Amazon Black Friday: Is Margin Pressure Really a Bad Thing?

What Prime Day and other key selling periods can teach us about advertising, promotions and balancing short-term profitability with longer-term Amazon growth.

With Black Friday approaching, brands are making decisions about promotional discounts, advertising budgets and where to invest behind their products. Inevitably, some of those decisions will put pressure on short-term margin.

But lower margin doesn't necessarily mean poor performance.

In this session, RT7 Digital will draw on what we saw during Prime Day and other key selling periods to look at the decisions brands should be making now. We'll explore where it makes sense to invest more heavily, whether every product needs to be on promotion, what you're actually getting in return for sacrificing margin, and why the real impact of Black Friday may not be clear until after the event.

We'll also look at the longer-term picture, including sales velocity, organic visibility and how wider decisions around pricing and distribution can ultimately affect Amazon profitability.

What we'll cover

• Lessons from Prime Day and other key selling periods
• When sacrificing short-term margin can make commercial sense
• Advertising and promotional investment during peak periods
• Deciding which products to promote, and which not to
• Looking beyond immediate sales and margin
• What to measure during and after Black Friday

Join RT7 Digital for a practical 40-minute session on making better commercial decisions before, during and after Black Friday.