The Amazon Spring Deal Days 2025 kicked off on March 25th, but this event, which should have been a key battle for performance sprint in the first half of the year, has seen both traffic and conversion rates cool down due to multiple factors. According to Yien Network, essential categories such as home appliances and maternal and infant products have seen a surge of 300% in orders, while non-essential categories such as clothing and home furnishings have encountered the dilemma of "promotions without traffic".

01 Amazon Spring Promotion Cools Down

1. Green Label Certification Threshold Squeezes the Living Space of Small and Medium Sellers

In 2025, Amazon will use "Climate Friendly Certification (Green Label)" as the core indicator for traffic allocation. Products that obtain the green label can enjoy 10%-30% free precise traffic support and exclusive exhibition area exposure. However, small and medium sellers are having difficulty meeting the standards quickly due to high certification costs and long cycles, which makes it much harder to obtain natural traffic on the site. According to seller feedback, unverified sellers faced the embarrassing situation of "heavy promotions but insufficient exposure" during the Spring Promotion.

Image source: Zhī Wú Bù Yán

2. Economic Pressure and Promotion Fatigue Double Hit

The US inflation rate has climbed to 3%, and consumers are more inclined to buy daily necessities, shrinking the demand for non-essential categories. At the same time, Amazon's frequent major promotional events (such as Prime Day and Black Friday) have caused aesthetic fatigue in consumers, and the competition from external competitions such as Walmart's SuperSpringSavingsWeek has further dispersed traffic.

02How to Save the Situation with Off-site Promotion?

1. Precise Traffic Attraction through Social Media

Platform selection: Facebook and Instagram are suitable for maternal and infant, home furnishings categories, while TikTok is more favored by young groups.

Content innovation: Show product usage scenarios through short videos, and guide jumps to Amazon links with time-limited discounts. Cases show that TikTok promotion combined with influencer cooperation can increase conversion rates by 27%.

2. Layout of Deal Sites and Price Comparison Platforms

Core channels: VIPON and Slickdeals occupy the top traffic of US deal sites, and sellers on the US site can focus on them.

Operation skills: Contact influencers through the Micro Fat Alliance to write attractive titles, such as "Spring Deal Days Hidden Discount: 50% off Outdoor Furniture".

3. BuywithPrime Tool Empowers Independent Sites

Amazon's BuywithPrime tool can synchronously display Amazon ratings and provide Prime logistics services. Data shows that after access, the average order value increased by 16% and the conversion rate increased by 38%. It is suitable for sellers who have established independent sites, and it is especially recommended that Shopify and SHOPLINE users access it first.

03Future Trends and Layout Suggestions

Short-term solution: Prioritize layout of high-ROI channels such as VIPON and Facebook ads, and combine BuywithPrime to achieve traffic closed-loop.

Long-term layout :Accelerate the green label certification process, and the 2025 Prime Day and Black Friday will continue the policy of tilting traffic towards environmentally friendly products.

Data-driven:Analyze the performance of advertising positions through advertising reports, and tilt the budget towards green areas (high-conversion advertising positions).

Although sellers say that this Spring Promotion is a "sudden spring", I believe that Amazon's battle report should announce the victory of this Spring Promotion from a "digital" perspective. Sellers who did not achieve their expectations should not be discouraged. It is more important to do a good job in daily promotional activities and plan the upcoming Prime Member Day in time.