Dive Brief:
- Amazon’s Big Spring Sale will return starting Tuesday and run through March 31. Similar to last year, the sale is open to all customers, but Prime members receive additional discounts, the company said in a press release.
- The upcoming event will feature themed daily deal drops in more than 35 categories. It will offer discounts of up to 40% off select items, including in apparel, beauty, outdoor furniture and garden supplies.
- Amazon said it’s also offering 50% off Amazon Haul purchases as part of the sale. U.S. customers who shop on Amazon Haul, a Temu-like competitor that launched in November, during the sales event will automatically have the offer applied during checkout.
Dive Insight:
Amazon’s latest sale comes as bargain-hunting consumers remain in search of deals in the face of the converging uncertainties of inflation and an ongoing tariff trade war involving the U.S., Canada, Mexico and China.
“Amazon’s sales respond to that and are great traffic drivers to the site and help to push up revenue,” Neil Saunders, managing director of GlobalData, told Retail Dive in an email. “While Amazon probably cannibalizes sales from other trading periods around the sale, it also takes share from others so this ends up being a net win for them.”
Amazon will offer end-of-season winter and springtime items during the upcoming sale. The deals include up to 40% off select apparel, beauty, sports and travel essentials, and up to 35% off select lawn, grilling equipment, home storage and bedding.
The e-commerce giant is also using the opportunity to highlight Amazon Haul, its low-cost offering that competes in the same segment as Temu and Shein. Available only via app or on mobile, all Haul items are priced at $20 or less, with most less than $10 and some items priced at $1. The selection includes home decor, fashion, outdoor gear and electronics. Haul orders over $25 qualify for free shipping in one to two weeks.
Saunders said the event could help build interest for Amazon Haul. One recent survey found that a majority of Americans haven’t tried Amazon Haul yet, though 16% of respondents use the site at least monthly. In contrast, 28% of those polled used Temu monthly. Amazon told Retail Dive this month that it’s pleased with the customer response so far.
The Big Spring Sale is one of several recurring multiday events that include Prime Day, which typically takes place in July, and Prime Big Deal Days, which is usually in October, ahead of the holiday shopping season. Amazon’s sales often inspire rivals like Walmart and Target to offer their own sales around the same time.
