VENDO, a PLTFRM company, Pairs Ad Investment with Event Timing to Maximize Results
October 23, 2025
daily sales lift for brands running deals
with only 1.6x TACoS increase
daily sales lift for brands not running deals
In March 2025, Amazon launched its Big Spring Sale (BSS)—a multi-day seasonal shopping event aimed at driving spring category momentum across beauty, wellness, fashion, home, and more. For VENDO brands that ran deals during the event, the results were clear: BSS presents a major opportunity to drive significantly higher returns.
Brands that chose not to run deals during the BSS event saw only minor increases, while those that participated in the official promotion reaped major gains, particularly on high-traffic days like Sunday (Day 6). These results emphasize that strategic participation paired with media investment has direct impact on spring season performance.
Sales Lift
Ad Efficiency
Best Performing Sales Days
Lead-In Strategy: Minimal Impact, Limited Participation
Only 16 brands opted to run lead-in discounts, vs. 50 brands that did not.
| Lead-In Participation | Lead-In Lift | Main Event Lift |
|---|---|---|
| Opt-In (minus outliers) | +3% | +15% |
| Opt-Out | +6% | +21% |
Insight: Despite a few outliers skewing averages, the data indicates that lead-in campaigns had limited influence on overall performance, and the main event drove the majority of results.
Insight: Sales volume normalized shortly after the event, indicating that BSS did not significantly cannibalize future demand, but rather acted as a seasonal accelerator.
Brands that ran deals during the BSS event also invested more aggressively in advertising, yielding mixed, but notable results.
| Metric | Opt-In Brands | Opt-Out Brands |
|---|---|---|
| CTR (Sponsored Brands) | 20% | 6% |
| Bounce Rate | 14% | 11% |
| TACoS | 13% | 8% |
Insight: CTR more than tripled for participating brands, signaling strong deal-seeking behavior, while a slightly higher bounce rate suggests increased browsing and less decisive action during event days.
Brand Store contribution remained relatively stable but showed a minor dip in share for brands who ran deals during the event.
| Group | Brand Store % of Sales | |
|---|---|---|
| Participating brands | 11% | |
| Brands not running deals | 12% |
Insight: A slight shift in Brand Store behavior indicates shoppers prioritized product listings and deals over curated Brand Store content during BSS, with Deals Pages contributing ≤5% of total Brand Store sales - a minimal impact compared to the homepage.
Big Spring Sale 2025 reinforced that brands achieve the greatest lift when they take advantage of Amazon events and run deals, particularly when pairing participation with targeted media investment. As Amazon expands its calendar of seasonal and tentpole events, brands will have more opportunities to participate throughout the year. Aligning event participation with strategic advertising and focusing on peak days will be key to maximizing performance and capturing incremental demand in future promotions.
