Amazon Black Friday Sales: What Our Brands Sold in 2025

Key findings

• Black Friday roughly doubled daily sales. The 2025 median was 2.15x the early-November daily baseline, compared with 1.98x in 2024. Cyber Monday reached 2.06x in 2025.
• Black Friday usually beat Cyber Monday. Black Friday was larger for 14 of 21 accounts in 2025. Both days need their own inventory and budget plan.
• The earlier week also mattered. The average day from November 20 to 26, 2025 reached 1.42x baseline. The comparable week in 2024 reached 1.13x. These are different annual cohorts, so the comparison is descriptive.
• The Cyber 5 represented about 12% of the season. That was the median account’s share of November and December revenue in 2025. Most of the season’s revenue came on the other 56 days.
• Order value was slightly lower during the Cyber 5. The median account’s average order value was about 3% below its early-November baseline in 2025. Discount depth was not measured, so this does not establish that discounts caused the change.

How much more do brands sell on Black Friday?

In 2025, the median account sold 2.15 times a normal day’s revenue on Black Friday. We calculated each account’s baseline as its average daily ordered revenue from November 1 to 14 of the same year.

A result of "2.15x" means sales were 115% above that account’s baseline. The baseline is a consistent reference period; it does not guarantee that every account was free of promotions during those dates.

The lift figures are medians across accounts, rather than a revenue-weighted total. Each account-marketplace observation receives equal weight, so a larger account does not dominate the result.

Each column describes that year’s cohort. It is not a matched year-over-year growth calculation. The periods can overlap: December 2 to 15 includes Cyber Monday in 2024, while Cyber Monday fell on December 1 in 2025. January refers to January 2 to 31 of the following year.

Black Friday exceeded baseline for 20 of 21 accounts in 2025 and 17 of 19 in 2024. Cyber Monday exceeded baseline for 17 of 21 accounts in 2025. These results describe our historical sample and do not guarantee a similar lift for another account.

The spread was wide. In 2025, the middle half of accounts reached 1.48x to 4.31x baseline on Black Friday. Eight accounts reached at least 3x, while five remained below 1.5x. Use your own sales history first, then compare your plan with this range.

Category, deal eligibility, stock and the products available for sale can all affect the result. A gift-focused brand may need a different inventory curve from a brand selling everyday replenishment products. The median is a reference point for that planning.

Black Friday vs. Cyber Monday: which day is bigger?

Black Friday was larger than Cyber Monday for 14 of 21 accounts in 2025 and 12 of 19 accounts in 2024.

In 2025, median revenue lift was 2.15x on Black Friday and 2.06x on Cyber Monday. The corresponding 2024 values were 1.98x and 1.76x. Plan for both dates, then adjust to your account’s own demand.

The account-level data shows which day sold more. It does not reveal whether shoppers delayed a purchase, responded to a particular discount or changed their plans over the weekend.

Across November and December 2025, Black Friday was the highest-revenue date for seven accounts and Cyber Monday for four. Another November date was highest for five accounts, and a December date other than Cyber Monday was highest for five. These four categories account for all 21 observations.

For a gift-focused brand, demand after Cyber Monday may remain important. Check the dates of your own historical peaks alongside shipping cutoffs and stock availability.

The week before Black Friday is now part of the event

Amazon’s 2025 Black Friday Week announcement set out a November 20 to December 1 event in the US. Our measured pre-Black-Friday week is November 20 to 26, 2025, with Thanksgiving reported separately.

An average day in that week reached 1.42x baseline in the 2025 cohort, compared with 1.13x for the corresponding November 21 to 27 period in 2024.

The earlier demand is worth planning for, but the sales data does not isolate the effect of Amazon’s event timing, a brand’s own promotions or changing customer behavior.

Thanksgiving-date revenue also differed: the median was 0.97x baseline in 2024 and 1.10x in 2025. We use the US holiday calendar to define the same event window across the marketplaces in the study.

