Black Friday Amazon 2025 — Everything You Need to Know About the Year's Most Anticipated Event

📅 November 21 – December 1, 2025

An increasingly extensive and competitive event

The Black Friday 2025 on Amazon will officially be active from November 21 to December 1, reinforcing the trend of recent years towards a longer and more complex promotional window compared to the single “Black Friday”.
In 2024, according to Adobe Analytics, global online sales during Black Friday reached $10.8 billion, marking a +10% year-over-year increase, while Amazon recorded daily order records in nearly all European marketplaces.

In Italy, according to Netcomm, over 75% of online consumers reported purchasing at least one product during Black Week, confirming the centrality of this event for the annual strategy of brands and retailers.

An evolution reshaping marketplace dynamics

Black Friday is no longer an isolated moment of discounts, but an ecosystem of demand, traffic, and pricing that influences the entire Q4.
In the last two years, Amazon has extended the duration of promotional campaigns, facilitating the introduction of Early Deals and the adoption of dynamics based on dynamic visibility algorithms.

Internal analyses show that during the Black Friday period:

• The average cost per click (CPC) increases by +25% to +40% compared to previous months.

• Organic impressions rise on average by +60% for products involved in official offers.

• The average conversion rate (CVR) increases up to +35%, driven by purchase urgency and qualified traffic.
  
  

This scenario pushes brands to plan stock availability, promotional strategy, and media visibility in advance, with a data-driven and integrated approach.

Categories with the most significant expected impact in 2025

Based on trends observed in 2023–2024, Amazon forecasts significant growth in the following categories for 2025:

Sources: Adobe Digital Insights, Euromonitor, AboutAmazon Europe 2024.

A structural impact on advertising and SEO

During the Black Friday window, the marketplace sees a simultaneous increase in:

• +50% in seasonal keyword search volume,

• +30% in the average number of active listings per category,

• And a boost in organic traffic up to 70% on SEO-optimized pages.

The Marketplace Pulse analysis shows that brands with a clear catalog architecture and optimized content (A+, coherent bullet points, semantic backend) achieve a 27% higher CTR compared to the category average during the event week.

On the ADV front, Amazon Advertising Benchmark 2024 data highlights that:

• The average TACOS in European marketplaces stands between 8% and 12%.

• The average ROAS for structured brands ranges from 3.2x to 4.1x.

• The CTR of Sponsored Brand campaigns grows by +22%, particularly for creatives with convenience-oriented headlines and clear visual storytelling.

A look beyond Black Friday

The promotional period now extends well beyond December 1: data from Amazon Q4 2024 indicates that over 40% of holiday sales come from customers acquired during Black Friday.
This reinforces the event’s role as a lever for retention and acquisition, not just immediate sell-out.

In the Italian context, forecasts indicate that Black Friday 2025 will be the most competitive ever in terms of active brands and media volumes invested, with advertising spending expected to grow by +18% YoY.

In summary

Black Friday 2025 represents for brands on Amazon a critical window for demand concentration, visibility, and competition.
The difference will not be made solely by the discount, but by the ability to present with correct catalogs, coherent content, and stable operational infrastructure.
More than an event, it has become a marker of brand maturity in the Amazon ecosystem.