When is peak season for Amazon?
The peak season for Amazon usually starts from October to January. This period is packed with major holidays like Halloween, Thanksgiving, and Christmas.
Besides, to boost buying sentiment during this time, Amazon also comes up with major promotions like Cyber 5 or Prime Day.
- Prime Big Deal Days (Oct 8-9)
- Black Friday to Cyber Monday (Nov 28 – Dec 1)
- Christmas Week (Dec 15 – 22).
In addition to these key holidays, let’s explore other major shopping occasions on Amazon in 2026.
Q1 Key Dates
January
New Year Day (January 1, 2026): New Year’s Day is the time for family gatherings, fireworks, parties, and resolutions. There is a strong demand for “treat yourself” and motivational purchases during this time of the year.
What to sell: New Year’s themed shirts, tumblers, and planners, fitness and wellness products (motivational bottles, gym wear), calendars, journals, and organization tools
Martin Luther King Jr. Day (January 19, 2026): Martin Luther King Jr. Day (third Monday) is one of the biggest holidays in the US. On this day, Americans hold many events to commemorate Dr. King’s life and work, as well as to honor civil rights.
What to sell: Inspirational quote shirts and posters, educational classroom decor
Lunar (Chinese) New Year (January 24, 2026): Lunar (Chinese) New Year is one of the most important occasions for the Asian community. During this time, Asian families will gather and celebrate the new year. This is the best time to sell diaspora gifts and home decorations.
February
Super Bowl (February 9): The Super Bowl is the biggest football game of the year, and also America’s unofficial national holiday. Millions of people tune in for the game, the halftime show, and the commercials. In fact, the Super Bowl regularly attracts over 100 million viewers, making it a significant cultural and commercial phenomenon every year.
What to sell: Team-themed apparel, jerseys, and fan gear, party supplies, funny Super Bowl shirts, mugs, home décor, and man cave accessories, etc.
Valentine’s Day (February 14, 2026): Valentine’s Day is a widely celebrated events where people exchanges romantic and thoughtful gifts and celebrate love. It’s also one of the biggest shopping events every February. On Valentine’s Day 2025, Americans spent $27.5 billion on Valentine’s gifts, with the average person spending around $188.81.
What to sell: Couple gifts (matching mugs, shirts, phone cases), jewelry, flowers, candles, and personalized cards, Valentine-themed home décor, “Galentine’s” and “Self-love” products.
March
St. Patrick’s Day (March 17, 2026): St. Patrick’s Day honors the patron saint of Ireland. This event has evolved into a joyful global celebration of Irish culture. Currently, there are around 30 million Americans of Irish descent. On this day, people love dressing up, decorating, and sharing fun, lucky-themed gifts for the event, making it a goldmine for sellers.
What to sell: St. Patrick’s Day shirts, hats, and accessories, green and shamrock-themed tumblers, mugs, home décor, party supplies, funny or matching group outfits for parades and events.
International Women’s Day (March 8, 2026): International Women’s Day celebrates the achievements and empowerment of women worldwide. It’s a major observance globally and is currently gaining traction in the U.S.
What to sell: Empowerment-themed shirts, tote bags, and posters, personalized gifts for moms, daughters, colleagues, and friends, stationery, journals, and accessories featuring motivational quotes
Spring Season Kickoff (Late March 2026): As winter fades, Americans start shopping for fresh looks, home makeovers, outdoor gear, and seasonal activities. For e-commerce sellers, this is the perfect transition period to introduce spring-themed designs and products.
What to sell: Floral and pastel-themed apparel, accessories, and home décor, gardening tools, outdoor décor, and picnic gear
Q2 Key Dates
April
April Fools’ Day (April 1, 2026): April Fools’ Day is all about fun, laughter, and playful pranks. For sellers, this is a lighthearted opportunity to roll out playful campaigns and surprise deals, as well as sell witty, novelty items and funny designs.
What to sell: Funny quote shirts, mugs, and tumblers, gag gifts, quirky accessories, prank kits, humorous cards, meme-inspired merchandise.
Easter Sunday (April 5, 2026): Easter is one of the most celebrated Christian holidays, marking the resurrection of Jesus Christ. Easter is also a major family-oriented event. Each year, Americans spend billions on Easter baskets, candy, and décor, making it a high-demand period for themed and personalized products.
