How to Prepare for the 2025 Amazon Sales Events Calendar

Amazon sales events are some of the most lucrative opportunities for sellers to boost their revenue, increase brand visibility, and attract new customers. Whether it’s the Big Spring Sale, Prime Day, or the holiday shopping rush, proper preparation can make the difference between record-breaking sales and missed opportunities. In this guide, we’ll walk you through key strategies to get your Amazon business organized before major sales events.

Start with the basics

Success on Amazon isn’t just about listing products and hoping for the best. It requires careful planning, data-driven decision-making, and a proactive approach to marketing and operations. Here are some core tips to ensure you maximize sales for any event on the Amazon sales calendar:

• Analyze Past Sales Data: Look at previous events to determine your best-selling products, conversion rates, and inventory performance.
• Set Realistic Goals: Define what success looks like—whether it’s increased revenue, brand awareness, or higher conversion rates.
• Stock Up: Conduct a thorough analysis of your supplier lead times, manufacturing cycles, and shipping timelines to ensure your inventory strategy is always accurate.
• Optimize Product Listings: Ensure your titles, descriptions, images, and backend keywords align with Amazon SEO best practices.
• Prepare Your Team: Whether you handle operations yourself or have a team, set clear goals and responsibilities in the lead-up to sales events.‍
• Monitor Competitors: Keep an eye on pricing, deals, and advertising strategies of similar sellers.

Smarter Inventory Management

One of the biggest pitfalls during sales events is running out of stock. Forecasting accurately using historical sales data, industry trends, and competitor analysis will help you stay ahead and flexible with sudden changes. Here’s what you can do in advance to maximize your success:

• Adjust Stock Levels: Use demand forecasting to determine how much inventory you’ll need and help avoid last-minute shipments that could cause delays. 
• Schedule Logistics: Ensure your shipments arrive at Amazon’s FBA warehouses well before the sales event. Products take an average of  14-21 days from shipment receipt to “Available” status, so factor this into your delivery plans.
• Diversify Fulfillment Options: Monitor carrier progress closely and have set contingency plans in place for potential shipping delays. Consider backup fulfillment solutions like FBM (Fulfillment by Merchant) to avoid stockout risks.
• Be Competitive: Develop a dynamic pricing strategy that adjusts your prices based on real-time sales velocity and competitor pricing. This approach helps maximize profitability while maintaining competitiveness.
• Brace for Fees: Be aware of potential fees such as inbound placement and low-inventory-level fees and factor them into your pricing strategy. 

Even after the sales event has finished, continue to actively monitor your inventory to keep the momentum going. Build in strategies to avoid overstock or low inventory after the event, such as running promotions or liquidating excess inventory.

Get a jump start on the next event and conduct post-event analysis with your sales data to identify top-performing products and underperforming SKUs. Preparing this information as soon as possible after the sales conclude will make inventory planning and product selection for future events even more efficient.

Reclaim Lost Profits with Reimbursements

Sales events put a strain on Amazon’s fulfillment network as well as the whole supply chain, which can result in errors leading to lost or damaged inventory. Don’t let these losses impact your event results, and reclaim what you’re owed by staying on top of your reimbursements:

• Track Lost & Damaged Inventory: Use Amazon’s reports to identify discrepancies and file reimbursement claims before the windows close. (See below for more details.)
• Audit Your FBA Transactions: Check for overcharged fees, incorrect weight/dimensional fees, and missing inbound shipments.
• Use Reimbursement Services: If manually tracking reimbursements is too time-consuming, consider using an automated reimbursement tool or service like Seller Investigators.

Don’t forget—Amazon’s reimbursement claim window dramatically reduced in October 2024. Staying on top of reimbursements as they happen will let you reclaim more of what you might miss. Check out the table below to make sure you know your new window of opportunity.

Blended Advertising Strategies

A well-planned advertising strategy can significantly impact your sales event performance. Here’s how to make the most of Amazon’s advertising ecosystem leading up to big sales events:

• Start Early with External Traffic: External traffic campaigns (Google Ads, social media ads, retargeting, influencer partnerships) take longer to gain traction. Start these campaigns as soon as possible to ensure maximum ROAS (Return On Ad Spend).
• Use Amazon DSP for Quick Results: Amazon Demand-Side Platform (DSP) can yield results within a week, making it ideal for last-minute sales event promotions.
• Optimize Sponsored Ads: Ensure your Sponsored Products, Sponsored Brands, and Sponsored Display ads are set up for maximum visibility and conversion.
• Increase Bids Strategically: As competition increases during sales events, be prepared to adjust bids to maintain visibility without overspending.

Utilizing an advertising strategy that blends all of the above together will leave no stone unturned when it comes to appealing to new or existing customers. The key is to stay flexible and constantly monitor progress and make changes, both before and during the sales event.

Upcoming Events

Different product categories have varying peak sales periods, but there are some that can have a big impact regardless of category. Here are key upcoming Amazon sales events and US holidays that all sellers should be preparing for:

• Amazon’s Big Spring Sale (March 25-31, 2025)
• Memorial Day (May 26, 2025)
• Prime Day (Took place last year July 16-17, 2024)
• Labor Day (September 1, 2025)
• Amazon’s Big Deal Days (Took place last year October 8-9, 2024)
• Turkey5 - Thanksgiving through Cyber Monday (November 27 - December 1, 2025)

Create your own category specific calendar that includes reminders for your particular peak period. Look over past sales data, competitor data, and public holiday calendars to see where you have more room for opportunity.