BFCM 2025 Seller Guide

Black Friday and Cyber Monday (BFCM) are the biggest retail moments of the year. Traffic, spending, and competition all skyrocket, and your Q4 success often hinges on how you perform during this peak.

With nearly 90% of Amazon’s category revenue happening in Q4, sellers who prepare early win this period, those who don’t get left behind.

This guide breaks down how to get ready for BFCM 2025, from inventory and pricing to ads and workflows, so you can compete with confidence.

Amazon Black Friday & Cyber Monday Dates

Create Winning BFCM Ads

For many sellers, a strong ad strategy during peak seasons like BFCM can be the difference between falling behind and staying ahead. Here’s how to build one that keeps your business thriving this season.

Review Prime Day Performance as Baseline

Use Prime Day (or your latest major promo) to benchmark bids, keywords, ad types, and budgets, identify what worked and where ad spend can be improved.

BFCM Ads Timeline

Use Additional Reach Channels

Explore Amazon Influencers (where available) and off-Amazon channels like social ads and email to warm audiences and retarget across the weekend.

Price Smarter During BFCM

Price is one of your greatest advantages during BFCM, applied smartly, it can secure the Buy Box and drive sales, but setting it too low will eat into profits. During BFCM, Buy Box competition heats up. Competitors often undercut each other, and prices shift quickly. If your pricing stays static, you risk losing visibility or missing out on profits.

Key Tactics

• Competitor Analysis: Monitor the top 20 offers on your same ASIN; see how they are pricing and what promotions they are running. This gives you insight into how aggressive you might need to be. Repricers like BQool provide this feature so you can make smarter repricing decisions based on your competitors’ positioning.
• Set Small Price Tests: Before peak season (late October to early November), try adjusting min and max prices by 1-3% to test thresholds for Buy Box ownership. Use an AI repricer to help you adjust prices automatically.
• Use Price-Looping: Temporarily increase your prices multiple times a day (if you have enough inventory and confident demand) to test your margins, then drop prices again to regain competitiveness. Achieve this with BQool’s Price Looping feature available through AI Match Buy Box rules.

Instant ROI Analyzer

It’s risky to discount without understanding margin impact. Use tools that automatically compute ROI at different price points (min, max, current) with Amazon fees included.

Try BQool’s Instant ROI Analyzer via Repricing Central

Smarter Repricing Rules for BFCM

• If you are understocked, use BQool’s AI Match Boost Profit rule: protect your margin by avoiding undercutting unless its necessary
• If inventory is overstocked or moving slowly, consider more aggressive repricing like AI Win Profit Maximizer or AI Win Equalizer to pick up Buy Box share and speed up sell-through.
• Monitor your profit margins daily remember that while sales volume is good, net profit after discounts, fees, and cost of goods should also be strong.

Inventory Strategies to Maximize Q4 Sales

Running out of stock during Black Friday or Cyber Monday can cost you big, while sending in too much can lead to extra fees. With Amazon’s deadlines and limits in place, smart inventory planning is key.

Amazon’s Deal & Inventory Dates and Deadlines

• Deal submission deadline for BFCM: October 11, 2025 (submit earlier to ensure deals are live).
• Inbound deadlines for FBA inventory: Receive by October 19, 2025 to be Prime-badge ready for Black Friday; Amazon will still receive shipments up to Nov 10, 2025.

Inbound deadlines refer to the cutoff dates by which your inventory must be received and fully checked in at Amazon fulfillment centers to be eligible for BFCM.

Amazon Warehousing Capacity Limits

• July 23, 2025: Estimated capacity limits for October available.
• August 20, 2025: Estimated capacity limits for November available.

Restock Limits & Peak-Season Fees

Amazon has FBA restock limits in place for Q4 2025. Q4 demand can fluctuate 20–40% above average weekly sales, so accurate forecasting is critical.

Peak-season FBA fulfillment fees: October 15, 2025 through January 14, 2026 (excluding Apparel).

Have a Backup Fulfillment Plan

• Use third-party logistics (3PL) or prep centers to hold extra inventory.
• Maintain a good relationship with supplies and make sure to have them ready to expedite restocks.
• Supplement with FBM for fast-selling ASINs if needed.

Optimizing Sell-Through Rate for Each ASIN

Even strong ads and smart pricing won’t matter if you stock out or tie inventory in slow movers.

• Track Sell-Through Rate: If an ASIN is slow, bundle, promote, or reduce price. If fast, ensure replenishment.
• Bundle Low-Volume Items: Create gift sets or pair with bestsellers to lift AOV.
• Avoid OOS & Listing Issues: If you run out of stock, update listings immediately to prevent CX issues and negative reviews.
• Supplier & 3PL Relationships: Confirm they can handle peak volume; keep a backup warehouse or extra prep capacity.

Perfecting Your Product Listings

During BFCM, shoppers compare quickly, so every detail counts.

• Titles/Bullets/Descriptions: Use seasonal keywords (“Black Friday deal”, “holiday gift”, “limited time”). Highlight what makes your product stand out.
• Mobile Friendliness: Over 70% of Amazon’s traffic comes from mobile devices. Ensure images, bullets, page loading etc. look good on mobile.
• High-Quality Images & A+ Content: Use lifestyle, in-use, zoomed-in images that accurately portray your product. If possible, having A+ content helps with conversions, especially for premium or branded products.
• Offers & Shipping: Offer free shipping, provide coupons or “fast shipping” as an option to help boost conversions. At the same time, ensure that shipping times are realistic.

Black Friday Cyber Monday Checklist for Sellers

Submit all deal types before Oct 11, 2025.

Send inventory early; apparel by Oct 15; general by Nov 1.

Secure backup fulfillment (3PL or FBM) in case of limits or capacity constraints.

Finalize ad campaigns 4 weeks ahead; align creatives, keywords, and budgets.

Review repricing rules; ensure strategies respond to competition.

Optimize listings (titles, images, mobile view, content).

Double-check supplier/3PL reliability and lead times.

Monitor bids & budgets daily during Black Friday weekend & Cyber Monday.

Streamline Your Amazon Workflow For BFCM

Combining process with automation reduces stress and mistakes. Consider:

• Sourcing tools: Market research/product sourcing to identify worthwhile SKUs.
• Repricing/ROI tools: Automatically adjust price rules and calculate margins to avoid manual errors.
• Inventory & Shipping integrations: See inventory across FBA, 3PL, and in transit; set low-stock notifications.
• Workflow dashboards & KPIs: Ad spend vs returns, days of supply, restock limits usage, Buy Box share, etc.

Conclusion

BFCM is a marathon, not a sprint. Sellers who test early, forecast carefully, stage inventory, set up ads and repricing, and stay flexible throughout the weekend come out on top.