Plan your Black Friday and Cyber Monday deals by October 28 [Updated Oct 24, 2025]
To ensure you make the most of the upcoming holiday shopping season, now is the time to plan your deals and promotions strategy for Black Friday and Cyber Monday. You can submit Best Deals and Lightning Deals through October 28, 2025.
Creating compelling deals helps attract new customers and increase your visibility during peak season:
- Best Deals require a minimum 15% discount off the Amazon Standard Identification Number (ASIN) reference price and are eligible to receive prominent placement on the Amazon deals page, event merchandising, and homepage features for a $1,000 flat fee per deal.
- Lightning Deals run for 12 hours (or while supplies last) during main event days with a minimum 20% discount for a $500 flat fee per deal.
- You can also offer Prime Exclusive Price Discounts with a minimum 15% discount and event badging for $245 during Black Friday and Cyber Monday.
- For ongoing promotions, consider using coupons which provide point-of-sale discounts with automated merchandising for a $5 flat fee plus 2.5% of sales from units sold on the coupon.
For more information, including how to set up your deals, discounts, and coupons for the holiday season, go to the FBA peak readiness playbook.
Plan your Black Friday and Cyber Monday deals by October 28 [Updated Oct 24, 2025]
To ensure you make the most of the upcoming holiday shopping season, now is the time to plan your deals and promotions strategy for Black Friday and Cyber Monday. You can submit Best Deals and Lightning Deals through October 28, 2025.
Creating compelling deals helps attract new customers and increase your visibility during peak season:
- Best Deals require a minimum 15% discount off the Amazon Standard Identification Number (ASIN) reference price and are eligible to receive prominent placement on the Amazon deals page, event merchandising, and homepage features for a $1,000 flat fee per deal.
- Lightning Deals run for 12 hours (or while supplies last) during main event days with a minimum 20% discount for a $500 flat fee per deal.
- You can also offer Prime Exclusive Price Discounts with a minimum 15% discount and event badging for $245 during Black Friday and Cyber Monday.
- For ongoing promotions, consider using coupons which provide point-of-sale discounts with automated merchandising for a $5 flat fee plus 2.5% of sales from units sold on the coupon.
For more information, including how to set up your deals, discounts, and coupons for the holiday season, go to the FBA peak readiness playbook.
12 replies
Seller_dxtnLb5q0liIL
Hello, I noticed that all my eligible SKUs are only being offered as Lightning Deals. Could you please explain why that is, and let me know how I can request or qualify for a Best Deal promotion instead? Thank you for your help.
Seller_EJ77FVwpocuId
What are the dates that the sale is visible to our customers?
Seller_yWguVkOFHze6J
Hi, Can you please confirm that sellers can submit "Prime-exclusive Price Discounts for Black Friday & Cyber Monday" one day before the event start date, correct?
So, October 28, 2025 deadline is only for Best Deals and Lightning Deals but not for "Prime-exclusive Price Discounts for Black Friday & Cyber Monday".
Thanks.
Seller_Czalp8fz737R0
Can someone confirm what the Prime exclusive deal BFCM fee was last year?
Seller_WkeXPORbJU4ih
If the price discount deal shows a "potential funding" calculation - when will we know the actual funding? Will it show before it runs incase we need to make adjustments? I tried asking the AI assistant, but it's giving conflicting answers.
Seller_NjsCrohDCYqkD
You state a minimum 15% discount qualifies, but when you upload a fixed price spreadsheet validation stops you and forces a minimum 20% discount.
What's the deal here?
