From November to December, holidays are packed together - and with them comes a sharp surge in consumer shopping demand.
Among all the major sales events, Black Friday (BF) and Cyber Monday (CM) have evolved into global shopping extravaganzas, attracting millions of eager buyers worldwide.
Typically, Black Friday falls on the last Friday of November, followed by Cyber Monday on the first Monday after Black Friday.
During this time, Amazon rolls out massive sitewide promotions, driving explosive traffic and sales growth across nearly every product category.
For example, during Amazon's 2023 Black Friday & Cyber Monday event (Nov 17–27), shoppers around the world purchased over one billion items, breaking new records.
Clearly, BF & CM represent a golden opportunity for sellers to break sales bottlenecks, boost exposure, and accelerate brand growth.
So, how should Amazon sellers prepare to win during this crucial season?
Here's a comprehensive preparation timeline designed to help you plan ahead and achieve your best results yet.
Black Friday & Cyber Monday Preparation Timeline
AUGUST - Key Tasks
Finalize product selection and inventory plans
Ensure your winning products are ready for the peak season.
Submit promotional applications
Apply through Seller Central early to secure more campaign slots.
Optimize inventory performance
Maintain high inventory scores to guarantee sufficient FBA space.
Plan logistics in advance
Choose reliable carriers and arrange shipments early to avoid inbound delays.
Register your brand
Complete Amazon Brand Registry early and leverage brand tools to increase traffic and sales.
SEPTEMBER - Key Tasks
Continue improving inventory performance
Ensure FBA storage capacity can handle peak demand.
Track FBA cut-off dates
Monitor deadlines across all marketplaces and ship early using trusted carriers.
For FBM (Self-Fulfillment) Sellers
Keep an eye on delivery metrics and ensure fast, reliable shipping to maintain sales privileges.
Maximize promotional exposure
Apply for Lightning Deals and 7-Day Deals - the more, the better.
Optimize listings and advertising
Enhance product detail pages, launch early ad campaigns, and build momentum with reviews and ratings.
Stabilize sales and pricing
Protect key products using Amazon Transparency to prevent counterfeiting and price disruptions.
OCTOBER - Key Tasks
Monitor logistics progress
Ensure all FBA shipments arrive before cut-off dates.
Track FBM performance
Maintain delivery speed and reliability to keep selling privileges intact.
Keep optimizing listings
Refine your product pages and strengthen ad campaigns for core items.
Apply for more deals
Follow Seller Central recommendations and submit every eligible promotion.
Check your email regularly
Stay alert for any canceled or at-risk promotions - adjust promptly if needed.
NOVEMBER–DECEMBER - Key Tasks
Finalize FBA inbound shipments
Double-check that all inventory has arrived before deadlines.
Monitor FBM delivery performance
Ensure consistent and timely fulfillment during the busiest shopping days.
Review promotions
Make sure approved promotions remain active and risk-free.
Run a full account audit
Check your account health, ad campaigns, and listings for any last-minute issues.
AFTER THE PEAK SEASON - Key Tasks
Manage post-sale inventory
Clear or restock inventory according to product performance and future plans.
Review and plan ahead
Analyze your peak-season results, plan new product launches, and ensure stock levels support next year's growth.
Final Tips
That's your Amazon Black Friday & Cyber Monday Preparation Roadmap - a practical, step-by-step guide to mastering the busiest sales season of the year.
Keep in mind that event dates may vary slightly across different Amazon marketplaces, so always refer to the latest updates on the Amazon Global Selling official website.
Before the BF & CM season officially begins, both the Amazon Global Selling website and its official WeChat account will release timely preparation tips and insights.
Stay tuned, stay proactive, and adjust your strategy as needed - because preparation is the key to peak-season success.
