Seasonal and holiday sales are some of the most profitable times for Amazon sellers. Whether it’s Black Friday, Cyber Monday, Christmas, or even niche events like Valentine’s Day or Back-to-School season, running seasonal and holiday-specific PPC campaigns can help you maximize sales during these peak shopping periods.
However, competition is high during these times, and ad costs can skyrocket if you don’t plan properly. In this guide, we’ll show you how to strategically run seasonal Amazon PPC campaigns to boost visibility, drive conversions, and maximize your return on investment. If you want expert help, working with an Amazon PPC agency can ensure your campaigns are optimized for success.
Why seasonal PPC campaigns matter
Shoppers actively look for gifts, deals, and limited-time offers during holidays. Running seasonal PPC campaigns helps you:
- Increase visibility during peak shopping periods.
- Drive higher sales from motivated buyers.
- Stay ahead of competitors by targeting holiday-specific keywords.
- Optimize your budget and avoid wasting ad spend on non-seasonal traffic.
To fully capitalize on seasonal demand, you also need to optimize your Amazon Storefront. If you haven’t already, consider updating or creating an Amazon Storefront to showcase seasonal promotions and featured products.
Step 1: Plan your seasonal PPC strategy in advance
Seasonal success starts with early preparation. Amazon PPC campaigns need time to optimize, so plan at least 4 to 6 weeks before a major holiday.
Key steps for early preparation:
- Identify key shopping holidays relevant to your products (e.g., Prime Day, Christmas, Back-to-School).
- Review past performance data to understand which keywords and products performed well.
- Adjust inventory levels to ensure you have enough stock to meet demand.
- Create an Amazon Storefront or update existing pages to highlight holiday offers.
Step 2: Optimize your product listings before launching ads
Your PPC campaigns will drive traffic, but if your product listings aren’t optimized, you’ll lose conversions.
To prepare your listings:
- Update titles, bullet points, and descriptions with seasonal keywords (e.g., “Christmas gift for men” or “Black Friday deal on headphones”).
- Improve product images with holiday-themed backgrounds or lifestyle shots.
- Use Amazon A+ Content to enhance your listings with detailed visuals and comparison charts.
- Ensure your pricing is competitive—consider lightning deals or coupons.
Step 3: Select the right campaign types for seasonal ads
Amazon offers multiple PPC ad types. Use a mix of Sponsored Products, Sponsored Brands, and Sponsored Display Ads for the best results.
Sponsored Products (Best for conversions)
Targets specific product listings or high-intent keywords.
Helps rank higher in holiday-related searches.
Works best for individual product promotions.
Sponsored Brands (Best for brand awareness)
Displays multiple products in one ad.
Directs shoppers to your Amazon Storefront for better engagement.
Useful for cross-selling related products (e.g., matching accessories).
Sponsored Display (Best for retargeting)
Targets shoppers who viewed your product but didn’t purchase.
Helps recapture potential customers during peak shopping days.
Works well for holiday promotions and last-minute buyers.
Step 4: Use seasonal and holiday-specific keywords
Holiday shopping behavior is different from regular shopping. Customers often search with seasonal intent, so adjust your keyword strategy accordingly.
Example keyword strategy:
- Regular keyword: “wireless earbuds”
- Holiday keyword: “best Christmas gift wireless earbuds”
- Regular keyword: “kitchen knife set”
- Holiday keyword: “Black Friday deal kitchen knife set”
How to find the right seasonal keywords:
- Use Amazon search bar autocomplete to find trending holiday searches.
- Check competitor listings to see what keywords they use.
- Use tools like Helium 10, Jungle Scout, or Amazon Keyword Planner for seasonal trends.
Step 5: Increase bids strategically
During peak seasons, advertising costs go up due to increased competition. If you don’t adjust your bids, your ads might not get enough impressions.
- Increase bids for high-converting keywords to maintain visibility.
- Use Amazon’s dynamic bidding feature to automatically adjust bids based on conversion likelihood.
- Set higher budgets for peak shopping days like Black Friday and Cyber Monday.
Budgeting tip:
- Increase daily ad spend by 30-50% leading up to big sales days.
- Monitor ACoS (Advertising Cost of Sales) and adjust bids based on performance.
Step 6: Retarget shoppers after the holiday rush
Not every shopper buys immediately. Many customers browse during holiday sales but wait for discounts before purchasing. Use retargeting strategies to bring them back.
- Set up Sponsored Display Retargeting Ads to remind past visitors about your product.
- Offer post-holiday deals for last-minute shoppers.
- Use Amazon Coupons to encourage conversions after the holiday rush.
Step 7: Track performance and optimize in real time
During seasonal campaigns, monitor performance daily to ensure your ads are running efficiently.
Key metrics to track:
- CTR (Click-Through Rate): Are shoppers clicking on your ads?
- Conversion Rate: Are clicks turning into sales?
- ACoS (Advertising Cost of Sales): Are you spending too much on ads?
- Best-performing keywords: Double down on keywords driving the most conversions.
If certain ads aren’t performing well, adjust bids or pause underperforming keywords.
Step 8: Create an Amazon Storefront for seasonal promotions
An Amazon Storefront acts like a mini website within Amazon, allowing you to showcase products, highlight special offers, and create a branded shopping experience.
For seasonal sales, create an Amazon Storefront that includes:
- A holiday-themed banner with promotional offers.
- A gift guide section to help shoppers find products easily.
- Featured collections like “Best Christmas Gifts” or “Black Friday Deals”.
- Direct links to your best-performing Sponsored Brands ads.
This ensures better engagement and higher conversions compared to sending traffic to individual product pages.
Step 9: Work with an Amazon PPC agency for expert management
Running seasonal PPC campaigns can be complex and time-consuming, especially with rising ad costs and competition. An Amazon PPC agency can:
- Optimize bids and budgets to prevent wasted ad spend.
- Identify high-converting seasonal keywords.
- Monitor performance in real time and make adjustments.
- Improve ad creatives and Amazon Storefront design for better conversions.
If you’re planning a big seasonal push, working with experts can help maximize profits while minimizing ad waste.
Final thoughts
Seasonal and holiday-specific PPC campaigns require careful planning, the right keyword strategy, and smart budgeting to succeed. By running targeted ads, optimizing bids, and creating an Amazon Storefront for seasonal promotions, you can drive higher sales and stand out from competitors.
If you want to ensure the best possible performance for your holiday campaigns, consider partnering with an Amazon PPC agency to manage and optimize your ads. With the right strategy, seasonal PPC campaigns can become one of your biggest revenue drivers throughout the year.
