The 2021 holiday shopping season is projected to break new records, with ecommerce sales alone expected to top $207 billion according to Adobe Analytics data. For Amazon sellers using the Fulfillment by Amazon (FBA) wholesale model, this presents a major opportunity to capitalize on the Christmas shopping rush and end the year with a revenue surge.
In this comprehensive 2300+ word guide, I‘ll leverage my decade of experience as a successful FBA wholesaler to provide insider tips on choosing profitable products, securing reliable suppliers, optimizing listings, running promotions, managing inventory, and more to help you maximize sales this holiday season.
Choosing the Right Products for the 2021 Holidays
Selecting the optimal mix of trending and evergreen products to promote this holiday season is crucial. As an experienced wholesaler, I recommend analyzing historical sales data and keeping these product selection tips in mind:
Review Previous Best Sellers
Study your top selling items from Christmas 2020 and Amazon‘s category best seller lists from last year‘s holiday season. Repeat best performers are less risky to stock up on. Consider ordering 10-25% more inventory on consistent winners.
Ride Current Trends
Factor current hot product trends into your mix. Check Amazon Movers & Shakers regularly in October-November to spot rising trends like squishmollies, fidget toys, or anime. Order smaller batches to test new trends.
Target Top Holiday Categories
Prioritize categories with huge holiday demand lifts. According to Adobe, the largest ecommerce category revenue growth is expected in:
|Projected Growth Nov-Dec 2021
Focus your inventory buys in these high-potential categories.
Balance Evergreens with Seasonal Items
Offset risky trendy products with steady evergreen sellers, like popular toys and books, cooking gadgets, or basic apparel. Broaden your mix to include classic holiday items like artificial trees, warm socks and sweaters, Advent calendars, and cozy home goods which perform well every Christmas.
Use tools like Jungle Scout‘s Product Tracker to assess demand indicators like review counts and Best Seller rank trends for potential products. Identify listings with strong reviews and consistent sales but moderate seller competition. Avoid extremely crowded or saturated markets.
Evaluate New Supplier Products
Check in with your suppliers about new products or seasonal varieties they offer. Leverage your wholesale relationships to access unique holiday options other sellers may miss out on.
Building Relationships with Reliable Suppliers
Connecting with suppliers representing top brands in your product categories is key for maintaining steady holiday inventory flow. Based on my experience, I recommend these tips for fostering strong supplier relationships:
Go Beyond Sales Conversations
Get to know your supplier reps as people, not just sales channels. Ask about their roles, responsibilities, and interests beyond work. People are more likely to go the extra mile for those they like and trust.
Make Yourself Accessible
Share your direct phone number and chat ID with suppliers and respond promptly to inquiries. Quick communication builds trust and keeps issues from spiraling. I make myself available nearly 24/7 to my top suppliers.
Offer Help Identifying Trends
Use your visibility into Amazon category and search demand to provide suppliers with actionable insights on rising product opportunities. Offer tips like new keyword targets or product variations based on customer reviews. Your success can fuel theirs.
Share Performance Data
Keep suppliers updated on the sales volumes, ratings, and velocity of the products you source from them on Amazon. Include positive customer feedback and before/after sales data to showcase the value you provide.
Brainstorm creative ways to showcase and promote their brands during the holidays through Amazon storefronts, ads, deals, and more. Propose gift bundles, holiday prep packages, or limited quantity seasonal products.
Solve Issues Quickly
If defects or other problems occur with supplier products, alert them immediately with documentation and work together on a swift resolution to minimize impacts on your sales. Protecting their brands protects your business.
Optimizing Amazon Listings for Holiday Sales
Creating Amazon listings that convert holiday shoppers into buyers is an art and a science. Follow these tips to maximize your product pages:
Craft Catchy Holiday Titles
Spruce up your titles with seasonal keywords like "Christmas", "Holiday", or "Gifts." Research what top competitors use. "Family Christmas Plaid Fleece Blankets" conveys warmer themes than just "Fleece Blankets."
