How to Prep your Amazon Store for the BFCM 2024

TL;DR

• Create bundled offers to increase customer value and make deals more attractive.
• Run BFCM-specific ad campaigns to grab shoppers’ attention and boost visibility.
• Optimise your store for mobile to ensure a smooth shopping experience and quick conversions.
• Update your Amazon storefront with eye-catching BFCM-themed visuals and clear deal sections.
• Leverage external traffic through social media, email marketing, and influencer partnerships.

Black Friday and Cyber Monday are just around the corner, and if you’re an Amazon seller, you better get ready because the stakes are high, and the profit potential is even higher. Last year, Amazon alone accounted for nearly $10 billion in sales on Black Friday and Cyber Monday combined. That’s more than half of the total e-commerce sales for the entire weekend! And it’s not just about big brands; even new sellers saw a significant increase in traffic and conversions. With the right preparation, you can ride this tidal wave of shoppers straight to a record-breaking sales day.

You’ve got about two months, which is the perfect amount of time to get your Amazon store into shape and make sure you’re not missing out on this golden opportunity.

In this guide, we’ll break down exactly what you need to do to make sure your store is prepped, primed, and ready for the frenzy.

#1: Create bundled offers and exclusive deals

Black Friday and Cyber Monday aren’t just about slashing prices. You’ve got to play it smart. Create bundled offers that your customers can’t resist. You know, those irresistible packages that make them feel like they’re getting a steal. But what’s even better? Making them exclusive.

A staggering 60% of consumers say they are likely to buy from a brand they’ve never shopped with before if the discount is compelling enough during BFCM. Plus, bundled products can increase your average order value by 20-30%, and that’s not just some number pulled out of a hat; it’s proven time and again.

Examples of discounts and bundles

• Buy 2, get 1 free: Works every time, especially for consumables like supplements or skincare. Your customers will love the idea of getting more value.
• 20% off on bundles: Combine bestsellers or related products. For instance, a bundle of a phone case, charger, and screen protector. You’re not just selling items; you’re selling peace of mind.
• Limited edition bundles: Throw in something exclusive—like a limited-edition item that’s not available any other time. You’ll be amazed at how FOMO (Fear of Missing Out) drives sales.

#2: Create BFCM specific ad campaigns

BFCM-specific ad campaigns help dominate the Amazon battlefield, but you’ve got to play them right. Don’t just throw money at your ads and hope for the best—craft them like a masterpiece.

During the 2022 BFCM, Amazon sellers who ramped up their ad spend saw a whopping 50% increase in sales compared to those who didn’t (source: Statista). And get this—CTR (Click Through Rate) can spike by 30-40% if your ads are BFCM-focused, because customers are actively searching for deals during this period. It’s like a feeding frenzy out there, and you don’t want to be left out.

Pro tips from our Amazon advertising specialists

• Increase your bids: BFCM isn’t the time to be stingy. Increase your ad bids by 20-50% to stay competitive in those high-traffic keywords.
• Leverage Amazon DSP: Use Amazon’s Demand Side Platform to create retargeting campaigns. Hit them with ads on and off Amazon. 
• Flash deal countdown ads: Create urgency with ad copy like, “3 Hours Left for This Black Friday Deal!” It’s like dangling a tasty morsel right in front of them. They’ll bite.

So, don’t just set up some generic ads and call it a day. Customise, optimise, and hypnotise your audience with ads that scream, “You can’t afford to miss this!”

#3: Optimise for mobile shopping

Over 70% of Amazon shoppers make their purchases on mobile devices. So, if your product listings and store aren’t optimised for mobile, you’re missing out on a massive chunk of potential sales, especially during Black Friday and Cyber Monday when everyone is hunting for deals on the go.

Mobile-optimization must-dos:

• Perfect your product titles: Keep your titles under 80 characters. Mobile screens can only display so much, and you want all the important info—brand name, key features, and deal terms—visible without getting cut off.
• Bullet points matter: Front-load your bullet points with the most important details. Shoppers don’t want to scroll endlessly to find out why your product is worth their money. Keep it concise, benefit-driven, and mobile-friendly.
• Optimise images for small screens: High-resolution images are a must, but make sure they look good on small screens too. Include lifestyle images that show your product in context and ensure they’re zoomable.
• Simplify your store layout: Your Amazon storefront should be as straightforward as possible. Use clear, clickable categories, and make sure your deals are front and centre. 
• Use Amazon A Plus Content: Break up your text with images, Amazon product infographics, and comparison charts. Mobile users scroll fast, so give them something that’s visually engaging and easy to digest. And remember, only brand-registered sellers get this perk, so make it count.
• Test on mobile: Don’t assume your desktop masterpiece will translate well to mobile. Test every product page and storefront element on your phone. Check for image clarity, text legibility, and overall usability. If you find anything that’s a hassle to navigate, fix it.

