Guide
Optimize your ad campaigns for global and regional events, holidays, and key shopping moments
Learn how to develop advertising strategies for major shopping events throughout the year. Discover tools and insights that may help you reach relevant audiences, increase brand visibility, and grow your business during high-traffic shopping periods.
The value of major shopping events
From worldwide events like Prime Day and Black Friday to regional celebrations such as El Buen Fin and Singles' Day, these shopping moments may present opportunities for brands to connect with customers both globally and in specific locales where these events are the most relevant. During these major shopping events, you might consider increasing your product visibility to connect with customers who may be exploring products in your category. Whether you're new to advertising or an experienced seller, Amazon Ads offers advertising solutions that can help you engage audiences during these high-traffic periods, regardless of your budget or experience level.
Exploring the retail holiday calendar
To ensure your ads resonate with customers during key shopping events, it's important to understand the unique holidays and celebrations across different regions. Amazon's retail holiday calendar provides a comprehensive overview of key events throughout the year, from Easter to Ramadan. Review the calendar to identify opportunities to engage audiences in the countries where you advertise and incorporate these cultural nuances into your overall advertising strategy.
Developing your advertising strategy
As major shopping events approach, it’s helpful to develop an advertising strategy that aligns with your business objectives and customer engagement goals. Consider adjusting your campaigns to complement seasonal shopping trends and customer interests during these periods.
Seller Strategies
Global Amazon sellers share their strategies during major shopping events
Preparation and planning
Start by optimizing your product detail pages with high-quality visuals and informative descriptions. Simultaneously review your budgets and inventory levels to help ensure you're prepared to maximize your products' visibility during these key moments. Understanding audience shopping behaviors during peak periods can help shape your strategy and inform your campaign decisions. Additionally, reviewing applicable advertising guidelines can help ensure a smooth campaign launch during these events.
Strategic execution
During the event period, evaluate your daily budget to align with your visibility goals. Focus on showcasing products that have demonstrated audience interest in previous campaigns. Consider exploring multiple ad types to help elevate your impact and reach audiences at different stages of their shopping journey. Throughout the event, monitor performance metrics closely and adjust your strategy, including bids and budgets, based on real-time results.
Maintaining momentum
Insights gained during shopping events could help inform your strategy for year-round growth. Use this information to develop always-on international campaigns that may help leverage global sales opportunities continuously. Apply learnings from each event to improve future campaigns while maintaining a test-and-learn approach.
Expanding your reach
If you're considering international expansion, shopping events might provide an opportunity to test your first cross-border campaign or continue to build your global business. Getting started is easier than it may sound. Amazon Ads offers tools to help, as well as advertising console features to make advertising in new countries simple. International sellers can use self-service Multi-Country Advertising features to reach customers across the globe. Some key features include automatic translations for local customers, accessible market insights for tailored strategies, and the ability to manage campaigns across multiple countries from one account.
This strategic approach can help increase visibility and engagement for your brand during key shopping periods and beyond.
