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On March 27th, 9 Amazon sites in Europe simultaneously launched a big spring promotion!Deadline for stock entry on March 13th!
July 7, 2023
Contents:
01 European Spring Promotion begins
02 Spring Promotion Hot Selection Guide
03 Spring Promotion Operation Guide
04 Notes for sellers
01 European Spring Promotion begins
02 Spring Promotion Hot Selection Guide
03 Spring Promotion Operation Guide
04 Notes for sellers
The New Year holidays have ended one after another, and European consumers have ushered in various spring festivals and are preparing to carry out a “spring cleaning”. At this time, Amazon launched the 2023 European Spring Sale (Spring Sale), bringing sellers the first wave of popular orders in the new year!
01
Key points: European Spring Promotion starts
Key points: European Spring Promotion starts
This year, Amazon Europe will host 4 major promotion events throughout the year. In chronological order, they are as follows:
1. Spring sale
2. Prime membership day
3. Exclusive day for Prime members
4. Black Friday and Cyber Monday
2. Prime membership day
3. Exclusive day for Prime members
4. Black Friday and Cyber Monday
As the first major promotion in 2023, this year's European Spring Sale will have 3 highlights:
1. Full marketing support: Includes mass advertising, television, radio and print ads, and also receives traffic to key ad slots within Amazon Europe.
2. More focused promotion period: The duration of the Spring 2023 sale was shortened to 54 hours, gaining consumer attention in a short time.
3. Major promotions in Europe in the first half of the year: providing sellers with additional opportunities for growth and increasing exposure to new and existing users.
2. More focused promotion period: The duration of the Spring 2023 sale was shortened to 54 hours, gaining consumer attention in a short time.
3. Major promotions in Europe in the first half of the year: providing sellers with additional opportunities for growth and increasing exposure to new and existing users.
The European Spring Promotion will be launched simultaneously at 9 European sites (UK, Germany, France, Italy, Spain, Netherlands, Sweden, Poland, and Belgium) on March 27, 2023, and will Lasts 54 hours (March 27-March 29)!
The Spring Sale is coming soon, and all related promotion tool reports and FBA warehousing also need to be prepared in advance. See the chart below for more important points in time.
Note:
1. Deals and coupons are free to report at the Netherlands/Sweden/Poland/Belgium stations.
2. Search ads are now live on the Belgian site. Eligible sellers can use Sponsored Products, Branding, Showcase, and Brand Flagship Stores on the Amazon.com.be site.
1. Deals and coupons are free to report at the Netherlands/Sweden/Poland/Belgium stations.
2. Search ads are now live on the Belgian site. Eligible sellers can use Sponsored Products, Branding, Showcase, and Brand Flagship Stores on the Amazon.com.be site.
02
Popular Selection Guide
Popular Selection Guide
To welcome the European Spring Promotion, in addition to keeping in mind the above important time points, we also need to do a good job of selecting products in advance in response to the diverse needs of European consumers. As spring promotes, the weather in Europe is gradually warming up, and Easter, which is particularly important in the first half of the year, will also be ushered in. Based on interviews with sellers, and based on big data and consumer insight, Amazon has prepared a 2023 European Spring Promotion Hot Product Selection Guide for you to help you make accurate efforts and pick the best products!
In terms of product selection, in addition to popular seasonal categories in spring and summer, such as garden gardening, clothing, footwear, electronic products , personal care and health, sports and outdoor activities, festivals, etc., promotional activities will also trigger an increase in sales of sensitive products.
1 Seasonal products
Household category: household goods, furniture, household tools, etc.
Garden & garden category: garden decoration, garden furniture, insect repellent, sprinklers, etc.
Car/bicycle accessories category: travel tools
Spring and summer clothing: yoga pants, sneakers for men and women, shorts, etc.
Holiday categories: Easter decorations, Easter children's gifts, Mother's Day gifts, flower decorations
Garden & garden category: garden decoration, garden furniture, insect repellent, sprinklers, etc.
Car/bicycle accessories category: travel tools
Spring and summer clothing: yoga pants, sneakers for men and women, shorts, etc.
Holiday categories: Easter decorations, Easter children's gifts, Mother's Day gifts, flower decorations
2 High unit prices promote sensitive products
Electronic equipment, household appliances, entertainment equipment, desks and chairs, home security devices
“In late spring and early summer, we will see an increase in sales in this category. We expect orders to reach 8-10 times the off-season sales volume. To this end, we have completed preparations for the 2023 Spring Sale, and will firmly seize the business opportunities of the Spring Sale. We are very confident about several popular products. At the same time, we have also completed the development and launch of new products. We plan to increase the exposure of new products and complete product updates and iterations through spring promotion activities. Abbottt, Premiere Creative’s creative director.
