December extended a pattern Amazon itself has been signalling all year:
record visits, broader category exploration, but shorter attention windows.
During the 2024–25 festive and year-end period, Amazon disclosed:
- 2.7B+ customer visits during peak events
- Strongest growth coming from Tier-2 and Tier-3 cities
- Higher UPI-led sessions, especially on mobile
- Increased cross-category browsing (Home, Kitchen, Personal Care, Appliances)
Traffic scaled faster than conversion efficiency.
That gap is the signal.
In high-traffic months, growth doesn’t break categories — ambiguity does.
When traffic grows this fast, behaviour shifts in three measurable ways:
- Entry broadens
More users enter through generic category queries (“sofa”, “cookware”, “storage”) rather than brand or SKU-specific searches. - Decision time compresses
Scroll depth increases, but time-to-first-interaction decreases — shoppers decide faster whether to stay or leave. - Drop-offs move earlier
The highest exits now happen in the first 1–2 folds, not mid-page.
In other words: More people arrive ready to explore, but fewer are willing to work to understand the category.
Across categories we’ve studied, pages that held attention shared three traits:
- Clear first-fold orientation (price bands, use-cases, styles)
- Familiar visual anchors (bestsellers, reviews, delivery cues)
- Fewer choices upfront, more clarity
Categories that relied purely on:
- depth of assortment
- endless scroll
- late-stage filters
saw higher early exits despite higher traffic.
Volume didn’t reward abundance.
It rewarded structure.
December traffic patterns aren’t seasonal anomalies anymore.
They are a preview of default scale.
As Amazon’s reach deepens beyond metros:
- discovery becomes harder, not easier
- category experience becomes the bottleneck
- creative clarity matters as much as pricing or logistics
The winning advantage is no longer how much you show.
It’s how quickly you help people understand where to go.
“Streak helped us listen to the market and respond with positioning that hit the mark. Buland became a hit from day one.”
At Streak, this is exactly what we build in our 30-Day Growth + LTV Audit: rapid creative resets tied to market shifts, and retention loops that convert opportunistic buyers into loyal customers.