Marketplace Growth
Seasonal Listing Refresh Playbook
Oct 21, 2024 | 6 min read | Marketplace Strategy Desk
How to refresh listings before peak campaigns without disrupting ranking momentum.
Seasonal refreshes work best when they are surgical. Keep your proven listing structure intact and update only high-impact elements like hero imagery, first two bullets, and seasonal offer framing.
Roll out changes in controlled batches across similar SKUs. This makes it easier to isolate what improved conversion and prevents catalog-wide drops if a new message underperforms.
Monitor query coverage, click-through rate, and unit session percentage together. Seasonal creative should increase conversion while preserving discoverability across core non-seasonal keywords.