Resources - Playbooks
The Amazon Back-to-School Playbook
Stay on top of the latest e-commerce and marketplace trends.
Through the creation of Prime Day and dedicated back-to-school (BTS) storefronts, landing pages, and promotions, Amazon has effectively transformed the time period between July and September into a lucrative season for Amazon sellers, as well as a valuable stock-up opportunity for BTS shoppers.
With Prime Day postponed until Q4, and most U.S. school districts and colleges still deciding whether to reopen their classrooms for in-person, BTS sales have been slow to take off this year, as students and parents await clarity around which supplies they will need.
According to the National Retail Federation, consumers had completed just 17% of their school-related purchases by early July — and 43% plan to do more of their BTS shopping online this year, representing a significant opportunity for brands and sellers to tap into a new audience and spark sales velocity in the absence of Prime Day.
In our dedicated resource, The Amazon Back-to-School Playbook, we explain the impact and opportunity of BTS selling this year, given the current climate, as well as key ways you can capitalize on the heightened BTS demand to drive sales and increase revenue during the slower summer months.
What Will You Discover in the Playbook?
- How the COVID-19 pandemic has shifted consumers’ purchasing power and mentality around school products
- A category breakdown of top BTS products, including items that are new to school shopping lists this year
- Unique strategies you can implement to prepare your store to meet consumer demand
- Bespoke advertising strategies you can leverage to resonate with BTS shoppers’ needs and priorities
With the bulk of BTS shopping taking place between July and September, the season represents an opportunity to accomplish two initiatives: accelerate your sales velocity during a historically slow time for e-commerce and take any momentum that you build to start Q4 on a strong footing.
Through the practical strategies outlined in this playbook, you will be able to take action now to ensure your listings are up to par for SEO and consumer engagement, prepare your ad campaigns to target your most relevant audience, guarantee ample inventory, and more.
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