Spring Deals 2025: Strong Performance Signals a Confident Start to Q2

Amazon’s Spring Deals 2025 event has delivered strong results across key verticals – and early data suggests that brands who leaned in saw meaningful returns. At Tambo, we observed an average 60% year-on-year increase in attributed advertising sales across participating clients versus the same period in 2024.

One of the standout drivers this year was Sponsored Brands Video, which delivered significantly higher engagement – with click-through rates up to 25% higher than static formats. Brands that invested in high-quality creative and clear, compelling promotional messaging saw the biggest impact.

It’s clear Amazon’s customer base was highly engaged this spring, but it’s equally clear that performance favoured brands that planned early, aligned deals with strong ad strategies, and embraced multi-format execution. Those that took this approach also leveraged Amazon DSP & Amazon Marketing Cloud (AMC) to drive reach with precision targeting – many building custom audiences to reach “promotional shoppers” who typically browse or buy only during key sales events. We also deployed AMC audiences to retarget add-to-cart users and engage high NTB% shoppers throughout the sale.

Automation also played a key role, helping to optimise spend in real time and reduce overall CPCs by 16% year-on-year. Additionally, 8–10pm emerged as the peak shopping hours, with a large proportion of impressions occurring during this window – highlighting the importance of time-of-day strategy in media planning.

Looking ahead, this momentum provides a strong foundation for Q2. The focus now shifts to sustaining visibility and converting new customers into loyal ones. For now, Spring Deals is a clear reminder: peak events are no longer just about pricing – they’re about planning, creativity, data, and execution.