Prime Big Deal Days closed on October 7 after 48 hours. The sellers who treat it as a post-mortem instead of a memory will win Black Friday. Here is your sprint plan, because the clock is already running: peak fulfillment fees start October 15, and Black Friday deal submissions close October 20.
Start with the rehearsal data. Pull your October 6 and 7 numbers by SKU: conversion rate, units, deal-attributed sales, and margin after the event pricing. What held up on day two is what you carry into Black Friday week. Kill the SKUs that needed a discount to move and disappointed anyway. Double down on the ones that converted at full margin.
Next, the two deadlines that matter this week. First, October 20: Black Friday and Cyber Monday deal submissions close. The Lightning Deal window is closed, but Prime Exclusive Discounts stay open until 12 hours before an event ends, and coupons run to the finish. If you have not submitted, do it now. Second, October 15: peak fulfillment fees begin and run through January 14, with the 3.5% fuel and logistics surcharge on top. Every replenishment and repricing decision from here runs on peak math.
Then inventory. The arrival deadlines are October 14 for AWD, October 21 for minimal-split FBA, and October 28 for Amazon-optimized splits. If your stock will not make one of them, you still have plays: AWD as a buffer, late FBA shipments that sell through December, and an MFN backup offer. We covered the full triage plan in our last post.
One more number to shape your thinking: last October, 44% of event orders were under $20 and 90% were under $100. Price architecture beats discount depth. Make sure your deal SKUs include the low-priced, high-velocity items that actually fill carts during events.
The sellers who win Black Friday are not planning in November. They are executing right now, in the two weeks between events.
Want a second set of eyes on your Black Friday plan? Start with a free audit and we will pressure-test it.
