Tips for selling on amazon this Christmas

4 tips for selling on Amazon at Christmas

In 2022, 89% of UK shoppers said they used Amazon to buy Christmas gifts. So, as the festive season fast approaches, now’s the time to optimise your Amazon product listings to maximise on the Christmas rush. 

But how? Well, the good news is there are lots of things you can do and many of them are relatively quick to implement. In this blog, we’ll share four tried and tested tips for selling on Amazon over the festive season. It includes useful marketing tools, case studies and a short Amazon glossary at the end.

Four key tips for selling on Amazon

1. Optimise your Amazon product listings using SEO best practice

Amazon competition is tough, especially during Christmas. To stand out, optimise your product listings effectively so they rank higher in search results.

There are four main parts of your listing to optimise; product title, product description, bullet points and product images.

Here’s a quick image of an Amazon product listing to show you these different sections:

Three effective ways to optimise these areas of your Amazon product listings are:

Add relevant keywords

Use tools like Ahrefs to research popular Christmas keywords and add relevant ones to your listings. Don’t keyword stuff though – your listings still need to read well to get your customers interested and to increase visibility.

Upload festive photos 

Upload Christmas-themed images and videos to promote your products. Remember, your image is the first thing shoppers see when they’re scrolling, so it needs to be high-quality and look the part. You could even add extra infographics or close-ups of your products to help shoppers take a closer look.

Add Christmas use cases 

Explain why your products make a great Christmas purchase. If you sell candles for example, make it known that your cinnamon-scented range is the perfect fragrance for a festive living room. If you sell toys, describe the way they’ll light up a child’s face on Christmas morning. If you sell tongue-in-cheek novelty gifts, say why they’ll make the perfect present for Secret Santa.

Next, test the success. If you’re Brand Registered on Amazon, use the ‘Manage your Experiments’ tool to A/B test your description, title and images. This will help you identify which listings your customers prefer, so you can then optimise accordingly. 

2. Holiday bundles and gift sets

The demographic of Amazon buyers tends to shift during the Christmas season. While the rest of the year caters to low-cost, self-purchasing customers, Christmas brings a new market seeking last-minute gifts on Amazon. 

Tap into this market by creating new festive bundles and gift sets. For example, if you sell wax melts, include tealights and a wax burner in a Christmas relaxation gift set. If you sell coffee equipment, assemble a carefully curated gift box with fresh coffee samples and biscuits. 

Take Dryft, an online retailer which traditionally sells ultrasonic essential oil diffusers. Dryft expected more sales over Christmas, so they gave a free essential oil with each diffuser bought. This bundle was the perfect Christmas gift for those who love scenting their homes and as a result, drove 50% more sales than usual.

3. Offer Special Promotions

Christmas is the perfect time to run special offers. After all, who doesn’t love a bargain? There are three different ways to run Amazon product promotions, including:

Lightning Deals 

Lightning Deals are great for drumming up quick sales and increasing customer reviews ready for peak season. Just keep in mind that they come at a cost, with a minimum discount of 15%, and the product must remain at this price for at least 90 days.

Best Deals 

Best Deals are product discounts that last for seven days. They’re great for driving shoppers to your catalogue and increasing visibility across one or multiple brands. They also help you feature your products on Amazon’s ‘Deals’ page for longer than usual. 


Customer vouchers and coupons show up before the ‘add to basket’ button on your product pages. They’re an effective way to boost product rankings and sales because your customers get a last-minute saving before checking out. ‘Money-off’ coupons tend to work better than percentage-based discounts, simply because they’re more appealing.

4. Outsmart the Competition

Do your best to capture your competitors’ share of the market. Take a look at brands similar to yours, snoop on their product listings and tactics, and do one better! 

You could even trial running sponsored ads to lure shoppers away from your competitors. You know the ones I’m talking about, right? Those little ads that appear under the ‘products related to this item’ section. Just like this:

Sponsored ads are a great way to position your brand in front of shoppers who are browsing products similar to yours. Just remember though – don’t target all of your competitors. This is far too broad and you’ll end up wasting valuable time and resources for no real benefit. Instead, narrow down your competition and focus on those with:

  • Poor product imagery
  • Limited or negative reviews
  • Higher pricing
  • Missing the Buy Box (those little “Add to Cart” and “Buy Now” buttons on product pages)
  • Lack of A+ content

Finally, ensure your listing has better content  and you’re on track to persuading shoppers to choose you over your competitors.

Any other tips for selling on Amazon?

Ultimately, for any of these Amazon selling tips to work, you need to price your products competitively. After all, cost is important to customers, especially during the most expensive time of the year! 

