Amazon extended the Black Friday and Cyber Monday deal submission deadline from October 20 to November 13, 2026, and if you missed the first date, this is your second chance. The extension was announced October 22 in Seller Central News. The event itself runs with Black Friday on November 27 and Cyber Monday on November 30. But the inventory cutoffs did not move, the deal fees did not get cheaper, and not every deal type is confirmed open.
What is actually still open
Amazon's notice only gives steps for Prime Exclusive Discounts. Its Q4 peak readiness playbook still shows October 20 for Best Deals and Lightning Deals, even though it shows the extended date for Prime Big Deal Days. That means Prime Exclusive Discounts are confirmed open until November 13, while Best Deals and Lightning Deals are not confirmed. Check your Deals dashboard before you plan around them. If the event is not offered for your products, go with a Prime Exclusive Discount.
The math has not changed
Every event deal costs $100 upfront plus 1.5% of promotional sales, capped at $5,000. The $50 early-submission discount expired September 5, so every deal submitted now pays the full $100, and the setup fee is charged upfront whether or not you sell a unit.
That fixed fee is what makes deal selection matter. Spread across units at a hypothetical $24 deal price, the $100 works out to $4.00 per unit if you sell 25, $1.00 at 100 units, and $0.10 at 1,000. On a slow ASIN, the fixed fee can cost more per unit than the average $0.32 peak fulfillment increase, several times over.
A coupon is often the better tool for a slow ASIN. Coupons cost $5 plus 2.5% of sales, capped at $2,000, and the two fee formulas meet at about $9,500 in promotional sales. Below that, the coupon costs less. Above it, the Prime Exclusive Discount costs less. A Prime Exclusive Discount is also charged per campaign, and a campaign can hold several ASINs, up to 500 SKUs, so you can spread one $100 fee across a product family instead of paying it for each one.
Price on peak math, not October math
Every Black Friday and Cyber Monday unit ships inside the peak fee window, which started October 15 and runs through January 14, 2027, with the 3.5% fuel and logistics surcharge on top. Most Prime Big Deal Days orders shipped before October 15 at non-peak rates, so your October results overstate what the same deal will earn in November. Do not copy your October deal price into November and assume the same margin.
Two pricing rules also catch sellers out. Deal prices must be at or below your 60-day low and at least 5% off your 30-day low, and Prime Big Deal Days promotional prices are excluded from that lookback, but other low prices are not. If your product sold at $24.99 in the last 30 days, your deal price has to be $23.74 or lower, even if that is deeper than 15% off.
The lift required is steeper than most sellers expect. Take a hypothetical product at $29.99 with a 15% referral fee, $7.00 product cost, and peak fulfillment of $4.64 including the surcharge. At full price it earns $13.85 per unit. A 15% deal price of $25.49 earns $9.65, so it needs 154 units to match the profit of 100 units at full price, a 54% lift. At 30% off, the same product needs 253 units, a 153% lift.
Use October to pick, not to guess
Pull the results for every ASIN you ran a deal on in October, since its deal prices do not count against your BFCM lookback, and sort them into three groups. Strong unit velocity at a healthy margin means submit a deal, and size inventory for a bigger week than October. Sold well but at a margin that is thin on peak fees means submit at a shallower discount, or skip the deal and support the ASIN with ads.
Check four things in your October data: units per deal, not just revenue; ad spend during the event; inventory left after October; and whether the ASIN's deal price clears the lookback rules above.
The inventory reality
The FBA arrival cutoffs, October 14, 21, and 28, have all passed, and Amazon has not announced new ones. The deal extension does not mention new cutoffs, and inbound slots are limited because fulfillment centers shift to customer orders in November and December. Build your deals around stock already at Amazon. Count sellable units, not units on the way. Leave enough for December: a deal that sells you out in November costs you the rest of the holiday season at full price.
The checklist
Submit by Wednesday, November 11, not Friday the 13th. That leaves two days to fix anything rejected for price or eligibility, and Amazon does not state a time zone for the deadline. Create the discount under Advertising, then Price Discounts, then Create a price discount, choosing Events from the dropdown. Add your products in step two, set discounts and committed units in step three, and review the fees Amazon shows you before you submit.
