Week-by-week Roadmap to Win BFCM 2025 on Amazon

TL;DR

• BFCM 2025 runs Nov 20–Dec 1, with deal submissions closing Oct 7 and key FBA inventory deadlines on Oct 9 (AWD), Oct 20 (FBA minimal split), and Oct 30 (FBA optimized split). 

• Start by shortlisting profitable ASINs with strong reviews and prepare backups in case some deals aren’t approved.

• Choose the right deal type (Best Deals, Lightning Deals, or backup promos like Coupons/Prime Exclusive Discounts) while balancing margins and ad costs.

• Optimize listings, images, and A+ content early to maximize conversions and secure the Buy Box.

• Ramp up ad campaigns gradually in October to build history, then scale budgets closer to BFCM for better placements.

• Monitor inventory, ACoS, and conversion rates daily during the event to keep best-sellers in stock and maximize ROI.

Picture this: it’s late November, traffic on Amazon is exploding, and shoppers are clicking “Add to Cart” faster than ever. Your competitors are rolling out discounts, ads are everywhere, and customers are hunting for the best deals of the year.

Now imagine your deals aren’t even live, because you missed the submission window. That single slip could cost you thousands of dollars in sales during the busiest shopping week on Amazon.

Every U.S. seller knows Black Friday and Cyber Monday can make or break their results. The question isn’t whether customers will buy; they will,  it’s whether your products will show up where shoppers are looking. And that all starts with being prepared ahead of time.

This guide walks through exactly how to stay on track, week by week, so you don’t just show up for BFCM, you win it.

BFCM 2025 key dates you can’t skip

Black Friday / Cyber Monday is a full-on shopping marathon. This year, the USA event runs from November 20 to December 1, 2025, nearly two weeks of nonstop shopping where discounts rule. If you want your deals to shine during this rush, the clock is already ticking.

Deal submissions close October 7, 2025. This is the date for Lightning Deals and Best Deals. Miss it, and your products won’t even be in the running stage.

Inventory deadlines are:

• October 9: Ship AWD inventory.

• October 20: FBA minimal split deadline.

• October 30: FBA optimized split deadline.

Think of these as your “entry tickets” to BFCM. Submitting deals gets you a seat at the table, but hitting inventory cut-offs makes sure you actually have stock to sell when customers are ready to buy. Both go hand in hand for a winning BFCM strategy.

Now, let’s break down your week-by-week plan for making the BFCM event successful.

Week 1 (Sep 9 – Sep 15)

Your Black Friday/Cyber Monday success starts with picking the right products. Not every ASIN in your catalog should be part of a deal. Instead, focus on the ones that can actually drive volume and visibility. 

Start by shortlisting your bestsellers and products with strong reviews. These ASINs already have momentum, which makes them perfect candidates for big events like BFCM. 

Next, check your margins carefully. A 15–20% discount may sound simple, but if your profit per unit is already thin, you’ll need to be strategic. Pick ASINs where you can afford the discount and still make money after ads and fees.

Sometimes Amazon doesn’t approve every ASIN for Lightning or Best Deals. If that happens, you don’t want to scramble. Having backup products means you’ll still have offers live when the shopping rush begins.

Week 2 (Sep 16 – Sep 22)

Now that you’ve locked in your focus ASINs, it’s time to decide how you’ll actually promote them. Amazon gives you a few deal types, but the most popular during BFCM are Best Deals and Lightning Deals.

Best Deals require at least 15% off with a $1,000 fee, while Lightning Deals need a steeper 20% discount but cost $500. You need to understand which option your margins can handle and where you’ll get the best visibility. Best Deals and Lightning Deals are already open, and the deadline to submit them is October 28.

Not every ASIN you submit will be approved, so plan backup promos like Prime Exclusive Discounts or Coupons. For Prime Exclusive Discounts (PED), submissions will open on September 10. Make sure you mark these dates so you don’t miss your chance to participate. 

Week 3 (Sep 23 – Sep 29)

The next step is making sure your product pages are ready to convert. Even the best discounts won’t matter if shoppers land on weak or outdated listings.

Start by refreshing your titles, bullet points, images, and Amazon A+ content. Make them clear, keyword-rich, and focused on what customers care about most. High-quality images and clear benefits instantly build trust.

