Amazon has trained shoppers to start early, and that shift is reshaping the entire holiday calendar. Nearly half of U.S. consumers now begin holiday shopping in October, and events like Prime Big Deal Days have established an “early-bird” window long before Black Friday.
In 2024, Amazon’s Q4 sales hit $115.6B (+10% YoY), with a significant share driven by October promotions. That early surge created momentum leading into Cyber Week, and 2025 will be no different.
Here’s what brands should focus on:
- Front-load demand. Launch high-visibility deals in October to lock in rankings before CPCs spike.
- Optimize mobile-first. Over half of holiday spending happens on mobile; make sure listings and images are optimized for fast scanning.
- Diversify ad formats. Sponsored Products build ranking stability, while Sponsored Display drives mid-funnel retargeting.
- Boost AOV with bundles. Shoppers equate bundles and multi-packs with value, especially for gifting.
The takeaway? Winning on Amazon isn’t about Cyber Week alone, it’s about building momentum weeks in advance. Brands that capture early demand will carry that advantage through December.
Resource Spotlight:
Want more Amazon-specific plays for Q4? Download our new BFCM Holiday Growth eBook 2025 for strategies and checklists to maximize performance.