however, in order to succeed, you need to responsibly go through all the steps.

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Top 5 mistakes in PPC work on Amazon that drain the budget

Top 5 mistakes in PPC work on Amazon that drain the budget

Working with advertising on Amazon, it is sometimes difficult to understand why it does not bring the desired results. Often the reason could be found in PPC work errors. Clients usually ask our colleagues what not to do in the PPC model on the marketplace, and what steps drain the budget before advertising starts to affect sales.

Having extensive experience with the Pay-Per-Click ads model on Amazon and other trading platforms, we suggest you consider the top 5 most common mistakes. By knowing and   avoiding them, you can take a few steps closer to an effective marketing strategy. We also offer you to consider cases when our clients’ advertising on Amazon did not work, and after analysis we eliminated the problems. These changes contributed to successful sales of goods on the marketplace.

Mistake 1: wrong choice of keywords

You registered on Amazon and set up ads. But something does not work, the budget ends quickly, in the middle of the day. You need to go to the advertising account and analyze the keywords that you used for the advertising campaign. Now everything is clear. Here is the first mistake – the wrong choice of keywords. If you do not fix it, it will lead to negative consequences for your business:

  • Using irrelevant keywords, your products will be shown to uninterested buyers. They do not need your product, and accordingly – they will not buy it (or convert). You should choose relevant keywords so that interested buyers can find your product;
  • At the same time, if you use keywords that are too high at the beginning of your promotion, you may face high competition, which will force you to spend a lot and sell little. To avoid this, try to use less frequent or long tail keywords that will most closely match your product description;
  • Analyze what non-obvious requests for your product can index your competitors. If they occupy top positions there, then this means that they receive sales from it. Such requests will usually have low competition, and therefore you can use them to increase additional sales without incurring insane costs. This will help you boost your sales rank and thus be better indexed for other queries.

It is very important to work on the keys, remove some, replace some, and you will correct the first mistake in working with PPC. 

Mistake 2: Not Enough Advertising Funds

You have set up ads on Amazon and are waiting for users to actively buy your products. However, the results do not live up to expectations. You check all the settings and see that the budget has disappeared somewhere. What is the reason? Here is the second mistake – there are not enough budgets for promotion, you do not know how quickly the daily budget ends and how much money you need for this. This happens if you do not investigate and analyze the level of indicators to determine the required budget.

To do this, is needed to analyze the following indicators:

  • CPC (Cost per Click): to set the optimal bid for a keyword;
  • Conversion rate: this will allow you to understand how many clicks you need to sell a product;
  • Distribution of expenses between campaigns with different goals.

It is worth reviewing the statistics of the advertising campaign and analyzing it. This way you will notice which days of the week customers are more likely to shop. These days you need to increase the budget, which will increase efficiency. It should be noted that the analytics are displayed with a delay of 2 weeks.

Mistake 3: lack of advertising structure

If, after launching an ad, you have problems with the optimization and analysis of your advertising activity, then in most cases this is due to the lack of an advertising structure.

How to build an advertising structure? We offer you the following tips:

  • Divide products into different campaigns and portfolios;
  • Use a separate match type for each individual campaign;
  • Don’t use too many keywords in one campaign; try to divide them into clusters;
  • Name campaigns in such a way that the name makes it clear:

      what type of campaign it is;

      what match type in key queries;

      which cluster of keys or categories the campaign belongs to;

      what product is being promoted;

      what bidding strategy is used;

      goal of the campaign (desirable).

In addition to making it easier to process data and make decisions based on it, it will also improve the effectiveness of the campaigns themselves, since they will have fewer errors.

Don’t set profit maximization goals until you’ve reached the top competitors’ sales. Otherwise, you won’t be able to reach a low (the lower the better) seller rank. But this applies to conversion only in the context of the fact that when we are trying to maximize profits, we need to leave only converting keywords. This will reduce costs along with the number of sales, and this affects the sales rank, and thus the organic issue. 

Mistake 4: promoting all products at once

If you have eliminated all the above errors, and PPC is still not working as it should, review your advertising account again. Perhaps you decide to promote all products with one campaign, and this is the fourth mistake on our list. It is impossible to use a small budget and advertise the entire range of your brand at one time. This will result in the following:

  • Goods will not be included in the search for the corresponding key queries;
  • You will take fewer places (placements) in search results because one of the listings will be indexed;
  • The campaign budget will end faster, spreading across different products;
  • It will be impossible to obtain adequate statistics and analyze the performance (results of work) of individual products.

Never try to do everything at once. Divide products into different portfolios; create different advertising campaigns for them. Then you can analyze them, increase efficiency and successfully make sales.

