2025 New Year, New You Campaign Playbook

How to Capitalize on New Year’s Resolutions

Our latest playbook explores the strategies and emerging trends for this year's New Year, New You shopping surge.

The "New Year, New You" (NYNY) trend marks a surge in consumer motivation, creating a significant shift in shopping behaviors as people invest in their self-improvement aspirations. Learn how to capitalize, craft more targeted audiences, and align your brand presence with this yearly trend to drive sales.

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What You'll Learn

How New Year's Resolutions Are Expanding

New Year's Resolutions are deeply tied to the growing $1.9 trillion global wellness market. But consumers are broadening their focus to include mental well-being, financial health, and even new skills and hobbies.

Why Interest-Based Audiences Matter

The most successful NYNY campaigns go beyond traditional, demographic-based audience attributes. Amazon Marketing Cloud is critical for building interest-based audiences that improve success across all channels and marketplaces.

Key Strategies For Sellers

From adjusting your brand store, promotions, and content to inventory preparation, learn how to ensure your products and brand resonate with the NYNY trend.

Success Stories

Learn how one of the leading plant-based protein brands on Amazon increased sales by 36% and increased "Subscribe & Save" customer by 28% from December to January using Quartile.