What to sell: Easter-themed apparel, Easter baskets, toys, puzzles, stickers, Christian-themed gifts, home décor, personalized gifts for family gatherings.
Spring Break (Late March – Mid-April 2026): Spring Break is one of the most anticipated vacation periods of the year, especially among students and families looking for warm getaways. It’s a prime time for travel-related and lifestyle products, from beachwear to travel mugs.
What to sell: Vacation and beach-themed apparel, swimwear, tote bags, travel accessories, matching group shirts for trips and family vacations
May
Mother’s Day (May 10, 2026): Mother’s Day is one of the biggest gifting events of the year in the U.S.. Americans spend over $35 billion on this day each year. Shoppers usually look for gifts that feel thoughtful and emotional, from personalized keepsakes to heartfelt messages.
What to sell: Personalized gifts (photo frames, personalized jewelry), apparel for mothers, home décor, Spa sets, self-care bundles, and relaxation gifts, matching family shirts or mugs for mom and kids.
Memorial Day (May 25, 2026): Memorial Day is a holiday to honor fallen U.S. military service members. This event also marks the unofficial start of summer—a long weekend filled with outdoor barbecues, parades, and big retail sales. For eCommerce sellers, Memorial Day is a chance to blend patriotic spirit with summer-themed promotions.
What to sell: Patriotic products (flags, red-white-blue apparel), outdoor and picnic essentials (tumblers, coolers, blankets, and grilling accessories), memorial tribute gifts for veterans and families
Graduation Season (May–June 2026): Graduation is a major life milestone for high school and college students across the U.S. The celebration starts as early as mid-May. Families love giving personalized keepsakes to commemorate this special moment.
What to sell: Graduation shirts, photo frames, keychains, inspirational gifts, party décor, and banners for graduation celebrations
June
Father’s Day (June 21, 2026): Father’s Day honors dads, grandfathers, and father figures everywhere. Like Mother’s Day, this is also a top gifting holiday in the U.S. Products that reflect hobbies, family bonds, or dad jokes tend to perform best.
What to sell: Personalized gifts: engraved mugs, tumblers, wallets, and photo frames, funny shirts, Hobby-themed gifts (golf, fishing, BBQ, tech, or car lovers), matching family outfits for Father’s Day photos and celebrations
Juneteenth (June 19, 2026): Juneteenth commemorates the end of slavery in the United States. For eCommerce sellers, it’s a meaningful opportunity to create and promote products that honor African American heritage, empowerment, and freedom.
What to sell: Juneteenth-themed shirts, posters, and home décor, Red, black, and green color-themed merchandise, empowerment gifts supporting Black culture and history
Q3 Key Dates
July
Independence Day (July 4, 2026): The Fourth of July is one of the most patriotic and festive holidays in the United States. Americans usually celebrate the nation’s independence with fireworks, barbecues, and community parades. Around 84% of Americans take part in some form of celebration. Spending often centers around party supplies, outdoor gear, and patriotic fashion.
What to sell: Patriotic apparel, USA-themed tumblers, mugs, flags, and home décor, picnic, barbecue, and outdoor accessories (coolers, blankets, grill gear), group or family-matching outfits for parties and fireworks nights
Back-to-School Prep (Late July – Early September 2026): Back-to-school season is among the biggest retail periods of the year. Parents and students shop for clothes, accessories, stationery, and dorm essentials for the new school year. Sales begin as early as late July. According to the National Retail Federation, American families spend over $40 billion annually during this period, making it a huge opportunity for e-commerce businesses to sell back-to-school products.
What to sell: School supplies and organization tools (planners, notebooks, pencil cases), student-themed and motivational shirts, backpacks, tumblers, teacher appreciation gifts, and classroom décor, dorm room and college life essentials (wall art, pillows, mugs)
Summer (All July 2026): Summer is in full swing—and so is summer shopping. Americans embrace travel, outdoor adventures, beach days, and backyard hangouts, driving a surge in seasonal spending. Lifestyle-driven categories like fashion, travel gear, and outdoor décor perform exceptionally well during this season.
