Amazon’s Big Spring Deal Event Announced March 25-31, Last Year Grew Revenue by 3%

Amazon has announced that its Big Spring Sale will take place from March 25 to March 31 and has encouraged sellers to submit their Prime Exclusive Discounts by March 17.

Amazon has expanded its sales calendar beyond traditional holiday shopping peaks, introducing new seasonal events designed to drive consumer engagement throughout the year. Among these, the Big Spring Sale, introduced in 2024, offers discounts across various categories such as home goods, electronics, beauty products, and outdoor equipment. Held in mid-to-late March, it aligns with springtime consumer needs, promoting seasonal home organization, cleaning, and outdoor activities.

While the Big Spring Sale is still a relatively new event, its impact on consumer spending has been notable. According to Earnest Analytics, the 2024 sale led to a 3.1% increase in sales compared to the average of the previous four weeks. This is in comparison to its Fall Prime Big Deal Day which seen a lift of over 23% according to Earnest Analytics.

Though not as large-scale as Amazon’s flagship events, this modest boost demonstrates the effectiveness of well-timed seasonal promotions in encouraging purchases.

Comparing Amazon’s Major Sales Events

Amazon now operates several key sales events, each with distinct revenue contributions and strategic importance:

• Prime Day (July): Amazon’s largest sales event, generating record-breaking revenue annually. In 2024, U.S. online retail sales during Prime Day reached $14.2 billion, an 11% year-over-year increase.
• Prime Big Deal Days (October): A fall sales event introduced as a counterpart to Prime Day. The 2024 edition saw a 250% increase in ad spending compared to the previous 30 days, highlighting its growing significance for sellers. 
• Big Spring Sale (March): The newest addition, with a 3.1% lift in sales during its inaugural year (source).

In terms of revenue impact, Prime Day remains the dominant force, consistently outperforming other sales events. However, Amazon’s strategy of introducing multiple seasonal sales helps maintain consistent engagement and spending throughout the year.

Why Seasonal Sales Matter for Retailers

Seasonal promotions are a key component of modern retail strategies, helping businesses capitalize on predictable shifts in consumer demand. Events like Amazon’s Big Spring Sale encourage inventory turnover, allowing retailers to clear out seasonal stock while increasing brand visibility. These sales also drive customer acquisition, as deep discounts and limited-time deals entice new buyers to explore a brand’s offerings. Additionally, advertising and marketing opportunities spike during these events, leading to more ad revenue for marketplaces like Amazon.

While Amazon’s Big Spring Sale may not yet rival Prime Day in terms of overall revenue, it plays an essential role in diversifying sales peaks and maintaining customer engagement outside of the holiday season. As Amazon continues refining its promotional calendar, retailers should keep a close eye on these events to strategically position their products and drive year-round profitability.