Grow Seasonal Sales on Amazon in 2025 โ What Changed and Why It Matters
Seasonal selling on Amazon has always been a high-stakes game. But 2025 is different, and brands that rely on โlast yearโs playbookโ will likely miss out on some of the most significant retail opportunities in Amazon history.
Three major shifts are reshaping the way sellers must plan for peak sales windows:
- Longer retail event windows
- Prime Day is no longer just two days; Amazon stretches the impact with early access deals, extended coupon runs, and follow-up promotions.
- Octoberโs โBig Deal Daysโ (introduced in 2023) have become a semi-annual Prime Day, forcing brands to prepare earlier.
- European markets, such as Germany and the UK, have adopted extended holiday deal windows leading up to Christmas.
- New promotion fee structures
- Amazon has adjusted coupon and Lightning Deal fees in 2025, making ROI analysis more critical than ever. Deep discounts arenโt always the answer; strategic offers matter more than blanket promotions.
- Earlier planning windows
- Submission deadlines for promotions and FBA inbound cutoffs are moving forward; waiting until โthe last minuteโ is a recipe for missed visibility. Brands that map 90-day seasonal action plans are the ones seeing outsized growth.
For eCommerce leaders managing $1Mโ$50M in annual revenue, the stakes are high. Youโve invested in inventory, creative, and operations, but without a proactive plan, seasonal sales can stall. The following framework is a 90-day roadmap to grow seasonal sales on Amazon in 2025.
Seasonal Amazon Sales Calendar: Build a 90-Day Growth Plan
Identify Key Seasonal Events for Amazon Sales Growth
Your seasonal calendar should be the backbone of your strategy. For U.S. brands, the non-negotiable peaks are:
- Prime Day (July)
- Big Deal Days (October)
- Black Friday โ Cyber Monday (BFCM, late November)
But seasonality depends heavily on the marketplace you sell in:
- Canada: Strong holiday sales window, with Boxing Day (December 26) rivaling BFCM in importance.
- Europe (UK, Germany, France): Longer holiday shopping periods, with Christmas and January clearance events extending well into Q1.
- UAE & Middle East: Ramadan and Eid sales peaks, plus growing adoption of Black Friday (โWhite Fridayโ in regional markets).
Pro Tip: Map backward from each marketplaceโs submission deadlines and FBA cutoff dates. Missing those is the #1 reason brands lose seasonal share despite having inventory.
Prioritize Products with a โSeasonal Growth Ladderโ
Not every SKU deserves equal budget. Build a three-tiered ladder:
- Seasonal Heroes โ Bestsellers with proven demand spikes. (Example: eco-friendly cleaners in spring, giftable bundles during BFCM.)
- Giftable Support โ Secondary SKUs that benefit from halo demand.
- Clearance Movers โ Older inventory you can discount heavily to free up space.
This segmentation ensures ad spend and inventory are aligned with strategic revenue drivers, not spread too thin.
Inventory and Capacity Management to Grow Seasonal Sales on Amazon
Forecast Demand and Prevent Stockouts During Peak Events
Stockouts kill seasonal momentum. Worse, they tank ranking, forcing brands to pay twice - first in lost sales, then in recovery spend.
Best practices for 2025:
- Analyze past seasonal velocity using Amazon BI dashboards and historical event reports.
- Use Amazonโs Capacity Monitor to secure inbound slots before cutoffs.
- Build reorder lead-time buffers - especially critical when shipping cross-border into Europe or Canada, where customs clearance adds variability.
SalesDuoโs BI dashboard enables clients to forecast with SKU-level precision, allowing them to scale inventory without overextending their cash flow.
Best Promotions to Grow Seasonal Sales on Amazon
Coupons vs Discounts vs Lightning Deals for Seasonal Sales Growth
Amazonโs promotion landscape in 2025 demands sharper math.
- Coupons: Great for traffic-driving. Visible in search results and PDPs. Average redemption rates hover at 10โ15%, with low incremental fees.
- Discounts: Ideal for margin protection. Percentage-off deals allow you to control thresholds without overcommitting.
- Lightning Deals: High visibility but expensive. Use only for Seasonal Heroes where incremental exposure outweighs fees.
Worked Example (2025 fee math):
A $20 item with a $2 Lightning Deal fee requires a 15% sales lift just to break even. Without careful SKU selection, youโre subsidizing Amazon, not growing profit.
Timing Promotions to Maximize Seasonal Amazon Sales Growth
Promotions only matter if shoppers see them.
- Submit deals at least 6โ8 weeks in advance.
- Stack coupons during the peak days of each retail window.
