How to Run Successful Promotions and Sales on Amazon, Etsy, and Shopify

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From this article, you will learn how to make a sale on Amazon and other marketplaces, why it is important to limit your customers and at what points in the product life cycle promotions will be most effective.

People love discounts
It is an undeniable fact that customers are more loyal to a brand if they managed to “grab” something from its products at a good price. However, if the brand holds discounts almost every week, then such a purchase is not perceived as a “successful deal”, but rather, on the contrary, causes a feeling of deception.


Frequent sales negatively affect the company's image, and the on page seo service product is perceived as something that is not very valuable from the start. In addition, if customers constantly see discounted products, they may start expecting discounts and postpone purchases until the moment when the products are reduced in price. And such a situation will have an extremely negative impact on margins.




There is also this point: regular customers who buy products at full price may feel “offended” if they see that the same products are sold to other buyers at discounts.

That is, sales should be timely, limited and thought out. Therefore, before making discounts on Amazon / Etsy / Shopify, answer the question: “Is this really appropriate now?”

When to hold promotions and sales  
The first thing that comes to mind is holidays. However, there are many other reasons to please your regular and potential customers:

introducing new products to the market (to attract attention to the store and encourage people to get acquainted with new offers);
change of seasons (to free up storage space and get rid of irrelevant items);
inventory of stocks;
“quiet” periods that are inherent to your niche.
There are also personalized strategies where sending a promo code or coupon can be the deciding factor in making a purchase. For example:

as a birthday or name day greeting;
as a reminder of an “abandoned cart”;
as an incentive to buy recently viewed items;
as a cross-selling tool, etc.
Determining the timing of sales depends on the specifics of your business, your products, and your chosen strategy. By planning your promotion correctly, you get a powerful tool for increasing sales, attracting customers, or freeing up warehouse space for new products.

How to Run Promotions on Amazon and Etsy: The Technical Side of the Issue
Like all other operations, you can set up a sale through Seller Central. However, before moving on to the technical side of the issue, it is important to understand what types of promotions exist on the site. Usually, there are three:

Promotions — discounts in % or in monetary equivalent, on all or selected products in the store.
Coupons - coupons (promotional codes) that are activated when making a purchase;
Shipping Discounts — offers with discounts on delivery and/or faster delivery.
Understanding these features, all you have to do is select the desired type of campaign in the “Advertising” section, set goals (from those offered by Amazon), set a budget and start the campaign.

Advertising tools offered by the platform — Sponsored Products, Sponsored Brands or Display Ads — will help you make it more successful.

The steps on Etsy will be similar: go to the control panel → look for the Marketing tab → Sales.

Three rules for successful sales
So, we've figured out why and when to hold sales on Amazon, Etsy, and Shopify. Now we'll give you some tips on how to run a successful promotion.

First: create restrictions. The client must feel that your offer is advantageous and unique, and it is better to hurry up to “grab” the product at a favorable price. For this, the promotion must have

specific timeframes for the event (preferably no more than 2 weeks). You can also create a limitation in the form of an artificial deficit ( there are XXX units left in the warehouse ) or create an artificial rush ( a counter of how many people bought this item over the past 24 hours ).

Secondly: explain the reason for the discounts. Black Friday promotion, Final sale of the year, Coupons for participation in a contest, Promo codes for referring a friend, etc. Discounts without arguments cause mistrust, the client may think that the brand is “foisting” illiquid goods, getting rid of low-quality products, or is generally of no value.

Third: work on the attractiveness of the offer. It would seem to be a very obvious point, but many sellers are genuinely surprised why there are no crowds of customers if they offer minus 5% on a product worth $1. If you cannot move on the price, use other ways to increase the benefits of the offer: a promo code for future purchases/a gift with each order, etc.

Conclusion
Successful sales require a strategic approach, effective advertising and analysis of results. The key is to have a clear goal and a plan that will increase sales, satisfy customers and grow your business.