Diwali on Amazon India is not a separate sale; it is the second half of the Great Indian Festival window, when shopper intent shifts from bargain hunting to gifting and home preparation. The ads that work in this stretch are different from the event-opening plan: gift-term keywords, Sponsored Brands for a curated set, and budgets that hold through the week before Diwali rather than peaking on day one.
Our Great Indian Festival guide covers the opening: two-week ramp, budgets up two to three times for days one to three, then a hold. Diwali is the tail of that window. Traffic is still high but the mix changes. Amazon's Diwali advertiser guide, published on advertising.amazon.com, frames it around gifting and home categories, and the search terms in the search term report bear that out: the words 'gift', 'gift set', 'hamper', 'for family' and 'diwali' start appearing on products that never see them in March.
That means new keywords, not just higher bids on old ones. A seller who only raises bids on 'copper water bottle' misses 'diwali gift for parents' entirely.
Exact and phrase match on gift terms with your product noun: 'diwali gift', 'diwali gift for employees', 'diwali gift hamper'. Keep it separate so you can switch it off cleanly afterwards.
If you are Brand Registered, a Sponsored Brands ad showing three gift-suitable products with a Diwali headline. Keep the headline free of price and superlatives to pass creative policy.
Run one auto campaign on the gift-suitable ASINs with a modest budget to harvest the festive terms Amazon finds. Move winners to exact match after a week.
Target the ASINs that appear on 'diwali gift' results, which are often not your everyday competitors.
Do not copy the day-one spike. Diwali demand builds over two to three weeks and peaks in the last week before the festival. Raise budgets on the Diwali campaigns steadily, then hold them at their peak for the final seven days. Use the bid calculator with your festive conversion rate, which for gifting categories is usually above the annual average because shoppers are decided.
CPCs stay elevated through the window. Agencies in our research quote 40 to 80% above normal for Indian sale events, and the Diwali weeks sit inside that. A wallet top-up plan matters: on Amazon India many seller accounts pay ads from the seller ads wallet, and a dry wallet stops every campaign on the busiest evening.
Hold Diwali campaigns for seven days after the festival for attribution to close, then pause them rather than delete, so next year's structure is ready. Read the search term report for the whole window in mid-November, when the attribution window has closed on every click, and harvest the gift terms that converted into your permanent exact-match campaigns for next year.
BlooprintAI makes the add and the step-down quick: the Diwali campaigns are one CSV upload from a saved template, the pause is a filtered bulk action with a summary and a log, and the search term view shows the festive terms with orders across every campaign in one table. Nothing is automatic; you run each step.
Filter every keyword and target by ACoS, CPC, CVR or spend and change bids in one go.
Learn more →Enter ad spend and ad sales to get ACoS and ROAS in seconds.
Learn more →A week-by-week plan for bids, budgets and wallet top-ups.
Learn more →Warm-up, event and post-event budgets for the July sale.
Learn more →Three to four weeks before Diwali, which in practice means as the Great Indian Festival opens. Gift-term searches build over those weeks and peak in the final week before the festival.
Gift and occasion terms combined with your product noun: 'diwali gift', 'diwali gift hamper', 'diwali gift for parents', 'diwali decoration'. Harvest the exact terms from an auto campaign and the search term report.
If you are Brand Registered and have three or more gift-suitable products, yes. A collection ad with a festive headline suits gifting intent. Keep price and superlatives out of the headline to clear creative review.
Yes. The Diwali weeks fall inside the Great Indian Festival window, where agencies quote CPCs 40 to 80% above normal. Budget for it and keep the wallet topped up.
Step gift-term bids down once your promised delivery date falls after Diwali, then pause the Diwali campaigns seven days after the festival, when attribution has closed.
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