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Holiday sales spice up the ecommerce landscape with festive moods and shopping splendor.

As the calendar pages turn, each date brings a new opportunity for Amazon sellers to sparkle in the marketplace. From the heartwarming exchanges of Valentine’s Day to the year-end cheer of the December holidays, this period is more than just a series of dates.

Let’s unwrap the secrets of maximizing these crucial holiday sales, offering a treasure trove of strategies, insights, and tips to elevate your Amazon store to new heights of success. 


Understanding the Landscape of Holiday Ecommerce Sales


As shoppers increasingly turn to digital storefronts for their festive purchases, more and more sellers have taken advantage of holiday ecommerce sales to attract customers

One notable trend is the extension of sale periods. Gone are the days when best holiday sales were confined to a single day like Black Friday. Now, these events stretch over weeks, offering ample opportunities for sellers to attract and engage with customers. 

This extended sales period not only alleviates the rush but also allows for strategic marketing and inventory planning.

Data cited by Namogoo says seven out of 10 millennials actively seek out discounts before deciding to buy a product. In addition to that, nearly half of consumers tend to avoid brands that do not provide promotional deals or implement discount holidays.

Psychology of Discounts Statistics (Source - Namogoo)
Psychology of Discounts Statistics (Source – Namogoo)

These numbers only go to show why sellers must not take holiday ecommerce sales for granted. In fact, making the most out of Amazon holiday sales is a smart strategy to rake in income and boost your business.


Key Dates and Amazon Holiday Sales Trends


Here’s a rundown of Amazon holiday sales per quarter as per Amazon Ads’ retail holiday calendar.

As you read through this article, take note of any upcoming seasonal holidays that you could take advantage of.




Valentine’s Day (February 14)

This day is a tribute to love and affection, where people commonly exchange gifts like chocolates, flowers, and other tokens of affection with their significant others.


International Women’s Day (March 8)

This day honors the diverse achievements and contributions of women globally, encompassing cultural, political, and socioeconomic aspects.


Easter (March or April)

Easter sales typically involve Easter eggs, an array of chocolates, sweets, and various gifts.




Mother’s Day (May 12)

This day is dedicated to celebrating mothers, maternal figures, and their impact on society. It’s widely celebrated across the globe, often in March or May, with gift-giving as a common practice.


Children’s Day (June 9)

Annually celebrated, Children’s Day focuses on the importance of children’s rights, education, and welfare.


Father’s Day (June 16)

This day is set aside to honor fathers, paternal bonds, and the role of fathers in society. The tradition of giving gifts is prevalent, with preparations for the day starting weeks in advance.




Back to School (July – August)

Shopping for school supplies and apparel peaks in the lead-up to students returning to school.




Halloween and Día de Muertos (October 31 – November 2)

Celebrated on October 31st, the eve of the Western Christian feast of All Hallows’ Day, this festive occasion is marked by traditional activities such as dressing up in costumes, trick-or-treating, and hosting costume parties.

The Day of the Dead, or Día de Muertos, is a two-day observance in Mexico, taking place on November 1st and 2nd, where families come together to honor and remember their deceased loved ones.


Thanksgiving (Fourth Thursday of November)

Families and friends come together to express their gratitude, often marked by a sizable get-together and a shared meal.


Black Friday and Cyber Monday (Friday and Monday After Thanksgiving)

A four-day-long sales event is usually the time for the biggest Amazon holiday season sales in the US. These shopping holidays can mark the start of the Christmas shopping season. 

In some countries, this event is known by different names, and the celebrations are extended beyond the typical four-day period.

Marketers have also coined the term Cyber Five, which encompasses Thanksgiving Day, Black Friday, Small Business Saturday, Cyber Sunday, and Cyber Monday.

Though official sales reports from Cyber Five are yet to be publicized, projections cited by eMarketer say Cyber Monday was expected to surpass $13 billion in online sales in the US, while Black Friday was set to exceed $10 billion for the first time.

Without a doubt, these holidays are among the biggest holiday sales at Amazon.

US Cyber Five Eccomerce Sales 2023 (Source - eMarketer)
US Cyber Five Eccomerce Sales 2023 (Source – eMarketer)

End of year holidays (December 24 – January 1)

The holiday season spanning December 24th to January 1st encompasses the transition from the year’s end to the start of a new one. 

This festive time is filled with various celebrations, including major events like:

  • Christmas Eve (December 24)
  • Christmas Day (December 25)
  • New Year’s Day (January 1)


Characterized by shopping deals, the exchange of gifts, and joyful gatherings with loved ones, this period is a highlight of festive merriment and togetherness.

