Make good use of holiday traffic, and sales are soaring!

October 9, 2025

Reading time about 6 minutes

A relatively unpopular product, no discount!No price reduction!Did Easter sales increase more than tenfold?How do you do that?

In fact, it's an effect achieved by using the idea of good gift traffic to expand the traffic level. It's really easy to use, and you can try it out.

Let's take a look at how to use it!

An introduction to label play

After performing a “physical examination” on an ASIN, the Amazon system “tags” each ASIN and pushes traffic associated with the “tag” based on the “tag”; tags include “keyword tags,” “category tags,” “ASIN tags,” and “behavioral tags.”

Specific methods of tag play - find keyword tags

1. Product terms: words that accurately describe the product, cold massage roller ball/cryo ball
2. Category words: category words, massage ball/back massage/neck massage/leg massage/arm massage
3. Related words: associated traffic terms, massage tool/massage oil/plantar fasciitis cryotherapy
4. Gift words: gift traffic Valentine's Day gifts for him/stocking stuffer for men/fitness gifts for men
5. Holiday words: holiday traffic, Christmas/Valentine's Day/Mother's Day/Father's Day
6. Channel words: system-specific node words, such as thesameday delivery, clearance items
7. Off-site traffic terms: Amazon must have/tiktok made me buy it/YouTube made me buy it...

Next, using the 2025 Valentine's Day traffic as an example, I will share the specific operation steps in detail.

This product is a classic example for us. Regardless of the situation on a daily basis, the sales volume is ten to dozens, but just this past Valentine's Day, it took off on the 9th, reached its highest point on the 10th, released 200 orders, and fell steadily on the 13th.

It's worth mentioning that we don't match the price of competitors' rolls. Everyone else is 7.99,9.99,15.99, while we are 19.99, and our sales volume is higher than theirs.

So how exactly do you do that?

The first step is to find the ASINs with the Valentine's Day label and find the trigger words behind the ASIN. The back of an ASIN can not only be exposed on the product page, but can also trigger thousands of related (gift) keywords behind the ASIN; then start taking action based on Valentine's Day traffic startup time.

Here's a quick rundown of the six steps for using Valentine's Day traffic based on tagging ideas:

Step 1: Traffic Positioning

Determine the traffic system suitable for your product. For example, first determine what traffic types are there, and then choose the one suitable for your product:

(1) Product flow rate (cold massage roller ball, cryco ball)
(2) Category traffic (massage ball, back massage, neck massage...)
(3) Gift Traffic (Valentines Day Gifts/ Couple Gifts/ Gifts for Her)
(4) Associated traffic (massage tools, massage gun, back strecher...)
(5) Match flow rate (massage oil/pain realief products)
(6) Target flow (therapy ball, face roller, plantar fasciitis cryotherapy)
(7) Edge cleaning traffic (sexy toys/ male masterburters best seller)

Step 2: Find the desired keyword and label ASIN

Find this year's Valentine's Day 2025 keywords and Valentine's Day ASINs

We can use the keyword ASIN feature of third party software to find ASINs with Valentine's Day labels. These ASINs can be targeted for advertising.

(third party software data)

Step 3: Embed words and associated tags

Embedding words is a safe practice. They are experienced, or they can be left unburied and directly posted

Embedding keywords related to Valentines Day Gifts/ Couple Gifts/ Gifts for Her in the title in advance can effectively increase keyword inclusion and increase the probability that keyword tags will be captured by the system; it is also more conducive to the relevance of advertising.

Mid-late January (warm-up period): The popularity of searches related to Valentine's Day gradually increased in mid-late January. Consumers study gift choices in advance, paying particular attention to prices and creative products. There are two key points in the warm-up phase:

(1) Consciously insert words in the listing to highlight keywords related to “Valentine's gifts”
(2) At the same time, open manual keyword or ASIN advertisements to develop keywords and develop Valentine's Day gift labels;

This product was tested on January 17 with three sets of Valentine's Day related ASIN ads and automated ads

(1/17 to 1/31)

Step 4: Develop labels

You can generally start cultivating labels 15-30 days in advance. For example, this Valentine's Day traffic. This product starts cultivating labels around January 27

Start cultivating labels around mid-January to accumulate ad clicks and conversions; the campaign starts on January 17 and uses ASINs with gift tags (usually a group of 40-100 ASINs).

Step 5: Activate the Enlarge tab

During peak conversion periods, bids and budgets were increased. For example, my budget began to increase sharply after February 1

In February, the advertising budget was raised, and the strategy to increase the price increase for the head and the rest of the positions began; on February 10-13, the peak conversion rate was raised from 15% to 20%, and the price increase for the rest of the positions was increased from 10% to 15%;

Early February to February 10 (explosion period): After entering February, traffic increased significantly. In particular, in the first two weeks of Valentine's Day (February 1 to February 10), consumers entered the decision-making period, and searches for keywords such as “Valentine's Day gift recommendations” and “men/women's gifts” surged. Ad placement for keyword ads and ASIN ads is particularly important at this stage

(1) Keywords related to Valentine's Day have a high click rate at the top of the search page and keywords in the rest of the search location, so when ensuring sufficient budget, bid position adjustments require price increases in the head and remaining positions;
(2) The location card is on page 7 of the search results

PS: “Aquaman” added an enlarged label

For products with sufficient inventory and good trends, you can then use the Aquaman style to increase the types of advertising campaigns and increase the budget. For example, you can run 100 groups or 200 groups of Neptune ads.

Introduction to Neptune's style of play: Neptune's style of play is a low-cost, high-reach, and efficient advertising style. Gifts and holiday traffic are one of the common usage scenarios.

Step 6: Finish it up

February 11 to February 14 (end period): Near the holiday season (especially the last 3 days), traffic peaked. About 60% of consumers place orders within a week before the holiday season.
On February 14: Some consumers will still make supplementary purchases (but the overall conversion rate will gradually decline);
At this stage, the focus is on:
(1) Adequate budget: High-performing advertising campaigns can increase the budget moderately
(2) Make sure the product can be delivered on Valentine's Day and finish it well

By accurately arranging gift traffic keywords and tagging methods, we have not only successfully grasped the Valentine's Day market dividends, but also verified the huge potential of the underlying logic of “product is a gift” in Amazon operations. Whether it's daily sales or holiday outbreaks, breaking out of category restrictions and embracing a scenario-based traffic mindset is often the key for small to medium sellers to achieve “low competition and high conversion.”

Note: The pictures and data in this article are mainly from screenshots of Principal Lin's practical case

The above content only represents the creators' personal opinions. The data is for reference only, and does not represent the official views of Amazon Global Store.