Amazon has extended the deal sourcing window for Black Friday and Cyber Monday to November 13, 2026. The window was originally set to close on October 20, so sellers who missed it now have roughly three more weeks to get deals in. This applies to US sellers planning promotions for Black Friday on November 27 and Cyber Monday on November 30.
According to the official Seller Central announcement, posted on October 22, 2026, deal sourcing for the event is still open and the extra time is meant to help sellers prepare. Amazon paired the news with three reminders: ship FBA inventory before each event's cutoff, create your promotions, and start advertising early.
What exactly is changing?
Before | Now | |
|---|---|---|
Deal sourcing deadline | October 20, 2026 | November 13, 2026 |
FBA inventory cutoffs | Set in the Q4 2026 peak readiness playbook | No change announced. Inventory still has to arrive before each event's cutoff |
Why does this matter for sellers?
A late deadline is a second chance, but it is not a free pass. The extension covers deal sourcing only. Amazon did not move the inventory cutoffs, so a deal you submit on November 12 still needs stock sitting in a fulfillment center in time for the event. If your units are not there, the deal cannot sell, and you may have paid for a promotion that never runs properly.
There is also a visibility angle. Amazon is telling sellers to start campaigns early so deal ASINs are indexed and building momentum before the event begins. Sellers who submit late and switch on ads the week of Black Friday will be competing against listings that have been warming up for weeks. The extra time is most useful to sellers who use it now, not on November 13.
What should sellers do now?
Submit pending deals early: If you skipped the October 20 window, review your Black Friday and Cyber Monday candidates now rather than waiting for the new deadline.
Use Prime Exclusive Discounts where they fit: In Seller Central, go to Advertising, select Price Discounts, click Create a price discount, choose Events from the drop-down, then add products in Step 2.
Check your inventory cutoffs: Open the Q4 2026 peak readiness playbook and confirm every deal ASIN can reach fulfillment centers before the relevant cutoff.
Plan peak fees into your pricing: The same playbook covers holiday peak fulfillment fees, so factor them into your deal price before you commit.
Launch supporting ads now: Build Sponsored Products and Sponsored Brands campaigns around your deal ASINs early so they are indexed before the event starts.
eStore Factory Tip: Do not treat November 13 as your target date. Treat it as the last possible fallback. Lock your deal list this week, line up inventory against the cutoffs, and give your ads at least two weeks of runway before Black Friday. If you want help planning deal pricing and ad budgets for the holiday rush, our Amazon Sponsored Ads experts can build a campaign plan around your deal ASINs.
