Amazon Holiday 2021 Preparation Tips & Deadlines

As we approach Q4, you’ll want to ensure you are prepared for a successful holiday season. Strong holiday performance is driven on smart preparation and thorough execution of strategy - including inventory planning, advertising, and promotions. The earlier you start, the more effective you can be.

That being said, the deadline to submit Amazon Deals for Black Friday & Cyber Monday is Friday, September 17, 2021 at 11:59pm (PST).

Not only are Black Friday and Cyber Monday huge events on Amazon, but the entire holiday season from November to January can set the tone for your brand’s momentum and drive even more sales for years to come. So while you will find helpful tips and deadlines leading up to Black Friday/Cyber Monday, it doesn’t stop there - continue beyond into January 2022!

How Can Sellers Prepare?

Having products to sell throughout the season is obviously a pivotal first step to success. Amazon inbounding, which has been quite slow all year, traditionally backs up quite heavily during Q4. It would be prudent to plan for additional delays this year by sending in inventory as early as storage limits will allow. Shipping in September or early October can avoid the most severe shipping delays.

The next key to Q4 success is proper investment in Amazon Advertising. Thorough coverage for your products improves visibility. Early investment, starting now, can yield dividends as advertising becomes more competitive throughout Q4. Building the relationship between your products and desirable customer search terms will result in better ad placements and preferences with Amazon's advertising algorithms. When thinking about how to set your budget for Q4, we generally recommend anywhere between 2.5-3x more than average monthly spends trailing 3 months.

Optimize Your Listings
You’ll want to be sure your product pages look clean, are error-free, and are SEO optimized to encourage sales and marketing efficiency. You can prioritize the items in your catalog that you anticipate being most popular over the holiday season. These can be best sellers or products you will have on promos.

Amazon offers a variety of tactics - Lightning Deals, Best Deals, 7 Day Deals, Coupons, and price discounts. All sellers can submit coupons, or price discounts, but there is a leg up when you qualify for Amazon’s Deals: Lightning Deals & 7 Day Deals.

There are two main types of Deals you can create:

Lightning Deals
Lightning deals are exclusive, time-sensitive discounts promoted by Amazon. Amazon advertises these deals through multiple channels like e-mail, social media, and throughout

For Black Friday and Cyber Monday, Lightning Deals can run for a maximum of 12 hours. Amazon determines the day/time that your Deal is promoted.


Because Amazon determines when to run your Lightning Deal, you won’t be able to know the exact cost until it is scheduled. However, you will be notified by October if your Deal was selected and for what day. You can cancel it for a full refund if you aren’t satisfied with the selected date.

7 Day Deals
7-Day Deals run for several days throughout the week of Black Friday or Cyber Monday. These longer-term sales are featured on Amazon’s Deals Page and run for a maximum of 7 days.



What Deadlines Should Sellers Know About?