What Is Amazon Peak Season And How to Prepare for It in 2024?

What Is Amazon Peak Season And How to Prepare for It in 2024?

insights |  | 5 min read

Amazon Peak Season is the time of the year when Amazon experiences its highest sales volume.

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  1. Amazon's peak season starts before Thanksgiving and extends through Christmas until early January.
  2. Amazon's peak season constitutes 11 Key Sales Events.
  3. Preparation for Amazon Peak Season is necessary to boost your sales and to get the most out of this season.
  4. After the peak season, focus on reselling, upselling, and cross-selling, targeting customers with complementary products.
  5. According to Quivo, Amazon witnessed a remarkable 110% increase in sales during Amazon Black Friday and Cyber Monday in 2022.

Why We Wrote This?

The main intent behind discussing Amazon's peak season is to inform Amazon sellers about the critical timeline, key sales events, and effective strategies for preparation. Understanding the importance of these events is crucial for maximizing sales during this high-demand period.

Therefore, in this guide, we’ve discussed when peak season commences, its key events, how to prepare for this season, and how to engage shoppers afterward.

How Long Does Amazon Peak Season Last?

The Amazon peak season in various locations typically commences from mid to late October to late November. On the other hand, the end of the peak season spans from late December, for instance, December 26th, to the onset of the New Year.

However, the specific peak season dates might be based on the departments within the facility. Inbound operations, for instance, tend to commence earlier, typically around October, while Outbound operations may start around Thanksgiving.

What are the Key Sales Events during the Amazon Peak Season 2024?

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  1. Amazon Prime Days - Date Varies (2024)

The " Amazon Prime Day" event spans two days, providing an exclusive shopping experience for Amazon's valued customers. While the specific date for 2024 remains unconfirmed, it traditionally occurs in July.

To boost your profits during Prime Day sales, read our guide on Amazon Prime Day seller tips 2023.

  1. Back-to-School Season - August/September 2024

As the new school year commences, parents and students shop for essentials like clothing, school supplies, backpacks, and electronic gadgets. This period holds significant importance for e-commerce, especially in fashion, stationery, and electronics.

  1. Halloween - October 31, 2024

Beyond costumes and decorations, Halloween is a time for treats, party supplies, and eerie accessories. Online retailers specializing in Halloween merchandise offer themed products at discounted prices weeks before the day arrives.

  1. Singles' Day - November 11, 2024

Singles' Day originated in China and became a global sales phenomenon. Encouraging singles to indulge in self-care, online retailers worldwide leverage this day by offering substantial discounts.”

amazon peak season 2023
  1. Black Friday - November 29, 2024

Black Friday marks the unofficial beginning of Christmas shopping. This retail extravaganza, now global, sees online retailers presenting significant discounts and exclusive deals to entice customers.

  1. Cyber Monday - December 2, 2024

Originating as the online counterpart to Black Friday, Cyber Monday focuses on online deals and bargains. The two events seamlessly blend, offering significant discounts for similar products.

  1. St. Nicholas' Day - December 6, 2024

St. Nicholas' Day traditionally signals the first significant increase in Christmas season sales, especially in German-speaking countries. Retailers initiate Christmas promotions on this day.

  1. Green Monday - December 9, 2024

Initiated by eBay, Green Monday, occurring on the second Monday in December, is when Christmas shopping typically peaks. Companies leverage this day for attractive offers, generating an additional boost in sales.

  1. Super Saturday - December 21, 2024

Known as Panic Saturday, Super Saturday is the final Saturday before Christmas, characterized by last-minute shopping. Online retailers take advantage by offering exclusive last-minute promotions.

  1. Monday Before Christmas - December 23, 2024

The Monday before Christmas holds significant revenue potential in brick-and-mortar and e-commerce during the festive season. Companies entice customers with Christmas discounts.

  1. Boxing Day - December 26, 2024

It’s a public holiday in many English-speaking countries, including the UK, Canada, and Australia. On Boxing Day, stores offer special deals online to reduce Christmas inventory.

How to Prepare for the Amazon Peak Season 2024?

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  1. Early Discounts for Early Sales: Offer early discounts to attract customers and secure sales at a lower cost per click (CPC) before advertising expenses rise during the peak event.
  2. Product Selection: Analyze historical sales data to identify best-selling products and align with category benchmarks. Consider products with high ratings, many reviews, and easy replenishment.
  3. Optimize Product Listings: Maximize visibility and conversion rates by Amazon listing optimization. Improve listing titles, bullet points, Amazon A+ content, and images.
  4. Build Social Proof: Collect reviews via Amazon vine program to enhance product ranking, customer trust, and conversion rates. Recent positive reviews contribute to a favorable perception of product quality.
  1. Boost Amazon PPC Strategy: Initiate advertising campaigns two to three weeks before the peak event. Bid strategically on high-converting keywords, adjust CPC based on costs, and utilize Sponsored Brands and Display campaigns with Amazon DSP.
  2. Create Product Bundles: Bundle complementary products to increase average order value. Utilize product-target and display strategies for upselling premium versions.
  3. Buzz Building with Social Media: Use social media marketing to build brand awareness. Collaborate with influencers aligned with your target audience, engage in giveaways, and launch user-generated content (UGC) campaigns.
  4. Amazon Influencer Program: Partner with Amazon influencers to review and promote products on Amazon before peak events, enhancing visibility and credibility.

How to Engage Shoppers After the Peak Season?

amazon peak season 2024

In the post-event phase, concentrate on effective strategies like upselling, cross-selling and reselling on Amazon through sponsored display retargeting ads.

Target customers who made purchases during the event by showcasing complementary products. Additionally, retarget those who viewed your products but didn't complete a purchase, using enticing methods such as coupon codes or Amazon lightning deals to boost sales.

While it's expected that the conversion rate may be lower and ad spending could increase, keeping your advertising budget relatively high is advisable. Cutting back could adversely impact the organic ranking of your Amazon listings.

According to Quivo, major e-commerce platforms such as Amazon witnessed a remarkable 110% increase in revenue during Black Friday sale and Cyber Monday in 2022.

Therefore, it’s essential to channel your efforts into retargeting shoppers who visited your listings during the event, utilizing Sponsored Display ads for optimal engagement.


Amazon's peak season spans from pre-Thanksgiving to early January. Key sales events during this season caused a substantial rise in Amazon sales. Moreover, optimizing your selling strategy during the Amazon peak season demands meticulous research and strategic planning. Also, by using coupons, lighting deals, and advertising strategies, you can engage customers after the season ends.

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When Is Peak Season For Amazon?

Amazon's peak season typically occurs during the fourth quarter (starts in October and lasts until December), with a significant rise in sales during November and December.

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