Amazon Black Friday 2026: 12-Day Sale Runs November 19 to 30

Amazon has confirmed that its Black Friday Week and Cyber Monday sale will run for 12 days, from Thursday, November 19 to Monday, November 30, 2026. The company announced the plan on November 9, promising daily themed deal drops, two drops each on Black Friday and Cyber Monday, and a bigger role for its AI assistant Alexa for Shopping. The announcement lands as China’s Singles’ Day festival reaches its peak on November 11, kicking off the busiest stretch of the global shopping calendar.

What did Amazon announce?

In a press release dated November 9, Amazon said its US Black Friday Week event starts at 12:01 a.m. Pacific time on November 19 and includes its Cyber Monday deals, running through November 30. The company described the event as offering “millions of deals” across categories such as toys, tech, fashion, beauty and home.

The core of the sale is Today’s Big Deals, a programme of themed deal drops on each of the 12 days, with savings of up to 60%. The themes Amazon listed include Toys, Tech, Fashion, Beauty, Premium Gifts and Stocking Stuffers.

The most notable change is timing on the two biggest days. On Black Friday (November 27) and Cyber Monday (November 30), Amazon will release new deals twice: at midnight and again at 8 a.m. Pacific time. GuruFocus, in a report syndicated by Yahoo Finance, described the double drops as a first for Amazon. As in past years, Amazon says deals are available only while supplies last and may change.

What kinds of deals are included?

Amazon published a long list of example offers. Among them:

• Electronics: up to $600 off Sony and Hisense TVs, and up to 50% off Beats, JBL, Marshall and Sonos headphones and speakers.
• Home and kitchen: up to 45% off Keurig coffee makers, up to 40% off Ninja appliances, and up to 40% off iRobot and Bissell floorcare.
• Fashion: up to 50% off Calvin Klein, Skechers and Guess clothing and shoes.
• Toys: up to 45% off NERF, Play-Doh, MAGNA-TILES and Mattel, and up to 50% off Crayola and Melissa & Doug.
• Amazon devices: up to 35% off, WBAL-TV reported, including the Ring Pan-Tilt Indoor Cam 2K and Alexa devices.

For Thanksgiving, Amazon Grocery is selling frozen turkeys from $0.79 per pound and fresh turkeys from $0.99 per pound during set periods in November, with Same-Day Delivery in more than 2,300 US cities and towns.

How does AI fit into Amazon’s holiday sale?

Amazon is putting Alexa for Shopping, its AI shopping assistant, at the centre of the event. According to the release, it can:

• Track deals and price drops, and send alerts.
• Show up to 365 days of price history on product pages.
• Use an Auto-Buy feature to complete a purchase automatically when an item reaches the price a customer sets.
• Build and share wish lists and registries.
• Handle more than 100 everyday account tasks, such as checking gift card balances or tracking refunds.

Doug Herrington, chief executive of Worldwide Amazon Stores, said in the release that Alexa for Shopping “acts as a personal holiday shopping expert”. Earlier this month Amazon also opened Alexa for Shopping to products from other online stores, which PFM Today covered in Amazon’s Shop Direct Merchant Workspace launch.

What is Amazon Haul’s Haul-iday sale?

Before Black Friday Week begins, Amazon’s budget storefront Haul is running a separate Haul-iday event from November 9 to 14. It includes $1 flash deals all week and $0.11 deals on November 10 and 11, a nod to the 11.11 date. Most Haul items cost under $10.

PPC Land reported that Amazon says Haul’s paying customers grew nearly 350% year on year and that its selection now tops 10 million products, though Amazon did not give a starting figure or a market breakdown.

Why it matters

The holiday quarter is the most important period of the year for retailers, and Amazon’s schedule shapes how US shoppers and sellers plan their spending. A 12-day window gives shoppers more time to compare prices, while the double drops on Black Friday and Cyber Monday are designed to bring people back to the app at specific times.

The event also matters for small businesses. Amazon says more than 60% of sales in its store come from independent sellers, and it is promoting small-business products through a dedicated page and through Alexa for Shopping.

The timing places Amazon’s sale right after Singles’ Day, where Alibaba’s Tmall and JD.com have been selling everything from phones to AI tokens. PFM Today looked at that trend in its Singles’ Day 2026 preview on AI tokens.

What happens next?

Black Friday Week opens on November 19, with Black Friday on November 27 and Cyber Monday on November 30. Prime Video will stream about 15 hours of live sports on Black Friday, starting at 6 a.m. Pacific time, with a “Shop the Game” feature that lets viewers buy featured products. Prime membership costs $14.99 a month or $139 a year in the US. Amazon has not said whether it will publish sales figures after the event.