Find similar products, check their prices, and if possible, sell yours for a little less. If you can’t, try to reduce your price to match, or throw in a discount voucher. Remember, cutting your prices might mean lower margins but it also means more sales and brand exposure.

Let’s look at a quick example of online retailer NordChem to demonstrate the power of competitive pricing.

NordChem started selling on Amazon to enter new markets. They created a pricing strategy by analysing NordChem’s profits, desired revenue, expected TACoS, and competition. NordChem launched on Amazon and made £1-million in revenue in the first year. Plus, most of NordChem’s products achieved ‘Amazon’s Choice’ status.


Tips for selling on Amazon summary

So there you have it, our best tips for selling on Amazon over Christmas. Researching your competitors, optimising your product listings and setting competitive prices may seem obvious. But, the reality is, many sellers simply don’t follow these tips, which is exactly why you should. Couple these with a festive touch and you’ll stand out in your market, drive Amazon sales and visibility.

Amazon sellers glossary

Amazon Standard Identification Number (ASIN)

An ASIN is a unique sequence of 10-characters assigned to every product on Amazon. ASINs make it possible for Amazon, sellers and shoppers to identify, manage, search for, and track the millions of items available.

A+ Content 

A+ Content is an advanced marketing feature that allows you to improve your product listings with rich text, images, banners and videos. Amazon claims  A+ content increases product sales by 20%. 

A/B testing 

Also known as split testing, A/B testing compares two versions of a product page or ad campaign to determine which performs better.

Advertising Cost of Sales (ACoS) 

A key metric that represents the ratio of ad spend to sales revenue as a percentage. ACoS = Ad spend / Ad revenue * 100.

Best Deals

Best deals are promotional product offers on Amazon that last for seven days.

Brand Registered 

A program that allows brand owners to enroll with Amazon to gain benefits and control over product listings. To become “Brand Registered” a brand needs a registered and active trademark. 


A group of two or more complementary products sold together under one Amazon listing. 

Buy Box 

The Buy Box is the section that shows “Add to Cart” and “Buy Now” buttons on product pages. You’re eligible to ‘win’ the Buy Box as long as you have a professional account. Winning the Buy Box is crucial because it generates the majority of sales on Amazon.

Fulfilment by Amazon (FBA) 

A program where sellers send their products to Amazon’s fulfilment centres, and Amazon handles storage, packing, and shipping.

Listing Optimisation 

Optimising your product listings involves enhancing your product’s title, images, description and bullet points with high-quality, relevant content.


The position of a product in Amazon’s search results for a specific keyword. Products with higher rankings are more likely to be seen by potential customers.

Sponsored Products 

You pay to be displayed more prominently in Amazon search results and on other product pages.

Total Advertising Cost of Sale (TACoS)  

TACoS measures your overall ad performance and profit to your business. TACoS = Ad spend / Total sales

A bit about Reckless
We’re an e-commerce digital marketing agency in Liverpool, Chester and Manchester. We help brands grow through paid media, SEO, online marketplaces, custom website builds and maintenance. If you need a hand get in touch, we’d love a chat.

Let’s talk

    Reducing shipping costs has become a key concern for e-commerce businesses. Finding the balance between providing exceptional customer service and optimising operational expenses has never been more critical.

    Exploring commercial shipping rates, enhancing your customer experience and streamlining your returns process are all great ways to reduce e-commerce shipping costs. In this blog, we’ll delve into how you can cut shipping costs without compromising on quality of service.

    So, how can you reduce e-commerce shipping costs?

    💸Explore commercial shipping rates

    A common mistake many brands make is continuing to ship with public rates when commercial rates are available via shipping wholesalers. Commercial rates are generally 10% cheaper, but can be up to 140% cheaper than buying directly from a courier. Here’s a quick example to highlight the cost difference between Royal Mail vs Despatch Bay, and Evri vs TransGlobal.

    🚛 Talk to couriers

    If sales start to build, you may be able to negotiate with couriers directly and receive better prices, shipping times and collections. For example, if you’re selling with Amazon, you can receive excellent rates by joining Amazon logistics:

    How to reduce e-commerce shipping costs
    Amazon Logistics rates – August 2023

    You’ll need to be shipping at least 200 units a day to be considered for Amazon, DPD or Evri’s logistics services, but it may be worth building these prices into your product margins and seeing if you can push sales further to qualify.

    Whichever you choose, make sure they’re a logistics partner you trust and that compliments your customer’s buying journey. When visitors are considering buying from your website, they’ll want to know which delivery dates and shipping methods you offer so make these crystal clear. 

    Post purchase, they’ll want tracking numbers, delivery dates and times. Most prominent courier and logistics companies use automated emails or SMS, but make sure they’re available because delivery can make or break whether a customer comes back to your brand. Let’s face it, nobody wants to wait weeks for something they’ve bought and have no idea when it’ll turn up. 

