Guide to holiday marketing with sponsored ads

October 29, 2020

What matters most to you this shopping season? Maybe you want to take advantage of key sales days around the world to introduce your brand and products to potentially millions of Amazon shoppers. Maybe you want to get more eyes on your biggest deals or scale a new product. Whatever the case, holiday marketing is a chance for your brand to stand out on Amazon, and advertising with sponsored ads can help you.

We know that the holiday season is an important time of the year for your business, so we prepared a guide on using sponsored ads and Stores before, during, and after this peak shopping period. Read on for an excerpt, and visit the full guide to learn how to drive Amazon holiday sales and grow reach, consideration, and conversions.

When should I start holiday marketing?

Shoppers already kicked off their holiday shopping with Prime Day—don't wait until Black Friday to begin running your holiday ads.

Here’s an overview of this year’s key sales days and holidays.

Black Friday/Cyber Monday: November 27 and 30

As part of Black Friday and Cyber Monday, Amazon offers deals and lightning deals to shoppers—many of whom take advantage of the dates to shop for Christmas presents and more. Last year was a record-breaking holiday season for independent third-party sellers—mostly small- and medium-sized businesses—with worldwide unit sales seeing double-digit year-over-year growth, surpassing a billion items sold in Amazon’s Stores.1

Ad impressions tend to be higher during Black Friday/Cyber Monday, due to higher shopping interest. Since the shopping event happens in the United States and in countries around the world, you have an opportunity to showcase your brand and products as customers start to research, consider, and shop.

Christmas: December 25

Shoppers prepare for Christmas weeks—sometimes months—in advance. As one of the biggest shopping events around the world, it’s a great opportunity for your brand to appeal to shoppers researching wish lists and gift lists.

Advertising on Amazon can help keep your brand top of mind during the research stage, since 65% of shoppers use online retailers to research for holiday shopping.2

Other key special events and holidays

It’s important to note that this list isn’t exhaustive. We encourage you to find unique holiday marketing and sales opportunities relevant to the countries where you advertise. Here are other dates you may want to consider:

October

31: Halloween (multiple locations)

November

1: All Saint’s Day (France, Germany, Spain)
2: Día de los Muertos (Mexico)
5: Guy Fawkes Day / Bonfire Night (UK)
13–16: Buen Fin (Mexico)
14: Diwali (India, UAE)
26: Thanksgiving (US)
24–30: White Friday (UAE)

December

2: National Day (UAE)
10-18: Hanukkah (worldwide)
26: Boxing Day (Australia, Canada, UK)
26: Dubai Shopping Festival (UAE)

January

1: New Year's Day (worldwide)

By recognizing key dates in different countries, you can plan to make the most of increased traffic and interest when customers might be shopping for items like yours. Everything else comes to planning and executing the best strategies for your brand, and we can show you how to get started with that.

Amazon Prime box graphic

Holiday marketing preparation

Plan and execute advertising campaigns continuously to ensure your brand and products are making the most of increased traffic and interest on Amazon during the holiday shopping season.

Starting as early as possible:

Identify all key sales events and holidays that are relevant to your brand and products in the marketplaces where you’re advertising.

Map out what you’d like to achieve on each key date to help reach your seasonal goals.

Set up a budget that can help you support an always-on campaign with targeted peak efforts.

3 holiday marketing tips for Sponsored Products

With millions of people shopping on Amazon during the shopping season, Sponsored Products can help you stand out and put your products in front of shoppers who are ready to buy.

Here are some tips to help you make the most of Sponsored Products this season:

  • Set a daily budget that’s high enough to keep your ads showing and not miss out on potential sales. Many customers shop for and buy products on Amazon during the shopping season, so your usual daily budget might run out in the middle of the day.
  • To optimize for sales, use Dynamic bids - up and down. With this bidding strategy, Amazon Advertising raises your bids (by a maximum of 100%) in real time when your ad may be more likely to lead to a sale, and lower your bids when less likely to convert to a sale.
  • Make sure you use the different keyword match types to help refine your campaign. We recommend starting with broad match, which offers the widest traffic exposure, and then reviewing your campaign performance reports to see which specific terms are performing best. To target those terms, add phrase match—which means your ad may appear when a customer’s shopping query uses your exact phrase or sequence of words in your keyword—and exact match—which means a customer's shopping query must match your keyword exactly. Together, they’ll help you reach relevant customers and drive more sales.

Learn more about preparing and launching your Sponsored Products campaigns to engage holiday shoppers—plus tips for Sponsored Brands, Sponsored Display, and Stores—in our full guide. We'll help you reach audiences browsing deals or shopping for items to buy, plus offer key tactics for monitoring your holiday marketing campaigns, checking your reports, and refining throughout the season.

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Sources

1Amazon press release, December 2019

2Deloitte Christmas Survey 2019