On November 1, 2024, Amazon began promoting Early Holiday Deals on the US site. In the first five days of the month, the share of products sporting a Limited Time Deal tag has risen slightly across the site as a whole. However, looking specifically at products that appeared across multiple years within holiday-related, unbranded search results, prices have dropped 11% vs. the same period in 2023. This further emphasizes, along with Prime Big Deal Days results and other retailers promoting holiday sales earlier than ever, that consumers are responding to discounts and competitive pricing needs to be a priority for brands during the upcoming holiday peak period.

Biggest Takeaways for Brands

• For gift-related products, driving sales in the pre-holiday period is likely going to rest more on discounts, rather than ad spending
  • Improving sales velocity in the run-up to Cyber Week is a good way of improving organic search visibility during the peak period
  • While Amazon places a priority on lower prices generally, expect additional visibility benefits for discounted goods before the holiday peak
  • This may be especially important for newer products that need to drive up sales velocity for review and holiday visibility reasons
    • Brands may get more value out of discounting as opposed to additional search advertising given these dynamics

Methodology

Momentum Commerce examined the prices across a same-product set of more than 21,000 ASINs that appeared on unbranded, holiday-related search terms during November 2023. The average price was then cataloged for these same products from November 1st through 5th in 2022, 2023, and 2024.

For site-wide discounting data, Momentum Commerce examined the share of all products appearing across the top one million search terms from November 2023 that held a ‘Limited Time Deal’ tag from November 1st through 5th in 2022, 2023, and 2024.