Amazon Prime Day_Black Friday/Cyber Monday Holiday Season Promotional Tools

Holiday/promotional tools

Master timing and promotional tools for the holidays to boost traffic and conversions!

Traffic and conversion on Amazon

Amazon provides a range of tools and services for each key stage of the customer shopping journey to help sellers drive more traffic, increase conversions, and boost product sales.

Want to know what other traffic, conversion, and remarketing tools and services Amazon offers?With the “Amazon Traffic Map,” you can understand all about traffic paths and conversion logic on Amazon. Then, based on your stage of business on Amazon, find the products and services that are right for each step.

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How can a new store quickly increase its visibility?How can your store’s products collect traffic to increase conversions?How can you stand out during the holiday season and create bestselling products?Amazon’s promotional tools and holiday events are great opportunities to increase product visibility and help your store grow quickly.

Overview of promotion tools/holiday promotions

Amazon provides sellers with promotional tools they can use year-round as well as opportunities during several holiday events throughout the year. Sellers can use these to help launch new products, build traffic, and quickly generate orders.

Promotional tools

Deals
(Lightning Deals, 7-day deals, and Deal of the Day)

Coupons

Prime
Exclusive Discounts

Amazon Points
(Japan only)

Holiday promotions

Amazon
Prime Day

Black Friday and Cyber Monday

Promotional tools

Effectively using promotional tools is an important way for sellers to drive traffic and conversions on Amazon. Making the most of each tool’s strengths and using Amazon’s holiday deals to create a well-developed marketing plan for your brand and products is essential for every seller.

Deals

There are various promotions on the Amazon website that can increase the visibility of products. Participating products can appear on the Today’s Deal page and get additional traffic. Common promotions include Deals, such as Lightning Deals, 7-day Deals, and Deal of the Day. These campaigns can help sellers boost sales in the short term, increase traffic and awareness, and optimize store operations.

Effect/Difficulty to use

Low

High

Lightning Deal

Limited-time, short-term, high-traffic promotion. Participating products are offered at a temporary promotional price, and the original price is restored when the promotion ends. You can set a quantity ceiling in which the promotion ends when the number of units sold reaches this ceiling

A chance to gain significant traffic and a sudden spike in orders

You don’t need to prepare a large amount of inventory

7-day Deal

Limited-time promotion similar to a Lightning Deal, where participating products are displayed on the deals page for 7 days

A cost-effective tool

Longer display time, continuously boosts visibility

Deal of the Day
Top Deal

Promotion for one or a group of high-demand products with a significant discount on one specified day

Prime placement: DOTD logo on the page and the top position on the Today’s Deal page

Dramatically increase exposure — High traffic, an opportunity to drive overall store sales and popularity

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Coupons

Promotional tool available to all sellers that have relatively low setup requirements. Coupons allow you to create discounts for individual products or groups of products. Additionally, Amazon’s automatic promotion services may feature your products when you use Coupons, making Coupons a great option for attracting traffic and reducing marketing costs.

Accurately reach your target audience

Customized coupons available for different customer segments (such as Prime members, mothers, or students)

Increase the chance that products will be discovered

Amazon automatically promotes coupons. Special promotional badges also appear in shopping results and on the Coupons home page, with dedicated placements on both desktop and mobile platforms

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Prime Exclusive Discount

Exclusively for Prime members, last longer, have fewer requirements, and are commonly used as daily discounts. Tool that shows strikethrough pricing and savings information to Prime members. The discounted price will also appear on the product detail page/Featured Offer for Prime members, making it a powerful way for sellers to quickly increase sales and improve conversion.

For Prime members, a group of consumers who have established spending habits on Amazon

Uses exclusive savings information to encourage purchases

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Amazon Points (Japan only)

A featured program in Japan where customers can earn savings by collecting points and redeem them at a rate of 1 point to 1 Japanese Yen. This allows stores to steadily attract loyal customers while increasing traffic, making it an effective way to drive purchases and build a loyal customer base.

Some customers filter products before buying based on whether they can earn Amazon Points, and point promotions can increase visibility

Build consumer attachment and loyalty to products/brand

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Holiday promotions

Every month, Amazon launches promotions for holidays in different countries to help stores drive higher sales and make products bestsellers. Among the many holidays across the globe, the most important annual events on Amazon are Prime Day and Black Friday/Cyber Monday (BFCM). During these periods, store traffic and sales will be higher than usual. Making the most of holidays is a great opportunity for sellers to break through sales bottlenecks and increase product visibility.

Prime Day

A global shopping event for Prime members, one of the most important recurring promotional events on Amazon all year, and a great opportunity for sellers to drive sales and promote their brand. During Prime Day, sellers can increase traffic and capture more opportunities for bestselling orders by participating in various promotions. In 2022, Amazon launched the Prime Early Access Sale, held in October local time in 15 countries around the world, creating new growth opportunities for sellers.

During Prime Day 2022, Prime members purchased more than 300 million items worldwide. On average, over 100,000 items were purchased every minute.

In 2022, during the 3 weeks before Prime Day, consumers generated more than $3 billion in sales for small businesses globally, making it the best Prime Day ever for third-party sellers' sales performance.

Black Friday and Cyber Monday (BFCM)

Holidays are concentrated from November to December, and consumer shopping demand rises significantly. Among them, Black Friday and Cyber Monday have become major shopping events for buyers around the world. Usually, the last Friday in November is “Black Friday,” and the first Monday after “Black Friday” is “Cyber Monday.” During this period, Amazon also holds large site-wide promotional events. Traffic and sales across all product categories will increase significantly during this period.

67% of surveyed US customers said they would continue shopping throughout the year-end holiday season after BFCM

69% of surveyed customers said they are likely or very likely to consider Amazon their first choice for holiday shopping

Data source: 500 customers in the US who shopped during the holiday season in Q4 2019/2020 and planned to shop in 2021, Kantar Quickfire survey

Seller success stories

Major brands that participated regularly in Amazon’s holiday season promotions, who planned their festive season strategy well, and made effective use of promotional tools achieved double-digit growth in sales!

Lefant Technology Co., Ltd.

Ecommerce Director, Nicolas

Building a brand is our long-term strategy. Lefant has expanded into Amazon Europe, the United States, and Japan and has continued to invest in independent research to develop and launch innovative products. During Black Friday and Cyber Monday in 2021, sales increased by 200%, once again setting a new record!

Since 2021, the home textile brand Bedsure has seen significant growth in Amazon’s European marketplace, and it has exceeded expectations in the new Netherlands marketplace. During 2021 Black Friday and Cyber Monday, Bedsure sales exceeded $5.4756 million, up 42.5% year over year.

Bedsure

Europe chief, Clay

Yijialai Technology

General Manager, Monk

The company’s brand Anntrue has been sold on Amazon since 2017. In 2021, during Black Friday and Cyber Monday, year over year sales increased by 248% in Japan and by 125% in the US.