- Align promotions with ad pushes; donโt separate the two.
Lesson learned: Brands that staggered coupons + ads during Big Deal Days 2024 saw 2ร higher incremental ROAS than brands that ran them separately.
Amazon Ads Strategy to Grow Seasonal Sales
Sponsored Products for Seasonal Conversion Growth
Sponsored Products remain the workhorse. Use a funnel approach:
- Auto campaigns โ Harvest seasonal keywords.
- Broad match โ Expand to related terms.
- Exact match โ Scale proven keywords.
Allocate incremental budget during seasonal peaks. If you normally run $50/day, plan $200/day for Seasonal Heroes during BFCM.
Sponsored Brands Video to Drive Discovery and Seasonal Sales Growth
In 2025, Sponsored Brands Video commands top-of-search slots. For seasonal growth:
- Use seasonal messaging (โHoliday Bundle,โ โSpring Refresh,โ โGift for Dadโ).
- Drive traffic to updated Brand Stores with seasonal landing pages.
- Keep videos short (15โ30 seconds) with bold product benefit callouts.
Sponsored Display for Retargeting and Seasonal Revenue Growth
Seasonal buyers browse heavily before purchase. Retargeting is critical:
- Retarget PDP viewers within 7โ14 days.
- Layer cross-sell (customers who buy Item A are shown Item B).
- Upsell bundles during gifting windows.
Example: A customer browsing eco-friendly multipacks could be retargeted with gift bundles designed for the holidays.
Dayparting Campaigns to Maximize Seasonal Amazon Sales Growth
Amazon Marketing Stream now provides hourly conversion data. Use it.
- Identify top converting hours during seasonal events.
- Shift up to 70% of the budget into those windows.
- Cut waste in overnight slots where ACoS spikes.
SalesDuoโs BI dashboard automates this, ensuring dollars flow where intent is hottest.
Optimize Listings and Brand Store to Grow Seasonal Sales
Seasonal Listing Optimization Checklist for Growth
Listings are the foundation. Before every seasonal event:
- Update titles and bullets with seasonal use cases (โHoliday Air Freshener,โ โSpring Cleaning Kitโ).
- Refresh A+ content with giftability or seasonal imagery.
- Run A/B tests two months before events so winners are live during peaks.
Brand Store Holiday Pages to Capture Seasonal Amazon Sales Growth
Your Amazon Brand Store is your storefront. In 2025, Amazonโs Featured Deals widget makes seasonal navigation easier:
- Build holiday gift guides (e.g., โEco-Friendly Gifts Under $25โ).
- Create seasonal navigation tabs for events like Prime Day and BFCM.
- Highlight bundles and promotions in above-the-fold placements.
Measure Seasonal Sales Growth on Amazon
Track Seasonal Keyword Performance to Drive Growth
Amazon Search Query Performance data reveals which seasonal terms are spiking.
- Add high-ROAS seasonal terms to manual campaigns.
- Negate irrelevant terms that drain the budget.
- Track share of voice for branded vs non-branded queries.
Seasonal Event Reporting Pack for Amazon Sales Growth
After every event, build a reporting pack to evaluate success. Core KPIs include:
- Share of Voice (SOV): Did your brand win visibility vs competitors?
- New-to-Brand (NTB) Share: What % of buyers were first-time customers?
- ROAS: Did event-driven spend deliver profit, not just volume?
- Post-Event Halo Sales: Did incremental traffic sustain momentum after the event?
SalesDuo delivers event recap dashboards, helping brands turn insights into next-quarter strategies.
Final Thoughts: Growing Seasonal Sales on Amazon in 2025
Seasonal events are no longer just โpeaksโ; theyโre extended growth opportunities. But growth isnโt automatic.
Brands that win in 2025 will:
- Build 90-day action plans anchored to seasonal calendars.
- Forecast and stage inventory to meet demand without stockouts.
- Choose promotions strategically, not reactively.
- Structure ad funnels around seasonal intent.
- Optimize creative to capture giftability and seasonal relevance.
- Track the right metrics, not vanity numbers.
With SalesDuo, brands unlock BI dashboards, ad execution, and creative services that align every piece of this puzzle, ensuring seasonal sales growth is sustainable, not just seasonal.
Schedule a call with a SalesDuo Amazon Expert to build your 90-day seasonal growth plan today.
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About the Author
Divya Mincheri, a detail-driven product manager, blends user empathy with strategic precision to craft intuitive, results-oriented solutions. Rooted in marketing, she transforms user needs into seamless, functional experiences. Focused on impact, she believes in balancing big-picture thinking with meticulous execution.
