Each year, Black Friday and Cyber Monday bring an enormous volume surge in traffic and sales on Amazon. It is the biggest opportunity for sellers to generate exposure, clear stock, and acquire new buyers. But while it’s exhilarating to catch the wave of engagement, it comes with costs and strategic decisions that can make or break your performance.
This year, Amazon has opened submissions for Black Friday and Cyber Monday deals until October 28, 2025. That deadline might seem far away, but sellers who plan early often secure the best visibility and performance during the event.
However, before submitting your deals, it’s worth taking a closer look at what each promotion type really offers—and how it impacts your bottom line.
Understanding the Deal Types
Amazon offers a number of choices for featuring your products in sale time. Each features its own discount requirements, fees, and levels of visibility.
Best Deals are Amazon’s premium placements. They require a minimum 15 percent discount and $1,000 deal fee. These deals get top visibility on the Deals page and can offer high visibility, especially for items that have experienced sales histories and high ratings.
Lightning Deals require a minimum discount of 20 percent and a $500 fee. They’re available for 12 hours or as long as supplies last. These can create a sense of urgency and cut through a whirlwind sales flash, but they work best on high-selling items and products with steady inventory levels.
Prime Exclusive Discounts involve a minimum of 15 percent discount and $245 cost. There is event badging involved, which helps express value to Prime consumers. This option works well for merchants that want to target a loyal Prime consumer base at less cost than top-positioned deal placements.
Coupons are the most flexible option. They’re always available, cost $5 to set up, and incur a 2.5 percent commission on sales. Although they do not guarantee significant visibility, they can slip under the radar and earn consistent conversions over time, especially when combined with advertisements.
Changing Discounts and Profitability
The biggest mistake most sellers make in times of high-volume sales is seeking exposure instead of considering margins. A sale might generate short-term revenue, but if commission and discount devour your profit, the endeavor can turn catastrophic very quickly.
Before deciding in, calculate your cost per sale. Include Amazon’s deal fees, discounts, ad spend, and any other logistics charge. For example, selling a Lightning Deal on a low-margin product might push you into profitability when ads and fees are taken into account. Or, utilizing a high-margin product as a Prime Exclusive Discount might be the best compromise between reach and profitability.
An intelligent approach is to select a few products that serve your long-term objectives—whether that’s growing market share, moving slow-moving inventory, or enhancing brand awareness. Not all SKUs need to join. Target the ones that align with your company goals.
Why Early Submission Matters
Getting your deals in early does more than get you listed. It gives you time to fine-tune your ad campaigns, update your listings, and try price testing. When consumers flood Amazon late in November, you will have your ducks in a row and can focus on monitoring performance instead of panicking at the eleventh hour.
Amazon’s process also has a lag time, and last-minute uploads may not qualify for the formal event. Salespeople missing deadlines compromise one of the year’s highest-conversion windows.
Final Thoughts
Black Friday and Cyber Monday are not just about promotions. They’re about optimal timing, meticulous planning, and understanding how each promotional medium fits into your business model.
Before you hit submit, take a moment and double-check your numbers. Are the potential returns on investment worth it? Is your stock prepared for an influx of orders? And most importantly, will this campaign bring you closer to achieving your long-term growth goals?
When you plan strategically, these shop days can be more than a fleeting episode of sales-growth—boosting them—a stepping stone for greater brand awareness and customer loyalty.
