Q4 is the most important quarter for Amazon sellers, accounting for up to 40% of annual revenue for many brands. At Marknology, Andrew Morgans and our Kansas City-based team have helped hundreds of brands navigate the complexity of Black Friday, Cyber Monday, and the holiday season on Amazon. This is your complete Q4 2026 playbook.
Table of Contents
Q4 2026 Key Dates and Timeline
Here are the critical dates every Amazon seller needs to know for Q4 2026:
- October 8-9 (estimated): Amazon Fall Prime Event (Prime Big Deal Days)
- November 27: Black Friday 2026
- November 30: Cyber Monday 2026
- December 1-23: Holiday gifting season
- December 18 (estimated): Last day for Prime free shipping before Christmas
- December 25: Christmas Day
Each of these dates requires different inventory, advertising, and pricing strategies. The brands that map out their Q4 calendar in August are the ones that win.
Inventory Preparation for Q4
Running out of stock during Q4 is the most expensive mistake you can make on Amazon. Here is how to avoid it:
- Forecast aggressively: Take your Q4 2025 numbers and add 20-30%. Amazon's marketplace continues growing year over year.
- Ship early to FBA: Amazon fulfillment centers get congested starting in October. Ship by late September if possible.
- Check IPI score: Low IPI scores mean storage limits. Improve your score before Q4 by clearing aged inventory.
- Have a 3PL backup: Marknology's warehouse and 3PL services provide overflow capacity and rapid FBA replenishment.
- FBM as insurance: Set up Fulfilled by Merchant listings as backup in case FBA stock runs out.
I have seen brands leave six figures on the table by running out of stock on Black Friday. The cost of over-ordering is always less than the cost of a stockout during peak season. - Andrew Morgans, Marknology
Black Friday Amazon Strategy
Black Friday on Amazon has evolved from a single day to a full week of deals. Here is how to maximize it:
Deal Submission
- Submit Lightning Deals and Best Deals by Amazon's deadline (typically August-September)
- Budget $500-1,500 per Lightning Deal
- Focus deals on your best-selling ASINs with strong review profiles
Pricing Strategy
- Offer genuine discounts of 20-40% on key products
- Use strikethrough pricing (raise reference price well in advance, following Amazon's pricing policies)
- Stack coupons with deals for maximum badge visibility
Content Preparation
- Update A+ Content with holiday and gift-giving themes
- Add gift-related keywords to backend search terms
- Create holiday-specific Sponsored Brands creative
Our Amazon experts at Marknology begin Black Friday preparation with our clients in August, ensuring every detail is covered before the rush begins.
Cyber Monday Tactics
Cyber Monday often outperforms Black Friday for many Amazon categories, particularly electronics, software, and subscription products. Key tactics:
- Fresh deals: Run different promotions than Black Friday to capture repeat visitors
- Bundle offers: Create virtual bundles that offer perceived value without deep discounts
- Email and social: Drive external traffic to your Amazon listings with attribution links
- Extended hours: Cyber Monday deals often run into Tuesday, so keep budgets active
The shoppers on Cyber Monday tend to be more deliberate and research-driven than Black Friday impulse buyers. Your listings need strong comparison content and detailed specifications to convert these shoppers.
Holiday Season: December Strategy
After the Black Friday and Cyber Monday rush, December brings a different type of Amazon shopper: the gift giver. Here is how to capture this audience:
- Gift guide positioning: Optimize for "gifts for [person type]" keywords
- Gift wrapping: Enable gift wrapping and gift messaging on all eligible products
- Premium shipping: Ensure FBA inventory is sufficient through the December 18-20 shipping cutoff
- Gift card promotions: If applicable, promote gift card options for your brand
December is also when Amazon's international marketplaces see massive growth. Brands already selling in the US should consider UK, Canada, and EU marketplaces for additional holiday revenue.
December is when brands with strong listings and full inventory separate themselves from the competition. While everyone else is scrambling, our clients at Marknology are executing plans we built months ago. - Andrew Morgans
Q4 Advertising Playbook
Q4 advertising requires the most sophisticated approach of the year. CPCs increase 30-60%, but conversion rates also rise significantly. Here is the framework:
Budget Allocation
- October: 1.5x normal spend (warming up)
- November 1-20: 2x normal spend (pre-event)
- Black Friday/Cyber Monday week: 3-4x normal spend
- December 1-20: 2.5x normal spend (holiday gifting)
- December 21-31: 1x spend (wind down, gift cards only)
Campaign Types
- Sponsored Products: Your bread and butter. Increase bids on proven converters.
- Sponsored Brands: Holiday-themed headlines and custom images
- Sponsored Display: Retarget viewers from October through December
- Amazon DSP: For brands with budget, DSP provides unmatched audience targeting
Learn more about how Marknology manages advertising for enterprise and mid-market brands. You can also explore our insights on the Media Hub.
Post-Holiday Transition
January is not the time to coast. Smart brands use the post-holiday window to:
- Retarget holiday shoppers for repeat purchases
- Clear excess Q4 inventory with January promotions
- Analyze Q4 data for lessons and opportunities
- Set up Subscribe and Save to convert one-time holiday buyers into recurring customers
The brands that plan their January strategy before Q4 even starts are the ones that maintain momentum year-round.
Frequently Asked Questions
When should I start preparing for Q4 on Amazon?
Start Q4 preparation in August. Inventory should be shipped to FBA by early October. Advertising campaigns should be tested by September.
How much more do brands spend on Amazon ads during Q4?
Most brands increase ad spend 200-400% during Q4. CPCs typically rise 30-50% due to competition, so budget accordingly.
What are the FBA inventory deadlines for Black Friday 2026?
Amazon typically sets a hard FBA deadline in mid-October for Black Friday and Cyber Monday. For Holiday shipping, inventory must arrive by early November.
Should I raise prices or lower them during Q4?
It depends on your strategy. Most brands offer promotions during Black Friday and Cyber Monday, then return to regular pricing in December when shoppers are less price-sensitive and focused on gift-giving.
How do I compete with bigger brands during Q4?
Focus on long-tail keywords, niche categories, and superior listing content. Smaller brands can win by targeting specific gift-giving segments and running efficient Sponsored Products campaigns.
Is it worth running deals on Amazon during the holidays?
Yes, if you plan correctly. Lightning Deals during Black Friday week get massive visibility. The ROI typically outweighs the deal fees and discounts.
Best, Drew