Amazon Holiday Strategy for Gift Brands

Elise Jackson

Post details

  • AUTHOR: Elise Jackson
  • CATEGORY: Amazon Brand Content
  • DATE: 08/09/2023

This will come as no surprise to anyone, but the holiday season for brands that sell gift products on Amazon is an important time of the year.

This can range from brands that only sell seasonal gift products to those brands that have products that are often bought as gifts such as electronics, alcohol, or beauty.

Whether it’s Christmas, Mother’s Day, Father’s Day or all the other landmark holidays, this is prime time to make a lot of sales and boost your yearly profits – if you have the right well-structured Amazon holiday strategy for your gift products.

In this blog, you will learn how to elevate and optimise your brand store for the holiday rush, and how to get started on your Amazon holiday strategy and increase sales.

Let’s go!

Elevate your brand store with seasonal themes

Just like you decorate a shop window to match the different seasonal holidays, your Amazon Brand store can be customised with seasonal branding and visuals to align with the holiday theme!

This helps to showcase your product range in a visually appealing way and organise your products in bundles, and gift boxes or highlight holiday deals that will help maximise sales.

Providing a seamless navigation experience will help guide shoppers through their purchasing journey. And let’s be honest, who doesn’t love a festive atmosphere to look at?

Take some inspiration from these brand storefronts we created for our clients:


Lola Design Seasonal Brand Store created by This is Unicorn


Truffle Hunter Brand Store created by This is Unicorn


Need some help designing themes for your brand store or advise on how to create an amazon seasonal brand store strategy? We can help! Simply send us a message or book a call with our team.

Once you have the design of your store sorted, you can focus on curating holiday-themed gift collections and create dedicated sections for gift ideas, special offers, and festive product bundles! We recommend always keeping an eye on holiday trends and updating your store accordingly.

Pro tips:

1. Utilise storytelling within your copy to connect with your shoppers emotionally. For example, a description might read “These blankets are perfect for wrapping up warm watching movies with the family on Christmas day” or in the case of Lola Design “Send a Christmas Card to a special loved one”. More on this below!

2. Aim to create the seasonal store approximately one to two months ahead of time. For Christmas, we advise launching the seasonal brand store between October and November to maximise its effectiveness.



Optimise your product listings for holiday conversion

The key to a good Amazon holiday strategy is optimising your product listings for conversion!

Here’s your checklist:

Optimise your content with holiday-related keywords

Just like any time of year, you should craft persuasive and keyword-rich product titles, descriptions, and bullet points within your store. What’s different about the holiday times is that you should use holiday-related keywords throughout your text. This will help enhance visibility in the search results and consequently boost your sales. These holiday-related keywords can also be used in your Amazon PPC campaigns too!

For example:

“halloween lights” search term


“christmas floral stems” search term


Include high-quality imagery

We can’t keep stressing this enough – use high-quality visuals! You want to make your product shine as much as possible and clearly highlight the features of the products. Since shoppers can’t physically see or touch the product you need to make it as easy as possible for them to make a purchasing decision.

Incorporate A+ content

To provide additional product information and to ‘spice’ up your storefront and make it pop, you should also include A+ content. It allows for additional description modules as well as interactive modules such as adding hub spots and videos, making them more engaging and informative for the customer. Provide detailed product descriptions, sizing charts, and customer reviews to aid shoppers in choosing the perfect gift. Moreover, setting realistic delivery expectations and addressing potential delays transparently can go a long way in fostering trust and goodwill.


Lola Design A+ content


Create promotions

Set up lightning deals, promotions and discounts like “buy one get one free” to entice shoppers even further. Don’t forget to increase bids or push budgets for products within your ad campaigns and encourage up-sell & cross-sell sales.


Optimise for mobile experience

Remember – desktop and mobile users view Amazon differently, so you need to optimise for both!

Where Desktop users see much more of the product pages at first glance, mobile users only see the title, review count, images, and price at the top. You then need to scroll down past the buy box to see the product description, features, and additional information.

Good news – you have the option to add/ change your titles differently for the mobile version vs. the desktop version! So, make sure you are creating mobile-friendly titles which you can change in the Brand Store back end.

Images in the mobile store version should be vertical, and clear and remember not to be text-heavy.

Tip: The best way to see how your mobile listing looks is to actually view your listing on your mobile!


Build a robust Amazon seasonal advertising campaign

Amazon advertising strategies are always important, but have extra significance during holiday seasons as they help to fire up your sales! To get the most out of your advertising campaigns, we recommend starting your ads before the holiday season officially starts, we’ve found that longer-running campaigns can often perform better than shorter ones.

