Traffic dropped during Spring Deal lead-up? Turns out St. Patrick’s Day was quietly stealing it.

I’ve noticed a lot of sellers asking the same question lately: why is traffic soft during the official 10-day lead-up to the Spring Deal event? Some listings even have stable rank but traffic keeps dropping. The lead-up traffic we were expecting just hasn’t shown up.

After digging a bit, here’s what I’m seeing.

Spring Deal traffic boost seems tied to BD/LD participation

From what I’ve seen (and from talking with Amazon reps), the traffic boost during the lead-up period is heavily weighted toward ASINs that have BD or LD scheduled. If you’re not running a deal, you barely feel any lift. Most of my ASINs didn’t have deals, so the lead-up has felt flat.

Curious — for those who did run BD/LD during this period, did you actually see a noticeable traffic bump?

Also, a thought worth discussing: if deal ASINs really get a solid boost, could you technically sign up for a deal, ride the lead-up traffic, then cancel before the deal runs? Not endorsing it, but curious if anyone’s tested the boundaries here.

The bigger factor everyone’s missing: St. Patrick’s Day

Here’s the thing I think most sellers overlooked. If you’ve noticed Google’s logo changed recently — that’s because St. Patrick’s Day is here. And Google Trends data shows a clear spike in “St. Patrick’s Day” searches over the past week.

That demand is pulling traffic away from non‑seasonal products on Amazon. People are shopping for green shirts, party decorations, and novelty items — not your everyday household goods.

So if your traffic is down right now, it might not be your ad strategy or listing quality. It’s just that buyers are distracted by a holiday.

What seasonal sellers are doing (and why they’re winning)

Check out any St. Patrick’s Day product on Amazon. You’ll see BSR and sales climbing sharply over the past two weeks. What’s interesting is that many of these sellers actually raised prices multiple times during the surge — and sales kept growing.

That’s the seasonal play: when demand spikes and competition is focused elsewhere, buyers are less price‑sensitive. You can capture better margins if you plan ahead.

Takeaway for non‑seasonal sellers

When you see traffic dip, don’t panic and start tweaking ads, jacking up bids, or deleting keywords. First, check external factors. Is there a holiday pulling demand away? Are competitors in seasonal categories surging?

Sometimes the best move is to hold steady and wait for the seasonal wave to pass. Blindly adjusting ads during these windows often just burns budget and hurts conversion.

Answers (3)

reeseCorner Mar 19

The real stress isn’t the traffic dip itself — it’s seeing your rank drop while competitors hold steady (or even climb). If they planned ahead and stacked keywords around the holiday weeks ago, they’ll ride the wave while you’re scrambling.

Zephyr

Mar 21

Yeah, the rank drop is the part that stings most. Traffic can bounce back, but when you watch competitors keep the same positions it feels like you missed the boat weeks earlier. The keyword stacking around the holiday makes sense though — I probably should've been planning that way instead of reacting after the fact.

Piper Moore

Mar 22

that's exactly what happened here, we were way too late

Leo Johnston

Mar 23

Oof, so basically the holiday stole the clicks before the holiday even showed up 😭

Aaron Ray

Mar 26

This is the annoying part of seasonal stuff, because by the time the traffic dips you already lost the ranking battle. I’ve seen the same thing with back-to-school searches where the sites that prep early just sit there untouched while everyone else starts chasing the spike too late. Feels like the only real fix is building those keyword clusters way ahead of the obvious holiday window.

RealAmazon28 Mar 19

This is spot on. Last year during Easter weekend, I saw a 50% drop in orders on a home goods listing. It came back to normal in 1–2 days. These holiday dips happen. You don’t always need to “fix” something — sometimes you just wait it out.

Landon Y. Dalton

Mar 20

That Easter weekend example is helpful. I was about to start changing listings when the drop hit, but it makes sense that a holiday can just pull traffic away for a day or two. Did you notice if it recovered all at once or was it more gradual?

Lauren-Quincy Walsh

yeah that’s probably what happened here

catalogvibes Mar 20

Exactly. The sellers who win during these moments are the ones who saw the trend coming in February. They built keywords around the holiday early and let the seasonal demand do the work. It’s not magic — it’s just paying attention to the calendar.

MellowField81

Mar 25

This is so true. People always wait until the week of the holiday and then act surprised when the search traffic is already gone. February is when the prep actually matters.

Traffic dropped during Spring Deal lead-up? Turns out St. Patrick’s Day was quietly stealing it.

Answers (3)

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