In todays blog we are looking at one of the most important decisions of Q4 – when to send your final shipments into Amazon before Christmas. This can make a significant difference to how well you finish the year. Sending stock into Amazon too late means it will not check in on time and Sending too much stock too late means you risk carrying leftover units into January when prices and demand fall sharply.
There is no perfect fixed date, but there is reliable guidance based on how Amazon is currently performing.
What Happened Last Year
Last year I sent some decent Q4 items into Amazon as late as 18 December. They were checked in and selling by 21–22 December, which was cutting it very close. It worked, but it relied on fast check in times. This year, check in times are slower, its taking over a week for some of my stock to check in. Because of this, you cannot rely on the same last minute approach as previous years.
Recommended Final Shipment Window
Based on current performance, the safest final shipment window for Q4 stock is:
12th December (give or take one day)
This allows for:
- Stock to arrive at your prep centre on 12 December
- Same day or next day prep
- Dispatch to Amazon immediately
- A check in window of around one week
If everything runs on this timeline, your products should be checked in around the 19th, leaving a few days for late Christmas shopping demand. If you leave it too late, even by a couple of days, you risk missing the Christmas window entirely.
How to Think About Stock Levels Now
In early November, the approach was to go deep. The strategy was to maximise volume because the demand curve was rising and Q4 was in full momentum. Now the focus shifts, now we are entering the final stretch, you should:
- Still target strong Q4 items
- Avoid going overly deep
- Prioritize fast selling items
- Avoid speculative items
After Christmas there is still some demand, but prices fall and sales slow down. If you over buy now, you can be left holding significant amounts of stock that no longer commands Q4 pricing.
The key is calculated purchasing, not aggressive purchasing.
Why Timing Matters
Getting your shipments in at the right time means:
- You hit peak Christmas demand
- You avoid missing the sales window
- You reduce risk of carrying large Q4 leftovers
- You transition smoothly into Q1
- You avoid liquidating products at reduced margins
- You stabilise your cash flow going into January
You want momentum going into the new year, not a backlog of Q4 inventory that drains capital.
Final Thoughts
It is difficult to give an exact date because Amazon’s performance fluctuates. However, based on current check in times, 12–13 December is the safest cut off for sending your final Q4 shipments. You can take the risk and send stock later, but this guidance is based on getting units checked in reliably before Christmas.
Be smart with your quantities, keep your prep centre moving quickly, and make sure your final Q4 purchases align with realistic check in timelines. This approach gives you the best chance of maximising Christmas sales without carrying unnecessary stock into January.
