An Amazon holiday event calendar is an essential building block for crafting your Amazon strategy. That goes even more so in the years since the start of the pandemic. The last couple of years have been a whirlwind, leaving many wondering, “What does this year have in store for Amazon and my brand?” While the crystal ball seems to be a little hazy recently, one thing is clear: 2022 will require diligent planning.
With that end in mind, let’s explore the Amazon Holiday Event Calendar for 2022 and what to expect this year.
Click on any event to learn more.
You know your product best, such as when you’re expected to have increased sales throughout the year. Whether sales are based on the season or heightened by holidays or Amazon events, it is crucial to plan ahead for those peak moments. But these are standard considerations, year in and year out. This year is expected to have its own unique challenges beyond the usual considerations.
The supply chain is a mess. Delays in the ports and trucker shortages are still wreaking havoc on brands. While we can all hope that these issues will ease throughout the year, it is unrealistic to expect them to resolve any time soon. This means that all lead time estimates need to be extended. You’ll need to start planning production and logistics 2-4 weeks earlier than you traditionally would.
If you ship your goods from Asia to other marketplaces, this may be the year you want to look into the Amazon Global Logistics program to see if it fits your brands needs. Kaspien has seen encouraging lead time improvements and cost savings with this program compared to traditional shipping methods.
The slowed supply chain caused many sellers to flood FBA warehouses, unsure as to when they might run out of stock or when they would be able to replenish from overseas. This caused Amazon to enact Amazon Quantity Limits (AQLs).
FBA storage limits are calculated considering the following factors:
On January 1, 2022, Amazon reduced the IPI score threshold from 450 to 400, but space is still very tight and there’s no guarantee they won’t go back up again. Since the start of the pandemic, Amazon has been frantically expanding their network of FBA warehouses, but relief may not last. As the saying goes, “Hope for the best. Plan for the worst.” Exceeding your AQLs will result in losing your ability to create new inventory shipments and refusal of excess goods upon arrival to FBA.
To stay on top of these restrictions, it’s important to keep an eye on your Inventory Performance Dashboard so you know what your AQLs are and when you’re close to reaching them. If storage is getting tight and you know more is on its way, you can:
FBA has its advantages, but in today’s climate it also has some very big downfalls, several of which we have just finished discussing. When items go out of stock, it has repercussions on more than just sales velocity. Listing rankings, SEO rankings and IPI scores are all impacted negatively when stock is unavailable. With longer, more unpredictable lead times, fulfillment diversification is key in 2022.
Whether you have your own FBM networks or you lean on a 3PL partner such as Kaspien to extend your logistics network beyond FBA, flexibility is crucial for success on Amazon this year. Multiple fulfillment channels will safeguard your listings from out-of-stocks while you navigate the delicate balance of sales vs. restocking vs. AQLs. Not sure where to start diversifying? Let Kaspien help decipher what options fit your brand’s goals best.
The pandemic changed many things across the Amazon seller experience. One notable instance is the uptick in compliance concerns. Sellers who are making small changes to their listings are encountering suppressions based on content that was already live but is now considered non-compliant. Whether you’re adding new listings or modifying existing products, it is more crucial than ever to ensure you have your compliance ducks in a row ahead of time.
As Kaspien’s Senior Compliance Specialist Michael Elwin explains, “The EPA and other regulatory agencies have brought increased pressure upon Amazon during the pandemic, forcing Amazon to be the enforcer of their regulations. A prime example is the current restrictions around pesticide claims.”
At first blush, it’s easy to overlook these rules and assume that since your products contain no pesticides, they shouldn’t be affected. However, as you dive deeper, you’ll find that these restrictions are reaching into many unexpected categories.
Amazon lists the following products as a few examples of prohibited pesticide claims:
Simply removing these claims from your listing might not be enough. Once the claim is made, the seller must provide EPA registration and documentation of clinically tested scientific proof of the validity of these claims. Alternatively, sellers can instead prove that their products neither contain pesticides nor are considered a pesticide device.
In the new year, sellers must be diligent about avoiding any claims that do not have clinical testing documentation to support them. Review the restrictions for your categories to see what has changed. Ensuring content is compliant from the start is a much shorter process than submitting content and hoping it doesn’t get shut down later. Battling suppressions can take months, and once the claim is out there, the process is infinitely harder to overcome.
If you’re unsure where to start, request a free listing review from Kaspien to see how your listing stacks up against the current regulations.
If the interactive Amazon holiday event calendar doesn’t suite your needs, we’ve also broken out the events and their prep windows as a list.
In conjunction with the release of the 2022 Amazon Holiday Event Calendar, Amazon also provided a document containing tips for preparing for their shopping events. The guide contains many actionable ways to get the most out of the selling year. Let’s explore them now.
Applying promotions to your listings is a great way to encourage shoppers to buy more. These incentives reward buyers with additional savings for multiples of a product or when buying in combination with your other offerings. When creating promotions, keep in mind that these can stack, so account for all promotion combinations when deciding which ones to apply. Promotion types include:
The bread and butter of any Amazon advertising campaign should be Sponsored Product ads (SP ads). This is even more true during peak times in your selling calendar. This ad type appears across Amazon, including in the search engine results page (SERP) and within other listings. They look exactly like an organic search result with the exception of the small “Sponsored” label.
Placement of SP ads can be determined in one of two ways:
Though highly competitive, Lightning Deals are a big part of major shopping events on Amazon. These deals have strict qualification requirements and provide less control over the details of the deal but can have a huge impact on sales. The deal dashboard will show you:
Customers look for these deals, knowing them to offer greatly reduced prices and spurred by the limited time and quantity. To be considered for a lightning deal, the following requirements must be met:
Explore Deals within the Advertising section of your Seller Central or Vendor Central account.
Once you’ve reviewed your available deals, chosen which ones you’d like to run, and set them up, it’s important to continue to check on them. The high competition for deals drives Amazon to suppress deals that aren’t up to snuff. Amazon lists the following as common reasons for deal suppression:
All deal errors must be fixed at least 25 hours before the deal is scheduled to go live, so diligence is key.
When Dwight D. Eisenhower said those wise words, he might not have been talking about running a business on Amazon, but who am I to discount his ability to see into the future? All joking aside, the only way to make sure that your 2022 is successful is to turn your plans into actions. Determine which events and holidays have the best chance of making an impact on your Amazon business and prioritize efforts and resources accordingly.
Our hope is that this Amazon holiday event calendar helps you unify your efforts and provides a backbone to your 2022 strategy. Best of luck, from Kaspien!
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