3 Things to Keep in Mind for Q4 as an Amazon Seller

We’re honored to feature today’s guest post from Brian and Robin Joy Olson, creators of the P.A.T.H. framework for building resilient, scalable Amazon FBA businesses. Having coached and supported thousands of sellers, they’ve developed a reputation for turning complex challenges into clear, actionable strategies. In this article, they share three key things every Amazon seller should keep in mind as we head into Q4 — practical insights designed to help you maximize results during the busiest season of the year. - Caitlin and Brian

The 4^th quarter (Q4) can be one of the most exciting times of the year for Amazon sellers and also one of the most overwhelming. If it’s your first time going through it, you might feel like you should completely change how you run your business to keep up with the chaos.

Here’s the thing: you don’t need to overhaul everything. In fact, what usually wins in Q4 is steadiness, not panic. The same systems you have been building all year will carry you through the rush. What follows is our advice based on experience and observation. These aren’t hard and fast rules, but they are three reminders we have found helpful when preparing for Q4.

1. Business as Usual with One Exception

The temptation is to throw out your normal plan and chase whatever looks hot. But if you have been working a replen model, the best thing you can do is stick with your regular routine. The one tweak worth considering: look at your top performers, that top 20 percent of your catalog, and increase your inventory 10 to 20 percent. This gives you a cushion so you don’t run out of your best sellers right when demand spikes.

Timing matters here. Aim to get that extra inventory into Amazon by the first week of November. If you wait until Thanksgiving or later, there is a very good chance it won’t be checked in and available for the main holiday shopping rush. Give yourself the margin of safety now so your inventory is live when buyers are most active.

Think of it as giving yourself breathing room. You don’t need to double down on everything, only the products that have already proven themselves. That way, when the big surge hits, you have your best players on the field.

2. Keep Sending Inventory

Usually in early December, Amazon will start sending emails that sound like: “Stop sending in inventory!” Those messages are meant for sellers who only jump in for Q4 with seasonal products. If you are a year-round seller, don’t freeze up. Keep your regular shipping cadence.

Yes, plan for longer check-in times (they are common this time of year), but don’t let that stop you from replenishing. The real danger is your inventory getting stuck on the sidelines because you hesitated. Keeping shipments steady keeps your catalog alive and your sales moving, even while Amazon sorts through the Q4 flood.

3. Expect the Dip, Then Ride the Wave

One of the biggest surprises for first-time sellers is what happens around December 22 through January 1. Sales often fall off a cliff. That’s not you doing something wrong, it’s just how buyers behave. People are traveling, gathering with family, eating and telling stories, watching football, and stepping away from their normal routines. Our tip? When everyone else takes a breather, give yourself permission to do the same. Orders will slow way down, and that’s your chance to recharge before January comes roaring back.

But here is the part many sellers miss: once the holidays are over, people come back with gift cards and Christmas cash in hand. And a lot of those redemptions happen on Amazon. January can be one of the stronger months of the year, and that wave can run into February. If you are stocked and ready, you will catch it while others have already sold out.

That’s our take. It’s not about chasing shiny objects or reinventing your whole playbook. It’s about staying steady, keeping your shelves filled, and being ready to ride the wave into the new year.

By Brian & Robin Joy Olson – eCommerce Coaches, content creators, and co-authors of P.A.T.H., a book for Amazon sellers building sustainable businesses. Learn more at officialolsons.com