Amazon recently announced a significant update: the 2025 Black Friday/Cyber Monday (BFCM) mega-promotion will run for a full 12 days, from November 20 to December 1. This means that the once concentrated “traffic scramble” over a few days has officially evolved into an “endurance race” this year.For the platform, this is not just a simple extension of the schedule, but a structural adjustment to adapt to consumer habits and respond to the competitive landscape.We have promptly conducted a systematic analysis of this change, covering aspects such as promotion rhythm, traffic trends, and seller strategies, to clarify how to optimize operations this year.

Why Extend to 12 Days? Because Consumer Shopping Rhythms Have Changed

Industry data shows that global consumers are no longer flocking to shop on a single “peak day” during the holiday season. Instead, they prefer to browse in advance, place orders at key nodes, and hunt for last-minute deals – a typical “three-stage rhythm.”Amazon’s 12-day promotion perfectly aligns with this trend:

1. Advance Planning Phase (Nov 20 – Nov 25) Consumers will spend time comparing prices and locking in high-ticket items. Kitchen appliances, home electronics, and consumer tech accessories often see strong conversion rates during this phase.
2. Black Friday Peak Phase (Nov 26 – Nov 29) This is the traffic peak. Clothing, beauty products, and small household items are most likely to see explosive sales.
3. Cyber Monday Deal-Hunting Phase (Nov 30 – Dec 1) The platform will roll out clearance prices and bundle deals to attract price-sensitive consumers for last-minute purchases.

Amazon clearly states that extending the promotion timeline helps ease logistics bottlenecks, enhance user experience, and boost overall conversion rates. For sellers, this is far healthier than the previous “order rush that overwhelmed warehouses” within a day or two.

Competition Intensifies, and Amazon Adjusts Its Strategy

Facing Temu’s “extended promotion push” and TikTok Shop’s live stream sales momentum, Amazon has tightened its discount strategy significantly this year while also rolling out new initiatives:

4. Wider Range of Low Prices Beyond everyday essentials, popular small appliances (air fryers, coffee makers) and high-ticket items like headphones will also be included in deep direct discount offers.
5. Stronger Localization Strategies Fast-growing regional sites in Southeast Asia, the Middle East, and other areas will launch exclusive sections and tailored promotion tactics. For instance, the “Haul Section” on Amazon India, featuring budget-friendly smartwatches, is a great example.
6. Focus on Both “Price + Quality” The platform is placing greater emphasis on labels like “quality guarantee” and “official certification” in its promotions. The goal is clear: to prevent consumers from linking “low price” with “low quality.”

For sellers, this means this year’s competition isn’t just a race to the bottom on pricing—it’s a comprehensive contest centered on “reasonable prices + reliable quality.”

What Strategies Should Sellers Adopt? 3 Actionable Plans

Stock Deployment by Timeline – Don’t “Go All In” on Day One

• Nov 20 – Nov 25: High-ticket items take center stage. Small home appliances, consumer electronics, power tools, and sports & outdoor gear perform well during this window. Set prices and schedule ads in advance—don’t wait for the peak to ramp up spending.
• Nov 26 – Nov 29: Black Friday core period. “Fast-decision categories” like clothing, beauty products, and small household goods should double down on advertising. Flash sales and limited-time deals are key.
• Nov 30 – Dec 1: Final push and inventory clearance. Launch bundle sets and cross-category discounts to capture orders from price-sensitive shoppers.

Use Ads and Promotion Tools Wisely – Focus on Profit Margins

Search ads paired with Prime Exclusive Discounts are the core tools for driving high-intent shoppers. Don’t blindly boost promotion intensity; the key rule is: profit after discounts ≥ ad costs. Align ad budgets with inventory levels—otherwise, stockouts are likely.

Diversify Platforms for Security – Avoid Over-Reliance on One Channel

The 2025 cross-border competition landscape is clear: success no longer hinges on the lowest price, but on a stable multi-platform strategy:

• Temu: Extended promotions + low-price strategy
• TikTok Shop: Quick results from live streams and influencer-driven sales
• Amazon: Still dominant, but competition is heating up

Sellers should develop a “multi-platform synergy strategy” for inventory, traffic, and budgets, rather than relying on a single platform for breakthroughs.

A Practical Reminder: This Promotion Is a Marathon, Not a Sprint

Temu’s promotions in some markets even stretch over 40 days, and Amazon has extended BFCM to 12 days. Consumers’ shopping cycles are getting longer and more rational.Cross-border e-commerce in 2025 is entering an era of “extended promotion cycles.” For sellers, the most important thing this year isn’t a single promotion day—it’s the ability to maintain healthy profit margins, inventory levels, and traffic systems amid “long-cycle competition.”We’ll continue to track promotion updates across platforms and provide sellers with more practical, actionable insights and strategies.