TL;DR
- BFCM 2025 in the UK runs from November 20 to December 1, nearly two weeks of nonstop shopping traffic.
- Amazon’s deal deadlines matter: Best Deals and Lightning Deals close October 28, 2025. Grab them, and you win.
- Use this period to boost revenue, increase visibility, and win new customers, not just to offer discounts.
- Plan early: choose ASINs for Lightning Deals, Best Deals, PED, or Coupons, and secure approval before deadlines.
- Be smart with inventory: ship products ahead of the deadline to ensure they are available for customers without any shipping delays.
- Optimize listings, marketing, and customer service to stand out, convert traffic, and build loyalty beyond BFCM.
Every Amazon UK seller knows how stressful Q4 can be, but nothing matches the intensity of Black Friday and Cyber Monday. These aren’t just shopping days; they’re the biggest online sales events of the year. Customers are constantly searching for deals, and your products need to be where they’re looking.
The challenge?
Standing out in a crowd of competitors. That’s where preparation and a smart Amazon ranking strategy come into play. By planning early, securing inventory, and optimizing your listings, you give yourself the best shot at capturing visibility, driving traffic, and converting browsers into buyers during BFCM 2025.
What does BFCM mean for UK sellers?
For UK sellers, Black Friday and Cyber Monday aren’t just another set of sales days; they’re the biggest shopping window of the year. In 2025, the event will run from November 20 to December 1, giving you nearly two weeks of nonstop traffic.
But to take part, timing is everything. Amazon has already set clear submission deadlines: recommended Best Deals and Lightning Deals close on October 28.
Miss those dates, and your products won’t even be considered for event placement. If you’re looking at Prime Exclusive Discounts (PED), those submissions open from September 10, giving you an earlier chance to secure visibility.
Why do sellers participate?
Black Friday and Cyber Monday aren’t just about discounts; they’re about opportunity. These two weeks see some of the heaviest online traffic of the year, and smart sellers use them to do more than just make quick sales.
First, there’s the revenue boost. With shoppers actively hunting deals, your products are far more likely to get picked up if you’re visible in the mix. Second, there’s brand visibility. Featuring in Amazon’s deal sections can put your brand in front of thousands of new customers who may never have seen you before.
It’s also the perfect time to attract customers who often return for repeat purchases if they like the experience. Finally, it’s a golden chance to clear your inventory, freeing up space and cash for the products that will carry you into the Q4 period and beyond.
Proven ways to prepare and grow sales
#1 Plan deals and discounts early
One of the biggest mistakes UK sellers make during BFCM is waiting too long to decide which products to push. Instead, pick your ASINs early and decide whether they’ll go into Lightning Deals, Best Deals, Prime Exclusive Discounts (PED), or Coupons.
Each deal type comes with its own benefits. Lightning Deals often give the most visibility, but they require at least 20% off and carry fees. Best Deals need at least 15% off, while PEDs are a cheaper way to reach Prime members. Coupons are flexible and can run alongside other promos.
Most importantly, you also need to submit by their deadlines, like for the Submissions for Black Friday/Cyber Monday for Week Lightning/Best Deals, which are open and close October 28, giving you extra time to secure visibility. Submitting early improves approval chances and gives Amazon more time to feature your products.
#2 Manage inventory smartly
Even the best deals won’t work if you don’t have stock ready. For sellers, one of the most important parts of BFCM prep is forecasting demand early and securing inventory well before the rush. A smart way to estimate demand is by using Prime Day uplift plus seasonal growth as your baseline.
If you sold 500 units of an ASIN during Prime Day, expect that number to rise during Black Friday and Cyber Monday, especially if you’re offering deeper discounts. Keep in mind that Amazon fulfillment centers slow down in Q4, and check-in times can stretch longer than usual.
That’s why your stock needs to be in place by late October at the latest. If you wait, you risk your ASINs not being available when shoppers are most active. For Black Friday/Cyber Monday, send inventory by Oct 9 if using AWD, by Oct 20 for FBA minimal split, and by Oct 30 for FBA optimized split.
BFCM is also the perfect time to move old SKUs with attractive discounts while keeping your bestsellers fully stocked.
#3 Optimize listings for conversions
Your listing is your digital storefront. If it’s not clear and appealing, shoppers will move on to the next seller. Start by revisiting your titles, bullet points, and descriptions. Make sure they highlight your product’s best features and answer the key questions customers have before buying.
Add in your A+ Content too; make it engaging visuals and easy-to-digest text, and it can make all the difference in convincing buyers. Don’t forget the backend. Update your hidden keywords with seasonal or trending terms that customers are likely to search for during BFCM. It ultimately helps you with your Amazon product listing optimization.
For example, if you’re selling kitchen items, think “holiday gifts,” “Christmas dinner,” or “family gatherings.” These small tweaks help you capture extra traffic without changing your main message. Keep an eye on your Buy Box health too. If you’re not winning the Buy Box, you’re losing sales. Competitive pricing, fast shipping, and strong seller metrics can keep you in the game.
#4 Build a strong BFCM marketing plan
Having a great deal is only half the battle; getting customers to actually see it is where the real work begins. That’s why you need a clear Black Friday and Cyber Monday (BFCM) marketing plan backed with the right materials.
You can consider email newsletters, social media posts, and targeted ads. These are your tools to get the word out fast and keep your products in front of shoppers during the busiest shopping days of the year. Make your messaging clear and easy to understand.
Highlight your top deals and use phrases that show urgency, like “limited time only” or “while supplies last.” Pair that with eye-catching visuals, clear images, clean graphics, and consistent branding to stop people from scrolling past your offer.
Influencer collaborations are another smart move. Partnering with the right voices in your niche can help you reach an audience that already trusts them. When influencers share your BFCM deals, it creates buzz and gives your brand credibility at the same time.
The goal is simple: don’t just rely on Amazon traffic alone. Drive shoppers to your listings through multiple channels, and give them a reason to act now.
#5 Offer the best customer experience
When sales are at their peak, customer questions and concerns come in fast. That’s why it’s important to prepare your customer service team before Black Friday and Cyber Monday hit.
Start by making quick replies, building trust, and reducing the chance of cancellations or negative reviews. Even a short but timely response goes a long way in showing customers that you value their purchase.
Train your team on common questions they’re likely to face, such as shipping timelines, return policies, and product details, so they can answer confidently without delays. Setting up clear processes and response templates also helps maintain speed and consistency.
You can see customer service as a key part of your sales strategy. Great service doesn’t just solve problems; it encourages repeat business and positive feedback, which can boost your Amazon rankings and conversions long after the holiday rush is over.
Final note
BFCM 2025 will be a turning point for Amazon sellers who plan early and execute smartly. From submitting deals on time to stocking up inventory and optimizing listings, every step counts.
If you want to go beyond guesswork and make sure nothing slips through the cracks, working with Amazon experts can give you the edge. Their experience helps you fine-tune your deals, make engaging ads, and avoid costly mistakes, so you walk into Black Friday and Cyber Monday ready to grow sales and win new customers.
