Every year, Black Friday and Cyber Monday are critical moments for Amazon sellers to boost their annual sales. But this year, many sellers were surprised to find that Black Friday registration fees, ad costs, and logistics expenses have all increased sharply. Along with a series of new policy adjustments, Amazon’s 2025 Black Friday looks completely different from past years.
This article will help you understand the new changes for Amazon Black Friday 2025 and provide practical strategies to adapt to this evolving landscape.
I. What’s Different from Previous Years
1. Registration Fees
The most notable change for 2025 is the sharp increase in registration costs. From $50 per event in August 2024, later raised to $100, this year’s Black Friday/Cyber Monday fee has surged to $245 per event—more than double the previous rate.
Moreover, the 2025 campaign no longer charges per ASIN, but rather per event group, which significantly raises the participation cost. This poses a major challenge for small and medium-sized sellers, while well-funded sellers gain a clear advantage.
2. Event Duration
In previous years, Amazon’s Black Friday and Cyber Monday typically lasted for several days or up to a week. However, internal reports suggest that the 2025 event could be extended to 11–14 days. Amazon has also moved its submission and promotional window earlier, increasing competition for early deal placement. This extended timeline will put greater pressure on sellers’ inventory, pricing, and cash flow management, and make it harder to predict traffic peaks and conversion trends.
3. Promotional Structure
Starting in 2025, Amazon has revised the fee structure for Deals and Coupons (including Best Deals). The new system increases the performance-based and variable fee components, reducing upfront financial pressure for sellers. Additionally, sellers now have the flexibility to run promotions between 1 and 14 days, rather than sticking to fixed durations as before. This means sellers need to plan promotional timing and discounts more precisely—otherwise, poorly executed deals may result in wasted effort and higher costs.
II. How to Respond to the New Changes
1. Stay on Top of Key Timelines
To participate in Amazon Black Friday 2025, sellers must submit all promotions before October 28. Also, ensure that key SKUs reach FBA warehouses by October 30 to qualify for Prime visibility and promotional exposure.
2. Keep Pricing Strategies Flexible
Since this year’s Black Friday runs longer, avoid putting all deals on a few peak days. Instead, stagger your promotions—launch smaller deals or coupons on mid-days and stronger discounts on peak traffic days. Keep discounts attractive yet profitable. If a product’s conversion rate is low or ad spending is too high, adjust or pause promotions promptly. Pay close attention to Amazon’s price history tracking, ranking algorithms, and display rules to avoid pricing mistakes or “fake discount” issues caused by competitors manipulating prices.
3. Test Your Advertising Strategy Early
Before the main event, use matrix account strategies to test your promotion intensity, ad bidding models, and audience targeting. Gradually increase your ad budgets to give Amazon’s system time to “learn” and optimize performance. Diversify your ad formats by combining Sponsored Products, Sponsored Brands, Sponsored Display, and DSP/programmatic ads, adjusting based on SKU and market performance.
4. Protect Account Stability
With the campaign period longer than before, account stability is more crucial than ever. Any suspension or interruption could cause significant losses during the event.
For sellers managing multiple accounts, maintaining independent and secure account environments throughout the promotion season is essential. Using tools like IPFoxy can help create isolated account environments, prevent cross-account linking, and ensure stable ad monitoring across different target markets.
III. Conclusion
Competition during Black Friday has always been fierce, but in 2025, low prices and ads alone are no longer enough to win. The soaring registration fees have already filtered out many sellers, leaving only the most capable players in the game. For those choosing to stay, focus on account stability and refined strategic planning. Only by maintaining operational precision can you stand out and capture the most value from this year’s Amazon Black Friday.
