Black Friday/Cyber Monday may feel far off, but it's just 2.5 months away and if you want to be part of Amazon’s biggest traffic event of the year, the time to act is now. Amazon has officially opened Deal submissions for the event across the USA, UK, and Australia. But the deadlines for the event differ by region, so it's important to plan accordingly.
Deal period (when the event runs):
USA: November 20 – December 1
UK: November 20 – December 1
Australia: November 18 – December 1
Submission deadlines:
USA: Submit Lightning Deals or Best Deals by October 7, 2025
UK: Submit recommended deals by October 24, 2025
Australia: Submissions are open. No deadline is announced.
Why you should act now:
Submitting early increases your chances of being selected
Amazon prioritizes deals with strong sales history, good reviews, and inventory readiness — things that take time to prepare
Deal approvals are rolling, so waiting may result in lost visibility or missing the cut altogether
With the event just weeks away, early planning means better pricing strategy, inventory alignment, and ad scheduling
What sellers should do now:
Go to your “Deals” dashboard in Seller Central and check for eligible ASINs
If you see recommendations, submit now to secure a slot
Don’t see any? Check back weekly, Amazon refreshes eligibility
If Lightning Deals aren’t an option, consider Coupons or Price Discounts. They’re easier to set up and still effective
Need help planning your Black Friday/Cyber Monday strategy? Our Amazon experts can guide you through deal selection, inventory planning, and ad optimization across marketplaces.