——Garden & Gardening category seller
“Our main business is auto parts products. In previous years, sales volume was offset from late spring and early summer, so spring promotions fully meet the market requirements of our products, and we will definitely actively report promotions. We have already planned products for sale this spring. In addition to reporting flash sales and seven-day sales, we will also actively apply for top promotions and increase participation in members-only discount events and coupons. Abbottt, Premiere Creative’s creative director.
——Auto parts product sellers
“We are looking forward to this spring sale, which is a great time for new spring and summer products to be launched. We have already released all of our new spring and summer products before the Spring Festival, just using the Spring Promotion to drive the rapid growth of new products. We expect the spring promotion to generate at least 4-6 times more sales than usual. At the same time, through activities, we improve category rankings, brand exposure, and accumulate customer reviews to accelerate the process of promoting new products, laying a good foundation for sales and word-of-mouth for subsequent member days. Abbottt, Premiere Creative’s creative director.
——Festival toy seller
03
Spring Promotion Operation Guide
Spring Promotion Operation Guide
Next, Xiaobian will explain in detail the reporting process and reporting requirements of the five major promotion tools.
All types of promotions can be reported through self-service in Seller Central:
● Coupons
Note: You won't see options for top promotions in the promotions dashboard. The spring sale will include the Lightning Deal upgrade top promotion. Keep an eye out for recommendation emails from Amazon.
04 Amazon Solution
◇1. Top Deal
Top promotion is a type of price discount promotion and is the most discounted promotion tool on Amazon.
Discount requirements
Brands and products are widely known, and can be unique new products or products that have sold well in history, with at least 3 star reviews and 5 reviews. The current website price has been reduced by 15% (i.e. 15% off), or the current price has been reduced by more than €40/£40/200 PLN/400, and meets the minimum price requirement of the past 30 days.
Inventory level recommendations
During the promotion period, it is best to have at least 4 weeks for inventory to be available.
How to file a report
● Work with your account manager to develop and submit top promotion plans.
● You won't see options for top promotions in the promotions dashboard. The Spring Sale includes a campaign to upgrade Lightning Deals to top promotions. Amazon will regularly send recommendation emails, and you can also opt in by filling out a questionnaire.
● You won't see options for top promotions in the promotions dashboard. The Spring Sale includes a campaign to upgrade Lightning Deals to top promotions. Amazon will regularly send recommendation emails, and you can also opt in by filling out a questionnaire.
Filing Deadline
September 22
◇2. 7-day sale (7-day deal)
A 7-day sale is a price discount promotion displayed on the Amazon promotions page. The promotion page will continue to run for 7 days during the event, and the display can run for up to the entire event period.
Discount requirements
It has a strong sales history, at least 3 star reviews and 5 reviews, and is a seasonal related product. The current website price has been reduced by 15% (or 15% off), or the current price has been reduced by more than €60/£60/£200/PLN/400, and is in line with the minimum price requirement of the past 30 days.
Inventory level recommendations
During the promotion period, it is best to have at least 2 weeks for inventory to be available.
How to file a report
● Seller Central > Advertising > Promotions > Create New Promotion
https://www.sellercentral.amazon.dev/merchandising-new/create ● On the page for selecting eligible products for promotion, select “7-day promotion” as the promotion type, and select the products participating in the promotion.
● Check the box “I want Amazon to consider running a promotion for this product in [required promotions]”. Each 7-day promotion has a fixed one-time basic fee, which will be invoiced separately after the promotion ends.
https://www.sellercentral.amazon.dev/merchandising-new/create ● On the page for selecting eligible products for promotion, select “7-day promotion” as the promotion type, and select the products participating in the promotion.
● Check the box “I want Amazon to consider running a promotion for this product in [required promotions]”. Each 7-day promotion has a fixed one-time basic fee, which will be invoiced separately after the promotion ends.
Filing Deadline
September 22
◇3. Lightning Deal
Lightning Deals are limited-time promotions that run for a few hours on the Amazon promotions page, and you can set a maximum number of offers.
Discount requirements
Has a strong sales history with at least 3 star reviews and 5 reviews. The current website price has been reduced by 15% (i.e. 15% off), or the current price has been reduced by more than €60/£60/200PL/400 kroner, and is in line with the minimum price requirement of the past 30 days.
