Thanksgiving has always been one of the busiest shopping seasons in the U.S., but this year, Amazon’s 2025 Thanksgiving event shattered all previous records. From early holiday deals to lightning-fast Prime deliveries, Amazon transformed what used to be a single-day celebration into a multi-week retail marathon.

This year’s “Biggest Thanksgiving Holiday Shopping Event Ever” has proven one thing beyond doubt the era of digital-first holiday shopping is here to stay.

In this post, we’ll explore:

• 📈 The key highlights and numbers behind Amazon’s record-breaking Thanksgiving event

• 🛒 Emerging buyer trends and behavioral shifts

• 🚀 Winning strategies top sellers used to dominate sales

• 💡 Actionable tips for brands preparing for Black Friday, Cyber Monday, and beyond

The Numbers Behind Amazon’s Biggest Thanksgiving Event Ever

Amazon’s internal data and early reports indicate historic sales volume across multiple categories during the Thanksgiving period (November 20–29, 2025). Here are the highlights:

🔹 1. Record Sales Across All Categories

• Amazon reported over $16.7 billion in sales during the Thanksgiving week alone a 24% increase year-over-year.

• Categories like Home & Kitchen, Toys, Electronics, and Beauty saw the sharpest growth.

• Small and medium-sized businesses (SMBs) on Amazon accounted for nearly 60% of total Thanksgiving sales, up from 55% last year.

🔹 2. Mobile Shopping Surged

• Over 72% of purchases were made via mobile devices, showing how convenience continues to drive consumer behavior.

• The Amazon mobile app saw record engagement, with over 250 million daily active sessions worldwide during the Thanksgiving period.

🔹 3. Lightning Deals and “Buy Now” Urgency Worked Wonders

• Amazon’s AI-driven “Deal Discovery Engine” highlighted personalized offers to users.

• Conversion rates for limited-time deals jumped by 35%, showing that scarcity + personalization = high ROI.

🔹 4. Fast & Free Delivery Continued to Win Hearts

• With over 90% of U.S. households eligible for Prime delivery, buyers expected and received 1–2 day deliveries even during peak demand.

• Amazon’s expanded regional fulfillment centers allowed sellers using FBA (Fulfillment by Amazon) to meet customer expectations seamlessly.

Changing Consumer Behavior: The 2025 Holiday Shopper Mindset

Thanksgiving 2025 revealed deep insights into how online shoppers think, plan, and purchase today. Let’s break down the key behavioral shifts Amazon sellers should note:

1. Early Shopping Is the New Normal

Holiday shopping began as early as November 10th, with pre-Thanksgiving promotions driving a surge of early traffic. Consumers are avoiding last-minute stress and sellers are adapting with longer promotional windows.

2. Value > Discounts

Consumers aren’t just hunting for the lowest price anymore. Instead, they’re seeking bundles, perceived value, and trust.
Brands that offered “Buy 2 Get 1” or bundle discounts saw higher average order values (AOV) than those offering blanket discounts.

3. Sustainability Matters

A growing trend among millennial and Gen Z shoppers: eco-conscious purchasing.
Products labeled with “Climate Pledge Friendly” or recyclable packaging tags had 22% higher conversion rates on average.

4. Social Proof Is the New Sales Driver

During the event, listings with:

• 4.5★ or higher reviews,

• over 1000+ verified ratings, and

• lifestyle product videos
  dominated click-through rates.
  In short: reviews = revenue.

What Top Amazon Sellers Did Differently This Thanksgiving

While every seller had access to the same tools, top performers implemented smarter strategies. Here’s what separated the winners from the rest:

1. Strategic PPC Campaign Structuring

Leading sellers invested heavily in Sponsored Product and Sponsored Brand campaigns, with isolation campaigns for top-performing keywords.
They:

• Segmented campaigns by search intent (gift ideas, deals, premium, etc.)

• Used dayparting to boost visibility during peak hours

• Employed ASIN-level targeting against direct competitors

Result? ROAS (Return on Ad Spend) increased by 35–40% in key categories.

