Amazon’s Market Share of Holiday Shopping
Whether you’re new to the e-commerce business or just starting out, you’ve probably got holiday sales on your mind. In fact, if you’re not thinking about it all day and dreaming about it all night, you may fall behind in the increasing competition of this year’s holiday market. The giant we’re all looking at this year is Amazon. There are two things you need to study for this year’s holiday rush:
- The Amazon holiday market share
- How you can rocket your holiday market share
1. The Amazon Holiday Market Share
This year, Amazon’s market share is predicted to be over 50% of all competing marketplace platforms. They’ve got some innovative new ideas as well as some old classics that they’re re-implementing. Why not learn from them and get your sales growing too?
What Is a Holiday Market Share?
A market share is a percentage earned by a company, based on their total sales in a specific time period. If you want to calculate a company’s market share, you have to take a specific period of time (in this case, the winter holidays), add up the total sales, then divide that number by industry. Market share is calculated to give a general idea of the size of a company in relation to its field and other competitors in the same industry.
As each year goes by, fewer people are doing their holiday shopping in stores. Black Friday shoppers are choosing to stay away from the massive crowds and long lines that come with this sport. Of course, there are a few that still view the holiday as a sport and enjoy camping out overnight in front of Best Buy outlets for a new TV. However, many of the past fanatics are choosing to spend that day relaxing from the comfort of their own home. They’re opting, instead, for e-commerce purchases on Cyber Monday that offer the same deals with less stress and fewer crazy crowds.
Amazon has got its long-reaching arm in many other companies as well and will be gaining retail sales through companies like Kohls, who now offers the return of items purchased through Amazon in their outlets. Customers can bring their Amazon returns to any Kohls outlet in the U.S. (except for Anchorage, Alaska). All they have to do is order the return online, download a QR code, and then bring their item into any Kohls location. They don’t even have to package the item, they can just bring it in, and the staff there will pack it up and ship it out.
Commerce Sales in Amazon’s Holiday Schedule
Every year Amazon steps up its e-commerce game by leaps and bounds. How do they do this? They have countless new strategies for innovative programs. From free shipping offers to last-minute deals, they make their customers see that they can have deals and special treatment when they shop during Black Friday and Christmas season. Basically, they keep a holiday schedule of events that keep their buyers tuned in.
Some of their techniques that may seem small and insignificant actually make a difference in their yearly spike in holiday commerce sales. They update their images so that the customers get an experiential feeling when they view them. They can feel that the product is in their hands with a variety of photos showing the product from different angles and in different environments. In other words, customers can envision what the product really looks like when they buy it. They can also picture the item in their own home, like a stylish and necessary addition to the things they already have.
Amazon Fulfillment Center
In 2019, you’d need to have your items at the Amazon Fulfillment Centers by November 5th for Black Friday and Cyber Monday. Christmas shopping items should be in no later than December 5th. Inventory for 2020 can be sent starting December 17th. They won’t accept 2020 items any sooner than that, so watch your dates! You don’t want to deal with the hassle of not being able to send your items, just because they were shipped on the wrong date.
If this is your first year doing e-commerce with Amazon, you may be wondering how the fulfillment centers work. Fulfilled by Amazon (FBA) has over 80 centers within the U.S. E-commerce sellers have the option to send their inventory to one of these centers, where the staff there will package and ship and deal with most customer concerns and complaints related to the items being sold. If you choose to use this service, you don’t have to use it for all your products. The amount you take advantage of FBA is completely up to you.
There are advantages and disadvantages to using Amazon fulfillment centers. As for the advantages, you have less stress and fewer logistics. You also get more exposure on Amazon’s website, since they feature FBA items more often than Fulfilled by Merchant (FBM). Customers tend to trust FBA more often because the items are prepared by a brand they know and trust.
The disadvantages of Amazon fulfillment centers are, of course, higher fees and lower take-home price margins. The customer interaction is less prevalent, which means if there is a problem with an item, it either gets shipped to the customer (resulting in a bad review) or thrown away and discarded as a loss. It’s up to you to decide if your retail sales volume is high enough to gain value through FBA or if you prefer to keep it on a personal level.
2. How You Can Rocket Your Holiday Market Share
Product videos are going to be all the rage from here on out. Amazon has many holiday-themed product videos to showcase what they are offering this year. Think outside the box on this one! A lot of people spend their holidays in a non-traditional way. For example, many families are traveling to warm destinations to spend their holidays on the beach instead of roasting chestnuts on an open fire. Many young professionals do not spend their holidays with their families, but rather invent exciting new traditions to enjoy with friends or colleagues. Product video should represent these changes and let customers know that you have something for everyone - not just the traditional family.
Get Good Stock
If you’re planning on killing it in your Amazon e-commerce business this year, check your stock and make sure you have plenty of available items in-store for people to buy. The algorithms favor well-stocked shops. If you need to, use an inventory management system to keep track of which items you have enough of and which ones you should delay. After all, you will get unhappy reviews from customers if they try to check out one of your items and find out that it is out of stock right before they buy. So, make sure your items are all in stock at Amazon’s fulfillment center by the right dates.
Connect With Your Customers
More than ever, now is the time to connect with your customers through all your social media channels. People are online even more than usual, connecting with friends and family and making plans for the holiday season. Competition is high, but it is also the time when people are looking to buy. They have budgeted for this season! They’re looking for the perfect gift. Make sure you have something they will want to buy. Don’t just give them the standard options, or they will keep on scrolling. Give them something innovative and original and they will be loyal followers from now to the future.
Recommend other items to your regular customers based on past purchases. Get to know you’re customers. Take the time to personalize your marketing emails. Treat them like people you know and care about, rather than just bots you’re trying to take money from. They’ll recognize the difference. They’ll thank you for it in the long run.