Prepare listings, eligible deals and stock before the main Friday. For the current season, confirm Amazon’s announced dates and your marketplace’s requirements rather than copying the 2025 calendar. Our Amazon Q4 and BFCM prep checklist covers the operational sequence.

Earlier sales also draw down inventory. A plan built around Friday alone can leave too little stock for the weekend, Cyber Monday or later December demand.

Black Friday vs. Prime Big Deal Days

Prime Big Deal Days ran on October 7 and 8, 2025. Across the same 21 account observations, its average daily revenue reached a median 1.44x the early-November baseline. This is an October-versus-November comparison and can include seasonal effects.

Black Friday’s single-day revenue exceeded the Prime Big Deal Days daily average for 15 of 21 accounts. The Cyber 5 daily average exceeded it for only 10 of 21 accounts.

The cohort medians were 1.78x baseline for the Cyber 5 daily average and 1.44x for Prime Big Deal Days. Medians alone do not describe every paired account comparison, which is why the account-level count can tell a different story.

Compare like-for-like daily revenue as well as total event revenue. Use each account’s actual daily curve when allocating budget across a two-day event and a five-day window.

If you’re still deciding how to split the budget between the two events, we explain how we approach it in Prime Big Deal Days vs Black Friday: how to split your budget.

The Cyber 5 is only about 12% of holiday sales

For the median account in 2025, the five days from Thanksgiving to Cyber Monday generated 12.3% of its November and December ordered revenue, or about 12%. The middle half of accounts ranged from about 9% to 15%.

The complementary share for the other 56 days was about 88%. This is the median account-level split, rather than the percentage of pooled revenue across the entire sample.

The Cyber 5 contains several high-demand dates, but concentrating all preparation and budget there overlooks most of the November-to-December trading window.

What happened to order value during the Cyber 5?

The median account’s average order value was about 3% below baseline during the 2025 Cyber 5, compared with about 4% below baseline in 2024. Thirteen of 21 accounts had a lower order value in 2025.

On Black Friday, median units sold reached 2.09x baseline in 2025 and 2.31x in 2024. Median revenue reached 2.15x and 1.98x respectively. These are separate account-level medians: dividing them does not establish a change in average selling price or explain the role of discounting and product mix.

We did not collect discount depth or ad spend for this study. It therefore cannot determine whether deeper discounts generated more profit, or whether peak-day advertising costs increased. Lower order values, discounts and higher ad costs can each put pressure on margin and should be checked in your own account.

Model the contribution margin of a promotion before committing. Our article on whether 20% off is worth it for an Amazon Black Friday deal walks through that calculation.

What happens in December and January

The measured December windows remained above the early-November daily baseline in both annual cohorts.

In 2025, median daily revenue reached 1.28x baseline from December 2 to 15 and 1.38x from December 16 to 24. In 2024 the corresponding values were 1.49x and 1.21x.

Read these periods carefully. Cyber Monday fell on December 2 in 2024, so that year’s early-December window includes it. In 2025 it fell on December 1, outside that window. Cohort changes and calendar placement limit a direct year-over-year interpretation.

For January 2 to 31, median daily revenue was 0.99x baseline in January 2026 and 0.90x in January 2025. January 1 is excluded from this calculation.

These January results support maintaining an account-specific plan after the holiday peaks. Continue to review stock, contribution margin and campaign performance rather than assuming that January demand disappears.

What this means for your Q4 plan

Here is how our team uses this data when we plan Q4 for the brands that we manage:

1. Build stock plans from units and your own history. Black Friday revenue reached a median 2.15x baseline and units reached 2.09x in 2025. Revenue lift is not automatically an inventory multiplier. Use your SKU-level unit demand, lead times and planned promotions to set quantities.
2. Prepare budgets before deal week. The 2025 pre-Friday week reached 1.42x baseline. Confirm the current event dates, then increase budgets where stock, conversion and contribution margin support additional spend.
3. Set account-specific bid limits. Review bids and placements against the margin available on each product. Adjust during peak periods when the results justify it. Our Black Friday and Cyber Monday Amazon ads guide and Amazon ads benchmarks cover the campaign decisions.
4. Keep a December plan. Five of 21 accounts recorded their highest-revenue date on a December day other than Cyber Monday. The December 16 to 24 daily median was 1.38x baseline in 2025. Keep inventory and budgets flexible through the shipping cutoff and later demand.
5. Protect margin when choosing a deal. This study does not identify an optimal discount. Compare eligible promotion options using your own margin, fees and likely unit demand, then monitor contribution profit. Read our 20% discount analysis before committing.

