Black Friday 2025: strategy for brands new to Amazon

Léonie Ford-Miah, head of client services at Fluid Marketplaces, gives brands new to Amazon a strategy for participating in Black Friday 2025, with all the key dates and deadlines they should be aware of.

In the world of Amazon, Autumn isn’t just about falling leaves, it’s a season packed with retail milestones.

Just around the corner is Black Friday 2025. At Fluid Marketplaces, we work with established Amazon brands on their planning for Black Friday many months in advance to enable them to get the most out of the swell in consumer interest, with data driven and targeted PPC, and compelling and optimised content.

Established Amazon brands prepare their Black Friday deals and promotions and stock around Spring time, but for those brands that are new to Amazon, are still finding their feet and want to join in with Black Friday 2025, there is still time to get ready.

We’ve put together a practical guide that highlights the key dates and actions new to Black Friday brands should take now to help them to achieve growth in this peak season.

And if your brand needs a more tailored strategy for 2026 Black Friday, and other peak shopping events, our team is here to help.

Black Friday key dates and what Amazon brands should do

Now: Create content / campaigns and make FBA checks

Confirm your brand’s offers / deals, prioritising profitability — popular offers include bundles and free shipping. The final deadline for submitting deals to Amazon is 24 October 2025 in order for brands to be considered for the event.
Forecast demand and secure additional stock.
Check FBA capacity limits to ensure Amazon will accept your stock.
Be aware of Amazon’s October stock deadlines, listed below, and ensure stock is received in good time.
Create optimised content: titles, bullets, descriptions, and images must be compelling and keyword-optimised for Black Friday.
Plan / launch social media activity to build awareness in advance of deal launches.

7–8 October: Amazon Prime Big Deals Day - data, content audit, campaigns launch

Monitor early results closely while tracking competitor behaviour.
Once the event closes, assess your stock position.
Use Prime Day results to understand what worked and what didn’t.
Tweak Black Friday deals using insights from Prime Day (best-sellers, conversion trends, ad performance).
Fine-tune keywords, imagery, and pricing competitiveness.
Launch advertising and social media campaigns.

9 - 20 October - Amazon stock deadlines

It’s really important that brands get their stock into Amazon’s warehouses on time so that it’s available to sell during the event. The dates to know are:

October 9 2025 – the last day for Amazon to receive stock into its own storage service.
October 20 2025 – the last day for receipt of smaller FBA shipments
October 30 2025 – the final cut off for FBA stock to arrive. If products aren’t in by then they may not be live for Black Friday or Cyber Monday.

Mid-October to Black Friday - adjust budgets and campaigns

Review ad campaign performance and reallocate budgets to the products delivering the strongest, most profitable results.
Monitor performance in real time and respond by pulling offers that are not working.
Watch competitor performance closely and respond by tweaking your brand’s campaigns if needed.
Expect competition to intensify as discounts widen and more categories join the fray.

28 November 2025: Black Friday

The main event. Continue to monitor performance in real-time, making adjustments to bids, budgets, and stock allocations as needed.

29–30 November 2025: Black Friday weekend

Maintain momentum. Many customers shop throughout the weekend, so keep campaigns active and engaging.

1 December 2025: Cyber Monday

A peak day for online-only deals, and a critical moment to maximise the Black Friday halo effect.
Don’t switch off too soon, this is often the final big sales push of the year.

Content and listings optimisation: non-negotiable

One of the biggest determiners of success on Black Friday is whether content has been optimised well enough, and this is one of the ways that specialist Amazon agency support can be valuable to your brand. By late September (which is still considered late!), every listing should have:

Strong, keyword-rich titles and bullet points
High-quality product and lifestyle imagery
Compelling A+ content and storefront assets
Enhanced mobile-first readability
This preparation makes your offers more visible in search, more persuasive on the product page, and ultimately more profitable.