Hello Sellers,

As you’re preparing for the holiday season, please see below for key trends and how you can adapt your messaging, timing, and strategies to attract shoppers.

1. Start Early, Stay Consistent. Shoppers start as early as summer and continue through year-end. Here’s how to win:

Break your campaigns into strategic phases:

• Peak (Black Friday, Cyber Monday)
• Lead-out (December)

Use a detailed calendar to plan your strategy effectively

Reach early-season shoppers where they browse:

• Use Sponsored TV to spark early awareness
• Connect with shoppers beyond Amazon through cross-platform branding

Maintain visibility throughout the season:

• Stay visible with Sponsored Brands
• Use lifestyle creative to engage researchers and last-minute buyers

2. Every Product Can Be a Gift. Your everyday items have gift potential. Make them shine by:

Updating your holiday creative:

• Refresh Brand Store with seasonal gifting lens (add "Gifts for Him/Her/Them")
• Update product detail pages with gift messaging
• Create seasonal A+ content showing products being gifted
• Test lifestyle images of products being unboxed and shared

Expanding your gift audience:

• Add gifting-related terms to keyword targeting
• Use Sponsored Display to reach new gift-minded shoppers
• Target adjacent interest categories (e.g., "kitchen must-have gifts" vs "food processor")

3. Value Is King. Shoppers are hunting for deals and watching their budgets. Stand out by:

Showcasing deals effectively:

• Drive traffic to your Brand Store with Sponsored Brands campaigns
• Create a dedicated deals landing page
• Promote multi-packs or bundles that offer better value
• Feature custom-built deals pages showing positive reviews

Making deals unmissable:

• Use the All Deals page widget in your Brand Store: Create a Deals Page
• Highlight your active deals through Store spotlights
• Automatically display and remove deals as they become active/expire

⚠️Important Reminder: the FBA "minimal shipment splits" shipments must arrive at our fulfillment centers by October 20.

Ready to make this your best holiday season yet?

Visit Seller Central and the Ads Console today to start implementing these advertising strategies and prepare your campaigns for success.

Seller Central Advertising Console

Seller University Educational Resources:

• Drive this holiday season with keywords
• Getting Ready for the Holidays on the Amazon Store for Brand Owners
• Introduction to Sponsored Display
• Introduction to Sponsored Brands
• Choose a targeting strategy for your campaign
• How to create deals
• How to create coupons
• Create exclusive discounts with Brand Tailored Promotions (BTP)

As always, please feel free to ask any questions in the thread below.

Best, Dougal