Black Friday Week Runs 19–30 November — and Two Days Now Have Two Drops

Amazon press release: 9 November 2026

Amazon has confirmed that Black Friday Week and Cyber Monday run as a single US event from 19 to 30 November 2026. Twelve days, not a long weekend. Themed drops land daily under Today’s Big Deals, covering Toys, Tech, Fashion, Beauty, Premium Gifts and Stocking Stuffers, with Amazon citing millions of deals and savings of up to 60%.

The headline is the length of the event. The operational change is somewhere else entirely.

1. Two Drops on the Two Days That Matter

Black Friday (27 November) and Cyber Monday (30 November) each have two deal drops this year — one at midnight PT and one at 8 a.m. PT. This is the first year Amazon has run a second wave on those days.

If you plan inventory for one spike and it arrives as two, you sell out in wave one and spend wave two with a suppressed offer and a campaign still paying for clicks. Check FBA availability on your hero ASINs against both drops, not against a single peak.

2. The Sourcing Deadline Is 13 November

The extended deal sourcing window in Seller Central closes on 13 November 2026 — the extension Amazon announced on 22 October, after the original 20 October deadline had already passed. If you have not submitted, that window is closing now, not at the start of the event.

3. Price History Is Being Checked Against You

Alexa for Shopping now surfaces up to 365 days of price history, watches for price drops, and can Auto-Buy at a price the shopper sets in advance.

A deal price that only looks like a discount against a recently inflated list price is now visible to the shopper as a chart. Compare each deal price against that ASIN’s actual selling price over the past twelve months before you commit the depth.

4. Advertising: Fund Both Waves

• Raise daily budgets on deal ASINs so a midnight exhaust does not leave wave two dark.
• Use schedule-based bid rules on Sponsored Products and Sponsored Brands rather than one flat bid across twelve days.
• Set up dayparting and budget rules about a week before 19 November, so the rules are tested before the traffic arrives.
• Keep your top-converting keywords funded through both drops on the 27th and the 30th.

5. If You Qualify for the Small Business Badge, Use It

Shoppers can filter this event for small businesses, and Amazon says independent sellers account for more than 60% of its sales. If you are eligible for the Small Business badge, make sure it is showing on your listings and reinforce it in A+ Content and your Brand Store — it is a filter shoppers actively apply during this window.