Amazon Big Spring Sale 2025: Everything Brands Need to Know to Maximize Sales

Spring is almost here! Shoppers are clearing out winter clutter, refreshing their routines, and gearing up for outdoor adventures. They’re looking for spring cleaning essentials, beauty upgrades, and warm-weather gear—and they’re heading to Amazon to find them. To kickstart Q1, Amazon launched its first-ever Big Spring Sale in 2024. Because it’s a new event, the turnout was 28% of U.S. consumers—a strong start, but with plenty of room to grow. With Amazon backing the sale through paid media, merchandising placements, and a dedicated event page, this year’s turnout could be even bigger. Now is the time to prepare. Here’s what you need to know to make the most of it.

What is Amazon’s Spring Sale?

Amazon’s Big Spring Sale is an annual event featuring discounts on seasonal products. Unlike Prime Day, which is exclusive to Prime members, this sale is open to all shoppers, making it a great time for brands to attract a wider audience. With Amazon backing the event through dedicated promotions, it’s a prime opportunity to boost sales.

What Days are the Amazon Big Spring Sale?

The Amazon Big Spring Sale dates are from March 25 to March 31, 2025. During this time, shoppers will find deep discounts across multiple categories, and brands will benefit from increased traffic and conversions.

How Long is Amazon’s Big Spring Sale?

The event lasts seven days, giving brands a full week to engage shoppers looking for seasonal essentials. To take advantage of the sale, brands need to submit their deals ahead of time to ensure placement in Amazon’s promotional materials.

What Happened During Amazon’s Big Spring Sale 2024?

Amazon’s first-ever Big Spring Sale in 2024 introduced a new seasonal shopping event aimed at both Prime and non-Prime customers. While it didn’t reach the sales volume of Prime Day or Black Friday, it provided key insights into consumer behavior, category performance, and how brands can optimize their approach for future events.

Key Performance Insights: Essentials Outperformed High-Ticket Items

Unlike Prime Day, which often sees a surge in big-ticket purchases like electronics and appliances, the Big Spring Sale 2024 was more focused on everyday essentials. Shoppers prioritized affordable, frequently used products over luxury or high-priced items. This shift suggests that consumers viewed the event as an opportunity to stock up on necessities rather than make major investments.

• The average number of items purchased per shopper was six—one fewer than the average during Prime Day.
• Big-ticket categories like home appliances, high-end electronics, and furniture saw lower engagement.
• More shoppers focused on seasonal essentials, such as clothing, beauty products, and outdoor goods.

This trend indicates that consumers are price-conscious during the early months of the year, potentially due to post-holiday budgeting. Brands selling luxury or expensive products may need to rethink their strategy for this event by offering deeper discounts or bundling products to make purchases more appealing.

Category Trends: What Sold Best?

In 2024, several key categories stood out as top performers:

• Health & Beauty (51% of shoppers purchased in this category)
  • Bestsellers included skincare, haircare, vitamins, and wellness products.
  • Lower price points and everyday use made these items an easy purchase decision.
• Fashion & Apparel
  • Spring and summer clothing performed well, aligning with seasonal trends.
  • Shoppers gravitated toward casual wear, activewear, and accessories rather than luxury fashion.
• Home & Garden
  • Storage solutions, cleaning products, and home organization tools were popular.
  • Gardening supplies and outdoor furniture saw moderate success, likely due to the transition into spring.
• Sports & Outdoors
  • Equipment for hiking, camping, and fitness showed strong demand.
  • Brands that positioned their products around seasonal activities benefited the most.

The lesson here for brands is clear: lean into seasonality. Products that fit consumers’ immediate needs—whether it’s skincare for warmer weather, spring cleaning essentials, or outdoor gear—will always perform better than high-ticket, off-season items.

Common Mistake: Brands Didn’t Promote Their Deals Enough

One of the biggest missteps in 2024 was that many brands relied solely on Amazon’s internal promotions to drive traffic to their deals. While Amazon does promote the event through a landing page, merchandising placements, and paid media, competition for visibility is fierce. Brands that failed to actively promote their own deals missed out on potential sales.

Successful brands took a proactive approach by:

• Running Amazon PPC & DSP campaigns to ensure their deals appeared in search results and product pages.
• Driving external traffic from social media, email marketing, and influencers.
• Optimizing product listings with updated images, A+ Content, and keyword-rich descriptions to boost conversions.

