Q4 Holiday Season

For Amazon selling partners, the Q4 Holiday Season is more than just a sales boost—it’s a great way to build awareness and gain traction on new products.

Planning for Q4 Holiday Season

Prime Big Deal Days
10 - 11 October

For Amazon selling partners, Prime Big Deal Days is more than just a sales boost—it’s a great way to build awareness and gain traction on new products.
Inbound cutoff date: 14 September

Black Friday Cyber Monday
17 - 27 November

Black Friday Cyber Monday is your opportunity to maximize outreach to millions of shoppers, gain brand awareness and build a stronger customer base in the long run.
Inbound cutoff date: 26 October
(Extended from 19 October)

Scheduling Guides

Prime Big Deal Days

PBDD Prime Exclusive Discount (PED) with Troubleshooting Guide
PBDD Prime Member Coupon Guide

Black Friday Cyber Monday 2023

BFCM/Q4 Holidays Prime Exclusive Discount (PED) & Coupon Scheduling Guide

Q4 Holiday Season Webinars

Seller Meetups

Physical Event
Post-Summit Seller Meetup: Year-End Seller Party
Celebrate the festive season with us! Join our year-end seller party to meet other sellers and third party service providers who can help you take the heavy lifting off your Amazon Business! This event will be bazaar/roadshow style with food, fun, door gifts, presents and discounts off related Amazon Global Selling third-party services (e.g. Payments, Logistics, etc.) for all sellers.

Thursday, 21 Dec, 3PM, Singapore
*Physical Event is hosted in Singapore (SG). Location will be shared with confirmed attendees only. Non-SG Sellers may register to receive exclusive link to watch the event livestream
Live Webinar
Series 1 – Get Ready for 2023 Q4 shopping season with Fulfillment by Amazon (FBA)
Learn more about how to prepare for the shopping season using FBA!
Series 2 – Sellers' Guide to Q4 shopping season and best practices to double your sales
Learn more about what are the best practices that can help you bring in more sales in this Q4 shopping season!
Series 3 – 2023 Q4 shopping season checklist and merchandizing tools
(Part 1)
Learn more about how to be well-prepared for the shopping season with our checklist and merchandizing tools
Series 3 – 2023 Q4 shopping season checklist and merchandizing tools
(Part 2)
Join us for our Q4 2023 shopping season webinar series, and learn more about how to be well-prepared for the shipping season

Q4 Holiday Season Planning Guides

Peak Season Checklist & Seller Success Strategy

Peak Season FBA Logistics Preparation

Next Steps

1. Inventory
2 min read
FBA & Inventory Management FAQs
2. Listing Optimization
2 min read
Listing FAQs
3. Ads
2 min read
Advertising & Promotions FAQs
10 min read
Guide to drive engagement with customers during BFCM
4. Key Events Preparation
10 min read
Holiday Marketing Tips with Amazon Ads

Deals to drive discovery

Shoppers love a good deal. Stack the odds in your favor with an attention-grabbing price tag.
Create a coupon
Discount a top-selling product, or offer loyal customers a package deal.
Share promo codes
Create targeted social media promotions and spread the word.
Make it exclusive
Prime Exclusive Discounts stand out in search and product pages—and they’re only for Prime members.
Illustration of a globe with Amazon Prime boxes and an Amazon Prime van

Get ready for Q4 Holiday Season around the world

With over 150 million paid Prime members globally and over 300 million active customer accounts worldwide, you can leverage this global scale to reach more customers on Q4 Holiday Season.

Sell through the seasons

Pro tips for tackling the ups and downs of seasonal inventory on Q4 Holiday Season, during the holidays, and other events throughout the year.


Don’t stress on storage

When determining storage limits, we account for seasonal sales spikes, recent growth, and popularity of current products.

So many sales, so little time

For starters, determine if your event is just a one-day occurrence or spans an entire season. Then follow this guide, along with your own sales insights, to home in on how much to order, ship, and re-order.
One-day events
With quick turnaround events like Prime Fall Deal Event and Black Friday Cyber Monday, send all stock by the due date, then ramp up sales with pre-event campaigns. For best results, calculate expected demand and sales goals well in advance.
Season-long celebrations
From holiday sales to football fandom, longer events give you flexibility to adapt and replenish as you go. To minimize overstock, keep an eye on inventory levels as the season starts to wind down.


Fan favorites

Your customers know best. Keep tabs on trending events and products by staying active on social media.

Leftover inventory—you’ve got options

Once you lock down your timeframe, make sure you have special offers, marketing campaigns, and off-site storage ready to go.
Amazon outlet
Outlet can help you boost sales, improve cash flow, and optimize inventory levels.
For slow-moving items, mark down products within a specific category to drive more discovery.
Negotiate a buyback with your suppliers—this helps ease any risk of buying seasonal products in bulk.
Bulk removal
Save yourself some time and avoid unexpected storage fees with a one-time removal service.

Thompson Tee wins the holidays

As small business owners, Billy Thompson and Randy Choi are always adapting. When inventory issues held back their 2017 holiday sales, the partners rebuilt their marketing strategy and increased holiday sales by 23%.
Seller Spotlight: Thompson Tee

Explore what’s in season

Amazon drives discovery of seasonal products year-round. Explore this season’s featured specialty stores to see how we’ve helped products like yours get in front of millions of Prime shoppers.
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