Our Amazon BFCM strategy delivers consistent results

Black Friday and Cyber Monday Strategy Built for Amazon Sellers
A winning BFCM strategy starts weeks in advance. We start laying the groundwork early in October, building momentum into the BFCM peak. This method was developed managing $1.2B in Amazon sales for 400+ brands, testing, refining, and learning what works.

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3 year BFCM performance growth

We tracked performance across three years from 2023 to 2025 to show the impact of our strategies. The numbers represent the total sales for our managed accounts.

4-week lead up

2023-2025

Focused optimization before Black Friday and Cyber Monday helped grow lead-up sales by 55% over two years.

Black Friday sales

2023-2025

Continuous optimization, advertising, and promotional planning resulted in 58% Black Friday revenue growth.

Cyber Monday sales

2023-2025

With our proven strategies and BFCM management, we outpaced market trends to deliver a record-breaking 2025.

Significant Growth Trends

The jump from 2024 to 2025 shows the power of refined advertising and inventory management. We saw a massive increase in sales velocity across all major metrics.

Time period	2023 vs 2024	2024 vs 2025
4-week lead up	14% increase	36% increase
Black Friday week	3% increase	53% increase
Cyber Monday week	7% increase	43% increase

Why does the lead-up weeks matter for Black Friday/Cyber Monday?

Many sellers wait until the holidays to start promotions. We begin prepations four weeks early to improve organic rankings and collect data.

This helped generate $754,833 more sales per week for our clients in 2025 compared to 2024. In addition, having sales and ad data leading up to the peak helps sellers spend more efficiently when BFCM traffic spikes.

From 2024 to 2025, BFCM sales rose 53% across our managed accounts. The lead-up weeks helped drive much of that growth

Our Amazon BFCM strategy

With consistent results year on year, our strategy is timed to build momentum, maximize peak performance, and carry that performance into December.

BFCM strategy in action

These Amazon brands show how our strategy works across different challenges, backed by a dedicated team of up to eight Amazon specialists handling PPC, SEO, catalog, design, and project management.

250% more sales

K’lani entered the holiday season with unstable ACoS and limited inventory. Rising CPCs increased ad costs while a stockout during the peak would have meant missed sales.

We focused PPC on converting keywords, consolidated reviews, and monitored inventory weekly. Prime Exclusive Discounts added urgency during the BFCM peak.

$1.7M in sales

Reentel entered the holidays without a plan for rising CPCs and was losing the Buy Box as ad volume increased. Holiday traffic was arriving but not converting.

We built a full-funnel structure across PPC campaigns, and refreshed A+ Content and the Brand Store. Budget scaled into the BFCM peak while we monitored ACoS and TACoS daily.

Let’s build your BFCM strategy

Book a call to get the help you need to build an effective BFCM strategy and maximize your holiday sales.

Trusted by major brands and Amazon FBA sellers:

Managing margins during peak traffic

High sales volume is only useful if you stay profitable. We use tried and tested strategies to protect your bottom line during heavy discounting such as the Black Friday/Cyber Monday season.

Inventory Planning

We work backward from the FBA inbound cutoff to time restocks, ensuring inventory is checked in before Black Friday. Running out mid-event can hand the Buy Box to a competitor for the rest of the quarter.

Ad Spend Control

CPCs climb during BFCM week, so we shift budget to proven converting keywords and pull back on the rest. This helps keep ACoS steady as auctions get more expensive.

Price Laddering

We adjust coupons and deals week by week instead of discounting everything at once. This protects margin and helps preserve your reference price into December.

4.5 Stars • 487 Reviews

4.6 Stars • 150 Reviews

Frequently Asked Questions

How do you handle increased CPC during Black Friday?

We increase bids on proven performers and pause underperforming terms. This helps keep ACoS stable even as competition gets tougher.

Should I run deals on both Black Friday and Cyber Monday?

Yes, but the strategy should differ between the two days. Black Friday often attracts new customers, while Cyber Monday can be a strong opportunity for retargeting. In 2025, Cyber Monday generated a record $14.25 billion in US online spending, outpacing Black Friday.

When should I start my Amazon BFCM strategy?

Four weeks out is the minimum, but starting eight to ten weeks ahead gives you more time to build momentum and optimize your PPC campaigns. Our data shows sales during the four-week lead-up grew 36% from 2024 to 2025, outpacing Cyber Monday week itself.

When should my FBA inventory arrive and be available for Black Friday?

Plan to ship inventory so that it will be received and checked in by mid-October. Amazon publishes the exact inbound and deal submission deadlines each year in Seller Central, so confirm what the current dates are before booking freight.

How much should I discount my products for Black Friday?

Start with the smallest discount that still earns the deal badge, and increase it only if sales slow down. Avoid starting with a huge discount. For example, offering a 40% discount on day one leaves no room to adjust and can hurt the reference price you need in December.

Should I run a Lightning Deal or a Prime Exclusive Discount?

Prime Exclusive Discounts is the safer option because you control when they run and they display a strikethrough price on the listing. Lightning Deals can drive a short burst of traffic and are worth considering when you need to increase sales for a specific product rather than your entire catalog.

Does BFCM sales help my organic ranking on Amazon?

Yes. The sales momentum you build during BFCM can help improve organic rankings into December and January. That’s why we optimize listings and keywords before the increased shopper traffic starts, rather than waiting until after the event.

How should I adjust my Amazon PPC budget for BFCM?

Increase your campaign budgets before raising bids. A campaign that runs out of budget at 2 p.m. on Black Friday cannot capture more sales later. We shift spend toward proven converting terms rather than increasing budgets evenly across the portfolio.

Should I keep advertising after Cyber Monday?

Traffic drops after Cyber Monday, but shoppers are still buying through the December shipping cutoffs. We keep Sponsored Display retargeting running at reduced spend to stay visible and capture those shoppers while other sellers pull back their ads.

How does an Amazon agency approach BFCM differently than most sellers

The difference is in when the work happens. We coordinate inventory, PPC, listings, and deal setup as one sequence starting in October. This approach helped drive a 53% year-over-year increase in Black Friday week sales across our managed accounts.

Prime Day Yearly Performance
Our managed Amazon accounts delivered stronger Prime Day results in 2026, outperforming 2025 across all four days of the event.

Get the help you need to succeed on Amazon

Book a free call to connect with our Amazon experts and get your business ready for Black Friday/Cyber Monday and beyond.

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Our Amazon BFCM strategy delivers consistent results