Be part of the holiday magic

Discover how your brand can help make the 2023 holidays special for consumers across the globe and play a meaningful part of this shopping season.

Child smiling and pointing at cookies

It’s time to get started

Man smiling, holding a disco ball

Start planning your campaigns with these key dates for the biggest shopping moments of the year.

Two adults wrapping presents

Watch the Amazon Ads holiday summit on demand to learn tips and tactics to help your business find success.

A couch with pillows and presents

Create memories that last beyond the season

Interested in driving year-round business results? Retail moments and holidays, like Black Friday and Cyber Monday, can be the keys to your success.

Whether you’re running a sponsored ads campaign as an author or a small or medium-sized business, explore this guide to learn three easy ways to help increase seasonal sales.

Start your Diwali advertising after getting inspiration from these four examples of effective ad campaigns for Diwali, the festival of lights.


When is the holiday season?

October is the unofficial start of the holiday season. Across the globe, celebrations for holidays including Diwali start as early as October, and holidays including Lunar New Year last through February.

What is holiday marketing?

Holiday marketing consists of ads and campaigns that reach holiday shoppers before, during, and after major holidays or big events.

Why should I begin my holiday marketing campaign early?

Begin your holiday marketing campaign early to get ahead of the rush of seasonal advertising that happens during the end of the year. To start, the back-to-school marketing period begins in August and continues through September, leading right into the holiday season. Then, according to a 2021 Amazon Ads and Kantar survey, 39% of U.S. consumers and 42% of U.K. consumers will start holiday shopping as early as October.1 And remember, even though it’s good to start raising awareness early, shopping also continues right through the holiday season.

What are the most important holidays for marketing and advertising?

The most important holidays for marketing and advertising depend on your location and audience. Important holidays include Diwali, Halloween, Thanksgiving, Black Friday, Cyber Monday, El Buen Fin, White Friday, Hanukkah, Christmas, Boxing Day, New Year’s Day, Easter, Golden Week, and Mother’s Day.

Should you run ads during the holidays?

The holidays provide a huge opportunity for advertisers. For example, in 2022 customers purchased a record number of products from the Amazon store over the five days from Thanksgiving through Cyber Monday, when compared to previous Thanksgiving holiday weekends.2

1 Kantar Quickfire survey, US, 2021
2, Inc., WW, 2022