Last-Minute Tips and Tricks
Keep a Close Eye on Your Inventory
Shipping and fulfillment are crucial elements of online shopping year-round but become even more critical during the holidays. When asked what factors are most important during holiday shopping, 73% of respondents found shipping extremely influential, and 70% agreed inventory availability is highly impactful.
As you gear up for those last-minute holiday purchases, be transparent about cut-off dates for shipping to manage consumer expectations accordingly. Keep a close eye on your inventory strategy, too. For those shopping closer to the holiday season, having items in stock is crucial to ensuring timely gift delivery. While inventory availability is less of a concern than last year, staying attentive still pays off.
Fine-Tune Your Product Detail Pages
Today’s consumers are savvier than ever, observing everything from superior deals elsewhere to unfavorable reviews and beyond. Surprisingly, over a third of consumers now stress the significance of conducting thorough research before making a purchase, with e-commerce sites emerging as the primary platforms for their investigative efforts.
Even in the tail-end of the holiday season, it’s possible to ensure your product detail page is up to par to win over today’s savvy consumers. Double-check crucial details, such as pricing and images – these are especially important to shoppers according to our Anatomy of a High-Performing Product Detail Page infographic. Make sure they’re optimized to enhance the shopping experience and win favor during the holiday season.
Keep Your Advertising Momentum Going
This holiday season brought good news for advertisers. We observed a 12% increase in Ad sales year-over-year across our top 5 categories. Additionally, there was a 15% surge in Return on Ad Spend (RoAS), likely driven by targeted deal promotions. The Ad Cost of Sale (ACoS) decreased by 5% during the holiday weekend thanks to strategic adjustments in targeting and optimizing ad spend. And similar results were found elsewhere. According to one VP of Social Media in an interview with AdWeek, November conversion rates for their eCommerce clients saw a 22% jump YoY while ROAS increased 36% YoY.
The moral of the story: advertisers can, and should, carry this momentum into Q1 by continuing their campaigns — even in the final weeks of the holiday season. Amazon’s DSP is designed to learn and optimize consistently based on data. In simpler terms, the more data Amazon’s technology can learn from, the more effectively your campaign will perform. As the holiday season winds down, sustaining your momentum can lay the groundwork for success in the upcoming year.