The Amazon Spring Sale is one of the most underutilized revenue opportunities on the Amazon calendar, and brands that participate consistently see 2x to 4x their normal daily sales with significantly lower advertising costs than Prime Day or Black Friday. At Marknology in Kansas City, I am Andrew Morgans, and we have watched this event grow in importance every year while most sellers continue to ignore it entirely, leaving money on the table for the brands that show up.
In This Article
- What Is the Amazon Spring Sale?
- Why Do Most Brands Miss the Spring Sale?
- What Categories Perform Best During the Spring Sale?
- How Should You Prepare for the Amazon Spring Sale?
- What Advertising Approach Works for the Spring Sale?
- How Does the Spring Sale Compare to Prime Day?
- Frequently Asked Questions
What Is the Amazon Spring Sale?
The Amazon Spring Sale is a multi-day promotional event that typically takes place in March. Amazon has run this event under various names including "Big Spring Sale" and "Spring Deal Days." It functions similarly to Prime Day but with lower competition, lower advertising costs, and surprisingly strong buyer intent from shoppers looking for seasonal products, home improvement items, outdoor gear, and health and wellness products.
The Spring Sale usually runs for 4 to 5 days and is open to all Amazon shoppers, not just Prime members. This broader audience access means more total traffic and a different buyer demographic than Prime Day.
Why Do Most Brands Miss the Spring Sale?
Three reasons most brands skip the Spring Sale:
- Post-Q4 exhaustion: Brands are still recovering from Q4 and processing returns. Their teams are fatigued and their budgets are conservative
- Lack of awareness: Amazon does not promote the Spring Sale as heavily as Prime Day. Many sellers do not even know it exists
- Timing uncertainty: Amazon announces dates late, making it difficult to plan inventory and deals in advance
This is exactly why it is an opportunity. Lower competition means lower CPCs, better deal placement, and more organic visibility for brands that participate. At Marknology, we saw clients achieve ACoS levels 30% to 40% below their Prime Day numbers during the 2025 Spring Sale.
If you just give attention to a handful of products and treat every listing like it is your only listing on Amazon and really give it the love and attention it needs, that one product can be just as valuable as a hundred you are just trying to get by with. - Andrew Morgans on Startup Hustle
What Categories Perform Best During the Spring Sale?
The Spring Sale has natural category advantages tied to seasonal buying patterns:
- Home and Garden: Spring cleaning products, outdoor furniture, gardening tools
- Health and Wellness: Fitness equipment, supplements, personal care (New Year resolution follow-through)
- Outdoor and Sports: Camping gear, hiking equipment, cycling accessories
- Beauty: Skincare for warmer weather, sunscreen, self-care products
- Electronics: Smart home devices, outdoor speakers, security cameras
- Pet Products: Outdoor pet gear, flea and tick prevention, travel accessories
Even if your products are not in these categories, the overall traffic increase benefits everyone. Shoppers who come to Amazon for Spring Sale deals browse and buy across categories.
How Should You Prepare for the Amazon Spring Sale?
Because the Spring Sale announcement comes with short lead time, preparation needs to be proactive:
- January: Identify products you want to promote. Review Q4 performance data for your best converters
- February: Ensure inventory is stocked. Submit deal applications if available in your Seller Central dashboard
- March (pre-event): Optimize listings, increase ad budgets 50%, prepare coupons as a backup if deals are not approved
- During the event: Monitor hourly, adjust budgets based on performance, restock if needed
The lower stakes of the Spring Sale also make it an excellent testing ground. Try new ad creative, test new keywords, and experiment with deal structures that you can then refine for Prime Day.
What Advertising Approach Works for the Spring Sale?
The Spring Sale advertising environment is much less competitive than Prime Day or BFCM. Here is how to capitalize:
- Increase budgets 50% to 100% (not the 2x to 4x needed for Prime Day)
- Target seasonal keywords aggressively. Phrases like "spring cleaning," "outdoor," and "garden" see massive search volume increases
- Run Sponsored Brands campaigns with spring-themed headlines
- Activate coupons on your entire catalog, not just promoted products
- Use the lower CPCs to test new keyword targets and build data for Prime Day
How Does the Spring Sale Compare to Prime Day?
| Factor | Spring Sale | Prime Day |
|---|---|---|
| Duration | 4 to 5 days | 2 to 3 days |
| Competition Level | Low to Medium | Very High |
| CPC Increase | 10% to 25% | 40% to 80% |
| Sales Lift | 2x to 4x | 3x to 10x |
| Audience | All shoppers | Prime members only |
The Spring Sale delivers the best ROI per advertising dollar of any Amazon event because of the lower competition. At Marknology, we treat it as a must-participate event for every client. Learn more about our seasonal strategy approach. I also discuss event-based strategies on the Startup Hustle podcast.
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Book Your Free CallFrequently Asked Questions
When is the Amazon Spring Sale 2026?
The Amazon Spring Sale 2026 is expected in mid-to-late March 2026. Amazon typically announces dates 2 to 3 weeks before the event. Marknology recommends having inventory and listings ready by early March.
Is the Amazon Spring Sale only for Prime members?
No. Unlike Prime Day, the Amazon Spring Sale is open to all Amazon shoppers, which means a broader audience and more total traffic for sellers.
How much should I increase my advertising budget for the Spring Sale?
Increase budgets 50% to 100% for the Spring Sale. CPCs only increase 10% to 25% compared to 40% to 80% for Prime Day, making it a much more cost-effective promotional event.
What categories sell best during the Amazon Spring Sale?
Home and Garden, Health and Wellness, Outdoor and Sports, Beauty, Electronics, and Pet Products see the strongest performance during the Spring Sale due to seasonal buying patterns.
Should I run Lightning Deals during the Spring Sale?
Yes, if available. Lightning Deals during the Spring Sale are significantly cheaper than during Prime Day or BFCM and face less competition for placement. The ROI is typically excellent.
Is the Spring Sale worth participating in for small sellers?
Absolutely. The Spring Sale is arguably the best promotional event for small sellers because competition is lower, advertising costs are manageable, and the traffic increase is substantial relative to normal Q1 levels.