Mother’s Day is a special celebration that pays tribute to the unconditional love, sacrifice, and dedication of mothers worldwide. It is an occasion that gives us the opportunity to express our gratitude and appreciation to those women who have played a fundamental role in our lives. This day, celebrated on different dates depending on the country, is often a time for families to come together, share memorable moments, and, of course, give meaningful gifts.
Mother’s Day has become a crucial event for vendors on platforms like Amazon, who find in this date a unique opportunity to offer a wide range of products. In 2023, there was a notable increase in sales in popular categories such as cosmetics, accessories, fragrances, gift sets, personalized gifts, and home products. And to provide more numerical data, according to the National Retail Federation – 2023, spending in the USA for Mother’s Day amounted to $35.7 billion, with an average of $274 per buyer.
All this is well and good, but how should brands prepare to achieve success in this relevant and highly consumable event? Keep reading to find out.
Relevant aspects to correctly define the product catalog
Preparing a successful catalog for Mother’s Day on Amazon requires careful and meticulous planning and product selection. It is essential for vendors to identify which products will lead the offer for this special moment. At Amazing, we have our internal tool, the prioritization matrix, which plays a crucial role in this process. Thanks to the monitoring of each of our clients’ catalogs, we can evaluate the evolution of each ASIN, facilitating this analysis and providing us with precise and relevant data for informed decision-making.
Indeed, the first thing to do is that analysis phase where considering factors such as historical demand, profitability, competition, and market trends among other aspects will help us choose the products with the highest sales potential.
Don’t forget to analyze what happened last year at the same event. Observing which products have been popular among customers and which ones could have a similar performance in the current season. By understanding past purchasing preferences and trends, you can make more informed decisions about which products to include in the catalog.
But other aspects such as the situation of each product in its life cycle must also be analyzed. Products in launch stages may require a different marketing strategy than those in maturity or decline stages. And in events, products at launch have a great opportunity to become known and generate relevant initial sales that can set the path on Amazon for this new reference.
Other aspects like the product format also play a crucial role, especially during Mother’s Day, where gift-worthy products, such as gift sets, set-format boxes, or items with special packaging, may have higher demand. In summary, carefully choosing the leading products, based on historical data, situation analysis, and proper format, is essential to maximize sales and success during this important shopping season.
Product preparation to increase conversion.
Generating traffic to the product will be a fundamental task of advertising, but if we generate traffic and then it finds a product listing that does not meet its expectations, the economic effort will have been in vain. Therefore, at Amazing, we always recommend working on the products so that this does not happen.
While it is true that optimizing the listings must be constant over time, it is even more relevant, if possible, at events like the one we are talking about. And, be aware, it is not enough to do it 2 days before – we are 4 weeks away and we are already on thin ice.
The detail pages must be reviewed considering the following aspects:
- Product images: they must be of quality, expandable, show the product well, the contents (if it comes in packaging), its technical specifications, its value or differential values, and of course, show it in operation, in “still life” format if necessary, and with the “buyer persona” using it so that our target feels identified. Remember that we can include video, so if you haven’t done so yet, we invite you to do it. We don’t need big productions, but keep in mind that the saying “a picture is worth a thousand words” holds true, and video greatly helps final conversion.
- The title is what indexes the most, so please include the keywords or Keywords with the highest searches and follow the structure recommended by Amazon so that the algorithm indexes you correctly. We remind you of the structure: Brand – Product Name – Material or main characteristic – Type of product – color – size – quantity of product.
- The product description bullets must be reviewed to include new relevant and specific keywords for the event (for example, “ideal for gifting” or with words like mother, woman, greeting…) and take the opportunity to highlight the differential value of the product. Remember that the user searches using keywords or long-tail phrases, so if the algorithm does not find them in your listing, it will not show your product.
- Review your A+ and if you don’t have your Brand story active, you know that it helps a lot with conversion and brand image. Users look for trust in the product they are going to buy, and everything you can communicate about your brand to reinforce the theme is mandatory.
- Your Store is very relevant, so review it thoroughly, placing the most relevant products in the first positions, creating your Mother’s Day offers tab, and if your brand is within the most relevant categories, “decorate” it for the event and personalize your header banners accordingly.
Promotion activation to increase traffic and visibility.
Amazon offers a variety of promotions that, when used correctly, can help us a lot to increase conversions and capture that NTB (New to Brand) user to the brand. But to be able to use the promotional format that suits us best, a detailed study of both the product, the sales history, user behavior with that product, how traffic behaves once it reaches the detail page, and of course, profitability, is necessary. Profitability will be a key aspect because we sell on Amazon to make money. But while it is true that those who sell in seller format have greater advantages when setting prices than vendors who have more limitations when activating promotions. In addition, there are promotions that are exclusive to sellers in seller format… we will soon write a good post about all this, which is very relevant and also with Prime Day just around the corner (yes, you read that right, just around the corner), it is key information for your planning.
A good advertising strategy and flawless execution.
And once everything is ready, all you need is to give it a boost! And here advertising will be key for our product to be displayed and receive the eager click. It is necessary to make a good strategy and planning to achieve the objectives.
During the event period, it is essential to take the following steps:
- Activate campaigns at least 20 days before the event day. New campaigns need to gain traction, and if we activate them too close, they will not have time to do so, affecting our product sales a lot.
- Make a good distribution of the advertising budget among Amazon’s advertising platforms and within them, among the available formats.
- We recommend using the novelties of the last months among the formats. If you have doubts, contact us so we can help you.
- Define KPIs for measurements very well so, to put it in simple terms, you don’t cheat yourself. It is important to know what we are looking for, and therefore, correct measurement will be key.
- Support the products with promotions above all to help us with the halo effect.
- Constantly optimize campaigns and rebalance budget in those lines that are getting better results.
Amazon Marketing Cloud. The measurement par excellence.
To conclude the article, we cannot fail to mention the importance of Amazon Marketing Cloud to analyze the result of all advertising actions afterwards. AMC is so powerful that it can show us very important data for the future of our actions on Amazon. From what each advertising action has contributed to us to whether actions have been cannibalized and even generate our own audiences to impact users interested in our products are some of the great virtues that this technology can provide us.
But it is not an easy task, it is a tool that needs to be controlled and managed by experts and in this case, Amazing is one of the few agencies in the market with its own team dedicated to it that is managing to take clients’ actions to the next level on Amazon. If you need information, I invite you to contact us and schedule a brief call to explain, without any commitment.
So, as every year (and it’s been 7 at Amazing), we want to remind you that Mother’s Day is a very good event to consolidate the results of the second quarter of the year on Amazon. And remember that even if you are not a “feminine” brand, it does not mean that you cannot take advantage of the event; the key is to take advantage of the increase in traffic and also at a time when the user is willing to consume. Who says that while I’m buying my partner a scarf or a fragrance, I can’t take the opportunity to buy myself another product?
