Q4 is crunch time for brands selling on Amazon — it’s often the biggest sales period of the year for Sellers, and it includes many special sales and holidays that can boost sales. Between Prime Big Deals Days and Black Friday/Cyber Monday, brands need to prepare for these big days and be cognizant of deadlines for coupons and deals.
Here’s everything your brand needs to prepare for important Q4 dates and deadlines on Amazon in 2025!
Prime Big Deals Days
Prime Big Deals Days is happening October 7-8, 2025. Like any big sales day on Amazon, you should ensure you have a strategic plan in place for your inventory, shipping, and advertising.
Deadlines
- Best Deals and Lightning Deals: September 12, 2025
- Discounts and Coupons: Until six hours before the event start on October 7, 2025
Trends and Predictions
As is typical for the Q4 Prime sales, these days will be especially impactful for tech brands, giftable products, and holiday products.
Be sure to take time to analyze your brands’ performance on Prime Big Deals Days — it could be an indicator of demand for Black Friday and Cyber Monday. As you begin your demand planning for the holiday season, using any available data is paramount to your success.
Black Friday/Cyber Monday
Black Friday is happening on November 28, 2025; Cyber Monday takes place on December 1, 2025. Sellers should be sure to plan any deals far in advance, and get your coupons and Prime-exclusive discounts locked in early so you don’t miss out!
Deadlines
- AWD shipping cutoff: October 9, 2025
- FBA shipping cutoff (with minimal shipping splits): October 20, 2025
- Deal submission deadline: October 28, 2025
- FBA shipping cutoff (with Amazon-optimized shipment splits): October 30, 2025
Trends and Predictions
The National Retail Federation has estimated that retail sales during 2025 will grow between 2.7% and 3.7% compared to 2024. Despite a slowed economy in the first three quarters of 2025, our team at Kapoq is predicting that the 2025 holiday season will show increases from last year over the same period.
Additionally, brands should not discount in-person shopping experiences. We’ve seen both Amazon and Walmart make announcements about their investment in omni-channel experiences, with Walmart specifically incorporating their physical stores into their overall strategy. In 2024, NRF estimated that over 81 million consumers shopped sales in-person in 2024, so brands should expect huge numbers both online and in brick and mortar locations.
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