Scaling Black Friday Success: Driving 50% More Sales, 70% Higher Traffic, and a 9x Return on Ad Spend

Client Overview

The Home & Kitchen category is one of the most competitive segments on Amazon, especially during peak events. New brands often struggle to gain visibility due to high CPCs, heavy competition from established sellers, and the constant need for promotions. This brand faced challenges in scaling sales during seasonal events despite having strong product quality.

Challenges Faced

• Poor Seasonal Sales Performance: Even during high-demand shopping events, sales did not increase as expected because campaigns, promotions, and event strategies were not aligned.
• No Promotions or Coupons Running: The brand was already selling products at a sale price. Amazon kept rejecting coupons with an error: “Increase coupon % as per last 30-day lowest price.” This prevented participation in high-converting deal sections.
• Missing Event-Based Planning: There was no structured plan for event updates (no Storefront updates, no themed creatives, no seasonal keyword strategy, no promotional calendar).
• Inventory Planning Issues: Frequently, best-selling SKUs were out of stock, leading to lost visibility, missed Buy Box, dropped conversions, and inability to leverage demand spikes.

AMZ Support’s Approach

AMZ Support designed a comprehensive Seasonal Growth Strategy focused on advertising, forecasting, promotions, and creatives:

• Strategic Advertising Push: Launched multiple seasonal campaigns targeting event shoppers across Sponsored Brands, Sponsored Products, and Sponsored Display. Utilized high-bid strategies with holiday-focused keywords.
• Event Research & Forecasting: Analyzed historical sales and competitor data, identified top Q4 SKUs, forecasted demand, and synchronized inventory uploads with FBA.
• Event-Specific Creative Assets: Designed festive Storefront banners, seasonal ad creatives, and implemented urgency messaging.
• Promotions & Price Discounts: Formulated a robust promotional calendar featuring % Off Deals, custom holiday discounts, and price drops to unlock high-conversion deal sections.

Results

• 50% Growth in Black Friday Sales: Average monthly sales increased from £12,800 to a peak event total of £24,350 with a stellar 9x ROAS.
• 95% In-Stock Rate During Peak Event: Accurate forecasting minimized stockouts, allowing the brand to fully capture peak demand.
• +70% Increase in Storefront Visits: Storefront traffic surged due to sponsored ads and festive themes, with average dwell time reaching 61.13 seconds.
• Promotions Drove High Conversions: 30% of total event sales came directly from promotions, boosting the conversion rate by 28% during the event window.