Related content: How to Prepare for Q4 Sales


Preparing for Holiday Sales: Strategies for Sellers


Now, let’s tackle a question many Amazon sellers are asking: How do I prepare for holiday sales?

Here are a few strategies and actionable tips for sellers to maximize sales during Amazon holiday season sales.


Amazon Exclusive Holiday Bundles


Bundling complementary products creates a value proposition for customers. For instance, a skincare brand could bundle a moisturizer, cleanser, and toner. On Amazon, you can create these bundles as unique listings, emphasizing their exclusivity and holiday theme.

  • Actionable Tip: Use Amazon’s promotion tools to offer discounts on these bundles during the holiday season.


Amazon Lightning Deals


Lightning Deals are time-bound promotional offers on Amazon’s Deals page. They are excellent for increasing sales velocity and clearing inventory. During the holidays, these deals can attract deal-hungry shoppers.

  • Actionable Tip: Schedule these deals around key holiday dates to maximize visibility and sales.


Holiday Gift Guides on Amazon


Gift guides are a great way to assist customers in their holiday shopping. You can create guides like “Top Gifts for Tech Lovers” or “Holiday Gifts for Mom” featuring your products.

  • Actionable Tip: Use Amazon A+ Content to enhance your product listings with holiday-themed images and descriptions.


Here’s an example of a Holiday gift guide by Burt’s Bees. The selection featured a few categories: stocking stuffers, favorite gifts, and self-care gifts.

Related content: Amazon Wish Lists for Sellers

Burt’s Bees Holiday gift guide screenshot from Amazon
Burt’s Bees Holiday gift guide screenshot from Amazon

Amazon Email Campaigns


Amazon allows you to send emails to your followers. These can be used to promote your holiday deals, new product launches, or exclusive bundles.

  • Actionable Tip: Segment your email list and send personalized holiday offers based on past purchasing behavior.


Influencer Marketing via Amazon Live


Influencers can showcase your products in action, which is persuasive during the holiday season. They can host live sessions demonstrating product use and answering real-time questions.

  • Actionable Tip: Choose influencers who align with your brand and have them demonstrate the use of your products in a holiday setting.


Enhanced Brand Loyalty Rewards


Rewarding loyal customers can encourage repeat purchases. Offer exclusive holiday discounts, early access to new products, or additional loyalty points.

  • Actionable Tip: Create promotions for repeat customers. In Seller Central, go to the “Advertising” tab and select “Promotions.” Create special promotions such as percentage off, buy one get one, etc., targeting customers during holiday sales.


Amazon Gift Wrapping Options


Offering gift-wrapping services adds convenience for holiday shoppers. Providing this service can enhance the customer experience, and also position your products as ready-made gifts, potentially boosting your holiday sales.

  • Actionable Tip: Highlight the availability of gift wrapping on your product pages and during the checkout process.


Amazon Social Media Integration


Amazon Posts is a relatively new feature that allows brands to create content similar to social media posts. These can be used to engage with customers directly on Amazon.

  • Actionable Tip: Share holiday-themed posts regularly and link them directly to your Amazon listings.

Here are examples of posts by Yogi Tea on Amazon:

Yogi Tea Amazon post screenshots
Yogi Tea Amazon post screenshots

New Year’s Resolution Products on Amazon


Capitalize on the New Year’s resolutions trend by marketing products that align with common goals like fitness, wellness, or organization. By strategically aligning your offers with these popular resolutions, you can continue to drive holiday sales well into the new year.

  • Actionable Tip: Create a dedicated section in your Amazon Store for New Year’s resolution products and promote it as the year ends.


The Bottom Line


Amazon holiday sales are more than just a series of sales events; it’s a sentiment. That said, here are a few sure-fire ways to use it to your advantage: 


  • Infuse the festive spirit into your marketing and customer interactions.
  • Personalize your approach to make each customer feel special, whether it’s through tailored recommendations or thoughtful holiday messages.
  • Keep an eye on emerging trends, be it in product preferences, shopping behaviors, or technological advancement.


The key to success lies in understanding the nuances of holiday sales and leveraging Amazon’s robust platform to your advantage. Share stories, celebrate customer experiences, and foster a sense of belonging. This emotional connection can turn one-time buyers into loyal brand advocates.



Carla Bauto DeñaCarla Bauto Deña is a journalist and content writer producing stories for traditional and digital media. She believes in empowering small businesses with the help of innovative solutions, such as eCommerce, digital marketing, and data analytics.

Esteban MunozEsteban Muñoz is a content writer with several years’ experience in digital marketing and eCommerce. Esteban and the AMZ Advisers team have been able to achieve incredible growth on Amazon for their clients by optimizing and managing their accounts, and creating in-depth content marketing strategies.

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