Amazon Turkey 12 2026

Amazon Turkey 12 is Amazon's 12-day Black Friday and Cyber Monday selling event, starting the Thursday before Thanksgiving. This guide is for brand owners and operators doing $1M or more on Seller Central who carry peak season themselves and have no reference point for judging the result.

Plan against November 19 through November 30, 2026. Thanksgiving falls on November 26, which puts Black Friday on November 27 and Cyber Monday on November 30, and those are the Amazon Black Friday Cyber Monday 2026 dates for sellers to build every deadline around.

It depends on the shipment-split option you choose at shipment creation. Amazon set arrival deadlines of October 14 for AWD, October 21 for minimal shipment splits, and October 28 for Amazon-optimized splits, so confirm yours in Seller Central rather than reusing last year's date.

Black Friday and Cyber Monday deal submissions close October 20, 2026. Peak fulfillment fees begin October 15, before Black Friday inventory is even due, which means stock arriving on the October 28 cutoff carries peak rates for its whole selling season.

Compare against brands your size rather than a blended figure. The typical brand in our set ran 12.3% TACoS during peak weeks, splitting to 7.4% for brands above $1M and 21.8% for brands under $250K, while aggregate ACoS across the book ran 20.9%.

You are not unusual, since 32% of the brands in our data sold less during peak weeks in 2025 than in 2024. Deals do not fix a weak position, and our numbers show growers and decliners spent at the same median TACoS, which means the outcome was set before the event opened.

Amazon moved every 2026 inbound deadline earlier and peak fulfillment fees now start October 15. The decisions that settle your Turkey 12 close in October, so a guide read in November arrives after the options are gone.

Every deadline that passes removes an option you cannot buy back. Inventory arriving after your cutoff loses the Prime badge during the twelve days that produce most of your quarter, and a deal rejected in November cannot be rebuilt as a headline promotion.

Position beats bidding. Growers and decliners in our data spent at the same median TACoS of 12.9%, which means inventory, organic rank, deal approval and listing quality decided the event before it opened.

Every framework in this kit is built to be run without outside help. The honest catch is time, because working the five phases properly takes 40 to 60 hours across a window that also contains Thanksgiving, and the checks get skipped in the order that costs the most. Book a free account audit at myamazonguy.com and let our team carry the hard parts.