Why Brands Should Participate in Amazon Big Spring Sale 2025

Amazon’s Big Spring Sale 2025 is a strategic opportunity for brands to increase visibility, attract new customers, and optimize inventory. With Amazon investing heavily in promotions, brands that participate can benefit from heightened traffic and stronger conversions.

Amazon’s Promotional Push Equals More Visibility

Amazon actively promotes the Big Spring Sale through a dedicated landing page, merchandising placements, and paid media campaigns. This means shoppers are actively searching for deals, and participating brands get prime placement in front of high-intent buyers. Products featured in Amazon’s sale marketing benefit from increased exposure and discoverability, driving both conversions and long-term growth.

Gain a Competitive Edge

Competing brands will be running deals, and sitting out means missing out on valuable sales. Shoppers come to Amazon expecting discounts, and when competitors are offering lower prices, customers are more likely to choose them over full-priced alternatives. Participating ensures your brand stays competitive and maintains its share of seasonal demand.

Convert Non-Prime Shoppers into Long-Term Customers

Unlike Prime Day, which is exclusive to Prime members, the Big Spring Sale is open to all shoppers. This creates an opportunity to engage non-Prime customers, many of whom end up subscribing to Prime after shopping these events. By offering compelling deals, brands can capture first-time buyers, build brand loyalty, and drive repeat purchases.

Move Seasonal Inventory & Improve Rankings

For brands with spring and summer-focused products, this sale is an ideal way to move seasonal stock before peak shopping months. Selling through inventory efficiently not only prevents overstock issues but also helps improve organic ranking on Amazon. More sales = better performance in Amazon’s algorithm, leading to higher visibility even after the sale ends.

How to Participate in the Amazon Big Spring Sale

Amazon’s Big Spring Sale 2025 focuses on seasonally relevant products that align with consumer demand in spring. Shoppers look for fresh deals on home essentials, fashion, beauty, outdoor gear, and sports equipment, making it an ideal time for brands in these categories to drive sales.

What Products Qualify for the Big Spring Sale?

Amazon prioritizes deals in key categories that reflect springtime shopping trends. Eligible products include:

• Home & Kitchen: Storage solutions, cleaning supplies, home organization, and seasonal décor.
• Fashion & Apparel: Spring clothing, accessories, activewear, and footwear.
• Beauty & Personal Care: Skincare, haircare, wellness supplements, and grooming products.
• Outdoors & Garden: Patio furniture, BBQ accessories, gardening tools, and outdoor lighting.
• Sports & Fitness: Camping gear, fitness equipment, yoga accessories, and team sports gear.

To ensure the best results, brands should focus on best-selling products, seasonal trends, and competitive pricing.

How to Submit a Deal for the Big Spring Sale

To participate, brands must submit their deals by March 17, 2025. Here’s how to do it:

1. Go to Advertising → Select Deals
2. Click Create a new deal
3. Choose an eligible ASIN → Click Select
4. Select Big Spring Sale → Click Continue to next step
5. Configure deal details → Click Submit deal

Once submitted, Amazon will review and approve deals based on eligibility criteria, including discount competitiveness, product availability, and customer demand.

Why Product Selection Matters

Choosing the right products for the Big Spring Sale can make a significant impact on performance. Shoppers are more likely to buy discounted seasonal essentials, so brands should focus on:

• Popular and high-velocity items with strong sales history.
• Seasonal must-haves that align with springtime trends.
• Well-optimized listings with high-quality images and compelling descriptions.

Amazon promotes the sale through landing pages, merchandising placements, and paid media, ensuring that participating brands gain visibility. By selecting the right products and submitting deals early, brands can maximize their success in one of Amazon’s biggest seasonal events.

How to Maximize Sales During the Event

Make Your Listings Content More Relevant to the Season

Amazon’s Big Spring Sale attracts shoppers looking for seasonal refreshes, outdoor essentials, and self-care upgrades as they transition into warmer months. Optimizing your listings for this event means aligning your messaging, keywords, and visuals with what customers are actively searching for. With Amazon’s Rufus AI pulling information directly from product listings, it’s even more important to structure your content effectively to ensure it surfaces in relevant search results.

Use Spring-Focused Language in Titles & Bullet Points

Shoppers during this event aren’t looking for holiday gifts—they’re focused on spring cleaning, wardrobe updates, outdoor gear, and health/wellness essentials. Your product titles and bullet points should clearly highlight these seasonal needs.

