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Amazon Reminds Sellers of Holiday Halo Effect

Amazon reminded its third-party merchants of the “holiday halo” effect, explaining that while sales may slow after the holidays, that January can be a strong revenue month – and it reminded sellers to be sure to replenish their inventory.

There are two reasons for the holiday halo phenomenon, the marketplace explained: some shoppers look for post-holiday deals, and others cash in on gift cards they received. It boasted that Amazon gift cards were the second most popular gift cards of 2014.

The reminder was included in an email newsletter sent to merchants who use Fulfillment By Amazon (FBA), where it advised sellers to keep a close eye on inventory levels – especially with Valentine’s Day not far away.

It suggested several practices to help ensure having the right amount of inventory in stock:

    • Adjust your projections. If you’ve been selling on Amazon for at least a year, review your past sales and trajectory to project your likely sales for the beginning of 2015. Access a wealth of analytics to view or download in your Business Reports (sign-in required).


  • Allow time for shipping and receiving. Don’t cut replenishments so close to the wire that one unexpected winter storm may derail your ability to sell. When sending shipments to Amazon, build in time for carrier delivery and receiving activities at our fulfillment centers.


  • Subscribe to alerts. Sellers with Professional accounts can receive inventory-replenishment recommendations through Amazon Selling Coach in Business Reports. You can adjust your Amazon Selling Coach preferences in Seller Central.
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Ina Steiner
Ina Steiner
Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). Follow her on Twitter at @ecommercebytes and send news tips to ina@ecommercebytes.com. See disclosure at EcommerceBytes.com/disclosure/.