Amazon’s Turkey 11 2023 Takeaways
Amazon's Turkey 11 made a powerful start to the holiday shopping season! With this tentpole in our rearview mirror, our GO team is excited to share key takeaways from both our internal team and external sources. These insights underscore the significant impact of this tentpole and the various strategies that benefited brand performance. Let’s dive in!
Online Turkey 5 Sales
According to Digital Commerce 360, online shopping continues to grow during the Thanksgiving weekend. Turkey 5 online sales grew from $35.3 million in 2022 to $38.1 million in 2023. Cyber Monday had the highest YoY growth rate out of all five days at 9.6%.
Expanding to Turkey 11
Many retailers, including Amazon, launched deals and coupons earlier this holiday season to respond to consumer demand. Brands that participated in this extended tentpole timeframe saw its benefits because, according to the National Retail Federation, 55% of shoppers took advantage of these early holiday promotions.
Badging is Critical
Amazon brands stood out in a sea of discounts if they had the Black Friday and Cyber Monday Best Deal badges. Consumers are naturally drawn to red deal badging, and Amazon featured Best Deals in their associated deal tab, making it easier for shoppers to find them.
Deals Versus Coupons
Many of our brands saw greater success with deals in comparison to coupons during Turkey 11. For instance, Brand A began running coupons on Nov. 20 and Brand B began running deals the same day. Brand B outperformed Brand A, seeing a 234% lift on Nov. 20 versus the prior day.
Brand Store Discounts
Some of our brands saw an increase in basket building when we added Turkey 11 discount sections to their Brand Stores. We fueled this strategy by driving shoppers to the Brand Store via Amazon Ads, social media, and email. This helped one of our clients up units per order by 220% on Black Friday vs. the month-to-date average.
Existing ASINs Growth
Many brands saw YoY growth for this tentpole, and some of that can be attributed to new products launched in 2023. But we also saw some brands achieve growth when only comparing sales for ASINs that existed in ‘22 and ‘23. For example, one of our brands saw 52% YoY growth for their already-existing ASINs.
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