Some key tips:

  • You have different advertising formats available at your fingertips, such as Sponsored Products, Sponsored Brands, and Sponsored Display. To understand which format is best for your campaigns, here is a full guide to Amazon Advertising.
  • Use keywords and match types identified in your research and holiday-related keywords and phrases, and compelling ad copy that resonates with holiday shoppers’ aspirations.
  • Make sure you allocate ad budgets strategically to maximise visibility during peak shopping times.
  • It’s important to monitor and optimise your ad campaigns promptly to make changes where necessary and optimise performance.


Manage your inventory and fulfilment

Middle of the holiday season but no stock left? Disaster!

To avoid this scenario, analyse your past performance during holiday seasons to try to predict demand and forecast what you expect your sales to reach. Just like with big Amazon events like Prime Day, you want to ensure you have healthy stock levels ahead of time prepared in Amazon fulfilment centres.

But the key is to always be prepared for any scenario, like what would you do if there are shipping delays and how would you ease customers’ concerns?

Monitoring stock levels during the holidays also means you can stop running ads on items that are low in stock and move the budget to items you have more of.


Additional seasonal strategies to boost Amazon sales

Enhancing customer experience and customer service

In the frenetic holiday shopping rush, ensuring a seamless and delightful customer experience is paramount. Your success not only hinges on the quality of your products but also on the level of support you provide. To achieve this, it’s imperative to offer clear and comprehensive product information that helps customers make informed decisions. If possible, consider hiring additional seasonal staff to respond to questions and provide follow-up where you see fit.


Plan Amazon giveaways

Who doesn’t love a giveaway? They are a great way to boost brand awareness and gain new customers, with the potential to go ‘viral’ on social media!

One way to leverage this tactic is to run a giveaway via your social media in October and use tools such as UpViral to collect the email addresses of the participants which you can use later to retargeting with seasonal offers.


Partner with Influencers on holiday gift guides

As many shoppers turn to social media influencers for gift guides during the holidays, you can leverage this by partnering with a relevant influencer to promote your products.

As with any partnership, it’s important to pick one that fits your brand, audience and budget.

Choose an influencer who’s already engaged with your target audience, guaranteeing that your product is seen by relevant shoppers. This has the potential to reach thousands of shoppers, making it a powerful tool for brand awareness and sales.


Utilise Amazon posts and lives

Switch up your content posting by using Amazon like it’s a social media platform with Amazon posts and lives. You can show current and refreshed content, by sharing posts with product images and text to a feed. You can provide ideas for occasion relevant gifts which can help you boost sales.

This enables you to stand out from the crowd and showcase your brand personality.

All posts appear on a brand’s feed which can be found in the Brand Store. Amazon will automatically place posts in feeds and on detail pages, based on relevance and customer engagement. This is only available to US customers at the moment as it’s still in beta stage.


Utilising data analytics for continuous improvement

Data analytics is your compass for navigating the holiday shopping season successfully. Start by tracking vital performance indicators such as conversion rates, click-through rates, and sales figures. Amazon Seller Central provides valuable analytics tools that offer insights into customer behavior and trends.

With this data in hand, identify patterns and trends to fine-tune your holiday strategy in real time. Be ready to adapt your approach based on what the data reveals, optimising your performance as the season progresses. Consider conducting experiments with different strategies and identify best practices that drive higher sales and engagement..

All these learnings and best practices that arise can be passed on to the next seasonal campaigns or help you formulate a more informed and more successful amazon holiday selling strategy for the same holiday season.



Our thoughts

If you haven’t started planning now for this year’s holiday season, start now! Once you have an Amazon holiday strategy template for this holiday you can replicate that for others too. Holidays are an opportunity to really maximise sales and provide a boost to your yearly profits. So, make sure your Brand Store is primed for the holidays with optimised listings, images, deals and promotions and take advantage of viral tools available to grow your audience and customer pool.

Need our help?

To really set your Brand Store apart, use a holiday-themed template! Our team has developed themes that help our client’s Brand Stores pop during the holiday season, want to know how you can get your hands on one? Just send us a message or give us a call!


Who are we?

This is Unicorn is an Amazon full service marketing agency. Brands come to us to help them launch and/or grow their business on Amazon.

This is Unicorn work with some of the most innovative and recognisable brands. We create their strategy, develop their marketplaces, support their growth, work with their vendors and manage their spend.

We have frequently been referred to by those who work with us and know us best as an extension of their own team. And we love it!



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