Methodology

• Source: Historical daily Seller Central order metrics retrieved through Amazon’s Selling Partner API on October 27, 2026. We use total ordered revenue, units and order counts. The data includes organic and ad-attributed orders and can predate Olifant Digital’s management of an account.
• Sample unit: One seller account in one marketplace. The eligible sample contains 21 account-marketplace observations in 2025 and 19 in 2024. A brand can contribute multiple marketplaces. Each observation receives equal weight, and the annual cohorts differ.
• Marketplaces: US, UK, Germany and Australia. Canada is not represented in the eligible sample used for these results.
• Categories: Home and kitchen, furniture, pet care, supplements, beauty, golf, food, gifts and other consumer products.
• Eligibility and baseline: Fourteen daily observations from November 1 to 14 of the relevant year, no more than three days with zero or negative sales, and median daily ordered revenue of at least 100 in the account’s local currency. Each account’s arithmetic mean daily revenue over those 14 days is its baseline. Ratios stay within each account, so no pooled cross-currency revenue or currency conversion is used.
• Statistics and periods: We calculate each account’s daily or period-average revenue ratio first, then take the median across accounts. Average order value is revenue divided by orders, calculated separately for each account and period; the reported change is the median of those ratios. The middle-half ranges use the 25th and 75th percentiles. Peak-day categories use one highest-revenue date per account. Pre-Friday week means Friday minus eight through Friday minus two days; Cyber 5 is Thursday through Monday. January means January 2 to 31 of the next year. The December 2 to 15 period includes Cyber Monday in 2024 only.
• Scope: No brand names, per-account revenue, ad spend, deal depth or profit figures are published. The study is descriptive, does not isolate the effect of promotions or agency management, and is not a revenue-weighted market estimate.

The reason why we share these details is so that you can judge how close our sample is to your brand before you use these numbers in your plan. You can find more of our data studies on our research page.

Frequently asked questions

How do I work out my own Black Friday lift?

Calculate your average daily sales revenue from November 1 to 14. Then divide Black Friday revenue by that average. For example, 2.15x means revenue was 115% above your baseline.

Compare your own result with the account-level median and range in this article, then consider your category, promotion schedule and stock availability.

What if my brand sold less on Black Friday than on a normal day?

That happened for one of the 21 accounts in the 2025 sample. A below-baseline result should prompt an account-specific review.

When we see this situation, we usually look at three things first: whether the brand ran out of stock or had listings that were not active, whether its deal was visible enough to compete with others in the category and whether the products are the kind that people buy all year, rather than during the holiday sales.

Resolve verified availability or listing issues before the next event, then evaluate the outcome against a comparable period. These data do not establish which issue caused any individual account’s result.

Do I need to run a deal to sell more on Black Friday?

The study does not separate accounts by deal participation or discount depth, so it cannot estimate the effect of running a deal.

Check your marketplace’s deal requirements and model the contribution margin of each option. Strong listings and appropriate advertising remain important whether you run a promotion or keep your regular price.

Plan your Q4 with real data

The figures describe the median account in this historical sample. A brand’s own holiday curve will depend on its products, marketplaces, available stock and promotion plan.

Your own sales from past seasons are still the best place to start and this data works best as a check on the plan you build from them. Our team can help you put your own numbers into a plan for stock, budget and deals.

Get your free marketing plan from Olifant Digital, and we will review how your brand has sold in previous holiday seasons. We will then show you where to focus before the deal week kicks off, so you can go into Black Friday and December with a clear plan instead of guessing.