    🆓Offer a free shipping threshold

    Offer free shipping for orders above a certain threshold. This encourages customers to buy more so they qualify for free shipping and as a result, increases your average order value (AOV) and potentially covers the shipping costs.

    However, make sure you research what your realistic free shipping threshold should be. Quite often many retailers succeed in increasing their AOV but cut deep into their margin. As the saying goes, revenue is vanity, profit is sanity.

    Here’s a quick explanation on how to ensure your free shipping threshold is sane:

    🧮Calculate your AOV (excluding shipping costs). For example £20
    💸Determine your average shipping costs. For example, £5.00
    💰Calculate your gross profit margin. For example, 25%
    📨Propose a free shipping threshold. For example, £25.00 

    Now that you have a proposed free shipping threshold, put it to the test: 

    🧮Determine the difference between the free shipping threshold and the AOV (£25 – £20 = £5)
    🫰Multiply the difference by the gross profit margin (£5.00 * .25 = £1.25)
    💷Subtract the result from the average shipping cost (£5 – £1.25 = £3.75)

    In this case, you’ll end up paying £3.75 per order to cover the free shipping which is over 60% of your increased gross profit margin. A bit too big of a hit to your bottom line.

    Let’s try again with a £30 proposed free shipping threshold:

    🧮Determine the difference between the free shipping threshold and the AOV (£30 – £20 = £10)
    💰Multiply the difference by the gross profit margin (£10.00 * .25 = £2.50
    📨Subtract the result from the Average Shipping Cost (£5.00 – £2.50 = £2.50) 

    In this case, you’re going to pay £2.50 per order to cover the free shipping, which is 33% of your increased gross profit margin. A much healthier balance of profit to increase AOV, whilst offering your customers increased value and incentive to buy.

    Of course, all this is theoretical. A lot depends on the weight and size of your items, and the shipping rates available to your business. However, the key message is to think carefully and do the calculations.

    ⏲️Show your estimated delivery times

    Integrate real-time shipping calculators into your online shop that provide accurate shipping quotes based on your customer’s location and order details. This not only prevents undercharging for shipping (hello, Scottish Highland and Northern Irish orders!) but it encourages customers to buy when they can plan their purchase around their day to day life.

    How to reduce e-commerce shipping costs
    Example of estimated delivery times and dates

    This can be a particularly effective way to increase your margin too when offering a Standard and Express/Next Day/Name Day shipping. Customers will be willing to pay a little extra to receive the certainty of the item arriving on a particular day, cutting down your e-commerce shipping costs.  

    🗃️Add marketing materials into your boxes

    Upsell to your customers by including marketing materials or promotional offers in your packages to encourage repeat business and offset shipping costs. This can be particularly effective when trying to acquire customers from one platform to another (warning, do not try this with Amazon orders, as this could lead to an account wide penalty).

    How to reduce e-commerce shipping costs. Example of marketing materials for Feeds & Seeds.
    Marketing materials for Feeds & Seeds
    📨Streamline your returns process

    Implementing a streamlined return management process to reduce the costs associated with processing returns and exchanges is an effective way to keep e-commerce shipping costs down.

    It could be as simple as having a clearly structured returns policy, or as advanced as a returns portal that deals with all returns and exchanges for you. Either way, having a dedicated system to deal with customer returns is vital when trying to reduce costs. Here’s a great example by Mountain Dog.

    How to reduce e-commerce shipping costs.
    Mountain Dog’s returns management portal

    Instead of a customer having to contact a customer service agent, they just simply pop in their order number, email and the reason they’re making a return. If it matches a certain criteria for a paid return, the portal will produce a return label. If not, the customer will be instructed to process the return at their cost.

    As you can imagine, every eventuality has been thought out and this tool likely saves Mountain Dog precious operational costs while also making the returns process more convenient for the customer.

    🏭Use third-party fulfilment centres

    Utilise third-party fulfilment centres that are strategically located to reduce shipping distances. They can handle order processing, picking, packing, and shipping on your behalf, often more efficiently and cost-effectively.

    This can be particularly effective if you want to continue selling to areas like Northern Ireland, Scottish Highlands and the various island locations dotted around Britain’s coasts. These locations can be quite expensive to ship to, often costing two times the cost of shipping. To reduce the costs of shipping to these areas, consider fulfilment centres like Huboo, Whistl, Fulfilment Lab or Shft Fwd. 

    A bit about Reckless
    We’re an e-commerce digital marketing agency with offices in Chester, Liverpool and Manchester. We help brands grow through custom websites, bespoke software development, paid media, SEO and online marketplaces. If you need a hand taking your e-commerce brand to the next level, get in touch 👇

    Let’s talk