Seasonal Advertising Trends on Amazon

Explore Amazon advertising trends – including campaign spend, consumer engagement, and RoAS – around key holidays and retail events. Get historical data for Black Friday, Cyber Monday, Prime events, and more.

Key takeaways:

• RoAS is at its highest during sales events. Across eight major sales events and holidays in 2023, advertising for sales events like Black Friday produced as much as 39% higher returns than holiday campaigns.
• Sponsored Display ads produce the highest PPC returns. Returns on ad spend outpaced both Sponsored Brands and Sponsored Products in 2023 – sometimes by more than 150%.
• More than one-third of annual ad spend on Amazon happens in Q4. In 2023, 35% of all advertising spend occurred during the end-of-year holiday season, with average spend per campaign increasing every weekend in December.