Amazon Black Friday Cyber Monday 2026: Key Seller Dates

Amazon Black Friday Cyber Monday 2026 events are scheduled to begin across marketplaces in mid-to-late November, with exact dates varying by location. As sellers enter the final preparation stage, keeping track of deal submission deadlines and completing FBA inventory planning will be essential to coordinating promotions, replenishment, and holiday sales.

 

This guide brings together marketplace event dates, current deal submission reminders, promotion updates, and preparation priorities. Bookmark it for reference and add the relevant dates to your phone or computer calendar.

 

Amazon Black Friday Cyber Monday 2026 Dates by Marketplace

Marketplace	Event Dates	Additional Details
United States and Canada	November 19–30	Check marketplace announcements for any updates.
Australia	November 17–30	Check the local event page for details.
Saudi Arabia and United Arab Emirates: White Friday	November 20–30	November 20 is listed as the PEA member-exclusive discount day. Confirm the opening date in Seller Central.
Brazil	November 19–30	The promotional warm-up period runs from November 3–18.
Mexico	November 26–30	Check the local event page for details.
Japan and Europe	Refer to Seller Central	Check the promotions page and subsequent official announcements for event dates.

Event schedules may differ by marketplace. Always refer to the relevant marketplace’s official announcements for the applicable Black Friday and Cyber Monday dates.

 

 

Important Deal Submission Reminders

Submissions are now open for Black Friday and Cyber Monday promotions. In addition to Lightning Deals and Best Deals, sellers can set up Prime-exclusive price discounts and coupons. European sellers can also use the cross-marketplace expansion feature to extend eligible promotions to additional stores.

Complete your submissions as early as possible to allow time for review and corrections.

 

Lightning Deal and Best Deal Submission Deadlines

To give sellers more time to prepare effective promotions, Amazon has extended the U.S. Black Friday and Cyber Monday submission deadline for Lightning Deals and Best Deals to November 13, 2026.

 

Submissions also remain open in other marketplaces. Sellers who have not yet submitted their deals should act before the applicable deadlines.

Marketplace	Submission Deadline
United States	November 13, 2026
Canada	November 13, 2026
Europe	November 18, 2026
United Arab Emirates and Saudi Arabia	November 19, 2026
Japan	November 25, 2026

Sellers who have already submitted promotions for Japan should create their replenishment shipments as soon as possible.

 

Three Important Dates for U.S. Sellers

Add the following dates to your phone or computer calendar:

1. November 6: Recommended target for Prime-exclusive price discounts

If you have not yet submitted your Black Friday and Cyber Monday Prime-exclusive price discounts, aim to complete your submissions by this date.

2. November 13: Final deal submission deadline

This is the last opportunity to submit U.S. Black Friday and Cyber Monday deals. It is also an important window for resolving deal suppression issues that could prevent your promotions from running.

3. November 16: Recommended target for submitting missed price discounts

If you discover that you have missed any Prime-exclusive price discount submissions, aim to submit them by this date. Allow enough time to correct errors and address any remaining gaps.

 

Submission path:
Seller Central → Marketing → Manage Promotions and Deals → Create a Promotion

Navigation labels may vary by marketplace and account interface. For U.S. Prime-exclusive price discounts, Amazon also directs sellers to Advertising → Price Discounts → Create a price discount.

 

New Feature: Expanded Promotion Coverage Across Europe

Sellers who have already submitted deals in Europe can select “Expand to X stores” in the promotion management interface to extend a deal or coupon across 10 European stores in a single workflow.

Review the applicable requirements for each destination store when expanding your promotions.

 

What to Do When a Submitted Promotion Shows an Issue

If the promotion management page displays an issue, follow the on-screen instructio

ns immediately, make the necessary changes, and resubmit. Resolving problems promptly helps keep promotions eligible to appear during the event and reduces the risk of interrupted visibility.

 

Review path:
Seller Central → Marketing → Manage Promotions and Deals → Manage Promotions

To investigate and resolve an issue:

1. Find the product whose status indicates a problem.
2. Select the product to open its details.
3. Locate and select the specific issue.
4. Make the required changes according to the on-screen instructions and submit the update.

 

Submit Prime-Exclusive Price Discounts and Coupons

Alongside Lightning Deals and Best Deals, consider submitting Prime-exclusive price discounts and coupons for other products in your catalog. These options give you more flexibility to add offers as the event approaches.

Prime-Exclusive Price Discounts

Submission path:
Seller Central → Marketing → Manage Promotions and Deals → Create a Promotion → Create a Price Discount

When submitting a Prime-exclusive price discount, select Black Friday and Cyber Monday from the event drop-down menu so that eligible offers can receive the event badge.

 

Price discounts scheduled during major shopping events can help promote products, qualify eligible offers for promotional badging, and display savings in search results and on product detail pages.

 

Coupons

Submission path:
Seller Central → Marketing → Manage Promotions and Deals → Create a Promotion → Create a Coupon

When setting up coupons, make sure the scheduled dates cover the relevant promotional event period.

 

Final Preparation Priorities for Black Friday and Cyber Monday

With the event approaching, focus your final preparations on five areas: promotions and pricing health, inventory and logistics, return prevention, advertising, and brand building and protection.

Together, these priorities help sellers prepare for increased traffic while maintaining inventory availability and a reliable customer experience.

