Amazon Cyber Week Update – Traffic Declines Deepen Across All Major EU Marketplaces

Last week, we shared early Black Week numbers showing Amazon traffic down ~8% YoY based on Brand Analytics Search Term data.

With Cyber Monday behind us, the full picture for Cyber Week 2025 is now becoming clear – and the declines are significant across all major Amazon EU marketplaces.

Based on our daily traffic estimates for the full Cyber Week period, Amazon demand is trending well below 2024 levels:
UK: –8.3%
Germany: –7.6%
France: –5.0%
Italy: –4.8%
Spain: –2.4%

These are meaningful drops, especially for the UK and Germany – and they reinforce what many retail analysts have been pointing out:
Consumer sentiment remains fragile, and promotional intensity is no longer enough to fully counteract the underlying pressure.

Even more interesting:
While traffic declined, we are also seeing ROAS compression across Sponsored Ads, driven by high CPC competition and weaker-than-usual conversion rates. As always, the final performance picture will only be clear once attribution completes, but early signals suggest a tougher environment than last year.

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