What to sell: Summer-themed apparel and accessories, beach and travel items: totes, towels, drinkware, and vacation sets, outdoor and patio décor for summer parties, personalized gifts for travelers, campers, or sun lovers
Amazon Prime Day (Expected Mid-July 2026): Amazon Prime Day is a massive shopping event—often lasting 48 hours—offering huge discounts across nearly every category. It’s one of the biggest online sales events of the year, with total spending surpassing $12 billion in 2024.
What to sell: High-demand, trending products with bundle or limited-time discounts, accessories, electronics, and lifestyle products that perform well under impulse buys
August
End of Summer Sales (Early–Mid August 2026)
As summer winds down, August marks one of the biggest clearance and transition sales periods of the year. Retailers and online sellers use this time to move out summer inventory before fall collections arrive. Consumers are still in a spending mindset—looking for deals on summer gear, travel items, and lifestyle products—making it an ideal window for “last chance” promotions.
What to sell: Discounted summer apparel and accessories (“End of Season Sale,” “Summer Blowout”), outdoor, camping, and travel gear at clearance prices.
Back-to-School Peak (Mid–Late August 2026): By mid-August, back-to-school shopping hits its absolute peak. Families are finalizing their lists for school essentials, clothing, and dorm supplies. This is also a prime opportunity for print-on-demand sellers to sell personalized back-to-school items.
What to sell: Student planners, notebooks, and motivational stationery, customizable backpacks, pencil cases, and water bottles, Teacher gifts and classroom décor
September
Labor Day Weekend (September 5–7, 2026): Labor Day weekend is the final summer hurrah in the U.S., filled with travel, outdoor parties, and major retail promotions. Many online stores run sitewide discounts, making it one of the most lucrative mini “sale holidays” between Prime Day and Black Friday.
What to sell: Outdoor and picnic essentials: coolers, tumblers, grilling tools, patio décor, home and lifestyle items on sale for clearance events.
Fall Season Kickoff (Mid–Late September 2026): When autumn arrives, shoppers embrace cozy, warm, and festive vibes, driving a strong seasonal demand shift. This marks the start of the fall buying cycle, which goes from Halloween until Christmas. Americans begin updating wardrobes, decorating homes, and preparing for seasonal holidays, making this a perfect time to roll out new collections.
What to sell: Fall-inspired apparel and décor, blankets, warm clothing, and cozy home accessories
Q4 Key Dates
October
Fall Festival Season (October 2026): October marks the peak of fall festivals, pumpkin patches, and harvest events across the U.S. Families and friends are eager to decorate homes, dress seasonally, and celebrate autumn traditions. Sellers can capitalize on the seasonal excitement by offering cozy, themed, and collectible items.
What to sell: Autumn and harvest-themed home décor (pumpkins, leaves, gourds, signs), fall apparel (cozy hoodies, scarves, socks), customizable fall mugs, tumblers, and kitchenware
Halloween (October 31, 2026): Halloween is one of the biggest and most creative retail holidays in the U.S. Over 180 million Americans participate each year, making it a goldmine for costume, décor, and party-related sales. From kids and adults dressing up to themed home décor and treats, the demand spans multiple categories, with a strong trend toward personalization and unique designs.
What to sell: Halloween-themed shirts, hoodies, and costumes for all ages, personalized décor: tumblers, mugs, banners, and door signs, party supplies: spooky cups, plates, candy holders, and props, home decorations, candles, and outdoor lighting
Breast Cancer Awareness Month (October 1–31, 2026): October is globally recognized as Breast Cancer Awareness Month, a time to honor survivors, support research, and raise awareness. Consumers actively purchase pink-themed products to show solidarity, making this a meaningful opportunity for socially conscious selling.
What to sell: Pink-themed shirts, tumblers, tote bags, and jewelry, awareness ribbons, pins, and educational posters, fundraising products or bundles tied to donations, motivational gifts for survivors and supporters
November
Thanksgiving (November 26, 2026): Thanksgiving centered around family gatherings, gratitude, and feasting. It’s a key moment for both offline and online shopping, as consumers prepare for dinners, hosting, and seasonal décor. Beyond food, shoppers increasingly look for personalized gifts and home products to elevate their celebrations.
