[Event Recap] Peak Season Strategies with Anthony Nguyen

In this Peak Season Masterclass, Anthony Nguyen shared his data-driven framework for balancing conversion rate, organic rank, and profit margins; especially leading up to Amazon’s Black Friday Cyber Monday (BFCM) events.

His core message was simple but powerful (concise paraphrasing) :

“Don’t chase sales. Chase profitable sales. Conversion rate fuels rank, and rank fuels sustainable growth.”

00:04:28 – 00:04:47 | Anthony Nguyen

“Whether you even should participate in these events — there’s a time and place for it. You don’t have to. There are reasons behind it. You shouldn’t just do it because everyone else is. At the end of the day, we’re running a business, and we want to make net profit out of it.”

00:04:47 – 00:04:53 | Anthony Nguyen

“If we get out of that as a negative net profit, there’s absolutely no reason why you should even run it.”

00:04:53 – 00:05:15 | Anthony Nguyen

“You have to think about Black Friday and Cyber Monday as a sequence, not just the event day itself. There’s always a pre-event, then the event itself, and after that the post-event. We’ll break each phase down and see what changes in the KPI side.”

00:05:48 – 00:06:04 | Anthony Nguyen

“Conversion rate is basically king — and how we use conversion rate is what gives us the upper hand when it comes to ranking during those timelines, before, during, and after the event.”

00:06:09 – 00:06:28 | Anthony Nguyen

“We’ll see how everything ties to conversion rate through the graphs and charts — and how small movements there ripple through rank and profit. Once we understand the timeline and the strategy, we’ll look at what levers we can actually pull. It’s all about whether we push or protect profit — that’s the real game at the end of the day.”

00:06:39 – 00:06:54 | Anthony Nguyen

“What’s our main goal for the Amazon event? Like I said, we want to maximize our net profit, not just sales. From there, we decide whether we should participate or not.”
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Katherine Yalong : How many days do you recommend to drop the price before the event?

Anthony: Context from deck example (not a direct Q&A line):

“So, about 10 days before, they dropped the price… take a look at the blue line, look what’s actually happened to it.”

⏱️ 00:28:40 – 00:28:49 (verbatim; example timing, not a prescriptive rule in Q&A)

Katherine Yalong : How much % is the ideal dropped price before the event?

Anthony:

“There’s no percentage — it all depends on competitors. You can’t just say, ‘oh, drop it ten percent.’ It’s about how much it takes for your conversion rate to move.”

⏱️ 00:47:21 – 00:47:29 (verbatim)

Katherine Yalong : Is it recommended to do a sale/slashed price or just reduce the “your price”?

Anthony:

“…so the price itself, is it slashed price… it’s on its own, or you’re just running a deal or a coupon.”

⏱️ 00:24:38 – 00:24:46 (verbatim)

Julian Miller : Does this affect your BFCM deals — will Amazon make you reduce your deal price?

Anthony: Related context on badges, not a direct eligibility answer:

“In my opinion, probably better to have an Amazon’s Choice badge than the Black Friday, because everyone has that badge now.”

⏱️ 00:45:40 – 00:45:45 (verbatim; about badge value/saturation)

Julian Miller : I’ve heard dayparting can damage your place in the auction. Better to reduce bids rather than pause?

Anthony:

“Bid will drive placement… budget will prevent you from making too much money on a certain placement… If you limit Top of Search… the rest can only run on product pages.”

⏱️ 00:48:56 – 00:49:30 (conceptual paraphrase; supports “reduce/shape” over hard pause)

Mike Todorov : Lowest price requirement / PED implications if we drop price pre-event?

Anthony:

“Price, badges, or coupon — any one of those three will drive conversion rate… If people feel like they’re getting a deal… you will get people to buy your product.”

⏱️ 00:24:03 – 00:24:25 (concise paraphrasing)

Mark Meyerson : How can we be sure CVR is a main ranking driver? Isn’t the algo more sophisticated?

Anthony:

“Conversion rate is basically king… during those timelines of the pre, the event, and then the post.”

⏱️ 00:05:48 – 00:06:04 (verbatim)

​Elias Tiong: If #1 isn’t realistic, is aiming for Top-5 or Top-10 still worth it?

Anthony:

“Not everybody is going to be top position… if you sell a garlic press, people are buying in the top 3… even if you look at this… jewelry, you might be right in the middle and be just as happy… So I’m gonna run my ads to make sure that I’m there, middle of the page.”

⏱️ 00:49:54 – 00:50:43 (verbatim)

⏱️ 01:04:48 – 01:05:01
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