2. Leveraged Amazon’s AI Product Recommendations

Amazon’s AI-driven recommendation placements became a goldmine.
Top sellers optimized titles, bullet points, and backend keywords to ensure their listings appeared in AI-driven “Customers also bought” and “Frequently bought together” modules.

3. Enhanced A+ Content and Product Videos

Rich visual storytelling became a conversion driver.
Sellers who invested in A+ Premium Content and short-form product videos saw up to 60% higher conversion rates compared to static listings.

4. Inventory Planning and FBA Preparedness

Many sellers failed to meet demand but the top 10% nailed inventory forecasting.
Using tools like Amazon Forecast or Helium 10 Inventory Protector, they balanced stock levels and avoided costly stockouts or overages.

5. Aggressive Review & Engagement Strategy

Using post-purchase emails, Amazon’s “Request a Review” automation, and brand follow-up campaigns, top sellers strengthened social proof in advance which paid off massively during the event.

Key Categories That Dominated Thanksgiving 2025

Let’s explore the categories that won big this season and why they performed so well:

How Small Brands Benefited from Amazon’s Thanksgiving Push

Amazon made it clear that supporting small businesses was part of this year’s event.
Here’s how small brands got visibility:

• Amazon featured a “Support Small Businesses” banner on its homepage.

• Sponsored Brand video placements showcased smaller sellers’ unique products.

• Many small brands participated in Amazon Live, attracting real-time engagement.

According to Amazon, independent sellers generated over $8 billion during Thanksgiving week alone a record-breaking number.

How to Prepare for Black Friday & Cyber Monday 2025

If you’re an Amazon seller, Thanksgiving 2025 was just a warm-up. Here’s how to turn these insights into actionable next steps before the next big wave hits.

1. Audit and Optimize Your Listings

Ensure:

• Titles include primary keywords + holiday hooks (e.g., “Perfect Gift for Him/Her”)

• A+ Content visually explains value and uniqueness

• Backend keywords are fully indexed for trending search terms

2. Analyze Your PPC Data

• Identify which keywords or ASINs converted best during Thanksgiving

• Scale performing ones into manual campaigns

• Add negatives for high-spend, low-conversion terms

3. Stock Smart

Avoid running out of stock especially if using FBA.
Check restock limits, lead times, and holiday cut-off dates for shipments.

4. Engage Post-Purchase

Send thank-you messages via Amazon’s Buyer-Seller Messaging.
Encourage reviews and build loyalty it’ll strengthen your product rank before Cyber Week.

5. Leverage External Traffic

Drive traffic from:

• Instagram & TikTok influencer collaborations

• Email lists offering early Black Friday access

• Blog posts and social ads linking directly to Amazon listings

Global Expansion: Thanksgiving Is No Longer Just for the U.S.

Interestingly, Amazon’s Thanksgiving event is gaining traction globally, especially in the UK, Germany, Canada, and the Middle East.

• Cross-border FBA sellers reported a 19% sales lift on non-U.S. marketplaces.

• Localized listings and pricing strategies helped sellers tap into new regions.

If you’re selling in multiple marketplaces, now’s the time to localize your listings (titles, bullet points, descriptions) for the EU region something Moizit specializes in.

Tools & Tips Sellers Should Use Before the Next Big Sale

Here are some must-have tools and methods to gear up for future events:

The Future of Thanksgiving Shopping on Amazon

This year marked a turning point AI, automation, and personalization now drive every step of the Amazon shopping experience.

Expect 2026 to bring:

• AI-assisted product discovery (“Show me Thanksgiving gift ideas under $50”)

• More interactive video listings

• Predictive inventory management for FBA sellers

• And even more integrated live shopping events

The takeaway?
👉 Sellers who embrace automation, optimize content, and focus on customer experience will dominate future Amazon holiday events.

Final Thoughts

Amazon’s biggest Thanksgiving holiday shopping event ever has set a new gold standard in eCommerce.
The combination of early deals, personalized recommendations, fast delivery, and AI-driven marketing has permanently changed how customers shop and how sellers must adapt.