Overview

Amazon will roll out a series of Spring Deal Days over the next several weeks, giving sellers a short‑term boost in visibility during the seasonal buying surge. At the same time, Amazon has launched a Search Query Performance (SQP) dashboard that reveals which exact shopper queries generate ad impressions, clicks, and sales. Both initiatives intersect with recent updates to Amazon Advertising—now tightly linked to Adobe Photoshop—and a parallel AI‑driven support program launched by Walmart. Sellers who adjust inventory, creative assets, and keyword bids to match these changes can improve campaign efficiency and capture early‑season demand.

Key Points

• Spring Deal Days schedule — Amazon plans multiple 24‑ to 48‑hour flash promotions throughout spring, each highlighting a rotating set of product categories.
• Search Query Performance tool launch — The new SQP interface provides real‑time visibility into the specific search terms that trigger ads, together with their click‑through and conversion metrics.
• Ads‑Photoshop plug‑in — Sponsored Brands creatives can now be opened, edited, and republished directly from Adobe Photoshop, eliminating the need for separate export steps.
• Walmart AI assistance — Walmart has added an internal artificial‑intelligence specialist to help its sellers with inventory forecasting and ad optimization.
• Timing advantage for sellers — Coordinating product launches or price cuts with the Spring Deal Days window can secure sales before the midsummer rush.
• Keyword refinement without third‑party tools — SQP data lets sellers trim low‑performing keywords and amplify high‑conversion queries using Amazon’s native interface.

How the Search Query Performance Tool Works

1. Capture shopper queries — Every time a shopper enters a phrase that matches a seller’s ad, Amazon records the exact term, the resulting impression, and any subsequent click or purchase. Example: A brand advertising “bamboo kitchen utensils” sees the phrase “eco‑friendly bamboo spatula” appear in the SQP report.