Amazon has a new online storefront for Easter shoppers.

Amazon is hopping to it with the launch of its seasonal online Easter Shop.

Although the traditional Easter season doesn’t kick off until Ash Wednesday (Wed., March 5), in an email to Chain Store Age Amazon announced it is already offering a digital holiday storefront known as the Easter Shop. 

Following up on the seasonal Easter Hub it offered in 2024, Amazon is featuring discounts on traditional holiday items such as toys, candy, Easter basket stuffers, apparel, and brunch ingredients. The Easter Shop assortment includes products from brands such as Hershey’s, Lego, Clinique, Nintendo, and Lacoste.

In addition, brands including Laura Mercier, The Ordinary, Paula’s Choice, Tula Skincare, and InBloom by Kate Hudson are running seasonal Easter storefronts on the Amazon e-commerce site.

Amazon expands special sales promotions

Amazon continues to build on its offerings of limited-time discount events, often targeted to a specific customer interest or season. The retailer hosted a weeklong Memorial Day sale during a busy May 2024 that also included the inaugural Amazon Book Sale.

And the Summer Beauty Haul, which ran concurrently with the Amazon Book sale May 13-19, followed Amazon Gaming Week which was held April 30 – May 5 and Amazon Pet Day, which ran May 7-8.