This post will cover how sellers should prepare for Amazon’s Big Spring Sale event 2026 and best practices to maximize sales during the 7-day window. Launched in 2024, this is a yearly promotional event that takes place in March, giving brands the opportunity to showcase and promote products to potential shoppers. This event window is great for shoppers who are looking to purchase products at a discounted price from categories like Outdoor & Garden, Home, Beauty & Fashion, Pets, Travel, and other seasonal categories. In this blog post, we will cover what the Amazon Big Spring sale is and how to set up promotions and advertising campaigns to capture increased customer demand during the event window.
What is the Amazon Big Spring Sale 2026.
Amazon Big Spring Sale is a 7-day promotional event that takes place at the end of March, where customers can discover discounted seasonal items across Amazon. This gives sellers opportunities to offer discounts to millions of customers shopping on Amazon. This year, the event will take place from March 25th through March 31st, making it the first major shopping event of the year.
How to Set Up Deals for the Amazon Big Spring Sale 2026
The best way to capture demand during the Big Spring Sale event is to utilize Amazon event window deals that improve your merchandising to make it more likely that customers see your listing, click, and purchase. There are four main types of promotions that you should run during the promotional event, which we highlighted below:
Lighting Deals
There are short 12-hour limited-time promotions that show event badging for your product and place you on Amazon’s deal page during the event. These create a limited stock sale promotion and a special merchandised spot that drives additional traffic. To check eligibility, navigate to advertising > deals > create a new deal to see ASIN eligibility.
Best Deals
The Best Deals promotion runs for the Big Spring Sale event window, giving your product event badging visibility and deal page placement for the entire duration of the week. This will be the most expensive deal type but can generate the most visibility and sales. To check eligibility, navigate to advertising > deals > create a new deal to see ASIN eligibility.
Price Discount
Price discounts are free to use and display, even badging with a strike-through price if eligible. These discounts do not get you on deals pages, but can be a good extra incentive for potential shoppers. These can be found by navigating to advertising > price discounts.
Coupons
Coupons appear as a green badge and require no eligibility. Unlike deals, coupons do not require Amazon's approval and can be set up at any time before or during the event window. One thing to keep in mind, coupons can be stacked with price discounts and deals. These can be found by navigating to advertising > Coupons.
Best Advertising Strategy for Amazon Big Spring Sale 2026
One of the most crucial things a seller can do to capture sales during Amazon Big Spring Sale event is make sure the advertising strategy is aligned for the increased traffic spike across the platform.
Budgeting
It’s important to keep your campaigns running throughout the day to capture as much traffic as possible. Proactively checking campaigns that have lower budgets and making adjustments. You can also set a “Budget Rule” with your campaign based on performance metrics.
Bid Strategy
During the event window, making sure promotional SKU’s get visibility is crucial to being discovered by the sponsored placements. That means increasing bids for SKUs with active promotions can help drive more clicks and visibility. You can also apply top of search bid modifiers which allows Amazon to increase your bids in real time.
Post Event Strategy
After the event window closes, it is important to capitalize on customers who viewed your product but didn’t purchase. This can be done by setting up sponsored display views retargeting campaigns with a lookback window of 7 to 90 days. This is a great way to get your products in front of shoppers who previously viewed your products but didn’t purchase.
Frequently Asked Questions - How to Maximize Sales During Big Spring Sale 2026
What is the Amazon Big Spring Sale?
Amazon’s big spring sale is a week-long promotional event that runs at the end of March. Allowing sellers to offer deals and promotions to shoppers.
When is the Big Spring Sale 2026?
The Big Spring Sale starts on March 25th and ends on March 31st.
When is the deadline to submit deals for Big Spring Sale 2026?
The deadline to submit lighting deals and best deals for the big spring sale is on March 24th. If you forget to submit a deal by that date, you can always run a price discount, a coupon or a traditional sale price.
Where will Amazon display the listings participating in the deals?
The event will have a dedicated landing page and will be promoted through merchandising placements across Amazon.com and in paid media.
What categories does Amazon highlight during the Big Spring Sale 2026?
Big Spring Sale will focus on deals from categories including Outdoor & Garden, Home, Beauty & Fashion, Pets, Travel, and other seasonally relevant categories.
Are there specific event deal opportunities for this event?
Yes, if you navigate to the deals page by going to advertising > deals you can see if any of your catalog is eligible for an event window, lighting or best deal.
Should I increase my advertising budget during the deal window?
Increasing your advertising budget on SKUs that are part of a promotion during that period can help capture more shoppers and increase sales. Putting advertising budget behind discounted SKUs with event badging will typically drive the highest ROI with customers shopping for discounts during that period.
What should I do after the Amazon Big Spring Sale?
After the deal window ends, you can utilize SD retargeting campaigns to re-engage customers who saw your products but didn’t purchase. Reviewing and analyzing sales data can also better prepare you for the next major event window to get a better understanding of what SKUs will drive the sales.
Conclusion
Amazon events, such as the Amazon Big Spring Sales 2026, offer opportunities for sellers to capture sales from the additional traffic from Amazon promoting the event. Sellers can prepare for the Amazon Big Spring Sale 2026 event by aligning their advertising and promotion strategy to improve conversions from the increased traffic. If you have any questions. Hire an Amazon consulting agency like Goat Consulting help you prepare for Amazon Big Spring Sales 2026 by reaching out through the contact button below.
About the Author - Albert Podshivaylov
This post was written by Albert Podshivaylov, an Account Manager at Goat Consulting. Albert helps his clients sell on Amazon by increasing sales, mitigating risk, reducing costs, and solving problems. Albert has experience and expertise in advertising and merchandizing on Amazon that align with the overall Amazon selling strategy and goals for his Goat Consulting clients. If you want help with your account on Amazon or assistance with other aspects of selling on Amazon, Albert is happy to lead your account