The e-commerce landscape has seen tremendous growth over the past decade, and Amazon stands at the forefront of this online retail revolution. As we approach the high season for internet sales, advertising on Amazon becomes more crucial than ever. Here's why.High Season: A Gold Mine for Brands and SellersThe high season – encompassing Prime Day, Singles Day, Black Friday, Cyber Monday, Christmas, and New Year sales – witnesses a surge in online shopping. Millions of consumers scour the internet to hunt for the best deals and offers, with Amazon being a primary destination.For brands and sellers, this period offers a golden opportunity to showcase their products to a vast audience, and Amazon's advertising platform provides the tools to do so effectively.Oratio's Evolving Advertising Strategy for the High SeasonAt Oratio Agency we understand the intricacies and dynamism of the Amazon marketplace. Recognizing the immense potential the high season holds, we strategically revamp our advertising approach each year. Again for this year our strategy is rooted in the following principles:1:Aggressive Budget Allocation: Rather than play it safe, we are aggressively reallocating our advertising budgets. Our aim? To ensure that more eyes see our brands and products than ever before. The high season is short, and making a strong impression in a limited time frame is paramount.2:Data-Driven Insights: We are harnessing the power of data analytics to gain deeper insights into consumer behavior and especially conversion to purchase This allows us to tailor our advertising campaigns more precisely and target those user segments most likely to convert.3:Engaging Ad Creatives: With millions of products vying for attention on Amazon, standing out is a challenge. We are investing in creating engaging and compelling ad creatives that not only capture attention but also resonate with the audience.4:Tailored spend per ASIN: For each ASIN that we manage on behalf of our brand partners (in most cases even in 9 different languages) we change our bid strategy in the run up to high season. We still play Sponsored Products, Sponsored Brand and Sponsored Display (both in auto but mainly manual) but shift budgets towards those parts of the funnel where we can (A) convert best with current audience and (B) reach a maximum number of new potential users that could be attracted to purchase by a great high-season offer.

Why is This Shift Important?In an era where online shopping is the norm, being seen is half the battle. As competition intensifies, brands that do not adapt and innovate risk fading into obscurity. Our aggressive advertising approach is a commitment – a commitment to ensuring that our brands remain at the forefront of consumers' minds.Moreover, with the ongoing global shifts in shopping behavior, exacerbated by events like the pandemic, more people are shopping online than ever before. The high season this year is not just about sales; it's about establishing long-term brand loyalty and trust.