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2022 Q3 Shopping Events on Amazon Singapore, and Tips for a Successful Event

The third quarter of the year features a line-up of Amazon shopping events, including double-day sales, clearance sales and holiday shopping events. These are important opportunities that sellers can leverage on to boost their sales, grow their customer base and clear excess or slow-moving inventory.

Below, we dive into the details of our Q3 shopping events, and share tips that can help you maximise sales.
Q3 Shopping Events
The Amazon shopping events taking place in Q3 are:
July Clearance Sale
8.8 & National Day Sale
9.9 Sale
Event Period
18th July – 31st July
8th August
9th Sept
September Clearance Sale
12th Sept – 25th Sept

*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 help improve sales
1. Leverage data from previous shopping events

As we begin the third quarter of the year, one of the key tasks sellers should undertake is to review and analyse data from past shopping events. These data offer a wealth of information which you can draw upon to refine your strategies for upcoming shopping events.

There are various types of data you should collate, such as your best-performing products, profit margins for your best and worst performing products, advertising spend and campaign performance.

Once you have gathered your data, the next step is to carry out a review and analysis. Look over the results of your campaigns to find out which produced the most leads, and identify promotions that were the most effective.

Reviewing your data can also help you identify areas that you need to improve on. For instance, if a particular product listing page is garnering a high volume of traffic, but this is not translating into sales, this could mean that there are variables that require tweaking. You may not be pricing the item correctly, or the product listing may not contain sufficient information. By making the right adjustments, you will stand better chances at improving your sales performance.

It is just as important to review aspects of your business that are performing well, and to understand why this is happening. For example, if a product performed better than you had expected, try to figure out the reasons for its popularity. This will enable you to identify strategies that you can implement to replicate success for future shopping events.
2. Optimise your fulfillment strategy

The first step to optimising your fulfillment strategy is to build a forecast model. Review your sales data from the past few years, and work out the percentage increase that typically occurs in Q3. Assuming that you will see a similar percentage increase in sales this year, create a forecast using data from the previous year to obtain your sales estimates for Q3.

The following steps you should take to optimise your fulfillment strategy will vary, depending on whether you are managing an in-house fulfillment operation, working with a 3PL or are using Fulfillment by Amazon (FBA).

If you are managing an in-house fulfillment operation, you should:
Ensure that your fulfillment operations are aligned with your campaigns: You could be running a variety of campaigns to promote specific products during the shopping events. It is important to plan ahead, and think about how these products should be stored, packed and shipped so as to minimise processing time during the event.

Get your packaging materials sorted out in advance: Stocking up on packaging materials is not typically considered a priority. But it is important to get this sorted out in advance, to ensure that you have sufficient packaging materials to meet the increase in demand during the shopping event.

Ensure that your fulfillment operations can handle the spike in demand: Depending on your forecasted demand, you may have to make adjustments to your fulfillment operations to ensure that you are able to meet the spike in demand during a shopping event.
○ You may look into using Amazon Easy Ship. This is an optional delivery service from Amazon that enables customers to get trackable shipments with fast and predictable delivery times.
○ If you require a provider or service that can handle more than just deliveries, you may consider signing up for FBA. This is a service that enables sellers to tap into Amazon’s fulfillment resources, customer support service and logistics expertise.
If you are working with a 3PL provider, you should:

Communicate your needs early on: Depending on your forecast, you may have additional needs during a shopping event. Make sure that you communicate these needs to your provider early on.

If you are enrolled under the FBA program, Amazon will do the heavy-lifting, so the fulfillment process is simplified for sellers. However, there are a couple of factors you should keep in mind:

● You need to ensure that your inventory arrives at the fulfillment centres before the cut-off date.
● Consider having back-up fulfillment through Merchant Fulfilled Network (MFN), so as to avoid missing out on sales in the event that your warehouse inventory runs out during the shopping event.
3. Ramp up your customer service

While it may not be the case for every seller, you will likely experience a spike in customer enquiries during, or in the period leading up to a shopping event.

It is critical that you are prepared to handle the increased demand, as this can have significant impacts on your bottom line. If you are unable to address customer support issues promptly, this could leave a poor impression on prospective customers, and create an adverse impact on your sales.

If you are managing your customer service in-house, there are a few steps you can take to make it easier for you and your team to provide support promptly. Firstly, make sure that everyone is on the same page. Conduct a team briefing to share information on your best sellers, pricing strategies and campaigns for the shopping event.

You can also create a master document containing frequently asked questions from customers, and share it with your team ahead of an event. Using templates and canned responses can also be helpful. It helps you cut down on the time taken to respond to common questions, while still personalising the message for each customer.

If you are an FBA seller, Amazon’s customer service team will manage customer inquiries, refunds and returns for your FBA orders—so you can focus your time and resources on maximising your shopping event sales.

If you use the Buyer-Seller Messaging Service as an FBA seller, note that this service is for product inquiries only. Any customer service-related inquiries on Amazon-fulfilled orders, such as how or where to return a purchased product should be redirected to Amazon Customer Service. You may access the Seller Central resource on FBA customer service for further information.

4. Develop a post-event strategy

To get the most out of a shopping event, you need to pay attention to your post-event strategy, and think about how you can continue to engage customers after an event. For instance, you may consider implementing retargeting campaigns to capture sales from high-intent customers.

It is also important to view each shopping event as an opportunity to learn, and to refine your overall strategy as an Amazon seller. As we have covered in a previous article, it is good practice to review your post-event performance so you can take notes for the next quarter.

Additional resources:

For more information on how to maximise sales, check out our previous articles on Amazon shopping events. In these articles, we cover tips on Amazon Advertising campaigns (including Sponsored Products and Sponsored Brands), utilising external traffic sources, inventory planning and more.

1. A guide to maximising sales during the mid-year
2. 2022 Q2 Shopping Events on Amazon Singapore, and Tips to Maximise Sales
3. [2021 Edition] 7 Seller Tips to get the most out of Q4'21: Holiday Events on Amazon Singapore
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