Next, check for Buy Box issues. If your ASIN isn’t winning the Buy Box, running a deal won’t help much. Fixing these problems early ensures your offers actually show up when traffic spikes. This is the perfect time to capture seasonal or event-related queries so your listings show up where shoppers are searching. The product listing optimization here can turn your deal into a real sales driver.

Week 4 (Sep 30 – Oct 6)

This is your last full week before the deal submission deadline, so everything needs to come together now. Start by locking in your discount percentages and confirm that your pricing works for both sales and margins.

Next, make sure you’ve got internal approvals for all ASINs you plan to submit.  Finally, prepare your ad creatives. This means Sponsored Brands videos, headline banners, and Brand Store modules. Having polished creatives ready ensures your deals don’t just show up but actually stand out when traffic surges.

Week 5 (Oct 7 – Oct 13)

Start the week by submitting your deals and double-checking that Amazon has marked them as “Approved for BFCM.” Don’t assume it’s automatic; log in, verify, and keep screenshots for your records.

Once your submissions are in, it’s time to shift gears. Begin ramping up ad campaigns with small daily budgets.

Because campaigns with history perform better once the shopping surge kicks in. Even a few days of early clicks and conversions can give your ads an edge in placements.

Week 6 (Oct 9 – Oct 20)

Your deals are submitted; now it’s time to make sure you actually have stock ready to sell. Amazon’s inventory deadlines for BFCM are strict, and missing them can knock your products out of the event even if your deals were approved.

The golden rule here: ship early. Fulfillment centers get clogged during BFCM, and even a small delay can mean your stock doesn’t get processed in time. Build in extra buffer days, track your shipments daily, and confirm check-in status inside Seller Central.

Week 7 (Oct 21 – Oct 27)

Start by finalizing your Sponsored Brands video and Sponsored Display ads. These ad formats give you visibility and help your products stand out when shoppers are scrolling through endless deals.

Next, begin increasing budgets on your hero ASINs. Don’t wait until the event week to scale; gradual increases now build a stronger campaign history and improve placements when the big traffic surge arrives.

Double-check images, bullets, and A+ content. Make sure everything looks polished and aligned with your discount messaging. By making ad creative and ad budgets now, you’ll enter November ready to hit the ground running, instead of scrambling to fix things during the busiest shopping week of the year.

Week 8 (Oct 28 – Nov 3)

This is the last big inventory milestone before BFCM events go live, and it can make or break your sales. October 30 is the FBA optimized split deadline, which means Amazon wants your inventory fully distributed across fulfillment centers by this date. 

If you miss it, your products may face delayed check-in or limited regional availability, both of which can kill momentum during peak week. Black Friday traffic often pushes sales far beyond forecasts, and running out of inventory halfway through the event is every seller’s nightmare. 

It’s also the perfect time to schedule coupons to go live during BFCM. Stacking coupons on top of deals keeps your offers eye-catching in search results and gives you an edge against competitors.

Week 9 (Nov 4 – Nov 17)

With the event just around the corner, begin by testing higher bids on your top-converting Amazon product keywords. Even a small bump now helps secure stronger placements before the big traffic surge starts. Next, run retargeting ads for detail-page visitors who browsed your products but didn’t buy. 

These shoppers already know your brand, and with BFCM deals coming up, they’re more likely to convert when reminded. Finally, keep a close eye on inventory levels. Sales can spike faster than expected in November, and the last thing you want is to run out of stock just as traffic peaks. 

Week 10 (Nov 20 – Dec 1)

The biggest sales window of the year. From November 20 to December 1, shoppers will flood Amazon looking for deals, and your job is to stay agile. Start by scaling campaigns daily. Don’t just “set and forget”; check performance every morning and adjust budgets so your best campaigns get the most visibility.

Keep a close eye on ACOS, conversion rates, and Best Seller Rank. These numbers will tell you where you’re winning and where you’re leaking spend. If an ASIN is performing well, lean in. If ACOS shoots up, pause or adjust quickly. Most importantly, reallocate the budget to top performers and monitor inventory closely. 

Are you prepared to grow faster this BFCM 2025? 

BFCM is all about timing, and missing one deadline can mean missing the biggest sales week of the year. Stay ahead by planning week by week, keeping your deals, ads, and stock in sync.

If you’d rather not juggle it all yourself, experienced Amazon consultants can guide you through, making sure your business is ready to win this holiday season.