Amazon spring sale provides boost to overall online retail sales in March

Amazon’s week-long spring sale, which occurred between March 10-16 compared with March 25-31 in 2025, saw spend during the comparative period grow 9.1% to £2.1bn.

This also helped boost March’s total online retail sales to £9.29bn, growing 6% year-on-year.

Adobe said Amazon’s spring deals also caused some online retailers to follow suit, as discounting became widespread across the online market.

The deepest discounts were on jewellery, with an average 11% price cut, followed by sporting goods with 9%, home and garden with 8%, electronics and furniture with 7%, and toys at 6%.

During Amazon’s spring promotional period, it saw a 142% increase in gen AI-driven traffic compared to the spring sales in 2025, showing the increasing popularity of AI shopping.

Certain products also received a boost in sales, as deals on electronics, furniture, and gifting for Mother’s Day and Easter were sought after.

Compared with the overall average February retail sales in the UK, March saw a huge increase in sales across products such as cosmetics, holiday decor, computers, luggage, and jackets.

The largest leap in sales was across patio furniture, garden tools, and greeting cards, with a 225%, 207%, and 138% jump, respectively.