BFCM (Black Friday/Cyber Monday) isn’t just a weekend—it’s a 90-day preparation window. Brands that plan early, starting 10-12 weeks before the event, capture prime Amazon traffic and avoid stockouts, delays, and missed opportunities. This guide, with insights from Algofy, will help you craft a rock-solid strategy to ensure your business doesn’t just survive Q4 but thrives with increased visibility, higher conversions, and stronger brand presence.

Key Takeaways

• Start 10–12 Weeks Ahead:
  
  • Ship FBA early to avoid check-in delays and stockouts.
  • Polish Product Detail Pages (PDPs) for optimization and clarity.
  • Plan and stage your deals—timing is everything for maximum impact.
• Strategic Ads Laddering:
  
  • Use SP exact match ads for core keywords, SB for brand awareness, and SD for remarketing to boost conversions.
• Measure and Scale:
  
  • Track critical metrics like buy box, out-of-stock (OOS) risk, CTR (click-through rate), and CVR (conversion rate) to optimize daily performance.

What should the 90-day plan include?

Days 90–61

Start by forecasting demand and locking in your purchase orders (POs). Early identification of the keywords that will drive traffic is crucial, and these keywords will directly impact your listings and ads. Focus on creative preparation—shoot high-quality images, product videos (15-20 seconds), and create A+ Content to enhance your listings. Your keyword strategy should be in full swing, ensuring your products are easily discoverable by Amazon’s algorithm.

Days 60–31

Now, it’s time to ship inventory to Amazon’s FBA centers. Make sure your Product Detail Pages (PDPs) are live and fully optimized. Seed reviews early to build credibility and social proof. Start Sponsored Products (SP) ads, particularly exact match ads for your hero keywords, to get your products noticed. Focus on SP discovery campaigns to drive brand visibility, while refining your PDP content for clarity and engagement.

Days 30–0

As you approach BFCM, create a deals calendar that aligns with the dates you plan to offer discounts. Prepare Lightning Deals and 7-Day Deals, keeping a close eye on margins to ensure profitability. Adjust ad bids and budgets to be competitive, especially for high-traffic keywords. Implement SBV (Sponsored Brand Video) ads to showcase your products directly in search results and SD remarketing ads to capture traffic from product viewers and Amazon store visitors. Monitor everything daily—CTR, CVR, buy box status, and out-of-stock risks—and adjust campaigns to scale winners.

How do I bulletproof inventory?

Sending inventory early is essential to avoid the dreaded stockouts, which can drastically affect your ranking on Amazon. Aim to send your first wave of inventory in early fall, ensuring you have enough stock for BFCM. FBM (Fulfilled by Merchant) backup inventory is also a smart move to cover any FBA gaps. Keep track of restock limits and IPI (Inventory Performance Index) to avoid inventory restrictions that could harm your ability to fulfill orders. 

Tip: Avoiding OOS (out-of-stock) risks should be a priority as stockouts during BFCM can lead to loss of rankings and visibility.

Which ads move fastest during BFCM?

During BFCM, certain ads move faster and produce quicker results. 

• SP exact match ads are essential for driving immediate sales on your top-performing keywords.
  
  
• Sponsored Brand Video (SBV) ads—15-20 second product demos that appear in Amazon search results—boost customer engagement and visibility.
  
  
• Sponsored Display (SD) remarketing ads are an effective way to re-engage users who have previously interacted with your products or store, encouraging them to return and convert.

What promo mix converts best?

To maximize conversions during BFCM, focus on a balanced promo mix. Coupons with the Amazon badge can increase your click-through rate (CTR), driving more traffic to your listings. These work throughout the entire month. For higher-traffic periods, Lightning Deals and 7-Day Deals create urgency, driving sales and improving rankings in the short term. Also, consider creating product bundles to increase your Average Order Value (AOV)—this strategy not only encourages larger purchases but also enhances customer value perception.

Frequently Asked Questions

When Should I Ship to FBA?
Ship 8-12 weeks before BFCM to allow enough time for inventory to be processed and stored in Amazon’s fulfillment centers.

Are Videos Worth It?
Yes. SBV ads appear directly in search results, enhancing product comprehension and engagement, ultimately increasing conversions.

Deals or Coupons—Which Is Better?
Coupons are great for CTR throughout the month, while LD/7-Day Deals create urgency and improve rankings during peak periods.

How Do I Protect My Margin?
Use price floors, portfolio budgets, and bid caps to ensure your promos don't eat into your profits.

What About Post-BFCM?
After BFCM, keep momentum with retargeting ads and focus on evergreen keywords to continue sales and restock inventory for the holiday season.

Final Thoughts: Holiday Wins Are Built by October

The key to a successful Black Friday/Cyber Monday (BFCM) lies in starting your preparations early. Front-load your inventory, PDP optimization, ad strategy, and deals planning so that when the big sales days arrive, you're already positioned to dominate Amazon’s marketplace. Brands that put in the groundwork in October and refine their strategy leading up to BFCM not only gain visibility during peak sales but maintain it throughout the holiday season.

For expert guidance and support in executing your BFCM strategy, contact Algofy today.