Black Friday 2025 Amazon Ad Checklist

Black Friday 2025 falls on November 28, with Cyber Monday on December 1. Amazon’s Black Friday deals usually start well before the day itself, so the peak is already close. This is the final checklist we are running through with our clients.

Stock

• Check days of supply for every product you plan to push.
• Make sure late shipments are checked in, not just in transit.
• Decide which low stock products to slow down, so they do not sell out before Cyber Monday.
• Have a merchant fulfilled backup ready for top sellers if you can.

Listings

• Check that no top listing is suppressed or missing a variation.
• Make sure main images look sharp on phones.
• Add gift angles where they fit, such as “gift for dad” or “stocking stuffer”.
• Check that bullets answer the top shopper questions clearly.
• Update your Brand Store with a holiday or gift page.

Deals and discounts

• Confirm every deal, coupon and Prime exclusive discount is approved and scheduled correctly.
• Recheck profit after discounts, fees and this year’s higher costs.
• Make sure discounts cannot stack in ways you did not plan.
• Set up targeted offers for cart abandoners and past customers.

Campaigns before the peak

• Add negatives for wasted search terms from the last 60 days.
• Move proven search terms into exact match.
• Raise budgets on top campaigns in the week before Black Friday.
• Set budget rules to raise budgets automatically on peak days.
• Check that branded campaigns have plenty of budget.

Peak days

• Check spend several times a day. Top up campaigns close to their limit.
• Bid up on proven exact match keywords and top of search placements.
• Pause ads on products about to run out.
• Watch competitor ads on your product pages and defend with Sponsored Display.

After Cyber Monday

• Lower budgets gradually, not overnight.
• Retarget shoppers who viewed but did not buy.
• Focus December spend on products that can deliver before the holidays.
• Keep top campaigns running after Christmas for gift card shoppers.

Measure the right things

ACoS often rises during the peak. Judge the season on total sales, TACoS, profit after ads and new-to-brand customers. Those new customers can buy again all through 2026.

The bottom line

Black Friday week rewards preparation. Lock in stock, check deals and margins, clean up campaigns and watch spend closely on peak days. For the bigger picture, see our post on Q4 2025 planning with tariffs. If you want a team watching your account through the peak, see our Amazon PPC management service.

FAQs

When is Black Friday 2025?

Black Friday 2025 is November 28, and Cyber Monday is December 1.

How much should I raise Amazon budgets for Black Friday?

Many brands raise daily budgets on their best campaigns by two to three times or more during the peak, so they never run out.

Should I keep advertising in December?

Yes, on products that can deliver before the holidays. After Christmas, keep top campaigns running for gift card shoppers.