Amazon Announces 2026 Black Friday and Cyber Monday Promotion Milestones
Amazon has announced peak-season promotion submission windows and FBA inbound deadlines for 2026, with different cutoffs by marketplace and shipping method.
What are the key facts?
- 1U.S. Black Friday Week and Cyber Monday promotion submission windows close around October 20
- 2Amazon announced an October 21 FBA inbound deadline
- 3Final deadlines may differ by Deal type, marketplace, and shipping method
- 4Regions including the U.K. have separate dates
- 5Missing a deadline may affect promotion eligibility and inventory availability
What happened?
Amazon’s 2026 peak-season seller schedule shows that the promotion submission windows for Black Friday Week and Cyber Monday in the U.S. store close around October 20. Amazon also announced an October 21 FBA inbound deadline for meeting inventory-preparation requirements for certain Black Friday and Cyber Monday promotions. The source states that final deadlines may differ by Deal type, marketplace, and shipping method. Other regions, including the U.K. store, have separate dates, so sellers cannot follow only the U.S. calendar. The schedule affects brand sellers, wholesale sellers, and cross-border sellers relying on FBA delivery who participate in Best Deal, Lightning Deal, Black Friday Week, and Cyber Monday. Missing a submission or inbound deadline may cause products to lose promotion eligibility, inventory not to become available for sale in time, or sellers to use higher-cost replenishment methods during the peak season.
What does this mean for cross-border sellers?
Black Friday and Cyber Monday Deal submission and FBA inbound deadlines are approaching. Missing the applicable window may affect both promotion eligibility and inventory availability. Cutoffs differ by Deal type, marketplace, and shipping method, so sellers cannot rely on a single U.S. marketplace calendar.
What should sellers do now?
- 1This week, check the status of Best Deal, Lightning Deal, Black Friday Week, and Cyber Monday in Seller Central by marketplace, separating the U.S. and U.K. stores, and produce the missing-submission items and processing results.Amazon FBA size tier
- 2This week, verify available inventory, inbound splits, and estimated receiving times for each FBA product participating in promotions, with particular attention to the October 21 inbound deadline, and create a list of abnormal SKUs and remedial arrangements.
- 3This week, create a peak-season milestone table by Deal type, marketplace, and shipping method, record the submission windows around October 20 and each applicable final deadline, and have operations and warehousing jointly review it.