Inventory level recommendations
During the promotion period, it is best to have at least 2 weeks for inventory to be available.
How to file a report
● Seller Central > Advertising > Promotions > Create New Promotion
https://www.sellercentral.amazon.dev/merchandising-new/create ● On the page for selecting eligible products for promotion, select “Lightning Deal” as the promotion type, then select the products participating in the promotion.
● Check the box “I want Amazon to consider running a promotion for this product in [required promotions]”. Each Lightning Deal has a fixed one-time basic fee, which will be invoiced separately after the promotion ends.
https://www.sellercentral.amazon.dev/merchandising-new/create ● On the page for selecting eligible products for promotion, select “Lightning Deal” as the promotion type, then select the products participating in the promotion.
● Check the box “I want Amazon to consider running a promotion for this product in [required promotions]”. Each Lightning Deal has a fixed one-time basic fee, which will be invoiced separately after the promotion ends.
Filing Deadline
September 22
◇4. Coupons
Coupons are displayed next to Amazon product information and can be set before, during, or during an event for customers to redeem when purchasing products. Coupons will be displayed throughout the consumer's shopping process, including the Amazon home page, promotions, coupons, event pages, search results, product detail pages, and shopping cart pages. Coupons are limited by the budget, so they are an effective tool for managing your budget.
Discount requirements
At least 3 star reviews and 5 reviews. The current website price has been reduced by 5% (i.e. 15% off).
Recommended running time
3-6 months
How to file a report
● Seller Center> Advertising> Coupons > Create a new coupon
https://www.sellercentral.amazon.dev/coupons/create-coupon
● Select the desired date within the time frame
https://www.sellercentral.amazon.dev/coupons/create-coupon
● Select the desired date within the time frame
◇5. Prime Exclusive Discount (Prime Exclusive Discount)
Prime Exclusive Discounts are a price discount that is widely used on all FBA products eligible for Prime shipping, and is exclusive to Prime members only.
Discount requirements
At least 4 star reviews. The current website price has been reduced by 10% (or 10% off) and has met the minimum price requirement of the past 30 days.
How to file a report
● Seller Center>Advertising>Prime Exclusive Discounts
https://www.sellercentral.amazon.dev/prime-discounts/create ● Select the desired date within the time frame
https://www.sellercentral.amazon.dev/prime-discounts/create ● Select the desired date within the time frame
Note: Prime exclusive discounts do not apply to Sweden and Poland sites, please contact your account manager or use the self-service tool in SMAP.
04
Frequently asked questions
Frequently asked questions
❓ Q1: From what point in time is the “lowest price in the past 30 days” calculated in the past 30 days?
30 days prior to the start of the reported activity.
❓ Q2: Does the “lowest price in the past 30 days” include the price of the promotion?
● Deal promotion: Must be the lowest product price within 30 days before the event starts (including the price after the product participated in a deal promotion or coupon discount), 15% off the valid reference price
● Prime Exclusive Discount: 10% off the current price (non-member price). The discounted price cannot be higher than the lowest product price in the 30 days before the launch (including all promotions and discounted prices)
● Prime Exclusive Discount: 10% off the current price (non-member price). The discounted price cannot be higher than the lowest product price in the 30 days before the launch (including all promotions and discounted prices)
❓ Q3: I don't have any deal recommendations, can I still participate in the European Spring Sale?
We recommend submitting a voucher or/and Prime exclusive discount to participate in the European Spring Sale. Note:
● Coupons can be applied up to 6 hours after they have been set up.
● Products that are eligible for Prime exclusive discounts must have a valid reference price.
● Coupons can be applied up to 6 hours after they have been set up.
● Products that are eligible for Prime exclusive discounts must have a valid reference price.
❓ Q4: Can product variations be changed for products that have applied for promotion?
No. For promotions that include variations, avoid creating or assigning new child ASINs within that variation series. This will cause Amazon to re-validate the existing promotion for the new child ASIN, causing the promotion to be suspended or cancelled.
❓ Q5: What actions may prevent me from participating in the Black Five Network 1 promotion?
1. The promotional price does not meet the campaign requirements
2. The inventory quantity does not meet the minimum quantity requirements for the activity
3. Product main image does not meet Amazon requirements
4. There is no valid reference price
5. Other acts that violate Amazon's policies will cause you to be unable to participate properly in the Black Five Network 1 promotion
2. The inventory quantity does not meet the minimum quantity requirements for the activity
3. Product main image does not meet Amazon requirements
4. There is no valid reference price
5. Other acts that violate Amazon's policies will cause you to be unable to participate properly in the Black Five Network 1 promotion
❓ Q6: How early do I need to cancel a deal and it won't be affected?