With the right mobile optimization, your products will be as irresistible as a vampire’s gaze. So make those tweaks and get ready to watch your mobile conversions spike this BFCM!

#4: Optimise your Amazon storefront for the event

Your Amazon storefront needs to be dressed up to impress. During Black Friday and Cyber Monday, traffic to Amazon surges dramatically—sales on Black Friday alone reached over $9 billion in 2022, and Amazon accounted for 17.7% of that total (source: Adobe Analytics). This is your chance to captivate a flood of eager shoppers. So, how do you make your storefront a conversion magnet?

First, revamp your storefront visuals to reflect the event. Update your banners and images with BFCM-themed graphics and highlight your best deals. Use bold, clear messaging that showcases your discounts, bundled offers, and any exclusive products. 

Next, strategically create Amazon brand store categories. Create event-specific sections like “Black Friday Deals,” “Holiday Bundles,” or “Top Gifts.” This not only helps customers find what they’re looking for but also keeps them browsing longer. The longer they stay, the higher the chances they’ll buy something. Also, consider featuring a “Best Sellers” section. During last year’s BFCM, Amazon’s best-seller sections saw a spike in conversion rates by up to 25% (source: Amazon data).

Leverage Amazon’s storefront insights tool to monitor how customers are interacting with your page. Check which sections they’re spending the most time on and optimise those further. If a category is underperforming, tweak it by adding better deals or more compelling visuals.

Lastly, use A/B testing for different storefront layouts and banners before the event. Test your promotions and see which ones generate more clicks and engagement. If you find a winning combination, double down on that during the actual event. Remember, every second counts on BFCM, so don’t leave anything to chance.

#5: Leverage external traffic sources

If you want to maximise your Amazon sales during Black Friday and Cyber Monday, relying solely on Amazon’s internal traffic won’t cut it. You need to drive as much external traffic as possible to your product listings and storefronts. This is where you can get creative and think outside the box. Why? Customers coming from external sources tend to have a higher conversion rate, often between 15-30% higher compared to organic Amazon traffic (source: Jungle Scout).

Social media ads are a great starting point. Platforms like Facebook, Instagram, and TikTok are perfect for showcasing your best BFCM deals. Create short, eye-catching video ads that highlight your discounts and provide a direct link to your Amazon storefront or product listings. According to Hootsuite, 73% of marketers believe that their social media efforts have been “somewhat effective” or “very effective” in terms of ROI during peak shopping seasons.

Email marketing is another powerful tool. If you have an email list, now is the time to use it. Craft a series of emails leading up to BFCM, teasing your best deals and exclusive offers. Include a countdown timer and direct links to your Amazon listings. Emails have an average conversion rate of 6.05% during BFCM, which is much higher than the average ecommerce conversion rate (source: Omnisend).

Influencer marketing can also give you an edge. Partner with influencers in your niche who can promote your products on their social media platforms. Influencers who use platforms like YouTube and Instagram can generate significant traffic to your Amazon listings, especially if they include direct purchase links. According to Influencer Marketing Hub, influencer marketing campaigns have an average ROI of $5.20 for every dollar spent, making it a highly effective strategy during peak sales events.

Google Ads and YouTube Ads are another great way to drive targeted traffic to your Amazon listings. Use Google’s Shopping Ads to showcase your products with clear visuals, prices, and direct links. YouTube Ads can be used to create engaging video content that captures attention and drives users to your deals. According to Google, YouTube ads have helped brands increase their purchase intent by 63% during key shopping periods.

To sum it up, diversify your traffic sources by leveraging social media, email marketing, influencers, Google Ads, and affiliates. This multi-channel approach will ensure you capture as much attention as possible during the BFCM frenzy, driving more customers to your Amazon store and boosting your sales like never before.

See you next week

Implementing just a few of these strategies can significantly impact your Black Friday and Cyber Monday (BFCM) sales. Don’t fall into the trap of thinking that BFCM is reserved only for the big brands with massive marketing budgets—it’s not. In fact, small and medium-sized businesses that invest time and effort into optimising their Amazon presence can see results comparable to or even better than Prime Day.

According to Adobe, in 2021, U.S. online spending on BFCM reached $9 billion on Black Friday alone, with smaller retailers seeing a 107% increase in revenue. This shows that there’s plenty of opportunity for smaller sellers to grab a slice of the pie. The key is to be strategic and prepared.

Focus on creating compelling offers, optimising your Amazon storefront, and driving external traffic—all while keeping the customer experience in mind. This combination can yield impressive results even if you don’t have the advertising budget of a large brand.

If the preparation seems overwhelming, don’t hesitate to reach out for professional help. Our team of Amazon growth consulting experts is here to assist with everything from setting up BFCM-specific ad campaigns to optimising your product listings and storefront. Remember, a little effort now can translate into huge profits during the BFCM weekend!