Luggage is a considered, high-involvement purchase, one that consumers make infrequently but with intention. Trolleys, travel bags, school bags, duffle bags, laptop bags, handbags, purses, suitcases, etc., all fulfill different customer needs, therefore the timing and purpose of purchases differ depending on the category.

However, notable surges are seen during holiday seasons i.e., during summer/winter breaks and sessions starts around May-Aug. Nonetheless, this does not limit luggage purchasing to a seasonal influx, rather these are the peak periods where the brand must optimise their strategies the most. 

In this blog, we cover how brands in the luggage and travel accessories industry should approach their marketing and strategy to increase revenue on Amazon. 

What are the key focus areas for a luggage brand?

Even when the intent to purchase is strong, customers will still compare because in the luggage category, product quality is of paramount significance, closely followed by brand reputation. 

However, here’s the critical insight: no matter how good your product is, if your listing isn’t equally strong, you’re likely to lose that sale.

Product Images and Videos

This is for listing features and specifications of your product. Here, you can talk about the explicit details that your consumer wants to know in an easy to consume manner.

• Use high-resolution images and videos to highlight features clearly. From UPC barcodes to professional product imaging, mastering Amazon product imaging is crucial for unlocking explosive growth.  
• Focus on specifics that matter to your audience, e.g., suitcase height, shade of the purse, number of compartments, zipper type, material finish, etc.
• Ensure visuals are clean, well-lit, and provide context (e.g., lifestyle shots or product in-use scenarios). 
• Without policy-compliant listings, even the best strategies can fall flat as Amazon may suppress them altogether.

A+ and Premium A+ Content

Next in line comes your A+ listings, even better if you have A++ unlocked. This is your zone to not list talk about what you’re offering rather how well you are offering it. In short, here users seek what value will your product add in their lives and why should they choose you over anyone else. 

• Shift your content focus from ‘brand speak’ to ‘buyer speak.’ For a shopper on Amazon buying a ‘ladies sling bag’ or ‘ladies purse,’ showcase how it complements their fashion or elevates their personal style. 
• Use catchy taglines, engaging visuals, comparison modules, and clearly communicate your Unique Selling Point (USP). For a ‘travel organizer bags’ or ‘cargo bags,’ show how the ‘lightweight design’ makes travel easier, ‘extra compartments’ keep things organized, or ‘scratch resistance’ keeps the bag looking new.

Why are your competitors on top and not you?

Whether you are launching your business on Amazon just now, or have been on Amazon Seller Central for some time now, analysing your competitors is a necessity. Take a look at the leading Luggage brands on Amazon in 2025 like Samsonite, Safari, VIP Bags, Skybags, and American Tourister and more importantly their products and what they do differently. 

When you know their top selling products, compare it with your best seller (or to-be best seller). Is it the difference between the product image, or the angle, or the quality of the shot. Or are there any keywords they have included in their listings and not us? 

Amazon has increasingly being used as a research platform. Searches on Amazon begin from: 

• ‘Cabin size bags,’ then move to,
• ‘Cabin bags 7 kgs’
• ‘Cabin bags 7 kgs with wheels’
• ‘Carlton cabin bags’ or ‘Safari cabin bags’ or ‘VIP cabin bags’
• ‘Carlton cabin bags black colour’ 

Despite being priced higher, if your competitor’s sales are high, check their product reviews, analyze if it is because of branding or their ad performance. Find the gap and then position your product stronger. 

Why your Amazon advertising strategy might be failing? 

A common mistake that many businesses make during their advertising is not focusing on how your customers may be searching for your product. This is not a ‘UNO card game’ or ‘Monopoly Board Game’ that users know what they’re looking for. Here, the buyer comes with a mindset to view a certain number of products before making a decision. Often, the purchase does not happen on the same day, rather on a later date after careful consideration with associated members of the family etc. That is why your advertising needs to revolve around establishing trust and enhancing brand recall. 

One key change in your strategy should be that you equalise your product page bud with top of search bidding. You may not be in the top 5 products that appear but luggage buyers screen that ‘Compare with similar items’ or ‘Customers who bought this also see’ or ‘Similar products’ or the ‘Comparison Tables’ before paying for a high value item. Allow customers to browse and explore your brand on product pages. So, when the time comes to buy, they think of your brand only.