If the deal is scheduled by the system for a time that doesn't meet your business requirements, be sure to cancel 25 hours before the deal starts (the sooner the better).
❓ Q7: There is a promotion recommendation in Seller Central, and it shows that it was successfully created. But what happened when I clicked in and it showed an error?
There may be many reasons; please check Seller Central to see what the promotion status means and what actions are needed.
🔍 Follow this link to see common errors and how to troubleshoot them.
🔍 Follow this link to see common errors and how to troubleshoot them.
❓ Q8: Can the seller adjust the price after the promotion has been submitted?
Prices can be adjusted, but the requirement is not higher than the maximum campaign price recommended by the system; otherwise, the operation of the campaign will be affected.
❓ Q9: Can I change the price while the Lightning Sale/7-Day Sale is in progress?
Please do not adjust the active price of the item while the Lightning Deal/7-Day Sale is in “Ongoing” status. Unauthorized price adjustments may cause system problems and prevent the Lightning Sale/7-Day Promotion from continuing, causing consumers who have previously purchased this product to have a poor experience, leading to customer complaints, etc.
Attachment: 2023 European Spring Promotion Hot Product Selection Star Guide
Product selection index basis
● Recommendation Index: Considering multiple parameters, the higher the star rating, the more popular the spring promotion period
● Thermal Index: Considering the increase in sales over a specific period of time in the past, a higher star rating indicates a relatively faster growth rate
● Competition Index: Considering the penetration rate of Chinese sellers, the higher the star rating, the lower the level of competition
● Thermal Index: Considering the increase in sales over a specific period of time in the past, a higher star rating indicates a relatively faster growth rate
● Competition Index: Considering the penetration rate of Chinese sellers, the higher the star rating, the lower the level of competition
Household Goods
Household goods, Mother's Day gifts, flower decorations
German station
Keyword prediction: led strip, wäscheständer, wäschekorb, ramadan decoration, duschvorhang, plissee ohne bohren, solarlampen für außen, sodastream, fensterfolie, solar lichterkette aussen
UK station
Keyword prediction: mothers day gifts, shoe rack, shower curtain, laundry basket, led strip light, toilet brush, clothes airer, washing line, easter clothes, pillows
House repairs
Household tools, garden tools
German station
Keyword prediction: hochdruckreiniger, fliegengitter fenster, werkzeugkoffer, makita, fliegengitter balkontür, akkuschrauber, luftbefeuchter, duschkopf, vertikutierer, taschenlampe, notstromaggregat
UK station
Keyword prediction: shower head, toilet seat, command strips, pressure washers, lawnmower, wallpaper, washing set, karcher pressure washer, karcher window vac, stanley knife
Home
furniture, garden furniture
German station
Keyword prediction: diamond painting, kleiderschrank, gaming stuhl, schreibtisch, couchtisch, bürostuhl, osterdeko, nachttisch, schminktisch, waschbeckenunterschrank
UK station
Keyword prediction: garden furniture, desk, sofa bed, wardrobe, single mattress, double bed, chest of drawers, rattan garden furniture, double furniture, bedside table
garden gardening
Barbecue, green plant products, garden products, balcony products
German station
Keyword prediction: gasgrill, hochbeet, balkon sichtschutz, gewächshaus, gartenmöbel set, rasensamen, sichtschutz balkon, pool, sonnenschirm, balkonmöbel
UK station
Keyword prediction: grass seed, garden furniture, fire pit, gazebo, garden storage, bird feeders, hose pipe, greenhouse, rattan garden furniture, bbq cover
Toy
Easter decoration products, Easter children's gifts
German station
Keyword prediction: tonies hörfiguren, nerf, sandspielzeug, barbie, playmobil, sandkasten, puzzle 1000 teile, paw patrol spielzeug, malen nach zahlen erwachsene, ostergeschenke kinder
UK station
Keyword prediction: party bag fillers for kids, world book day costumes for girls, squishmallow, world book day costumes for boys, barbie, slime, balloon arch kit, harry potter costume lol, dolls, paw Patrol toys
At the beginning of 2023, Amazon launched a major spring promotion in Europe, bringing European sellers the best opportunity to sprint in sales in the first half of the year. Whether it's promoting seasonal products or accumulating customers for the next year's big promotion, the European site's spending power and diverse needs can meet the needs of sellers, and Amazon's support for spring promotions can also make sellers more efficient and successful.
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