Overview

Amazon is rolling out its second “Big Spring Sale” at the start of May 2025, a two‑week discount blitz that promises heightened visibility for participating listings. At the same time, TikTok Shop is debuting a marketplace in Mexico, opening a fresh channel for sellers to reach shoppers. Amazon is also testing a new traffic‑routing method that sends some clicks to brand‑owned pages instead of directly to its own product detail pages, a shift that could reshape conversion dynamics.

Key Points

• Second seasonal promotion — This is only the platform’s second large‑scale spring discount event, following the inaugural sale launched last year.
• TikTok Shop enters Mexico — TikTok’s e‑commerce arm opens its marketplace in Mexico this week, giving sellers a new venue for product discovery and sales.
• Experiment with traffic routing — Amazon is piloting a system that diverts a portion of shopper clicks to external brand sites or landing pages rather than keeping them on Amazon’s own pages.
• Seller readiness essential — The convergence of a major sale, a new social‑commerce platform, and altered traffic flow forces sellers to revisit pricing, advertising, and inventory plans immediately.
• Opportunity for off‑Amazon storefronts — Brands that already maintain robust independent websites may capture additional visits as Amazon channels traffic outward.

How the Amazon Big Spring Sale Works

1. Kickoff and eligibility window — The event launches on the first Monday of May and runs for fourteen days. Sellers with active Lightning Deals or coupon promotions are automatically entered into the “Spring Deals” carousel. For instance, a vendor offering a 30 % off Lightning Deal on silicone baking mats sees the product featured at the top of the carousel.
2. Algorithmic boost for discount‑eligible listings — During the sale period, Amazon’s search engine temporarily elevates the ranking of listings that carry a qualifying discount. A search for “summer patio lights” now places a discounted seller’s item above identical, non‑discounted competitors.