Black Friday Deal Deadline Moves to 13 November — Inventory Cutoffs Did Not

Amazon Seller Central announcement: 22 October 2026

Amazon has extended the deal sourcing deadline for Black Friday and Cyber Monday from 20 October to 13 November 2026. Note the announcement date: 22 October, two days after the original deadline closed. If you wrote off your Black Friday deals last week because you missed the cut, you have them back.

1. What Moved, and What Did Not

That third row is the one that will catch people. An extra three weeks to submit a deal does not buy three extra weeks to get stock into a fulfilment centre. Your inventory still has to arrive before the cutoff set in the Q4 peak readiness guidance, and a deal on an ASIN that cannot be fulfilled is worse than no deal at all.

2. Check Deliverability Before You Submit

Work backwards from the event, not forwards from the deadline. For every ASIN you are about to put into a deal, confirm the units are already received, or that the inbound shipment will land before the cutoff for that event.

• Match each deal ASIN against on-hand, receivable FBA quantity — not against what is in transit and hopeful.
• Where stock is tight, size the deal to the units you can actually ship rather than to the demand you would like.
• Keep a merchant-fulfilled fallback on your hero ASINs so a late receive does not turn into a suppressed deal.

3. Price the Deal With Peak Fees In It

Holiday peak fulfilment fees apply through this window and were not changed by the extension. A discount modelled on off-peak fulfilment economics will land thinner than it looks on the spreadsheet.

Run the deal price against peak fees, the referral fee and your landed cost before you commit the depth. The time to find out a deal is unprofitable is not during Cyber Monday.

4. Prime Exclusive Discounts

If you are running Prime Exclusive Discounts alongside the deals, the path in Seller Central is Advertising → Price Discounts → Create a price discount, then select Events from the drop-down and add your products in step two.

5. Start the Advertising Early

Deal ASINs do not benefit from a campaign that launches the morning of the event. Sponsored Products and Sponsored Brands need time to gather impression and conversion history before the traffic spike, so the ad account is ready to scale rather than still learning.

• Submit the deals you had abandoned, with 13 November as the real date.
• Confirm inventory deliverability per ASIN against the unchanged cutoffs.
• Reprice deals with peak fulfilment fees included.
• Get Sponsored Products and Sponsored Brands live on deal ASINs now, not on the day.