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