It is said that the European site has high traffic, large volume and good quality, which is a must for sellers. But in the European continent where business opportunities are everywhere, how can sellers get a share of the pie and convert the site advantages into real money full of European spirit?

Today, I will decipher the key points of Amazon's European promotion and peak season in one article, so that sellers can seize every opportunity to make money!

Give the seller an explosive formula first

Hot selling time period = + Seasonal/Promotional Sensitive Selection + Promotional Promotion + Advertising Support + Inventory Guarantee

Birth of a hit

Mastering the hot-selling time period of each site can make the product become a popular item with half the effort!

01 European calendar of promotions throughout the year

In Europe, in addition to the annual big promotions -Amazon Prime Day and Black Friday Cyber ​​Monday, there are also a series of seasonal and festive promotions, such as Spring Promotion, Summer Promotion, Valentine's Day, Halloween, Christmas Promotion, etc. There are also special promotions for various categories to consolidate the peak season calendar for the whole year.

Here's the hot European sales schedule, please stop! There are 56 hot selling nodes throughout the year, with an average of 3-4 hot selling time periods per month. Grasp this rhythm and sound the horn of the monthly explosion!

How to participate in the hot sale in the picture above?

① Check whether there are promotion recommendations (seckill/7-day promotion) on the promotion page of the seller's platform , and you can report as much as you can

②According to the date in the picture above, plan ahead of time coupons and/or Prime exclusive discounts covering hot nodes

③Maintain communication with the account manager, and check Amazon's official email and other channel notifications on time

02 Highlights of European peak season selection

There are so many hot selling times in a year, what to choose? What do you sell at each time? Are there any rules that can be summed up?

must have! A complete year-round hot selling calendar is only the first step to success. For some activities on the calendar, sellers can select and combine products from different dimensions such as consumer insight, seasonal appeal, and promotion promotion.

Tips for European peak season selection

① Generally speaking, most European consumers are of high quality, strong spending power, and generally have a relatively high standard of living. They pay attention to practicality and durability when buying things, and are generally not very sensitive to price.

In Europe, electronic products and clothing are the hot-selling categories. Personal care products, small household appliances, and sports and outdoor products are expected to be the fastest growing categories in Europe until 2025. [ 1 ]

②In addition, for the hot selling time period on the calendar, it is recommended that sellers can consider promoting seasonal products and products with high promotion sensitivity.

③ At the same time, sellers also need to pay attention to the fact that consumers in different countries also have slightly different preferences for commodity appeals, such as:

German consumers pay more attention to the quality of goods

French consumers have requirements for the comfort and beauty of goods

British consumers are relatively more detail-oriented, etc.

03 Promotion, advertising and logistics help together

In order to achieve big sales in the peak season, preparation and operation are closely linked, and both are indispensable. In addition to selecting the right products during the hot-selling time period, increase the marketing of related products during these specific time periods to ensure logistics and inventory. stability is also very important. Below, the editor also made some summaries for sellers from the perspectives of promotion, inventory, promotion, and big promotion:

① Actively submit promotional activities

Promotions are one of the effective ways to make your products stand out from many other products of the same type. Especially during the hot selling time period, Amazon’s mall tends to flood with higher-than-usual organic traffic. Sellers can use promotions to take advantage of discount marketing. means to increase the likelihood of customers placing an order.

② Maintain healthy inventory management

When promoting seasonal items, don't forget to keep well-stocked

In order to reserve appropriate inventory space, it is recommended to clean up unhealthy inventory in a timely manner. FBA sellers should pay attention to the inventory performance appraisal (IPI) of each quarter in advance.

③Plan the appropriate delivery cycle

If you use Fulfillment by Amazon (FBA), you must know the importance of proper lead times to maintain inventory

During promotions or high traffic seasons, Amazon warehouses can be very busy, so allow extra delivery time for your shipments

Stay up-to-date with event news to help you be well-prepared

Double or extend lead times to ensure you have sufficient inventory for holiday or seasonal needs

If you use Seller Fulfillment ( MFN) to ship your products, you can use Buy Shipping to choose the appropriate carrier and distribution channel, 100% effective guarantee of tracking rate, and can also hide negative delivery comments

④Optimize ads

"Sponsored Ads" are an effective way to drive seasonal traffic

During the event, make sure to maximize the effect of the event

Check your keywords, be sure to include relevant seasonal product terms that customers are likely to search for

You also need to increase your event budget during peak sales times

A higher Sponsored Ads budget helps more customers see your ad, which in turn increases sales

Be sure to use high-quality images that clearly show all the selling points of your product

Sellers, is the European station Ready? are you ready?

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