What to sell: Thanksgiving-themed apparel, tableware, personalized décor (banners, placemats, and wall signs), kitchen essentials, seasonal home décor
Black Friday (November 27, 2026): Black Friday is the biggest shopping day of the year in the U.S., famous for massive discounts and record-breaking sales. For e-commerce sellers, Black Friday is a golden opportunity to run aggressive promotions and capture high-volume traffic.
What to sell: Electronics, tech accessories, and trending gadgets, holiday gift bundles and customizable products, apparel, home goods with limited-time discounts, marketing assets: sale banners, social media graphics, and email templates
Cyber Monday (November 30, 2026): Cyber Monday follows Black Friday and focuses on online shopping deals. It has become one of the largest digital shopping events globally, with U.S. consumers spending billions in a single day. Sellers who optimize for fast shipping, bundle deals, and online promotions can see tremendous spikes in revenue.
What to sell: Tech products, gadgets, and smart home devices, Apparel, accessories, and personalized merchandise, online-exclusive bundles, and limited-edition items
December
Pre-Holiday Shipping Cutoff Phase (Early–Mid December 2026): As the holiday season reaches its peak, December is dominated by last-minute shoppers aiming to get gifts delivered in time for Christmas, Hanukkah, and other seasonal celebrations. Understanding shipping cutoffs and promoting express options can significantly boost sales, especially for personalized products and custom orders.
What to sell: Personalized gifts with fast turnaround (mugs, tumblers, ornaments, t-shirts, hoodies), gift bundles, ready-to-ship products for last-minute buyers, holiday-themed packaging, greeting cards, and gift wrap
Christmas (December 25, 2026): Christmas is the most important holiday for U.S. retail, with Americans spending over $120 billion on gifts, décor, and festive experiences. It’s the ultimate season for personalized, thoughtful, and unique items, making it a high-demand period for eCommerce sellers.
What to sell: Personalized gifts: ornaments, stockings, mugs, tumblers, and apparel, holiday décor (lights, tree ornaments, wreaths, and tableware), winter clothing, pajamas, Ugly sweaters, etc.
Hanukkah (December 25, 2026 – January 2, 2027): Hanukkah is an eight-day Jewish festival celebrated with lights, family gatherings, and gift-giving. While smaller in overall spending than Christmas, it’s a targeted market with strong demand for themed gifts, décor, and festive items.
What to sell: Hanukkah-themed gifts (mugs, tumblers, shirts, and personalized keepsakes), Menorahs, candles, decorative home items, gift bundles, and sets for friends and family
Boxing Day (December 26, 2026): Boxing Day, while originally a UK and Commonwealth tradition, has grown in popularity in the U.S. among online shoppers hunting post-Christmas deals. It’s an opportunity to clear out inventory and offer discounted items to last-minute buyers or bargain hunters.
What to sell: Post-Christmas clearance items and bundles, winter apparel, accessories, electronics, gadgets, and gift sets
New Year’s Eve (December 31, 2026): New Year’s Eve is a time for celebration, parties, and reflection. Many Americans spend on party supplies, festive apparel, and items to ring in the new year with style. It’s also a time to market motivational and “fresh start” products that tie into New Year’s resolutions.
What to sell: Party supplies, apparel, and accessories for celebrations, motivational planners, journals, and “New Year, New Me” products, customizable gifts for friends and family celebrating together
Tips for Amazon Sellers
- Inventory & Prep Lead Time: For major events (Prime Day, Big Deal Days, Black Friday) ensure inventory is pre-shipped to fulfilment centres early (6-8 weeks ahead) and listings are optimized well in advance.
- Advertising – PPC Strategy: Ramp up ad budget and targeting 2–3 weeks before each key event; shift to aggressive bidding during the event; then follow up with retargeting after.
- Seasonal Theme Alignment: Use the holiday context (e.g., Earth Day, Juneteenth, Back-to-School) to frame your listing imagery, A+ content, and promotions for better conversion.
- Testing & Learnings: Use the July Prime Day event as a “dress rehearsal” for Q4: test your logistics, ad creatives, listing performance now so you’re ready for Black Friday/Cyber Monday.
- Date Confirmation: Especially for events with TBD dates (e.g., Prime Day, Prime Big Deal Days), mark tentatively but watch for official announcements.
