How to Prepare Your Brand for Amazon’s Major Promotional Events

Amazon’s Spring Deals event has just wrapped up, and for many brands it follows a familiar pattern. As the event approaches, teams rush to make last-minute updates to their listings, promotions and advertising. Changes go live only hours before traffic spikes, and by then competitors who prepared earlier have already secured their deal placements, refined their campaigns, and positioned themselves to capture the surge in demand.

At 17VERDE, we see this cycle play out across nearly every major Amazon promotional event, whether it’s Spring Deals, Prime events or Black Friday. The brands that consistently perform well during these high-traffic moments are rarely the ones reacting at the last minute. They’re the ones preparing weeks, sometimes months, in advance.

With the next promotional event always around the corner, now is the ideal time to review what worked, what didn’t, and how to prepare more effectively next time.

Secure Deal Opportunities Early

One of the biggest advantages during Amazon promotional events comes from securing official deal placements early. While both Sellers and Vendors can run discounts at any time, Amazon’s featured deal types, such as Lightning Deals or event-specific promotional placements, provide a level of visibility that standard discounts simply cannot match.

These opportunities are limited and often open weeks in advance of the event. Once they become available, the strongest placements can disappear quickly. Brands that monitor their deal eligibility and submit early give themselves a much better chance of securing the high-visibility spots that attract the majority of deal-focused shoppers.

Review Budgets and Campaign Pacing

Major promotional events bring significantly higher traffic to Amazon. They also bring higher competition, which often leads to increased cost-per-click across many categories.

One of the most common mistakes we see is brands entering these events with budgets that are too restrictive. If campaigns are capped too tightly or regularly run out of budget before the end of the day, brands can miss large portions of high-intent traffic.

Before the next event arrives, it’s worth reviewing historical performance data, identifying the campaigns that consistently drive the strongest results, and ensuring those campaigns have the flexibility to scale. Allowing room for increased traffic and competition ensures your top performers can continue capturing demand when it peaks.

Optimise Listings Before Scaling Traffic

Driving additional traffic only works if your product pages are ready to convert it. During high-traffic events, shoppers compare multiple listings quickly, often making decisions within seconds.

This makes listing optimisation particularly important before promotional periods begin. Titles should clearly communicate the product’s value, bullet points should emphasise benefits rather than just features, and A+ Content should reinforce brand credibility while helping customers quickly understand the product.

Main images also play a critical role during promotional events. When search results are crowded with competing deals, strong visuals can be the difference between a click and a scroll past. A well-optimised listing doesn’t just improve conversion rates, it ensures that every pound spent on advertising works harder.

Revisit Targeting and Keyword Strategies

Consumer search behaviour often shifts during Amazon’s major promotional events. Shoppers are more actively searching for deals, exploring new brands, and comparing multiple options within the same category.

Looking back at the data from recent events, such as Spring Deals, can provide valuable insights. Which keywords saw sudden increases in traffic? Which campaigns captured the most conversions? Where did competitors appear to gain visibility?

Refining your keyword targeting and campaign structure based on these patterns helps ensure your strategy reflects real shopper behaviour during promotional periods, not just everyday search trends.

Preparing for the Next Amazon Event

Amazon runs major promotional events throughout the year, and the brands that perform best treat each one as part of a larger strategy rather than an isolated opportunity. Reviewing performance immediately after an event, while the data is fresh, allows brands to make informed adjustments well before the next surge in traffic arrives.

If you’re looking to strengthen your listings, advertising strategy, or promotional planning ahead of the next Amazon event, the team at 17VERDE is here to help. The earlier you begin preparing, the stronger your position will be when the next wave of shoppers arrives.

Want your brand to make the most of Amazon's events? Get in touch with our team of experts.