Amazon releases an annual calendar for Sellers to use for promotional planning. We’ve taken that calendar and expanded it to better serve our friends and partners. This calendar will evolve throughout the years as new developments unfold and new dates are announced, but this can be used to build a solid frame work.
Although we included reminders below for some of the bigger holidays, 180Commerce recommends sending in inventory at least a week earlier than Amazon’s suggested windows. There are countless variables when it comes to receiving and updating inventory at Amazon’s fulfillment centers, and it is best to err on the side of caution.
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- January 1 – New Year’s Day
- January 24-30 – Chinese New Year
- January 28-31 – Outdoor Retailer Show (Trade Show)
- February 2 – Super Bowl Sunday
- February 14 – Valentine’s Day
- February 15 – Amazon Long-Term Storage Clean-Up
- February 17 – President’s Day
In February, start preparing for Prime Day (July).
- March 15 – FBA’s next Long-Term Storage Clean-Up
- March 17 – St. Patrick’s Day
- March 23-25 – Prosper (Conference)
- March 31 – Q1 Performance Review*
- April 1 – April Fools’ Day
- April 12 – Easter Sunday
In April, start preparing for back-to-school season (August).
- May 1 – Graduation Season Begins**
- May 4-6 – Sellers Summit (Conference)
- May 10 – Mother’s Day
- May 25 – Memorial Day
- June 9-11 – IRCE (Conference)
- June 15th – Last day to get inventory to Amazon fulfillment centers for Amazon Prime Day (prepare for additional delays for your product to be received into inventory)
- June 21 – Father’s Day
- June 23-25 – Outdoor Retailer Show (Trade Show)
- June 30 – Q2 Performance Review*
- July 4 – U.S. Independence Day
- July 14-15 – Amazon Prime Day** (approximation, typically mid-July)
In July, start preparing for Black Friday, Cyber Monday and the holiday shopping season.
- August 1 – Back-to-school and start of autumn shopping season
- August 30 – Football Kickoff Season
In August, use any down time to revisit seasonal content changes as needed
- September 7 – Labor Day
- September 14-16 – Resonate (Conference)
- September 30 – Q3 Performance Review*
- October 31 – Halloween
- November 1 – Last day to get inventory to Amazon fulfillment centers for Black Friday/Cyber Monday (prepare for additional delays for your product to be received into inventory)
- November 11 – Veterans Day
- November 26 – U.S. Thanksgiving
- November 27 – Black Friday
- November 30 – Cyber Monday
- December 1 – Last day to get inventory to Amazon fulfillment centers for the Holiday Shopping season (prepare for additional delays for your product to be received into inventory)
- December 10-18 – Hanukkah
- December 12 – The 12 Days of Deals
- December 17 – Do not send in inventory for 2021 prior to this date
- December 24 – Christmas Eve
- December 25 – Christmas
- December 31 – New Year’s Eve & Q4 Performance Review’
Amazon Prime Day
Black Friday/Cyber Monday
End of 2020
*Quarterly Performance Reviews should include review of the following:
- Review of Profit & Loss Statements (P&L)
- Check on Long-Term Storage Fees (LTSF)
- Review Advertising Metrics (ACoS, Sessions, Conversions)
**Amazon has not released the official Prime Day dates yet, but historically Prime Day has fallen in mid-July.