Just when you thought you’d spend the month boosting sales for the latest Amazon trending products February brings news of fresh customs duties. All the more reason to offer even more
Super Bowl party essentials and Valentine’s Day gifts on Amazon. Here’s how to realign your Amazon seasonal sales strategy.
Time to Rethink Your Amazon Seasonal Sales Strategy
This February, the “de minimus” exemption was scrapped. It allowed sellers and buyers in the USA to cheaply import packages under $ 800 in value daily. As the NFTC explains, the exemption benefited small businesses and low-income shoppers.
Touted as a death blow to Temu and SheIn, this change will affect many small businesses, including Amazon US sellers. Few of their products are made domestically, with local raw materials, equipment, and supplies. So they will end up raising prices to absorb customs fees.
There are similarities here with Brexit. It led to a 42% rise in customs duties in the UK, according to accounting firm UHY. But there’s more to it. Just like in the UK, financial uncertainty and shipment delays may exacerbate issues, causing price hikes across the board.
Why Make the Most of February Sales
February brings several high-impact shopping events. The Grammy Awards, Groundhog Day, Valentine’s Day, and the Super Bowl are massive opportunities to maximize sales. It’s also a great time to shift last season’s stock and clear up space for new, more costly inventory.
So, if you’re trying to get rid of last year’s Amazon trending products February is the month to do it. Also, the extra sales could offset the cost of returned Christmas gifts and the sales slump that most Amazon sellers report in January. Here’s how to make February sales work for you.
1. Valentine’s Day: Live, Laugh, Love Last-Minute
Valentine’s Day is one of the most significant retail events of the year. All across the world, it drives demand for gifts like flowers, chocolates, decorations, and self-care items. But even big ticket items are in high demand, such as expensive watches, jewelry, cars, smartphones, and art.
Yet, it’s a one-day event, and it fizzles out as soon as the clock strikes midnight on Feb. 14, much like a fairytale. So, if you don’t have a good Amazon seasonal sales strategy in place, you can miss out on all that fairy dust and skip the Valentine’s Day Amazon sales event altogether.
That’s precisely why Amazon shared some Valentine’s Day tips on the Seller Forums last year. But it’s mostly just an effort to promote Valentine’s Day marketing for Amazon sellers. Also, since then, shopping behavior has changed, and so have people’s budgets.
This year, people might tighten their purse strings. So, bear in mind that recipients may not intend to keep as many items, even if they’re best-selling Valentine’s gifts on Amazon. So, if you don’t want those returns to stack up in a couple of weeks, read up on the latest trends and tips.
Key Consumer Trends for Valentine’s Day Amazon Sales
- Last-minute shoppers. Nowadays, people who want a bargain have other options, as long as they factor in longer delivery times. Most of the people who end up buying gifts on Amazon will probably shop last minute. So, offer the fastest possible shipping options.
- Personalized and experiential gifts. When budgets are low, sentimental value is high. You can cash in on this trend with engraved jewelry, DIY kits, subscription boxes, and self-care packages, as well as courtesy packaging inserts with personal messages.
- Beyond traditional gifts. Classic gifts like flower bouquets could be seen as wasteful. Instead, try to attract today’s buyers with wellness products, tech gadgets, and sustainable gift options, pointing out why they would be useful and what problems they can address.
Tips for a Successful Amazon Seasonal Sales Strategy
- Optimize Listings Early. Make sure your product descriptions, images, and keywords include terms like “Valentine’s Day gifts for her/him,” “romantic gifts,” and “last-minute Valentine’s Day ideas.”
- Stock Up on Seasonal Bestsellers. Key categories include jewelry, beauty products, home décor, and tech gadgets. Plan well in advance to avoid stockouts.
- Leverage Bundling to Increase Order Value. Creating bundled gift sets (e.g., skincare sets, gourmet food boxes) can appeal to shoppers looking for a one-stop shop for their Valentine’s Day gifts.
- Forecast Demand with Data Insights. Tools like Brand Analytics can help predict inventory needs, but you can also look at your year-over-year sales history with Seller Central reports or specialist software.
- Use Prime Shipping. Prime shipping, whether you go with FBA or you fulfill orders yourself, not only ensures fast delivery, but also stands out to last-minute shoppers. Not least because Amazon Prime turned 20 this week.
Run Targeted Ads. You probably won’t have time to put together a partnership with an influencer, but you can still use Amazon ads and bid on high-traffic love-themed keywords to increase visibility. If you have the IT resources, also consider exploring AI tools like Amazon Nova Reel to create AI-generated ads.
