seller
- What changed
- Amazon's 2026 Black Friday Week and Cyber Monday season for sellers
- When
- Black Friday Nov 27, Cyber Monday Nov 30, 2026; event window not yet announced
- Who it affects
- Amazon sellers with holiday deals, FBA stock and Q4 ad plans
- What to do
- Ship before the Oct 28 cutoff, check deal health, plan budgets
Key takeaways
- Black Friday is November 27 and Cyber Monday November 30, 2026; Amazon has not yet announced its event window.
- Deal submissions closed October 20; the last FBA inbound cutoff is October 28.
- Deals cost $100 plus 1.5% of sales, capped at $5,000; peak fulfillment fees run to January 14, 2027.
Black Friday 2026 seller calendar
AWD inbound cutoff
Deal submissions closed
FBA cutoff, minimal splits
FBA cutoff, Amazon-optimized splits
Black Friday
Cyber Monday
Holiday return window ends
What Amazon has confirmed for Black Friday 2026
Amazon published its 2026 holiday readiness plan for sellers on July 7, 2026, and opened deal submissions on July 8. On October 8, a Seller News post reminded sellers that the Black Friday and Cyber Monday submission window would close on October 20. That date has now passed, so new deals can no longer be submitted for the event.
Black Friday is November 27, 2026 and Cyber Monday is November 30. Amazon's notices to sellers did not state the start and end dates of the Black Friday Week shopping event itself, and we found no public Amazon announcement of those dates as of October 25. Earlier events give some context: the 2024 Black Friday Week and Cyber Monday event ran November 21 to December 2. Treat any 2026 start date you see online as a forecast until Amazon confirms it.
Key 2026 dates for sellers
These are the dates Amazon and trade press coverage of Amazon's notices have confirmed.
- July 8: holiday deal submissions opened
- September 5: early submission deadline for the $50 fee discount on Black Friday Week deals
- October 6 to 7: Prime Big Deal Days
- October 14: AWD inbound cutoff for Black Friday Week and Cyber Monday
- October 15: holiday peak fulfillment fees began
- October 20: Black Friday and Cyber Monday deal submissions closed
- October 21: FBA cutoff for shipments with minimal shipment splits
- October 28: FBA cutoff for shipments with Amazon-optimized splits
- November 27: Black Friday; November 30: Cyber Monday
Deal fees for Black Friday Week 2026
Amazon kept 2026 holiday deal fees at the same level as the previous year. Best Deals, Lightning Deals and Prime Exclusive Price Discounts carry an upfront fee of $100 per promotion plus 1.5% of promotional sales, capped at $5,000. Deals submitted by September 5 saved $50 on the upfront fee. For full detail on each type, see our guides to Amazon Lightning Deals and the Prime exclusive deal.
Amazon also said Prime Big Deal Days Prime Exclusive Discount prices were excluded from the 30 and 60 day lookback windows, so they do not limit the maximum deal price for Black Friday Week and Cyber Monday.
Peak fulfillment fees and surcharge
Holiday peak fulfillment fees apply from October 15, 2026 to January 14, 2027, covering FBA, Remote Fulfillment with FBA, Multi-Channel Fulfillment and Buy with Prime. Trade coverage of Amazon's announcement puts the average increase at about $0.32 per unit over non-peak rates, the same as last year, with a 3.5% fuel and logistics surcharge on top. Amazon loaded the peak rates into the Revenue Calculator and fee preview reports, so update deal margins with those numbers.
Black Friday 2026 deal and fee numbers
Amazon's pre-event checklist for deals
Amazon's October 8 notice listed four checks for sellers with deals. Deals that fail them can be suppressed even after approval, so run through them now.
- Account Health Rating: resolve policy warnings or violations
- Deal health: fix deals marked suppressed or at risk
- Listing quality: deal listings must be active and meet quality requirements
- Payment and tax settings: current and complete
Other confirmed changes that affect Q4
Two other 2026 changes matter for Black Friday pricing and returns. Since April 23, 2026, Amazon requires list prices to be backed by real sales or prices elsewhere, which affects strikethrough prices on deals. Since August 31, 2026, Amazon has offered business-only deals to business customers, with a 15% minimum discount during high velocity events, which include Black Friday and Cyber Monday.
On returns, Amazon confirmed on October 16 that items bought from November 1 to December 31, 2026 can be returned until January 31, 2027, and said the extension will apply every year. Our Amazon return policy guide covers what that means for Q1 cash flow.
What sellers should do in the next four weeks
With deal submissions closed, the remaining levers are stock, ads, listings and pricing.
- Ship remaining FBA inventory before the October 28 cutoff
- Check deal health daily and fix any suppressed deals
- Update margin models with peak fulfillment fees and the surcharge
- Use coupons or Prime Exclusive Discounts where still available in Seller Central
- Plan ad budgets for the full event week, not just Friday
- Set stock alerts so ads pause before an ASIN runs out
- Prepare for January returns under the extended holiday window
Advertising plan for Black Friday Week
Shopper traffic and conversion rise through the event week, and competition for clicks rises with it. Raise budgets so campaigns do not run out in the afternoon, raise bids on proven converting terms, and run retargeting for shoppers who viewed deal ASINs. Use data from Prime Big Deal Days in October to decide which search terms deserve more budget. Our guide on how to prepare for Prime Day covers the same lead-in, event and lead-out structure.
How PPC Spider helps
PPC Spider manages Black Friday Week budgets and bids through Amazon PPC management, with SpiderOS monitoring spend, stock and deal status throughout the event. Target ACoS is set from margin after fees, including peak fulfillment fees. If you want a check before the event, request a free Amazon audit.
Sources
- PPC Land: Amazon shuts Black Friday deal submissions for sellers on October 20 (ppc.land/amazon-shuts-black-friday-deal-submissions-for-sellers-on-october-20/)
- EcomCrew: Amazon publishes Q4 2026 deadlines, same fees, earlier inventory cutoffs (ecomcrew.com/amazon-publishes-q4-2026-deadlines-same-fees-earlier-inventory-cutoffs/)
- ChannelMAX: Black Friday and Cyber Monday 2026, Amazon sellers must submit deals by October 20 (channelmax.net/article/black-friday-cyber-monday-2026-amazon-sellers-deal-submission-deadline-october-20-channelmax)
- PPC Land: Amazon makes its January 31 holiday return deadline an annual rule (ppc.land/amazon-makes-its-january-31-holiday-return-deadline-an-annual-rule/)
We run these playbooks on client accounts every day. Start with a free audit.
Get a free audit