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2024SeasonalAmazonAdvertisingReport|1
Introduction
Regardlessofindustryorniche,calendarholidaysandseasonalsaleseventsarecrucialannualmilestonesforeveryecommercebrand,agency,andretailer.Duringthese
periods,shoppersflocktoonlineandbrick-and-mortarstorestoshopforgifts,bargains,orboth.AndwithAmazonrankingasthenumberoneonlineshoppingdestination
formorethan50%ofconsumers,manyofthemheadtheretostarttheirseasonalshoppingquests.
Asconsumerdemandrisesduringtheseevents,sodoescompetition,adspend,and–withtherightstrategy–returnsonthatspend.Thisreportoffersadetailedanalysisof
AmazonPPCadvertisingcampaigndatathathighlightstheextenttowhichtheseeventsdrivespendandsales,aswellastipsformakingthemostofseasonaladvertising
onAmazon.
Monthlypercentageshareoffull-yearadvertisingspending*
*Datashownrepresentseachrespectivemonth’sshareoffull-year2024adspend
2024SeasonalAmazonAdvertisingReport2024SeasonalAmazonAdvertisingReport||22
KeyTakeaways
RoASisatitshighestduringsalesevents.
Seasonalsalesevents–likePrimeDay,BlackFriday,and
CyberMonday–drivehigherreturnsonadvertisingspend
thanactualholidayslikeValentine’sDay,Halloween,orTableofContents
Christmas.Acrosseightmajorsaleseventsandholidaysin
2023,advertisingforsaleseventsproducedasmuchas39%
higherreturnsthanholidaycampaigns.
CHAPTER14
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