Use direct, benefit-driven language that reflects springtime intent:

• Home Organization: Instead of “Closet Storage Box with Lid”, use “Spring Cleaning Must-Have: Foldable Closet Storage Box for Clothes & Bedding”.
• Skincare & Beauty: Instead of “Moisturizing Face Cream”, try “Lightweight Hydrating Face Cream – Perfect for Warmer Spring Weather”.
• Outdoor Gear: Instead of “Camping Hammock”, use “Spring & Summer Essential: Lightweight Camping Hammock for Outdoor Adventures”.

Using seasonally relevant phrases like “spring refresh,” “warm-weather must-have,” or “seasonal upgrade” helps capture search intent and increases click-through rates. Rufus AI will also prioritize listings that directly answer seasonal shopper queries, making this type of optimization even more valuable.

Highlight Spring-Specific Benefits in Descriptions & A+ Content

Your long-form content should reinforce why your product is particularly useful during spring, answering the exact questions shoppers (and Rufus AI) might ask.

• Home & Cleaning Products: “Get your home spring-ready with this space-saving storage solution, perfect for decluttering closets and pantries.”
• Beauty & Personal Care: “Winter is over—refresh your skincare routine with this lightweight, fast-absorbing moisturizer designed for warmer weather.”
• Fashion & Apparel: “Update your wardrobe with this breathable, lightweight dress—ideal for spring outings and casual weekend wear.”

For A+ Content, use seasonal lifestyle imagery, think brighter colors, outdoor settings, and spring-clean environments to visually connect with the shopper’s mindset. Comparison charts and infographics should highlight how your product fits springtime needs better than competitors.

Optimize Keywords for Seasonal Search Intent

Shoppers search differently in March than they do during the holiday season. Updating backend keywords and descriptions to reflect spring-related search trends can improve discoverability.

• Spring Cleaning: “Declutter your home,” “storage for seasonal clothes,” “deep cleaning supplies.”
• Outdoor & Travel: “Spring break essentials,” “camping gear for spring,” “hiking season must-haves.”
• Health & Wellness: “Spring skincare routine,” “lightweight sunscreen for spring,” “refresh your fitness routine.”

Since Rufus AI pulls information from your listing content, reviews, and Q&A section, ensure your keywords and descriptions align with how shoppers are searching. This improves your chances of appearing in AI-driven search results and increases your overall visibility in Amazon’s ecosystem.

By structuring your listing content to match seasonal search intent and shopper behavior, you’ll improve conversions, rank higher, and maximize your sales potential during the Big Spring Sale.

Run Amazon Advertising Campaigns Strategically

Here’s how brands with seasonally relevant products can tailor their Amazon PPC and DSP campaigns specifically for the Big Spring Sale and maximize conversions.

Increase Ad Spend on Sponsored Products & Sponsored Brands

During high-traffic sales events like the Big Spring Sale, Amazon’s ad auctions become more competitive. Brands should increase budgets and adjust bids to maintain visibility.

• Prioritize Sponsored Products for deal ASINs – These ads appear directly in search results and product pages, ensuring shoppers see your discounted products first.
• Use Sponsored Brands to capture early-stage shoppers – Banner ads showcasing multiple products can drive shoppers into your storefront before they get distracted by competitor deals.
• Run time-sensitive campaigns – Set higher bids in the first 48 hours and final 24 hours of the sale, when deal traffic spikes.

Use Amazon DSP to Retarget Deal-Seekers & Increase Conversions

Many shoppers browse deals but don’t purchase immediately. Amazon DSP (Demand-Side Platform) allows you to re-engage these high-intent visitors with targeted display ads both on and off Amazon.

• Retarget non-converting visitors – Show ads to shoppers who viewed your deal but didn’t check out.
• Target past buyers with complementary products – If a customer previously bought workout gear, advertise spring fitness accessories.
• Reach seasonal shoppers before the event starts – Use DSP to build awareness in early March, so shoppers already have your product in mind when the sale begins.

Leverage External Traffic to Boost Deal Visibility

Amazon rewards listings that drive external traffic, especially during major events. To amplify your Big Spring Sale deals, use:

• Google Ads – Run search campaigns targeting keywords like “best Amazon spring sale deals” + your product category.
• Social Media Ads (Meta, TikTok, Pinterest) – Find out which social media platform your audience prefers, then promote your deals with seasonal messaging like “Refresh Your Home for Spring – Amazon Big Spring Sale Exclusive.”
• Influencer & Email Marketing – Engage influencers to promote your deal and send sale-specific emails to your customer base.