Mistake 5: Leaving everything to chance

After setting up all the advertising options on Amazon, some sellers leave ads unattended, thinking that everything will work by itself. However, the results again do not meet your goals. You start creating new campaigns, testing different types of campaigns, and stopping old ones. You need to understand that different types of PPC campaigns have their own advantages and disadvantages. You can use all types, and they will bring you positive results only if you intervene and constantly monitor the campaign.

After launching the ad, you need to:

  • Study statistics regularly;
  • Adjust PPC settings;
  • Analyze search queries and, if necessary, negative them, or vice versa – transfer them to separate campaigns.

These and other actions with settings should be performed only when necessary, when you see the appropriateness of changes. It is the control of advertising that will help to improve it and increase its effectiveness.

Cases of our clients

 Now let’s look at significant errors in the PPC settings on the marketplace that our clients have dealt with. We helped them understand what the problem was and fixed the situation. After that, the ad showed effective results and convinced customers that PPC works great on Amazon.

Case 1. How did a high-frequency query affect advertising:

  • Situation: The client had an automatic advertising campaign with a limited budget per day, categories, a few precise keywords and campaign research;
  • Problem: out of all campaigns in terms of the number of views, clicks, the exact worked best, but no campaign brought sales;
  • Problem Identification: Exact analysis of the campaign showed that there was a keyword that was popular (high frequency) among others in this category that were related to the product, and it was a high bid. It used the entire daily budget, so the ads stopped working at noon. Goods promotion has been significantly restricted at various times and by other requests;
  • Correction of the situation: increase in the daily budget by 35%, since the category is competitive, which will allow advertising to work around the clock. We also advised to exclude the “expensive” high-frequency request so that it does not spend money. Instead, you can use longtail keywords from your research. These queries have less contention. You can also reduce the bids for some keywords and exclude some queries so as not to burn the budget in vain;
  • Results: the campaign brought us more information, on which we optimized advertising and created new effective campaigns to make successful sales.

Case 2. Lack of structure:

  • Situation: the client had several advertising campaigns, different in type, but there was no structure;
  • Problem: Difficulty in optimizing campaigns and lack of results;
  • Problem Identification: The same keywords or search terms worked in multiple campaigns at the same time without producing results. Also, different keys gave the same requests, and if the result was bad, the keyword was stopped (paused). The other key continued to work, but attracted the same requests, which also had no effect. In addition, each campaign used different products, and they are suitable for different queries. Without a clear structure and division into groups, it is impossible to analyze the results in the issuance of a product search;
  • Correction of the situation: to facilitate the analysis of the work of all campaigns, we have developed an advertising structure. Campaigns are divided by types, and products by portfolio. We analyzed lists of keywords, from which duplicates were excluded, and unnecessary (irrelevant / those that led to expenses) search queries were moved to the negative (excluded);
  • Results: Thanks to this, we were able to get the results of advertising, see which keywords work for which products, and also reduce their number. Correcting the situation helped to effectively reallocate the budget and get positive results.

What does fixing PPC errors on Amazon do?

Every seller on Amazon can make mistakes when working with ads. Among the biggest problems are:

  • Incorrect selection of keywords;
  • Limited finances for the advertising rate;
  • No testing of PPC options;
  • Promotion of the entire range in one campaign;
  • No adjustment of target data.

The most important tip for a successful PPC launch is to carefully prepare your listing. To do this, check the quality of your product images, prepare up-to-date product descriptions, formulate good product names using relevant keywords, and use “A +”. These are the primary steps before the start of the promotion, which must be done so that properly configured advertising campaigns work more efficiently in the future. By knowing the above mistakes, you will avoid them. All this will bring you closer to successful Amazon sales and revenue growth.

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When will Amazon Prime Day 2022 take place and how to prepare?

When will Amazon Prime Day 2022 take place and how to prepare?

Amazon Prime Day is announcing its annual event on July 12-13, offering Prime members discounts on products from leading national brands and vendors from all over the world in a variety of categories, from fashion and electronics to toys and household items.

Why take advantage of this event and how to prepare?

According to marketplace statistics, in 2021 during Amazon Prime Day, consumers bought goods for 11.2 billion dollars, which is 7.7% more than in 2020, when sales amounted to 10.4 billion dollars.

 Since 2015, Amazon has been holding a giant sale, Amazon Prime Day, every July. In fact, it is an analogue of the famous “Black Friday”, but not at the end of the year,  in the summer. A huge wave of discounts, from clothing to electronics, and it’s all just for Prime subscribers.

