Q4 Deals Events – Submissions Window Now Open!


We are happy to inform you that the Lightning Deals, 7-Day Deals and Vouchers/Coupons submission window for Black Friday, Cyber Monday and Early Black Friday Deals 2021 is now open on Seller Central. Submit your ASINs now for the chance to have your deal selected to run in our upcoming events:

November 8, 2021 to November 14, 2021: Early Black Friday Deals Week 1

November 15, 2021 to November 21, 2021: Early Black Friday Deals Week 2

November 22, 2021 to November 28, 2021: Black Friday Week (48-hour Black Friday, November 25, 2021 to November 26, 2021)

November 29, 2021 to December 5, 2021: Cyber Monday Week

The deadline for submissions for Black Friday and Cyber Monday weeks is October 8th, 2021, and the deadline for submissions for Early Black Friday Deals is two weeks before the event start date. Therefore, it is important to act fast and submit your Deals now for a chance to have your deal considered. Note that you can run your 7-Day deals only every other week and Lightning Deals once per week. Lightning Deals and 7-Day Deals cannot run in the same week. Recommendations for our Q4 Events 2021 will change weekly. It is not guaranteed to be available the following week. There are no restrictions on re-runs for Vouchers/Coupons.

How to submit your offers?

For Lightning Deals and 7 Day Deals, click on the link below to go to the Deal Dashboard, click on Create a new Deal, choose Lightning Deal or 7-Day Deal as type/duration filter, select a product among your recommendations and click on Select, choose the event/event week and click on continue to next steps. If you do not see any recommendation or you do not see a specific event, your products are not eligible to run as a Lightning Deal/7-Day Deal or in that specific event (verify that your account status is not set to ‘on vacation’.)

Submit Your Lightning Deals or 7 Day Deals

For Vouchers/Coupons (EU), click on the link below to go to the Vouchers Dashboard, click on Create a new Voucher, and select dates aligned with the event. NB: Voucher must be set up at least one day in advance.

Submit Your Vouchers

Note that for FBA Selling Partners that FBA inventory for Black Friday and Cyber Monday must be received at an Amazon Fulfilment Centre by November 5, 2021.

We are looking forward to seeing your best Lightning Deals, 7-Day Deals and Vouchers that offer the most delight to our customers during this unique shopping event.


It would feel like a fairer relationship between Amazon and sellers if Amazon would make some concessions towards the fees with respect to this.

I really don’t like the idea of Amazon encouraging us to lower our prices to the point where the margin is potentially zero while Amazon still take 15% referral fee from the sale.

I’ve said it many times before but the resentment you are creating between Amazon and sellers during the “good times” for Amazon will be difficult to repair should Amazon find itself in a position where it is needing to persuade sellers to remain engaged in the platform.

I don’t have any major issues with the platform, but the way you treat sellers and your wider corporate antics are less than exemplary.


Hello Amazon team,

I don’t see the Early Weeks right now. Is it possible that I will see the option to make a deal during Early BF Weeks later on?

Could you share the details of the criteria of our products be elligible for BF/CM and Early Weeks deals?
Some of our best selling products aren’t currently elligible for Black Friday which doesn’t make sense at all.

Thank you in advance.
Best regards,

closed #4

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