Key Takeaways
- BFCM 2025 record: $79B global (+6.18%), Amazon 55.6% market share
- Rufus effect: Rufus drove +100% purchase sessions during BFCM 2025
- BFCM 2026 timeline: November 20-28
- Lightning Deals: $500 fee, +200% traffic
- CPCs: CPCs rise to $1.35-$1.45 during BFCM
Black Friday and Cyber Monday (BFCM) are the highest-revenue days on the Amazon calendar. The BFCM 2025 season generated 79 billion dollars in global online sales, an increase of 6.18 percent year over year. In the US alone, Black Friday online sales reached 11.8 billion dollars, while Cyber Monday hit 14.25 billion dollars. 55.6 percent of Black Friday shoppers used Amazon as their shopping platform, up from 50.8 percent the previous year. To achieve maximum results during BFCM 2026, sellers must start preparing now. The Marketplace Guys present the complete seller checklist.
BFCM 2025: Key Performance Metrics
Performance data from BFCM 2025 provides the foundation for 2026 planning:
- Global online sales: 79 billion dollars (+6.18 percent YoY)
- US Black Friday: 11.8 billion dollars in online revenue
- US Cyber Monday: 14.25 billion dollars, the biggest online shopping day in US history
- Amazon market share: 55.6 percent of Black Friday shoppers used Amazon (previous year: 50.8 percent)
- Mobile share: 54.47 percent of all BFCM sales were generated through mobile devices
Rufus During Black Friday
Amazon's AI assistant Rufus recorded impressive figures during Black Friday 2025: purchase sessions surged by 100 percent compared to the daily average. Rufus sessions increased by 35 percent day over day. The purchase rate among Rufus users was 75 percent higher than among non-Rufus users. These data points demonstrate that products recommended by Rufus benefit disproportionately from BFCM demand.
BFCM 2026: Expected Timeline and Structure
Based on prior years and current Amazon communications, The Marketplace Guys expect the following structure for BFCM 2026:
- Early Access: Starting October 25, 2026, for Prime members
- Category Deal Days: October 28 to 30 (Tech), November 4 to 6 (Home and Living), November 11 to 13 (Beauty and Wellness)
- Core BFCM phase: November 20 to 28, 2026 (Black Friday: November 27, Cyber Monday: November 30)
Category Deal Days are a new addition for 2026, offering sellers the opportunity to place theme-specific deals before the main phase. The Marketplace Guys recommend submitting deals for both Category Days and the core phase to maximize visibility.
Deal Strategy: Lightning Deals and Promotions
Lightning Deals are the most important BFCM tool for sellers. Requirements and conditions:
- Minimum discount: 20 percent off the lowest price in the last 30 days
- Fee: 500 dollars per Lightning Deal during BFCM (significantly higher than off-season)
- Traffic increase: Lightning Deals generate an average of 200 percent more traffic than regular listings during BFCM
Important: Lightning Deals must be submitted early. The Marketplace Guys recommend completing deal submissions by early September at the latest, as Amazon slots are allocated on a first-come, first-served basis.
PPC Strategy: Budgets and CPCs During BFCM
Advertising costs increase significantly during BFCM. Average CPCs (cost per click) during BFCM 2025 were 1.03 dollars, up 11 percent year over year. For Q4 2026, The Marketplace Guys expect average CPCs between 1.35 and 1.45 dollars.
The PPC strategy for BFCM breaks into three phases:
- Pre-BFCM (October): Build rankings, gradually increase budgets, test dayparting. Goal: secure organic visibility before the peak
- BFCM peak (November): Double or triple daily budgets, increase bids by 30 to 50 percent, leverage Sponsored Brands Video for brand visibility
- Post-BFCM (December): Activate retargeting campaigns, target Christmas shoppers
Find detailed PPC budget tips in our articles on lowering ACOS and PPC agency services.
Inventory Planning and Logistics
Running out of stock during BFCM is the biggest revenue killer. Planning timelines:
- 12 weeks before BFCM: Create inventory forecast based on prior-year data. Plan at least three times normal monthly volume
- 8 weeks before BFCM: Complete FBA inventory shipments. Amazon warehouses become overloaded in the final weeks before BFCM
- 4 weeks before BFCM: Place final reorders. Only emergency shipments are possible from this point
Post-BFCM: The Often-Forgotten Phase
The post-BFCM phase is just as important as the main event. Two levers that many sellers ignore:
- Retargeting: Customers who viewed products during BFCM but did not purchase are 70 percent more likely to convert within the next 7 days. Sponsored Display retargeting campaigns should be activated immediately after BFCM
- Review generation: The high order volume during BFCM provides the perfect opportunity to generate new reviews through Request a Review and Vine. Use the momentum for long-term review building
Use our ROI calculator to estimate the expected return on your BFCM investments. Preparing for Prime Day 2026 follows a similar pattern.
Conclusion: The BFCM Checklist
BFCM 2026 is expected to break all previous records. Preparation determines success. The key action items at a glance:
- Complete inventory planning by August at the latest
- Submit Lightning Deals by early September
- Double PPC budgets for Q4 and increase bids
- Optimize listings mobile-first (54.47 percent mobile share)
- Ensure Rufus optimization (100 percent increase in purchase sessions)
- Plan post-BFCM retargeting and review generation