Update Holiday Descriptions
Refresh your detail page descriptions and bullet points to highlight holiday usage occasions or seasonal benefits like "Perfect for Christmas morning" or "Stays piping hot for holiday parties." Add gift-related info like gift wrapping options.
Show festive product uses and environments in your Amazon images. Feature holiday decorations, gift boxes and bows, warm drinks, group settings, and more to inspire customers. Assertively brand lifestyle images with your logo and product name.
Add Gift Options
Enable gift messaging, wrapping, and receipts in your Amazon holiday product listings. Make it easy for customers to buy your products as holiday presents.
Share Inventory Counts
Advertise available inventory quantities to reassure shoppers your hottest products won‘t run out before Christmas. Surfacing numbers builds purchase confidence.
Rotate holiday relevant 4+ star reviews into your top 2 review slots. Positive reviews mentioning Christmas gifts or holiday uses boost conversion. Refresh these 2-3 times per week.
Prioritize Fast Shipping
Push Prime listings and guarantee pre-holiday delivery cutoffs with "Arrives before Christmas" messaging. Late shoppers will filter for this.
Creating Urgency with Holiday Promotions
Holiday deals and promotions incentivize customers to buy now, not later. Here are impactful ways to structure holiday promotions:
Offer Site-Wide Discounts
Drive broad sales momentum with sitewide discounts like 10-15% off or $10 off $50+. Time these around Cyber Week or mid-December lull periods to renew interest.
Run Category Promotions
Pick 2-3 priority categories like toys or clothing and offer tiered discounts to power targeted purchases. For example:
- Save $5 on orders over $25 in Toys
- Save $10 on orders over $50 in Apparel
Reward Loyal Customers
Surprise repeat buyers who spent over $100+ lifetime with special holiday promo codes good for 20-30% off a future purchase. This builds reciprocity and loyalty.
Incentivize Multi-Unit Purchases
Offer higher incremental discounts for buying 2+ or 5+ units of an item. This appeals to gift givers and bulk shoppers.
Spotlight Daily Deals
Feature new 24 hour lightning deals or limited time promotions on holiday best sellers to create purchase urgency. Share upcoming deals on social media.
Promote with Paid Ads
Boost promotions with sponsored ads across Amazon search, product display, and brand campaigns. Retarget shoppers who abandon carts to capture lost sales.
Remind Customers of Expirations
Email subscribers a one day warning before site-wide or product promotions end to prompt action. Last chance notices work.
Inventory and Cash Flow Tips for Holiday Success
Managing inventory and cash flow well is vital for smooth holiday operations. As an FBA financial analyst, I recommend these best practices:
Use Historical Data for Forecasting
Analyze sales records from 2020‘s holiday period to estimate this season‘s demand. Apply growth assumptions based on broader ecommerce projections.
Order Early, Receive Early
Confirm holiday inventory orders with suppliers by early October to allow 6+ weeks for production and delivery before pre-holiday crunches. Take ownership by mid-November.
Smooth Order Distributions
Avoid massive 1-time buys. Phase larger orders over September, October and November to spread cash needs and inventory risk.
Build Weeks of Supply
Have sufficient safety stock on top sellers to last 2-3 weeks of peak demand. Shortages during Christmas can sink sales.
Reduce fulfillment center congestion by removing products from retail packaging and polybagging, labeling, and bundling in-house beforehand. Ship ready-to-pick units.
Keep Contingency Funds
Maintain higher holiday cash reserves in your account to afford restocks or rushed shipping if needed. Floating suppliers till January invoices can help manage near-term cash flow crunches.
Get Serious About Amazon FBA Wholesale Holiday Sales
The holiday shopping season represents the single biggest sales opportunity of the year on Amazon. I hope this guide has provided you with actionable tips and best practices to help your wholesale business thrive this Christmas. Don‘t leave potential profits on the table. Follow the recommendations that align with your products, resources, and growth goals. With the right preparation and execution, you can hit new sales heights this holiday season and start the new year strong.
Let me know if you have any other questions! I‘m always happy to help fellow sellers maximize their Amazon success. Wishing you a record-setting holiday season.