Boost your business over the biggest shopping season: Planning for Q4 2022

Jérôme de Guigné
6 min readSep 20, 2022

The temperature dropped and we immediately started thinking about Christmas. And Halloween, and Black Friday, and Amazon’s second Prime Day…

As the biggest shopping season of the year is almost upon us, it’s time for sellers on Amazon to gear up their campaigns, check their stock levels and see if there are any trends they can jump on.

Here’s our annual guide to making the most of Q4.

The sales days you need to know

Black Friday, Cyber Monday and the weekend in between are the big fall sales dates, plus pre-Christmas sales: in the three weeks before Christmas, you’ll see a lot of deals on Amazon.

All these will be joined this year by a second Prime Day, rumoured for October.

Create Deals and Coupons in Seller Central for these days and use advertising campaigns to target the huge numbers of shoppers who browse these events.

Check last year’s sales data to see if your products had any other ‘peak days’ which you could use to target customers with deals.

Deals aren’t the only option: try using Amazon’s free social products over these days to drum up more interest, like Amazon Posts and Amazon Live. July’s Prime Day saw Amazon Live gain over 100 million views, so it’s a huge opportunity to promote your products.

Product research

Trends change all the time in the different product categories on Amazon, and these affect — and are affected by — Christmas gift ideas.

As just one example, low- or no-alcohol products are popular at the moment, especially flavoured ones (thanks to our friends at Salsify for this tip — download this toolkit for more).

One of the best ways to keep up is to check Amazon’s Trending/Best Sellers list, which you can filter by department to find what’s popular in your own category.

Then you can invest in bringing that product to market, or in boosting your advertising around an…