Resources - Playbooks
The 2021 Amazon Back-to-School Playbook
Stay on top of the latest e-commerce and marketplace trends.
Following a year of virtual classes, the 2021 back-to-school (BTS) season is expected to be one of the biggest opportunities for brands and sellers on Amazon, with many students and parents preparing for a return to in-person learning.
Overall, 92% of U.S. consumers plan to make a BTS purchase on Amazon during Prime Day 2021. Meanwhile, 56% of parents are actually planning to spend more online than they typically would to prepare for the upcoming school year.
Discover how to maximize your Amazon performance this BTS season with our 2021 playbook for optimizing content, pricing, advertising, and other key aspects that are integral for driving demand and conversions.
Optimizing Amazon Strategies for the 2021 Back-to-School Season
Last year, parents with children in elementary school through high school were expected to spend a record $33.9 billion on BTS items, with that number likely to rise for the 2021 season.
Additionally, 71% of parents are using the 2021 school shopping season to get their children ready for a return to the classroom this fall, which means an increasing interest in purchasing new clothes, dorm decorations, and other key items that are set to benefit from in-person activities resuming.
Explore this playbook to learn how today’s leading brands and top-selling retailers are using essential strategies like curated, school-specific messaging and promotions that resonate with parents and students over their evolving BTS season needs.
What Will You Learn From This Playbook?
- How to create attention-grabbing advertising campaigns and shopping experiences that resonate with parents and students
- ASIN-level pricing optimization strategies, plus tips for optimizing product listings and BTS-themed landing pages
- Best practices around managing inventory for top-performing SKUs, as well as how to address spikes in demand
- Data-backed insights for selling textbooks and which products get the most attention during BTS season
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