Good news on Amazon Europe recently! In the second half of the second half of the year , the first big promotion after the Prime Membership Day in Europe – the autumn promotion and back-to-school season event is about to kick off! Let's listen to the real feedback from sellers who have participated in the event over the years!

European station bag category seller Doris

You don't know that there is a fall sale in Europe, right? Last autumn , our bag sales were very good, especially backpacks. The sales in September almost doubled that of normal months, and it also increased by about 50% compared to the same period of the previous year! And in September, schools are starting to open one after another. We specialize in high-quality and low-cost bags, so we attach great importance to autumn promotions, and are very popular among students in the back-to-school season promotions.

European station electronic accessories category seller Ann

During last fall 's promotional season, sales of our wireless charger products more than tripled. With the continuous upgrade of the wireless charging protocol, we have also launched new products with higher power, and look forward to this fall promotion & back-to-school season promotion to achieve greater success.

Jack, a lamp category seller in Europe

In last autumn 's promotional activities, the sales of our main atmosphere lamps, flame lamps and light strings , more than doubled compared to the same period of the previous year . From our observations, Europeans have been enjoying these life-enhancing gadgets for a long time, and as the weather cools down we are confident that our range of lamps will further increase sales.

The fall promotion and back-to-school season event is the first peak promotion season for Amazon Europe in the second half of the year after Prime Membership Day, and the traffic will also reach a "small climax"! The promotion of the event will also cover all aspects of online and offline, and consumers will learn about relevant information on TV, radio, Amazon homepage, today's promotion page, affiliated websites and publications, emails and push notifications!

Today, the editor will introduce in detail the 2022 European station autumn promotion and back-to-school season activities , keep up with it!

2022 Autumn Promotion Hot Selling Selection Recommendations

Let’s take a look first, which categories are expected to be popular this fall ? Electronic accessories, clothing, homewares, travel tools, and back-to -school products are all worth looking out for.

Electronic accessories

Due to the upcoming summer and autumn conferences of many mobile phone brands, electronic accessories products will usher in a period of growth. Recommended products include mobile phone films, mobile phone cases, data cables, computer bags, routers, chargers, cooling fans, mobile hard drives and other mobile phones /computers accessory products.

Apparel Products

In Europe, the market for men's suits, women's shoes and boots, socks and sweaters in the apparel category continues to expand as the weather cools in September .

household products

Household kitchen cleaning /storage products, coffee machine cleaning/filtering products, blankets, candles, warm-colored LED bulbs, ambient light strips, wallpaper/paint, etc. will also usher in a small sales peak.

travel tools

As the temperature is more suitable for outdoor travel and commuting , travel tools such as electric bicycles, (electric) scooters, balance bikes, and bicycle lights will also perform well.

Back to school related

The back-to-school season will bring increased sales of sandbox toys, brushes /paints, puzzles, backpacks, notebooks, and more.

Seller:

1. You must be a professional seller

2. Get at least 5 seller feedback ratings per month and an overall rating of at least 3.5 stars to run the promotion

product:

1. Have a sales history on the Amazon store and a rating of at least 3 stars

2. Include as many variants as possible

3. Does not include restricted products or products that are offensive, embarrassing or inappropriate

4. New products (not used goods)

5. The product image must meet the product image requirements

6. Comply with Buyer Product Reviews Policy

7. Adhere to pricing guidelines

8. Follow Promotion Repeat Run Policy

One picture to understand the five types of promotions

Special Reminder : Guaranteed Promotional Price Compliance

Please ensure that the promotion price is compliant, otherwise the promotion will be prohibited from being displayed!

According to the EU's European Omnibus Directive, all EU retailers must display the lowest price of the product in the past 30 days as a reference price when announcing a price reduction (please note: the UK is not affected by this directive). Therefore, the products on Amazon's European station (except the UK station) have displayed the lowest price of the product in the Amazon market in the past 30 days, marked as " Lowest recent price " as the new reference price of the product.

Special reminder : in line with Amazon's reference price policy

When submitting a promotion, please ensure that your reference price complies with Amazon's reference price policy.

On Amazon, products with reference prices communicate offers and discounts to customers, increase transparency and help them make informed purchasing decisions. In many product categories, sellers can choose to provide market prices (such as manufacturer's suggested retail price) as reference prices.

How to report the five types of promotions?

After ensuring that you and your products meet the reporting requirements, sellers can submit Top Deals, Lightning Deals, 7-day Deals, Coupons, and Prime Specials on Seller Central. Enjoy discounts on five promotions.

