Missed October 20? The new Amazon Black Friday deals deadline gives sellers a second chance to join BFCM.
October 20 was the original last day for sellers to submit Black Friday and Cyber Monday deals on Amazon. Sellers who missed it were facing the busiest week of Q4 without an event deal in place.
Amazon has now pushed the Amazon Black Friday deals deadline to November 13, giving sellers 24 more days to get offers in. Sellers working with an Amazon agency or running promotions in-house can use the extra time to submit deals, confirm inventory, and start advertising before the event.
Amazon Black Friday Deals Deadline Moves From October 20 to November 13
Amazon extended the deal sourcing window for Black Friday and Cyber Monday to November 13 in a Seller Central update, replacing the original October 20 cutoff. The new Amazon deal submission deadline applies to sellers still finalizing their event promotions.
Amazon Prime Exclusive Discounts are the one promotion type the notice details, and sellers create them by opening Price Discounts under Advertising, clicking Create a price discount, and choosing Events in the drop-down. The notice doesn’t say whether Lightning Deals and Best Deals share the November 13 date, so sellers should check the Deals dashboard to confirm which deal types still accept submissions.
The extension also doesn’t announce new FBA inventory dates, and Amazon still directs sellers to its Q4 2026 peak readiness playbook for inbound cutoffs, capacity limits, and holiday peak fulfillment fees. With the late October inbound dates already passed, a deal on an ASIN with thin FBA stock can sell through quickly and leave the listing out of stock on Black Friday.
Amazon recommends starting full-funnel advertising early so deal ASINs are indexed and gaining traction before Black Friday Week begins. Sponsored Products, Sponsored Brands, and Sponsored Display can all send traffic to a deal ASIN, and starting early gives each campaign time to collect click and conversion data before peak traffic.
Amazon Black Friday Week Timeline Sellers Should Work Backward From
According to Prosper Show, sellers were expected to lock in Best Deal and Lightning Deal submissions by October 20 and have FBA stock received before the late October cutoffs. With the deal date now moved, the rest of that calendar lines up against a new submission deadline.
| Date | Milestone |
|---|---|
|
Oct. 20
|
Original deal deadline
|
|
Oct. 21
|
FBA cutoff (minimal splits)
|
|
Oct. 28
|
FBA cutoff (optimized splits)
|
|
Nov. 9
|
Listing freeze (informal)
|
|
Nov. 13
|
New deal deadline
|
|
Nov. 27
|
Black Friday
|
|
Nov. 30
|
Cyber Monday
|
Black Friday now lands 14 days after the new deadline, with Cyber Monday three days later, and Amazon hasn’t confirmed when Black Friday Week 2026 starts. Past events have usually kicked off about a week before Black Friday, so sellers who missed both October inventory dates need to confirm what stock is already received before building Amazon BFCM deals around it.
Price is a practical starting point for choosing a promotion type, since products under about $24 often do better with a coupon while pricier flagship ASINs have more room to absorb event deal fees. Coupons show a savings badge in regular search results outside of events too, while an event deal is built for a visibility spike during the sale.
The November 9 freeze is a seller practice rather than an Amazon deadline, and it covers title and keyword edits. Submitting a Prime Exclusive Discount after that date doesn’t change listing copy, so the extension and the freeze don’t conflict.
Amazon Deal Checks Required Before Submission
ChannelMAX reports that Amazon asked sellers to clear four checks before submitting Black Friday and Cyber Monday promotions, and those checks still apply under the November 13 date. Sellers need to resolve open Account Health policy warnings, fix any deals flagged as suppressed or at risk, confirm every deal ASIN has an active listing that meets Amazon’s quality requirements, and keep payment and tax information complete and current.
Whether a Cyber Monday 2026 deal is worth running depends on margin, not just sales volume. A $40 product discounted 20% sells for $32 before tax, and that $32 still has to cover referral fees, fulfillment, ad spend, returns, and any deal fee.
Amazon’s personalized deal recommendations can narrow down which ASINs to promote during the event. Sellers can treat them as a shortlist, then check each recommended ASIN against its margin and stock levels.
Submitting a deal doesn’t guarantee approval or premium placement on Amazon. Sellers should keep monitoring the Deals dashboard after submitting, since a change in price, stock, or eligibility can pull a deal before the event.
