For many Amazon sellers, 40–60% of annual revenue comes from Q4 alone. Planning for seasonal peaks is essential for maximising revenue and avoiding stock-outs.
Key UK Selling Seasons
| Period | Key Events | Lead Time Needed |
|---|---|---|
| Jan–Feb | New Year, Valentine's | Stock by late November |
| Mar–Apr | Mother's Day, Easter | Stock by mid-February |
| May–Jun | Father's Day, summer prep | Stock by mid-April |
| Jul–Aug | Prime Day, summer, back-to-school | Stock by late May |
| Sep–Oct | Halloween, early Christmas shoppers | Stock by August |
| Nov–Dec | Black Friday, Cyber Monday, Christmas | Stock by September |
The Q4 Playbook
- August: Finalise Q4 inventory orders. Confirm shipping timelines with suppliers.
- September: Send inventory to FBA. Start building PPC campaigns for holiday keywords.
- October: Ramp PPC spend gradually. Create holiday-specific A+ content and images.
- November: Black Friday and Cyber Monday. Aggressive PPC, lightning deals if eligible.
- December: Maintain stock levels. Last-day shipping deadlines drive urgency.
- January: Post-holiday clearance. Push remaining Q4 stock before FBA fees increase for long-term storage.
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