Amazon has confirmed that its Black Friday Week and Cyber Monday deal events will run from November 19 to 30, 2026 in the US. That gives sellers 12 days of peak traffic, with new themed deal drops every day and, for the first time, two separate deal drops on both Black Friday and Cyber Monday. If you sell on Amazon.com, your inventory, deal pricing and ad budgets now have fixed dates to plan around.
According to Amazon's official press release, published on November 9, 2026, the event will feature millions of deals, daily themed deal drops with savings of up to 60%, live sports with in-game shopping on Prime Video, and AI shopping tools such as Alexa for Shopping that help customers track prices and set deal alerts.
What exactly is changing?
Event dates: Black Friday Week and Cyber Monday run as one continuous event from November 19 to November 30, 2026.
Daily themed deal drops: Today's Big Deals will run 12 days of themed drops across Toys, Tech, Fashion, Beauty, Premium Gifts and Stocking Stuffers.
Two drops on the biggest days: On Black Friday and Cyber Monday, deals will drop twice, at midnight and at 8 a.m. PT. Amazon says deals are available only while supplies last.
Shop the Game on Prime Video: Live sports start on November 25, and Black Friday brings 15 hours of live coverage. Viewers can shop featured deals during the broadcast.
Smarter deal hunting: Alexa for Shopping can watch for price drops, show up to 365 days of price history and complete a purchase automatically with Auto-Buy when the price is right.
Small business visibility: Shoppers can ask Alexa for Shopping to shop small businesses or look for the Small Business badge. Amazon says independent sellers make up more than 60% of sales in its store.
Why does this matter for sellers?
Twelve days of themed drops and two drops on each headline day split traffic into sharper spikes. A deal that goes live at midnight PT on Black Friday can sell through before most of the US is awake, and a listing that runs out of stock in the first wave misses the 8 a.m. wave entirely. Your stock levels, budget caps and bid schedules need to cover both peaks, not just the day as a whole.
Price scrutiny is also higher this year. When shoppers can see a full year of price history and let Alexa buy automatically at a target price, an inflated "was" price or a shallow discount is easy to spot. Deals have to look genuinely good against your own pricing from the past 12 months.
What should sellers do now?
Lock in your deals: If you have not submitted Black Friday or Cyber Monday deals yet, check Seller Central today. The extended deal sourcing window closes on November 13, 2026.
Check stock against two peaks: Review FBA inventory for your hero ASINs and plan for demand at both the midnight and 8 a.m. PT drops on November 27 and November 30.
Raise budgets before the spikes: Increase daily budgets and use schedule-based bid rules so Sponsored Products and Sponsored Brands campaigns do not run out of budget in the first hours of each big day.
Audit your price history: Compare each deal price with what the ASIN has sold for over the last year so the discount reads as real.
Use your Small Business badge: If you qualify, make sure the badge shows on your listings and mention it in your A+ content and Brand Store.
eStore Factory Tip: Peak days burn budget fast, and two deal drops per day make overnight budget caps a real risk. Set up dayparting and budget rules a week before November 19, and keep your top converting keywords funded through both waves. If you want an expert team to plan and manage your campaigns through the event, our Amazon Sponsored Ads experts can help.
