Overview

Amazon has launched a collection of no‑cost educational tools designed to help sellers fine‑tune their advertising tactics before the holiday rush. The suite, released in early November, bundles courses, guides and playbooks that cover everything from basic ad mechanics to advanced seasonal strategies. Sellers who adopt these resources early can lock in better performance during the year’s most competitive sales window.

Key Points

• Four free modules — The library includes a Festive Season Advertising Course, a Campaign Setup Guide, a 3‑Step Advertising Playbook and a Digital Advertising Foundations primer.
• Early testing advantage — Brands that launch test campaigns in early November gain at least two weeks of performance data before Black Friday, allowing bid and creative tweaks that late starters miss.
• Higher conversion potential — Holiday shoppers exhibit stronger purchase intent, so paid ads during the gift‑buying window often achieve conversion rates 15‑20 % higher than in off‑peak months.
• Inventory‑ad sync — Amazon warns that running ads on out‑of‑stock SKUs wastes budget and can depress organic rankings, a risk that spikes when inventory forecasts aren’t aligned with campaign calendars.
• Extended spend window – Amazon recommends spreading spend across the full November‑December period rather than concentrating on Black Friday/Cyber Monday, because cost‑per‑click can jump 30‑40 % on those single days.

How Amazon’s Free Advertising Guides Work

1. Enroll via Seller Central — Log in to the Seller Central dashboard, navigate to the “Advertising Resources” tab and click “Start Free Course.” For example, a new‑to‑Amazon brand can register for the Digital Advertising Foundations primer with a single click and receive immediate access to video lessons.
2. Complete the structured curriculum — Each module follows a step‑by‑step syllabus; the Festive Season Advertising Course, for instance, walks users through market research, budget allocation and creative best practices across three weeks of content. A seller who finishes the course by mid‑November can immediately apply the recommended timeline to their own campaigns.