2. Super Bowl: Supersize Game Day Sales
The Super Bowl is a major shopping event. Consumers purchase party supplies, food, merch, and electronics. They’re also exposed to tons of ads like the one for AI-powered Ray Bans, which are also available for sale on Amazon. Here are a few tips to boost your Super Bowl Amazon sales.
Key Consumer Trends for the Super Bowl
- Home entertainment upgrades. TVs, projectors, speakers, and streaming devices see a spike in sales this time of year. So, these are some of the best Super Bowl products Amazon sellers can shift now in preparation for the new season.
- Sports merchandise. Merch, athleisure, and tailgating gear see increased sales before game day. For these types of Amazon trending products February is a great time to sell, clearing the way for other finals.
- Party supplies and food-related items. Snack packs, BBQ accessories, beer mugs, and kitchen appliances are in high demand as well. So, consider stocking up on some of these Super Bowl party essentials Amazon buyers may need at the last minute.
Tips for a Successful Amazon Seasonal Sales Strategy
- Bundle Game-Day Essentials. Offering pre-packaged snack packs, BBQ gear, or beverage accessories can increase sales, especially if you make it on the Super Bowl Party Supplies page.
- Leverage the FOMO factor. Time-sensitive promotions like Limited Time Deals, Lightning Deals, Coupons, and low stock warnings can all instill a sense of urgency and peer pressure, which can boost impulse buying.
- Align Budgets to Behavior. You need to adjust pay-per-click (PPC) budgets based on the search spikes you expect to see at each sports event, and select the most lucrative campaigns if your budget won’t allow you to take part in every sale.
- Target Last-Minute Shoppers. Use AI-powered targeting and segmentation tools from Amazon DSP (Demand Side Platform) to reach consumers who want to look for last-minute Super Bowl purchases.
- Optimize with Seasonal Keywords. Titles, descriptions, and virtually every other listing element should include terms like “game-day essentials,” “Super Bowl snacks,” and “party supplies” to get more eyeballs on your offers.
- Ensure Inventory Readiness. If you’ve already stocked up on audio-visual equipment like sound systems, smart TVs, and projectors, be sure you can meet peak demand and don’t run out.
- Prepare Stock Levels for Each Sports Event. If you restocked min-January for the Super Bowl, keep replenishing stock and get new merch for the MLS, NBA, UFC, and other leagues. Convince repeat buyers that they’re better off ordering your items with a subscription.
3. The GRAMMYs: Tap into Entertainment Trends
There’s no such thing as a GRAMMYs Day sale (yet), but that’s not to say people don’t shop because of it. Fueled by a desire to emulate their favorite artists, Amazon buyers can look up fashion, jewelry, and hair products for days. That’s another hype you can capitalize on.
Key Niche Shopping Trends after GRAMMYs
- Retro music players. This award ceremony, with its iconic logo, stirs up nostalgia in viewers and can lead to a rise in music players, media, and instruments with old-timey charm like gramophones, vinyl, jukeboxes, radios, turntables, and special edition albums.
- Fashion and beauty products. As Vogue, Vanity Fair, and other fashion and lifestyle publications discuss the best red carpet looks, shoppers look for similar statement pieces of their own, as well as high-end makeup. Others get ideas for their Halloween costumes.
- Home entertainment. Streaming devices, headphones, and speakers also tend to gain traction in the lead-up to the event, especially since people like to watch the ceremony with friends.
Tips for a Successful Amazon Seasonal Sales Strategy
- Promote Music-Related Products. If you sell items like turntables, headphones, or speakers, use Grammy-related keywords to drive search visibility.
- Use Influencer Marketing. Partner up with music or fashion influencers for product demos and lifestyle scenarios to generate engagement and drive traffic to your products even after the award ceremony is over.
- Leverage Cross-Promotion. Use related events to extend the relevance of your product and ensure that buyers keep shopping from your store (e.g., cross-sell gifts suitable for both Valentine’s Day and Grammy Awards viewing parties).
- Target Niche Cross-Channel Audiences. Use Amazon Ads, social media, and email marketing to reach music fans. Bear in mind that there are many other award ceremonies throughout the year, so also look at other red carpet events, like the Golden Globes broadcast on Amazon Live .
As you can see, this month’s major business challenges and shopping events call for some careful planning. But with the right inventory and promotional strategies for selling Amazon trending products February sales could be a boon.
Melanie takes an active interest in all things Amazon. She keeps an eye on the latest developments and keeps Amazon sellers up to speed.
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