For selling on Amazon.sg

2022 Q2 Shopping Events on Amazon Singapore, and Tips to Maximise Sales

Amazon sellers have much to look forward to in the second quarter of 2022. Read more to find out.
A total of six shopping events—including double-day sales, holiday shopping and clearance sale events—are spread out across the quarter, providing significant opportunities for sellers to boost their sales and clear excess or slow-moving inventory.

Participating in these events is also a great way for sellers to gain new customers. According to an April 2021 survey by Facebook and Bain & Company, shoppers display greater openness to buying from new brands during major sale events. In Singapore, 88 percent of shoppers surveyed indicated that they purchased from a brand they have not tried before during a sale event.

This shift in shopping behaviour occurs as buyers have a greater tendency to base their purchase decision on factors like price, promotion and product reviews—rather than brand loyalty—during sale events.

To help you make the most out of these opportunities, we have included the key details for our Q2 shopping events below, along with tips you can implement to maximise your sales. Please refer to Amazon Seller Central for more details on Deals submission deadlines and Deals criteria.
Q2 Shopping Events
The Amazon shopping events taking place in Q2 are:
• 4.4 Sale
• Mother’s Day Sale
• 5.5 Sale
• 6.6 Sale
Double-Day Events
Event
4.4. Sale
5.5. Sale
6.6. Sale
Event Period
4th April
5th May
6th June

*Amazon retains full discretion to approve or decline deals/ASINs.
Holiday Shopping Events
Event
Event Period
Mother's Day Sale
22nd April - 1st May

*Amazon retains full discretion to approve or decline deals/ASINs.
How to Submit a Deal
To submit a deal, you need to take the following steps:

1. Access your Amazon Seller Central Account. From the “Advertising” drop-down menu, select “Deals”.
2. Click on “Create a new deal”
3. Under “Show eligible products for”, select the type of deals you want to run.
4. Select ASINs for the deals you want to create from the list of ASIN Recommendations. These recommendations are generated on a weekly basis.
5. Choose a date to run your deal.
6. Select the product variations you want to include as participating products.
7. Review the details before clicking “Submit”
Amazon Shopping Events: Tips to Maximise Sales
1. Drive External Traffic
Amazon Advertising campaigns, such as Sponsored Products and Sponsored Brands are powerful solutions that enable sellers to promote their brands and products to a sizable customer base. Once you have gotten your Amazon ads campaigns set up, the next step to take is to explore the different channels you can use to drive external traffic to Amazon.

If you are a brand store owner, you have the option of driving external traffic to your brand store or product pages. Doing so can help improve your organic rankings on Amazon, and increase your reach to a wider range of potential customers—such as buyers who typically begin their product search on search engines and social media platforms, or shoppers who have not started actively searching for your type of products.

External traffic sources you can use include
Google: With the vast volume of Google users worldwide, the search engine is an important source for sellers looking to drive external traffic to Amazon. Google offers various types of ads, including search ads, remarketing ads, display ads and video ads.

Facebook: Implementing Facebook ads, along with publishing organic posts can be an effective way to reach a wide range of shoppers, given that it is the world’s most-used social media platform. Image ads, video ads, Stories ads, Instant Experience ads and carousel ads are some examples of the different ad formats available on the platform.

Instagram: You can post organic content—such as images, Stories and Reels—along with creating ads. Ad formats available on Instagram include shopping ads, image ads, video ads, Stories ads and carousel ads.

Pinterest: You can create organic posts (Pins), or run ads (Promoted Pins) on Pinterest. It is a visual platform, so you should focus on uploading high-quality and engaging images. If you are unfamiliar with Pinterest marketing, it can be helpful to join online communities like the Pinformative group to pick up marketing tips.

TikTok: In addition to organic posts, you can create a variety of ads, including in-feed ads, branded effect ads, brand takeover ads, top view ads and branded hashtag challenges. According to Business of Apps, the majority of TikTok users fall under the 19 - 29 years and under-18 age categories, making it a platform worth exploring if you are looking to reach a younger demographic.

Influencer Marketing: Bloggers, YouTubers, TikTokers and Instagrammers are examples of different types of influencers you could collaborate with. With influencer marketing, it’s important to remember that bigger is not necessarily better. As a Straits Times article points out, collaborations with nano-influencers can be more cost effective and drive higher engagement rates.
2. Plan Ahead and Test Out Your Ad Campaigns
Making preparations in advance is key, as this ensures that you will have sufficient time to test out your ad campaigns well ahead of a shopping event.

In general, it can take up to 30 days for your keywords to show up regularly, and provide sufficient data that you can use to finetune your ad campaigns. Keep in mind that the testing time frame will vary, depending on factors such as your advertising budget, the type of products you sell, or the platform you are running your ads on.
3. Keep your Amazon seller account healthy

Keeping a healthy Amazon account throughout your seller journey is important—but it is especially critical around peak sale periods.

If you fail to maintain good account health, you will be at risk of having your account deactivated or your products taken down. It could take a period of time to restore your account health —and this can prevent you from being able to participate in, or make the most out of the shopping events.

There are a few things you need to keep in mind when it comes to keeping your Amazon account healthy. Be sure to adhere to the Seller Code of Conduct. Make it a point to check your account on a regular basis, and respond to performance notifications in a timely manner. You should also have a good grasp of the key performance metrics, and ensure that you are able to meet the target metric thresholds.
Disclaimer: Whilst Amazon Asia-Pacific Holdings Private Limited ("Amazon") has used reasonable endeavours in compiling the information provided, Amazon provides no assurance as to its accuracy, completeness or usefulness or that such information is error-free. In certain cases, the blog is provided by a third-party seller and is made available on an "as-is" basis. Amazon hereby disclaims any and all liability and assumes no responsibility whatsoever for consequences resulting from use of such information. Information provided may be changed or updated at any time, without any prior notice. You agree to use the information, at your own risk and expressly waive any and all claims, rights of action and/or remedies (under law or otherwise) that you may have against Amazon arising out of or in connection with the use of such information. Any copying, redistribution or republication of the information, or any portion thereof, without prior written consent of Amazon is strictly prohibited.
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