 

Promotions and Pricing Health

• Submit all suitable recommended products. Before the deal submission window closes, review your deal recommendations and submit every eligible product that fits your promotional strategy.
• Monitor email notifications. Pay particular attention to warnings that submitted promotions may be canceled. Investigate and correct any issues promptly.
• Model promotional pricing. Use Amazon’s product pricing and promotion planning tool to compare regular selling prices with potential event pricing ranges and support peak-season pricing decisions.
• Continue improving product detail pages. Combine listing improvements with advertising, promotional tools, and external traffic campaigns to build interest in priority products. Plan off-Amazon traffic campaigns ahead of upcoming promotions, and enroll in the Brand Referral Bonus program where eligible to earn bonuses and improve marketing return on investment.
• Check Pricing Health regularly. Review pricing status in the Pricing Health dashboard to help protect Featured Offer eligibility, commonly known as the Buy Box.

 

Inventory and Logistics

FBA inventory planning should account for inbound deadlines, transportation time, warehouse receiving, and the stock needed to support each promotion.

• Check FBA inbound deadlines for each marketplace. Select an appropriate international shipping method based on peak-season logistics conditions, arrange dispatch as soon as practical, and use a reliable carrier. Amazon recommends options such as Amazon Global Logistics (AGL), its official cross-border logistics service; Amazon SEND, which uses selected third-party partner carriers for replenishment; and carriers participating in FIST, Amazon’s FBA inbound shipment tracking system. Prepare inventory promptly to reduce the risk of inbound delays or shipment rejection.
• Consider Amazon Warehousing and Distribution (AWD). AWD provides upstream storage outside FBA capacity limits. The supplied guidance also highlights the ability for eligible inventory received into AWD to become available for purchase; sellers should confirm the applicable availability conditions in their accounts. Use AWD automatic replenishment to reduce manual work and help prevent stockouts. Sellers can ship to AWD through Amazon SEND or AGL.
• Prioritize faster transportation for inventory that has not shipped. Consider air freight or other expedited options for urgent replenishment. The guidance recommends Amazon SEND air freight.
• Continue improving inventory performance. Monitor capacity changes and maintain sufficient inventory space to support peak-season demand.
• Monitor seller-fulfilled performance metrics. Keep account performance within requirements to protect selling privileges during the holiday season. Increase customer service staffing where needed to maintain response times, or use Amazon’s Customer Service by Amazon (CSBA).
• Update delivery settings promptly. Keep seller-fulfilled delivery promises accurate. Consider Shipping Settings Automation (SSA) and Automated Handling Time (AHT).
• Review available seller benefits. Visit the Seller Benefits page in Seller Central. New sellers should check FBA inbound incentives under New Seller Incentives, while sellers introducing eligible new products should review free storage benefits under the FBA New Selection program. Track enrollment, benefit activation, and usage.

 

Return Prevention

• Analyze FBA returns reports. Identify the main reasons customers return products, then improve product detail pages to address recurring questions or mismatched expectations before peak-season order volumes increase.
• Enroll in Amazon Product Support features where eligible. Options include post-purchase support videos, manufacturer contact information, product instructions and documentation, live support from brand owners, and replacement parts. These resources can help customers resolve problems without returning the entire product.

 

Advertising

Sellers who have submitted Black Friday and Cyber Monday deals should consider running Sponsored Ads campaigns alongside their promotions to help shoppers discover their offers.

• Launch campaigns one to two weeks in advance. Build visibility before the event and give Amazon’s advertising systems time to better match your ads with relevant audiences.
• Use Sponsored Products and Sponsored Brands. These ad formats can promote products with deals in prominent placements in search results and on product detail pages, where eligible.
• Use suggested bids and automatic targeting where available. These features can help capture holiday shopping demand without extensive manual setup. Automatic targeting is available for Sponsored Products campaigns.

Advertising path:
Seller Central → Advertising → Campaign Manager

Brand Building and Protection

• Continue improving your Brand Store and its pages. Build your follower base and improve the shopping experience to support conversion.
• Add promotional product videos and shoppable images to your Brand Store homepage. Use image generation tools to create supporting creative assets at scale.
• Enable the automated “All Deals” page. Bring promotional products together in one place to increase visibility for priority offers.
• Use generative AI tools for A+ Content. Create copy that reads naturally in the local language, then use Manage Your Experiments (MYE) to run A/B tests and select the strongest version.
• Use Premium A+ Content. Incorporate video to demonstrate products more clearly and show how they work.
• Review the “Build Your Brand” page before the event. Use the available brand-building metrics to establish a baseline for evaluating performance.

The countdown to Black Friday and Cyber Monday is underway. Submit your promotions, finalize your schedule, activate advertising campaigns, and complete your brand protection checks.

 

Success during Amazon Black Friday Cyber Monday 2026 depends on how well these activities work together. Meeting deal submission deadlines secures the opportunity to participate, while disciplined FBA inventory planning helps ensure that promoted products are available when shoppers are ready to buy. Sellers should align promotional commitments with realistic freight schedules, warehouse receiving capacity, and replenishment options, while continuing to monitor pricing, customer support, and returns. Forest Shipping is an international freight forwarder supporting Amazon sellers with shipments from China to Amazon fulfillment centers and warehouses operated by third-party logistics (3PL) providers. By coordinating international transportation and destination delivery around sellers’ inventory plans, Forest Shipping helps connect sourcing in China with the warehouse network supporting their peak-season sales.