Amazon has given sellers more room to plan. The Amazon Black Friday deals deadline has been extended to November 13, which means deal sourcing for both Black Friday and Cyber Monday (BFCM) is still open. If you have not yet locked in your promotions, you have extra days to get them live before the biggest shopping weekend of the year.
The extension is useful, but it is not a reason to wait. Inventory, promotions and advertising all need to line up, and each has its own timeline. Below is a plain breakdown of what changed and how to use the extra time well. If you want expert help turning deals into sales, see the Amazon PPC services from Ecomranker.
What Changed in Amazon’s BFCM Deal Sourcing Window
Amazon moved the Amazon deal sourcing deadline for Black Friday and Cyber Monday to November 13. Sellers who were still deciding which products to discount, or who missed the earlier date, can now submit deals for the event.
Amazon also points sellers to its Q4 2026 peak readiness playbook, which covers inventory cutoffs, capacity management and holiday peak fulfillment fees. Treat it as your checklist for the whole holiday period, not only BFCM.
3 Steps to Take Before the New Deadline
1. Ship your FBA inventory early
Your deals only convert if stock is available. Make sure your FBA inventory reaches fulfillment centers before the cutoff date for each sales event. Cutoffs differ by event, so check the dates in the peak readiness playbook rather than assuming one date covers everything. The same guide explains capacity limits and the peak fulfillment fees that apply during the holidays, which you should factor into your margins.
2. Create your promotion now
Deal sourcing for the event remains open. Not sure which promotion type suits your product? Amazon’s guide, Which Amazon promotion is right for me, walks through the options.
To set up Amazon Prime Exclusive Discounts (PEDs) in Seller Central:
- Go to Advertising and select Price Discounts.
- Click Create a price discount.
- Choose Events from the drop-down menu and complete the form.
- Move to Step 2 to add your products and finish the workflow.
3. Start advertising early
Support your deals with a full-funnel advertising approach, and launch campaigns before each event begins. Amazon’s advertising learning module is a good starting point. Early campaigns give your deal ASINs time to get indexed and build momentum, so they are not starting from zero when traffic peaks.
Key Details at a Glance
| Item | Detail |
| New deal sourcing deadline | November 13, 2026 |
| Events covered | Black Friday and Cyber Monday |
| Where to create Prime Exclusive Discounts | Seller Central, Advertising, Price Discounts, Events |
| Inventory cutoffs | Set per event; see the Q4 2026 peak readiness playbook |
| Advertising advice | Start early, use a full-funnel approach |
Why Amazon PPC for Black Friday Matters Even More This Year
A discount puts your product in front of more shoppers, but ads decide whether those shoppers find it. With a longer sourcing window, more sellers will be submitting deals, which makes the competition for visibility tighter. Launching Amazon PPC for Black Friday before the event helps your listings collect clicks and data in advance, so you can refine bids and targeting while traffic is still manageable.
If you would like help planning campaigns around your deals, the team at Ecomranker builds and manages Amazon advertising for sellers and brands. Explore the Amazon PPC to see how we work.
Frequently Asked Questions
What is the new Amazon Black Friday deals deadline?
How do I create a Prime Exclusive Discount for BFCM?
Do I still need to worry about inventory cutoffs?
When should I start my ads?
Final Thoughts
The extended deadline is a second chance to get BFCM right. Use it to confirm your stock is on its way, submit your deals, and get advertising running early. Sellers who prepare across all three areas will be in the strongest position when Black Friday and Cyber Monday arrive. For campaign support, contact Ecomranker.