So, here are some basic tips for sellers when preparing for Prime Day:

Evaluate your Amazon FBA (Fulfillment by Amazon) stocks in advance.

Of course, preparation requires covering many aspects, but the main thing we recommend to start with is fulfillment. Availability of goods will affect your rankings and sales. It is necessary to take care of replenishment of balances in advance and calculate the required amount of stocks of products in view of the increased demand for goods to avoid “out of stock”. Also, if you have a wide range, Amazon believes that you are more valuable to marketplace customers.

The categories that were in high demand last year were: clothing, household appliances and jewelry. If you are a brand or retailer in these categories – make sure you have enough stock to meet the needs of your customers.

The growth of sales from external traffic increases the dynamics of organic sales.

How does it work? Due to the high level of competition and the equally large number of offers from all sellers within Prime Day, external traffic can be a useful tool to increase sales. When people start buying products often from links from various external sources (advertising on social networks, recommendations from bloggers, sites that have included the product in their article, links in the comments of social network users) – Amazon also notices this activity.

Such algorithms encourage the marketplace to consider the product interesting for buyers, and Amazon is beginning to promote this product organically.

We also recommend paying attention to Attribution for brand owners. When you start external traffic, you can track it and return 10% of the costs.

Effective external channels:

  •         Facebook Ads,
  •         TikTok Ads,
  •         Google Ads,
  •         Bing Ads,
  •         bloggers,
  •         BrandPush

Optimization

Optimizing product lists plays a huge role in maximizing sales and conversion rates for salespeople. What to do?

Optimize title and description. Write a specific, concise description of the product that is completely true and convincing for a particular product. Optimize texts for the mobile version. Remember to follow the number of characters in the product description recommended by Amazon. Add information about the product, such as: for whom and for what it is used, size, color, type of packaging, etc.

Write “catchy” text. Include in Bullet Points all the benefits and details of your product that will encourage the buyer to choose you. Customers love to read a good story about the brand and the product.

Keywords: Think about using keywords that are relevant to Prime Day. Remember to include similar search terms that your target audience will use to search for a specific product. You can also run additional PPC campaigns to identify new keywords. In addition to Prime Day, it is recommended to do it in advance, 2-3 weeks before the start. Another important point is the additional budget for advertising companies, as the cost of traffic during this period may be more expensive.

Images: check the quality of images, avoid low quality, and follow Amazon standards. Having high quality images will have a positive effect on your click through rate. Develop attractive photo content on the listing. Demonstrate it from different sides, as it is used in life, so the buyer will be easier to imagine yourself with this product. Detailed, “vital” photos work well with buyers who never read the description.

Use A+ Content Manager. This service allows you to add additional text with an image, which can influence the decision to buy your product.

Reviews. Gather feedback. Feedback can affect the indexing and level of trust from the buyer. A significant role in making a decision to buy (especially a new, unfamiliar to the buyer before) the product is the rating and reviews. Customer success is important to the Amazon audience. 

It is also possible that competitors will begin to “fight” and “throw” negative reviews just before Prime. Naturally, this can significantly affect sales performance. Therefore, it is important that outside negative feedback does not prevent you from getting good results.

Internal search terms: Add relevant search terms and do not repeat keywords from your records.

Promotions and discounts. Promotions and special offers play a significant role during Prime Day. For example, special offers such as coupons for goods at a reduced price, a discount on the purchase of 3,4,5 units of goods, the purchase of 1+1 = 3 – all this guarantee an advantage over other sellers.

 Use Prime Exclusive Discount during prime action, listings with such a discount will be displayed with the “Prime Day Deal” badge for prime subscribers (Eligibility Criteria for Prime Day)

Lightning at Amazon Prime Day is a great way to quickly increase sales of your product. Despite the fact that they operate for a limited period of time, they are a powerful tool to increase orders and, consequently, sales.

*Note. Lightning deals may not be useful for new sellers.  You need to build a reputation first.

*Advice. If you are planning to seriously prepare for Amazon Prime Day sales, you should definitely consider offering special offers for several products at competitive prices. Amazon will be full of offers on Prime Day, and it can choose only a few offered by you. So make sure you prepare as many suggestions as possible, do all the research you need, and do your best.

Creating product packages. The influx of buyers is a good opportunity for a “smart” sale of their own stocks. Your main goal in Prime Day can be not only to increase sales, but also to maximize the sale of goods that are already in stock. In addition to the added opportunity for sellers, customers really like packages of goods when they are effectively grouped, this makes them convenient to buy. The best way is to create product packages that complement each other. You can review. Amazon reports to understand how to effectively integrate your products.

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