H2

In Amazon’s business planning, reporting, and forecasting, H2 designates the second six-month period of the year - a timeframe that includes key retail events such as:

• Back to School
• Prime Day (if held in July)
• Black Friday / Cyber Monday
• Holiday season (Q4)

Why H2 matters:

• Often contributes the majority of annual revenue, especially in consumer and retail categories
• Involves peak advertising spend and inventory planning
• Used in comparisons like H1 vs. H2 growth or YoY H2 performance

Note: In businesses with different fiscal calendars, H2 may reflect the second half of their fiscal year — not always July–December.

💡 Example: “We’re increasing H2 ad budgets by 30% to capitalize on holiday traffic.”

In short:
H2 refers to the second half of the year - a critical period in Amazon sales cycles due to major promotional events and high seasonal demand.