Sellics gives us the data points to take our Amazon ppc strategy to the next level. If we’ve learned anything during a totally unexpected Q2, it’s that where there are challenges, there are also opportunities. And while we hope that most of the year’s biggest challenges are behind us, the biggest opportunity for Amazon sellers and vendors is yet to come.
Amazon merchants are heading into what we’re calling: The Q4 of the Century.
What Makes Q4 2020 the “Q4 of the Century”?
2019 – A ‘Typical’ Year
To get our bearings, let’s start with a typical year.
But first, about the data:
Trends displayed are based on anonymized Sponsored Products performance data from US advertiser profiles managed with Sellics. The trends and figures included do not represent an official performance statement of Amazon Advertising.
Looking at the ad revenue trend in 2019, we can easily identify the most important selling periods, which are the deal days.
In fact, each consecutive deal day last year broke Amazon’s previous selling record. On the books, Cyber Monday remains the biggest shopping day in Amazon’s history so far.
And, in addition to those sky-high single shopping days, you’ll notice a tremendous revenue boost in December after Cyber Monday. Ad revenue between the 4th and the 20th is likely to be 90% higher (and up to 113% higher during select days mid-month) compared to an average month’s revenue during the same period. Keep this in mind as we forge ahead. This phase will prove indispensable to a successful Q4 PPC strategy.
The Coronavirus Effect: What Has Been Different in 2020?
Now, let’s have a look at 2020.
The trend so far reveals two major differences:
- We are missing out on the sales and ad revenue boost from Prime Day.
- Around March, there is a significant increase in ad revenue, which can be explained by the “coronavirus effect”:
- A larger contingent of online shoppers . . . .