AMC Tips to Unlock Success During Turkey 12

2024 is a new era for Amazon’s Holiday seasonal shopping, with Amazon going away from the traditional “Turkey 5” sale (Thanksgiving-Cyber Monday) to the latest “Turkey 12” that starts deals before Thanksgiving Day (Nov 21^st-Cyber Monday). Keep reading to see how, by leveraging Amazon Marketing Cloud (AMC) data, you can be more informed on your customers to make this a successful period for your Amazon business.

By analyzing data from your regular Amazon customers alongside past promotional events like Prime Big Deal Days, Prime Day, and Turkey 5 from the previous year, you can gain valuable insights into what to expect during Turkey 12. Key data points to focus on include click-to-conversion timing, repeat purchase behavior, and add-to-cart/wish list activity. In the following section, we will explore these three metrics in more detail and discuss how you can leverage them to optimize your strategy for the upcoming Turkey 12 event.

What metrics should we leverage for our Turkey 12  strategy?

Click-to-conversion timing

Click-to-conversion timing is a crucial piece of information to understand for promotional periods. Understanding the timeframe and touchpoints between the first click/ad interaction and the conversion/purchase activity is important.  Combining this with different click attribution models, a business could truly understand their customers' research behaviors and allocate a budget to the days when the clicks are the most valuable. There are also potential cost savings by reallocating the budget to early funnel stages, ahead of the typical holiday season ad cost increases.

Shipping Cut-Off Window

One of the advantages Amazon has over many direct-to-consumer sites (D2C) is the shipping cut-off window. Amazon’s shipping cut-off window is much later in the shopping season versus most typical retailers’ e-commerce websites. For example, in 2023, the shipping cutoff for Amazon for customers with Prime was December 23^rd. Businesses can use past promotional days' repeat purchase behavior to inform whether the lead-out period from Turkey 12 to Amazon’s shipping cutoff is a valuable time to remarket to customers or focus media efforts on new customer acquisition.

Analysis of the Purchasing Behavior

AMC data available to businesses goes beyond clicks to include almost all aspects of the customer journey on Amazon. Some examples of data available are detailed page views, adding to a wish list, adding to a cart, or even adding to a baby registry. Adding to a wish list or cart behavior is important for any promotional period as these customers have shown an increased interest in a product. By performing an analysis of the purchasing behavior of these individuals during past promotional periods, you can glean if these customers are valuable enough to create custom AMC audiences to target during this extended shopping season. While we expect this type of audience to be more valuable than a general population retargeting audience, carving these customers out via AMC audience building allows advertisers to reach the correct consumer and pay the appropriate amount based on historical conversion rates.

AMC is a very valuable resource for companies to utilize and ensure media is efficiently spent during any time of the year. With the extended promotional period on Amazon this year, it becomes a must for businesses to utilize to ensure this period is successful for them. The analyses we recommend would provide insights into media allocations for the lead-in and lead-out periods, as well as the event days themselves. If you'd like to get a better understanding of this or how to use AMC in your favor, don't hesitate to contact us!