Shoppers during Amazon’s Big Spring Sale are deal-focused but selective. Brands in home, beauty, fashion, outdoor, and sports categories need to offer compelling discounts that align with seasonal shopping trends to stand out.

Leverage Amazon’s Promotional Tools

Amazon prioritizes deep discounts and high-engagement deals in its sale promotions. Use the right type of deal to increase visibility:

• Lightning Deals – Best for high-demand, fast-moving products like spring cleaning kits, skincare sets, and outdoor gear. These time-sensitive deals create urgency and appear in high-traffic deal sections.
• Coupons – Effective for apparel, beauty, and home essentials, as they display a bright green discount badge that increases click-through rates. Even a small discount (5-10%) can boost conversions.
• Best Deals – Ideal for longer-running promotions on seasonal must-haves like patio furniture, activewear, and fitness accessories. These deals last for multiple days, making them great for sustained visibility.

Ensure Your Discount is Competitive

Amazon’s algorithm and shoppers both favor strong, competitive discounts. Offering at least 10-20% off increases the chances of your deal being featured in Amazon’s event promotions. Analyze competitor pricing before the event and adjust accordingly—products with the biggest perceived value gain the most traction.

By choosing the right promotion type and ensuring your discounts are competitive, brands can increase visibility, drive conversions, and maximize their impact during the event.

Leverage External Traffic & Influencers to Maximize Sales

Amazon’s internal promotions will drive traffic during the Big Spring Sale, but brands that tap into external traffic sources will gain a competitive edge. Shoppers are actively looking for deals across multiple platforms, and reaching them outside of Amazon increases visibility, conversions, and even organic ranking.

Use Email Marketing & Social Media to Drive Shoppers to Your Deals

Your existing customer base is already engaged with your brand—direct them to your Amazon deals through targeted email and social campaigns.

• Email Marketing:
  • Send a dedicated sale announcement highlighting your featured discounts.
  • Use subject lines like “Exclusive Spring Deals – Limited Time on Amazon!” to boost open rates.
  • Include direct Amazon links to make purchasing seamless.
• Social Media Ads & Organic Posts:
  • Promote your deals across Instagram, Facebook, TikTok, and Pinterest with seasonal messaging.
  • Use ad copy like “Spring Refresh: Limited-Time Savings on Amazon” to create urgency.
  • Leverage Amazon Attribution to track traffic and conversions from social media.

Partner with Influencers to Amplify Reach

Shoppers trust recommendations from influencers, especially for beauty, fashion, home, and outdoor products. Partnering with creators who align with your brand can drive more engaged traffic to your listings.

• Find relevant influencers in your niche through Amazon’s Influencer Program, TikTok Shop, or Instagram Collabs.
• Send early access to deals so influencers can create content before the sale begins.
• Encourage time-sensitive messaging (e.g., “Only available for the Big Spring Sale!”) to drive urgency.

Boost Visibility with Deal Sites & Affiliate Partnerships

Shoppers actively visit deal and coupon sites looking for the best discounts. Getting your product featured increases exposure beyond Amazon’s own marketing.

• List deals on top sites like Slickdeals, RetailMeNot, and Kinja Deals.
• Work with affiliate marketers who earn a commission when they drive a sale to your Amazon listing.
• Use Amazon’s Brand Referral Bonus program to earn extra revenue from external traffic sources.

Amazon rewards listings that drive external traffic by improving organic ranking. Brands that engage customers through email, social, influencers, and deal sites will get more visibility, stronger conversions, and long-term growth beyond the sale event.

Start Planning Now and Make the Most of Amazon’s Big Spring Sale

Success in Amazon’s Big Spring Sale is about having a strategy that puts your brand ahead of the competition. Brands that optimize their listings, leverage Amazon Ads, promote their deals externally, and offer competitive discounts will see the biggest returns.

The brands that plan early and execute effectively will gain the most visibility, sales, and long-term growth. If you’re ready to make the most of Big Spring Sale 2025, our Amazon award-winning team is here to help. Sign up for a brand audit today, and we will analyze your current performance and show you exactly where to optimize for maximum impact.