5 Amazon Mistakes Brands Make in Q4

(And How to Avoid Them)

Q4 is Amazon’s busiest and most profitable season, with Black Friday, Cyber Monday, and holiday shopping driving record-breaking sales each year. But it’s also a period where brands are under intense pressure—and even small mistakes can cost thousands in lost revenue or missed growth opportunities.

At IPM, we help brands navigate Q4 with strategic precision. Here are five common Q4 mistakes—and how to avoid them—so you can maximize revenue now and carry that momentum into the new year.

1. Waiting Too Long to Prepare

The Mistake: Many brands start planning for Q4 in October. By then, it’s too late to optimize listings, ensure inventory flow, or fine-tune ads.

How to Avoid It: Begin planning in late Q2 or early Q3. This includes:

• Reviewing sales data from the previous year

• Auditing listings for retail readiness

• Forecasting demand based on growth trends

• Locking in manufacturing and shipping timelines

Amazon’s warehouses fill up quickly in Q4—delayed shipments can lead to missed sales or storage restrictions.

2. Underestimating Inventory Needs

The Mistake: Brands run out of top-performing products during peak weeks, killing momentum and sabotaging BSR rankings.

How to Avoid It:

• Use historical sales data and current velocity to over-forecast inventory, especially for top SKUs.

• Factor in longer lead times and consider using Fulfillment by Merchant (FBM) as a backup option.

• Monitor sell-through rates weekly in Q4 to trigger fast replenishment if needed.

3. Relying Solely on Deep Discounts

The Mistake: Slashing prices without a strategic plan might boost short-term sales—but it erodes margin and damages perceived value.

How to Avoid It:

• Use a mix of limited-time deals, coupons, and bundled offers instead of blanket discounts.

• Emphasize product quality, benefits, and urgency in marketing.

• Schedule Lightning Deals wisely for visibility without undermining value.

4. Ignoring Advertising Optimization

The Mistake: Brands either turn off ads to “save budget” or keep campaigns static during the busiest shopping weeks.

How to Avoid It:

• Scale your ad budget for high-traffic days, but track ACoS daily.

• Update keywords, refresh creative, and test Sponsored Brand and Sponsored Display formats.

• Retarget high-intent holiday shoppers with remarketing campaigns.

5. Failing to Follow Up After Q4

The Mistake: Brands go quiet in Q1, missing out on opportunities to build on Q4’s momentum.

How to Avoid It:

• Re-engage new customers via Amazon’s Brand Follow, email lists (if collected off-Amazon), and remarketing ads.

• Launch post-holiday bundles or “New Year” themed products to extend relevance.

• Use January to review Q4 data and optimize listings, pricing, and ads based on real performance.

Final Thoughts

Q4 can make or break your year—but it’s also a launchpad for long-term success when handled strategically. By avoiding these common mistakes, your brand can capture more revenue, build lasting customer relationships, and head into the new year with momentum and confidence.

Need help building a Q4 strategy that works? At IPM, we specialize in helping brands win on Amazon—year-round. Let’s make this your most successful quarter yet.