Read this flowchart as text
- Sales down in line with category seasonality
- Category off-season?
- Reduce budgets to defence + harvest; keep rank on core terms with minimal spend
- Use the lull: creative refresh · A+ · Q&A · review clean-up · new variations
- Plan peak: inventory in ≥ 6 weeks early · budget calendar · deals submitted
- Not seasonal → run D1 master diagnostic
- Off-season ACoS in band · peak-ready stock & creative
What you get: spend cut to essentials in the off-season, the lull used for improvements, and the peak planned six weeks early.
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Guides that use this process.
Amazon PPC
Q4 Amazon PPC Strategy: Black Friday to New Year
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Amazon Seasonal Planning: The Calendar We Work From
The Amazon year has four planning windows, each starting six to ten weeks before the event. The calendar we run every account against, and what happens in each.
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