Black Friday Amazon Selling Guide for 2023

Posted by Jimi Patel | November 7, 2023

With Black Friday Cyber Monday (BFCM) just three weeks away, the countdown to one of the year’s most significant shopping events has officially begun. It’s a time when businesses, both big and small, have the chance to make a substantial impact on their revenue and connect with their audience in meaningful ways. 

In this guide, we’ll dive into the critical phases of BFCM—Lead Up, During, and Lead Out—and explore actionable strategies that sellers can implement at each stage. Whether you’re gearing up for the shopping extravaganza, managing the whirlwind of sales during the event, or planning your post-BFCM approach, we’ve got you covered with insights and tips to help you navigate this retail rollercoaster effectively.

Lead up

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#1: Create deals and offer discounts for early birds 

As the clock ticks down to BFCM, it’s imperative to kickstart your preparations by driving demand with early shoppers. One of the most effective ways to achieve this is by offering high-converting deals that catch the attention of potential buyers. 

Consider creating limited-time promotions, bundled offers, or exclusive discounts for customers who shop early. By enticing shoppers with compelling offers, you not only generate buzz around your brand but also encourage customers to make purchases in advance.

#2: Optimize creatives and content

While three weeks may not allow for major changes in inventory or logistics, there’s still ample opportunity to optimize your creatives and content for BFCM. Start by adding a prominent “Black Friday” banner to your store, ensuring that visitors instantly recognize the upcoming event. Moreover, infuse your Amazon listing optimization with Black Friday and Cyber Monday-related keywords. Think about terms like “BFCM deals,” “Black Friday discounts,” or “Cyber Monday specials.” 

Incorporating these keywords strategically can improve your product’s visibility and attract shoppers actively seeking BFCM deals.

Here’s an example of relevant keywords to consider:

  • Black Friday deals
  • Cyber Monday discounts
  • BFCM specials
  • Holiday season savings

#3: Dedicated BFCM page in your store

Asking your Amazon storefront designer to create a dedicated page within your Amazon store exclusively for BFCM is a fantastic way to organize your offerings and engage with potential customers. 

Showcase your BFCM deals prominently, highlight featured products, and provide clear information on discounts and promotions. This dedicated page serves as a central hub for shoppers looking for the best BFCM deals and ensures a seamless shopping experience in your store.

#4: Leverage Amazon Live for informative sessions

Amazon Live is a powerful tool to engage with your audience and build excitement for BFCM. Consider hosting live streaming sessions where you share insights about your upcoming deals, showcase your products, and answer customer questions in real-time. 

This interactive approach not only informs potential buyers but also creates a personal connection with your brand. Share stories about your BFCM preparations, highlight customer testimonials, and provide a sneak peek into what shoppers can expect during the event.

#5: Manage your Customer Engagement emails

Your email marketing strategy during the lead up to BFCM should be nothing short of stellar. Craft engaging email campaigns that inform your subscribers about the impending BFCM deals. 

Send out teaser emails that build anticipation, revealing glimpses of your upcoming offers. Ensure that your email content is clear, visually appealing, and mobile-friendly. Use email automation to send reminders as the event draws closer, and segment your email list to target different customer segments effectively.

During the event

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During the BFCM event phase requires meticulous monitoring, strategic pricing and promotions, exceptional customer service, and agile decision-making. Engaging with customers on social media and leveraging paid advertising are essential for success. Additionally, adaptability and a data-driven approach will enable you to capitalize on opportunities and deliver a seamless shopping experience to your customers during BFCM.

#1: Continuous budget monitoring

  • Keep a close eye on your advertising budget allocation across different channels (e.g., Amazon PPC, social media ads). 
  • Adjust daily spend limits and bid strategies based on real-time performance data. 
  • Prioritize budget allocation for top-performing products or ad campaigns to maximize ROI.

#2: Listing health check

  • Regularly review your product listings to ensure they are active, accurate, and optimized for search.
  • Verify that product titles, descriptions, images, and pricing are up-to-date and error-free.
  • Monitor for any potential issues or warnings on your listings, such as suppressed products, and address them promptly.

#3: Real-time inventory management

  • Implement a robust inventory tracking system to monitor stock levels in real-time.
  • Set up alerts for low-stock or out-of-stock situations to prevent potential disruptions in fulfilling orders.
  • Ensure that your most popular BFCM products have adequate inventory to meet demand.

#4: Troubleshooting and firefighting

  • Be prepared to address unexpected challenges swiftly. Common issues may include technical glitches, payment processing problems, or customer complaints.
  • Have a dedicated team or personnel available to troubleshoot and resolve issues promptly to minimize disruptions to the customer experience.
  • Establish clear communication channels for team members to report and resolve problems effectively.

#5: Monitoring competitor activity

  • Continuously monitor competitor pricing and promotions to stay competitive.
  • Adjust your pricing strategy if necessary to attract price-sensitive shoppers.
  • Keep an eye on competitor advertising efforts and identify opportunities to stand out.

#6: Ad campaign optimization

  • Regularly assess the performance of your advertising campaigns, including Amazon PPC and external ad platforms.
  • Make data-driven adjustments to keyword targeting, bid strategies, and ad creatives.
  • Allocate additional budget to high-performing campaigns and keywords.

Lead out

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After the Black Friday Cyber Monday (BFCM) event concludes, sellers and Amazon seller agencies should work on a comprehensive post-event strategy. Begin with data analysis, delving into performance metrics, conversion rates, and customer behavior. These insights are invaluable for understanding what worked well and where improvements are needed. Take stock of your inventory, identifying products that saw high demand and those that may require restocking. Address customer feedback and reviews diligently, using positive testimonials as social proof.

With the event behind you, it’s time to reassess advertising strategies. Analyze campaign performance, both on and off Amazon, to refine your approach. Pricing and promotional strategies should also be reviewed, with adjustments made based on post-event analysis. For any excess inventory, create efficient liquidation and clearance plans. Engage with BFCM customers to foster retention through follow-up emails and consider loyalty programs.

Refresh marketing materials and content with new insights and prepare for upcoming promotions. Budgets should be reviewed, and resources allocated based on post-event lessons. Finally, plan for the next major event, implementing improvements and strategies to achieve even better results in the future. The post-BFCM period is a time of reflection and optimization, setting the stage for continued success in the dynamic e-commerce landscape.

Wrapping it up

As you navigate the post-Black Friday Cyber Monday landscape, remember that success isn’t just about the event itself but how you leverage the aftermath. Use the valuable insights gained from BFCM to fine-tune your strategies, optimize your inventory, and engage with your customers effectively. By implementing these post-BFCM actions, you’ll be better prepared for future sales events and continue to thrive in the competitive e-commerce space.

How eStore Factory can help

Our team of Amazon experts can assist you in analyzing post-BFCM data, optimizing your product listings, refining your advertising strategies, and developing a comprehensive plan for future sales events. We provide a wide range of services, from content creation and optimization to Amazon advertising optimization and performance analytics. 

With our tailored solutions, you can maximize your Amazon selling potential and stay ahead of the competition. Let us be your trusted partner in achieving e-commerce success.

Published by Jimi Patel

Jimi Patel, is a Co-founder and CEO at eStore Factory, an Amazon SPN certified agency that serves as a one-stop solution for all your Amazon business needs. Having helped countless brands increase sales and grow their footprint on Amazon, Jimi provides the most practical and effective solutions for your business. He is highly skilled in developing and executing plans that align with your specific business goals and objectives. When not working, Jimi enjoys practicing yoga and traveling to new places. He is an avid reader and enjoys staying up-to-date on the latest trends and developments in the e-commerce industry.