Top Deals:

Promotion introduction:

Is a price discount promotion for a single product or multiple products in a category, and customers consider the top promotion to be the most anticipated product on Amazon

Will run continuously for 24 hours on the Amazon promotion page or for the entire duration of the event, or until stock is sold out

Discount Requirements:

Products with broad brand and product recognition

A very unique product or a product with excellent historical sales

A discount of at least 15% compared to the Valid reference price ( VRP) , or a discount of at least £40 / €40 / 200 PLN (Polish Zloty) / 400 SEK (Swedish Krona ) compared to the Valid reference price ) and below the lowest price in the past 30 days

Product must have an overall rating of at least 3 stars and have at least 5 reviews

Inventory level recommendations:

Make sure the product has at least 4 weeks of average sales available during the promotion period

How to report:

Working with your account manager, whether products are considered and scheduled will be based on the quality of the escalation

Once the ASIN is determined to run the top promotion during the event, the product cannot run Lightning Deals, 7-day promotions, other price discounts or coupons for 30 days before and after the promotion run date

Lightning Deal seckill:

Promotion introduction:

is a price discount promotion

The promotion runs on the event page for 12 hours or until all preset items are sold out

is a type of promotion with a limited number of items, and sellers can set a maximum quantity for each item

Discount Requirements:

The product needs to have a good sales history

A discount of at least 15% compared to the Valid reference price ( VRP) , or a price reduction of at least £40 / €40 / 200 PLN (Polish Zloty) / 400 SEK (Swedish Krona) compared to the valid reference price, and below the lowest price in the past 30 days

Product has an overall rating of at least 3 stars and has at least 5 reviews

Inventory level recommendations:

Have at least 2 weeks of available stock during the promotion period

How to report:

Go to Seller Central > Advertising > Promotions > Create New Promotion

Sellers can set their own retail prices for products, but Amazon will only approve promotions that meet this goal

7-day Deal 7-day promotion:

Promotion introduction:

is a price discount displayed on an Amazon promotion page

The 7-day promotion can run for up to 7 days on the campaign page

This promotion can be used to drive traffic to an entire product category and increase awareness of one or more brands

Discount Requirements:

Has a strong sales history and is a seasonal product

A discount of at least 15% compared to the Valid reference price ( VRP) , or a price reduction of at least £40 / €40 / 200 PLN (Polish Zloty) / 400 SEK (Swedish Krona) compared to the valid reference price, and below the lowest price in the past 30 days

Product has an overall rating of at least 3 stars and has at least 5 reviews

Inventory level recommendations:

Have at least 2 weeks of available stock during the promotion period

How to report:

Go to Seller Central > Advertising > Promotions > Create New Promotion

Sellers can set their own retail prices for products, but Amazon will only approve promotions that meet this goal

Coupon Coupon:

Promotion introduction:

Coupons are discounts displayed next to Amazon's product information for customers to redeem during a product purchase

Since coupons are limited by budget, coupons are an effective tool for managing your budget

Will be displayed throughout the consumer shopping journey, from the Amazon homepage, promotions, coupons and events pages, to search results, product detail pages and shopping cart pages

It is recommended to run for 1-3 months

Discount Requirements:

Seasonally relevant products with a strong sales history

At least 5% off the current site price , but Amazon recommends you set a discount of at least 15%

Product must have an overall rating of at least 3 stars and have at least 5 reviews

Inventory level recommendations:

Have at least 2 weeks of available stock during the promotion period

How to report:

Go to Seller Central > Advertising > Coupons > Create New Coupons

Select the desired date within the time range

Prime Exclusive Discounts:

Promotion introduction:

is a price discount

Widely available for Prime shipping nationwide for FBA-eligible products and exclusive to Prime members

Discount Requirements:

Prime shipping nationwide for FBA-eligible products

A discount of at least 10% compared to the current website price , must have a valid reference price ( VRP, Valid reference price), and be lower than the lowest price in the past 30 days

At least 4 stars if seller rating is available

Rated 3.5 stars or more or no reviews

How to report:

Go to Seller Central > Advertising > Prime Exclusive Discounts

Select the desired date within the time range

Tips:

To help sellers choose the best promotions during the event, Seller Central will display Amazon-generated recommendations for Lightning Deals and 7-Day Deals . These recommendations will be generated based on the information below and updated weekly:

1. Product sales history

2. Product evaluation and rating

3. Seasonality of products

4. Products with the most sales potential

After these five promotions are successfully submitted, they will be displayed on the European Autumn Promotion and Back-to-School Season event page, but this does not mean that the success is complete. It is recommended that sellers always pay attention to the promotion status after the report, and adjust the promotion in time according to different conditions. Program:

Xiaobian to help:

Finally, let me give you some tips to help sellers make full use of promotional activities and boost product sales!

Take advantage of recommended products:

Seller Central displays Amazon-generated product recommendations for Lightning Deals and 7-Day Promotions, which you can view directly in Seller Central. Once you get a Deal recommendation, please report it immediately, don't wait!

Create promotions for your bestsellers:

Running a sale is a great opportunity to attract Amazon shoppers! Focus on top sellers to help maximize your growth opportunities during the campaign.

Use Sponsored Products to promote your featured products:

Sponsored Products is a self-serve advertising program that creates pay-per-click ads to help products attract new customers and drive sales on the Amazon marketplace. For information on how to sign up, please go to Amazon Advertising and click "Get Started". Once you are approved, you can publish this event.

Use high-quality images for your promotions:

Please make sure that the images do not contain any text, logos or watermarks that are not part of the product itself. If the promotion does not meet Amazon's product image requirements, or if the image shown does not represent the product being promoted, the promotion may be cancelled.

Improve product detail pages:

Increases the odds that Amazon customers will buy your product. You can share your brand message and unique product benefits using bullet points, showcasing images, and using A+ pages.

The editor also recommends that all sellers report as much as possible. While preparing enough main ASIN products, they should also use advertising products flexibly, and pay attention to reasonable daily prices in order to make better profits in the big promotion!