Gain insights into how to maximise your sales on Black Friday 2025 on Amazon with effective strategies that attract customers and boost your visibility.
Nikolaj Jensen
Black Friday is just around the corner, marking one of the biggest shopping days of the year. If you own a webshop, you are probably already planning which products to offer discounts on and which channels to use for marketing.
But what if you are selling on Amazon? How does it work, and what opportunities are available to increase your sales and visibility specifically on Black Friday? I will answer these questions in this blog post, so top up your coffee and join me as we explore the possibilities on Amazon 😊
Firstly, as a Seller on Amazon, it’s important to be aware that Black Friday spans several days on the platform. There will be high activity on Amazon both the week before and the week after Black Friday, which is crucial to consider when planning.
Sales on Amazon do not necessarily peak on Black Friday itself, so you need to maintain a presence over a longer period.
So what can you do on Amazon to stay visible throughout the entire Black Friday period?
Let’s dive into the initiatives you can use to increase the visibility of your products and achieve more sales during Black Friday.
You can also read about how to prepare your business for Black Friday with SEO here: Black Friday SEO
As Black Friday approaches on Amazon, you may have the opportunity to run special deals on your products. However, this requires an invitation from Amazon, so not all Sellers will have access to this option. You may also find that only certain products are eligible for deals, while others are not approved.
Amazon has specific criteria you must meet to offer special Black Friday deals.
To be approved for deals, you must:
When you are in your Seller account, go to the ADVERTISING tab and click on DEALS. Here you can see if you are approved to run Black Friday Deals on Amazon. (See image below)
If you do not see this option on the Deals page, it means you are not approved for this event. But don’t worry – there are fortunately other ways to drive traffic to your products.
Lightning Deal: Here, you can offer your customers a promotional discount on your products. This is typically for a time slot of 4 to 12 hours (determined by Amazon), during which your products will be available at the offer price. They will appear on the Amazon Deals page and display a Lightning Deal icon, which can help boost sales of the product.
7-day Deal: Here, your products will be available at a reduced price for a period of 7 days. Your products will also be featured on the Amazon Deals page.
Both of these Deals also require an invitation and approval from Amazon. Keep an eye on your account under Deals to see if your products are eligible.
As a professional Amazon Seller, you can create vouchers for your products. Here, your customers must actively request a voucher to be sent to them. This requires that they have an Amazon account to log in with.
A voucher can also increase the visibility of your product, as it will be highlighted on both the category page and your product page, indicating that your product is available at a special price.
Anyone can set up a voucher for their products, so this is definitely something to consider during the Black Friday period.
When offering discounts on your products, the above methods are ones I would recommend executing during Black Friday.
Your products will receive a badge informing visitors that they can purchase your products at a reduced price for a limited time. This attracts visitors to your listings – and who wouldn’t want that during Black Friday, when shoppers are highly purchase-ready?
If you are Brand-registered on Amazon, you have the opportunity to create a Brand Store, which functions as your own small “webshop” within Amazon. It’s a great idea to set up a page dedicated to your Black Friday offers.
This way, customers can quickly get an overview of your special offers during this period, and it may also open up opportunities for increased sales.
For example, you can set up a page in your Brand Store called “Black Friday Offers”.
Be aware that click prices for ads on Amazon increase as Black Friday approaches. Many sellers will bid on adverts, which causes click prices to rise. As shoppers are highly purchase-ready, sellers want their products to be visible to potential buyers.
My advice is to start advertising as early as October. If you are already running ads, you may want to consider increasing your budget.
The reason for this is that by advertising, you can achieve better placements on category pages for both paid and organic listings. As Black Friday approaches, you will hopefully have secured good rankings for relevant keywords, making it easier for purchase-ready visitors to find your products. Yes please!
You can read more about keywords and how to achieve better rankings on Amazon here:
Whether you dispatch your products from your own warehouse or use FBA, where you send your products to an Amazon fulfilment centre, you need to ensure your products are in stock and available around Black Friday to cater for the many visitors who will be shopping on Amazon.
Running out of stock during high demand could be disastrous. In terms of your Amazon rankings, this can also have a negative impact in the long run.
I hope this blog post has given you some tips and considerations on how to approach Black Friday on Amazon.
At WeMarket, we have helped many clients collect reviews and improve their listings and conversion rates on Amazon. If you are interested in learning more or have questions about improving your results through Amazon SEO, please feel free to contact us on tel: 70 44 42 90.
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