When it comes to keywords, don’t limit yourself to direct terms. Bid on indirect keywords as well such as ‘travel friendly,’ ‘light weight,’ ‘compact suitcase,’ etc. Moreover, use long-tail keywords for Exact Match like ‘durable carry-on for business travel’ to capture high intent searches. 

A word of caution: check its search volume through Helium 10 to know if the keyword is in trend during the time you’re planning to be on it. 

• Track your TACoS (Total Advertising Cost of Sales) consistently instead of just ACoS (Advertising Cost of Sales) to see the bigger picture. 
• ACoS helps you understand the efficiency of your ad spend at the product level.
• TACoS reflects how your ads are driving overall growth, including organic sales impact.

By aligning both, you’ll gain deeper insight into how advertising contributes to long-term profitability. 

How to optimize for sales or peak periods?

Your potential customers are actively looking for ‘best luggage deals’ or ‘luggage bags on sale’ owing to the high ticket value of purchases. Amazon Summer Sale, Amazon Great Indian Festival, Amazon Prime Day, or even Black Friday Deals provide exciting opportunities for buyers to get their favourite or ‘wishlisted’ bags/luggages at lower prices. Since luggage purchases often happen at a later timeline, it is important that your offer or deal must entice your customer to hit the Move to Cart button. 

Ensure you offer them a decent discount in price without hurting your banks. An ideal range would be between 10-15% for travel friendly large bags, 10-30% for smaller casual daily usage bags like handbags, children bags, tote bags, and 10-20% for fashionable bags and purses. However, depending on the sale’s upper limit, change your discounting strategy in real-time, based on how much your product is selling or not. Divide the sale period into three halves and adjust your discounts the following way:

• Part 1: Mid-range discounts. Just enough to tempt potential buyers, not too much to cut into margins. 
• Part 2: Lighter discounts. The hype is up but this period sees a dip in urgency. Buyers here are exploring and waiting for the right deals to strike. 
• Part 3: Maximum discounts. It’s the equivalent to last-day in-store sale which practically leaves no space to stand.   

These deals work only when your inventory is stocked up before the peak sales period. Compare Amazon FBA and FBM and choose the right fulfillment model for your products. 

What’s different about growing it in 2025? 

In 2025, the landscape of digital marketing, especially within the luggage and travel accessories sector, has undergone significant transformations. Here’s a breakdown of what’s changed, what’s emerging, and how to adapt:

Keywords Language

In 2025, the style and language surrounding products like luggage have evolved alongside modern living trends. With more bold, innovative designs and cutting-edge features becoming available, the terminology has also shifted to reflect this. If your audience is Gen Z or the new age kids, make sure to use equivalent lingo to tap into their sentiments. Words like ‘travel flex,’ ‘sustainable chic,’ or ‘minimalist vibes’ can connect more effectively with these groups.

Answer Engine Optimization

AI is everywhere. With ChatGPT, Perplexity, Meta AI and more researching and collating data within micro-seconds, it is important that your listings are optimised in such a way that it is picked up by Answer Engines. By structuring your product listings and descriptions to directly address common buyer queries, you improve the likelihood of your brand appearing in AI-generated answers

Reality Shows and Social Media

A luggage brand’s appearance on a reality show like Shark Tank can steal the spotlight leading to heightened brand awareness and instant credibility. Viewers often take to platforms like Instagram, Twitter, and Facebook to discuss products and brands they see on the show. Leveraging the momentum from such appearances by engaging on social media is essential for visibility. 

What to do next?

The luggage category is one of the best selling products on Amazon. At RB2F, we’ve partnered with brands in almost all categories to drive incremental growth. An example is our work with top Amazon Seller, Harrison Bags, a heritage brand in the luggage industry. When they faced challenges with inventory control, negative reviews and advertising monitoring, we implemented targeted optimisation strategies. As a result, we achieved 200% MoM growth, a monthly run rate of ₹1.5 crore, and helped them secure the coveted Amazon Best Seller Rank #1. 

If you’re looking for an agency to deliver consistent growth for your brand, partner with us. We leverage our data-driven approach, strategic insights, and hands-on experience to unlock your brand’s full potential in the ever-evolving eCommerce landscape.