Search | LinkedIn
By Adam Mellott · October 20, 2025 · Curated by George's Blog
Roughly 2 more weeks until we start to see the upward holiday trend. Post-Fall Prime and pre-Holiday shopping can be a temporary lull from a customer behavior standpoint, BUT. That doesn't mean there aren't areas to remain proactive in terms of advertising. Here are a few areas I like to focus at this point in the year:
🔸 L30 % of spend per ASIN (or product collection) vs. % of revenue per ASIN - Are your ads budgeted properly based on overall impact?
🔸 Ad type mix per product (or product collection) - Are you underallocated across Sponsored Brand / SBV? Testing AMC audiences?
🔸 Targeting scrape - We just made it through another tentpole event. Did you evaluate ST reports (filtered by orders-descending, removed dups from Targeting report) to evaluate which STs are driving orders that you AREN'T targeting?
🔸 Creative refresh - Do you have holiday ad copy / creatives planned in tandem with future discounts? Are your TOS-focused initiatives like SBV outlined for Q4 holiday traffic?
🔸 Gift-buying lead-in - Browsing is going to start SOON. If your brand / product is ideal for Streaming TV or upper-funnel video, I would start the process of getting commercial-grade videos created! No time like Q4 to test Brand Lift 🤠
🔸 Cross-sell / Up-sell - Are you ensuring you have holiday touchpoints across existing Brand purchasers? (Use Prime Day traffic if you saw great results)!
🔸 Q4 '24 evaluation - What worked last holiday season? What didn't? Are your newly launched products getting enough attention? Are you introing those products to your existing shoppers?
🔸 Omnichannel synergy - Is your Amazon strategy / messaging / etc. aligned across all retail channels?
Get to planning, gang! The next few weeks might be slow, but Brands who don't sleep during this time and plan accordingly will be ahead of the pack!
#amazonads #amazonadvertising #retailmedia #btrmedia