As announced, Amazon has officially opened submissions for its Prime Big Deal Days (October) and Black Friday/Cyber Monday (November) sales events. With record-breaking performance in 2024, this year’s Q4 is expected to be bigger than ever.

Here’s what sellers need to know to maximize sales.

  • Bigger Visibility Windows: You no longer need to wait until November—Prime Big Deal Days in October is now a must-win early Q4 event.
  • More Deal Options: From Lightning Deals to Prime Exclusive Discounts, Amazon is expanding ways to gain homepage and deals-page exposure.
  • Inventory Priority: Shipments arriving within Amazon’s new 7-day delivery windows will get priority processing, which means faster in-stock status.
  • Cost Transparency: Holiday peak fulfillment fees (Oct 15 – Jan 14) remain the same as last year, so you can plan with confidence.

Key Amazon Deadlines

Prime Big Deal Days (October)
  • AWD inventory due: Aug 29
  • FBA minimal shipment splits: Sept 10
  • FBA optimized shipment splits: Sept 19
  • Deal submission cutoff: Sept 12

Black Friday / Cyber Monday (Nov)

  • AWD inventory due: Oct 9
  • FBA minimal shipment splits: Oct 20
  • FBA optimized shipment splits: Oct 30
  • Deal submission cutoff: Oct 28

Opportunities 

  • Capture early holiday shoppers in October before competition peaks.
  • Exclusive Prime badges boost trust and conversion rates.
  • Lower advertising costs earlier in Q4 compared to November rush.

Challenges

  • Upfront deal fees ($500–$1,000) add to costs—ROI tracking is essential.
  • Peak fulfillment fees may squeeze margins if not factored into pricing.
  • Inventory delays could risk missing placement, so deadlines are non-negotiable.

Action Plan for CedCommerce Sellers

  1. Choose the Right Deals
  • Best Deals: Strongest visibility, but higher fee. Use for proven ASINs.
  • Lightning Deals: Great for fast movers or seasonal items.
  • Prime Exclusive Discounts: Lowest fee option, ideal for Prime-only targeting.
  • Coupons: Flexible and low-cost, useful for niche products.

2. Lock in Inventory Early

  • Use Amazon Warehousing & Distribution (AWD) for buffer stock.
  • Sync FBA cutoffs with dashboard alerts to avoid stock-outs.

3. Price for Profit

  • Factor in peak fees + deal fees when setting discounts.
  • Use bulk-editing or repricer tools to adjust pricing across multiple SKUs.

4. Plan Campaigns by Date

  • Submit deals before Sept 12 for October visibility.
  • Prepare fresh offers for November shoppers ahead of Oct 28 cutoff.

TL;DR

Amazon’s holiday events are now two waves—October (Prime Big Deal Days) and November (BFCM week). Sellers must hit inventory and deal deadlines to secure placements. Early action = lower costs + bigger exposure.

Source: Seller Central 

CedCommerce takeaway: Sync your promotions, pricing, and inventory strategy now. The sellers who prepare earliest will capture the largest share of holiday traffic.

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amazon marketplace festive season Holiday Season sell on amazon