05 Jul What to keep in mind to get the most out of Amazon in the summer
• Discover this season’s best-selling products
• Develop a marketing strategy to reach your prospect and boost your sales
With the arrival of the summer season, many sales opportunities are generated in the market that, if used well, can be very beneficial. In this article, we’ll tell you which are the best-selling products for this time of year.
Best Selling Products
At Nozama Solutions, as Amazon experts, we have the necessary tools to monitor and optimize the metrics that can impact our customers’ sales. Thanks to them, we can analyse the reception that their products have had on the marketplace and how demand evolves throughout the year.
On this occasion, to observe the behavior of users in relation to their searches, we are going to base ourselves on keywords, that is, the terms used to search for articles. The most searched word during the last week of June (27/06 – 03/07) was “fan”, followed by “air conditioning” and “wireless headphones”. Clearly, these types of products, especially the first two, have a very high seasonality, that is, their sale shoots up during a certain time of the year, in this case during the summer.
If we expand the selection a little further and look at the 10 most searched terms, we see that “women’s sandals” and “standing fan” appear to close the top 5; and “Women’s Summer Dresses 2022”, “Men’s Flip Flops”
, “iPhone 13”, “ceiling fan with light” and “Alexa” if we look at the top 10. We can quickly observe a common denominator and divide these products into two: technological products and products for the summer.
This trend is constantly repeated as we increase the number of total keywords . At Nozama, we’ve broken down the top 100 most used search terms during this period as follows:
- Appliances to combat the heat: everything related to fans, air conditioning, awnings and mosquito nets, among others.
- Varied technology: mobile phones, tablets, computers…
- Summer clothes: swimsuits, sandals, tank tops…
- Accessories for swimming pool or beach: towels, inflatable pools, folding chairs…
- Kitchen appliances: air fryers, glass bottles, toasters…
- Varied: markers, desk chairs, toys…
As we can see, the most requested products are those that have to do with technology, even ahead of those that serve to combat the heat in summer. But these results have a “trick” and have to be looked at in perspective and considering various factors. For example, it should be borne in mind that these are so-called “specialty” items, i.e. buyers who are busy
They can use a specific brand, model or feature and go directly to Amazon to buy it because of the facilities it offers. Therefore, their metrics and click-through and conversion rates can be “misleading” if we compare them to “compare” products, they have to compete with other similar ones.
In this case, we can observe a clear and significant difference between those products focused on this time of year and those that are not.
Click-through rates and conversion rates
Other fundamental aspects to assess the sales opportunities that are created with the arrival of summer are click-through and conversion rates. The first compares the number of visits that each product obtains based on the visibility it has had and is essential to measure the performance of marketing campaigns. On the other hand, the conversion rate is responsible for measuring sales based on the visits that each item has. To get an idea visually, in this case we have used the data of the first ASIN related to each keyword.
As we can see, the category with the best rates is “varied technology”, but as we have said before, this is because users who are looking for this type of product go to Amazon to make the purchase directly. In second place we find “heat appliances” followed by “kitchen appliances”.
To get an idea of what it can mean to have summer products on your listings, we can compare the apparel and accessories category. While year-round focused clothing boasts 7% and 9% conversion and click-through rates, respectively; Fresher garments get 11% and 13%. Therefore, you have to be clear that this 4% difference can be decisive when it comes to getting the most out of your business. It’s not about radically changing your business model when these dates approach, but you can diversify your stock by taking this data into account.