"The goal isn't the biggest discount. It's a deal that brings in buyers and still pays you." - Amy Lineberry

Prepping for Your Amazon Seller Central Black Friday Sale

Black Friday can bring a lot more eyes to your handmade products, but only if your Amazon Handmade shop is ready before the traffic hits.

And as a handmade seller, getting ready looks a little different. Your products aren't mass-produced. Your time and materials cost real money. So in this post, I'm walking you through the deals you can run in Amazon Seller Central for Black Friday, what each one costs, and how to choose the right one without giving away your profit.

Prefer to watch? Everything here is covered in my video Black Friday as an Amazon Handmade Seller: 5 Deals You Can Run.

Key Black Friday Dates for Amazon Sellers

Black Friday is November 27th and Cyber Monday is November 30th, but Amazon's official Black Friday and Cyber Monday event runs longer, from November 19th through the 30th. Some deals have deadlines well before that, so mark these on your calendar now.

Do You Need Brand Registry to Run Deals?

Nope! This is one of the most common questions I get. The main deal types in Seller Central (sale prices, coupons, Buy X Get Y promotions, price discounts, and deals) can all be run without Brand Registry, as long as you meet each one's other requirements. Brand Registry does unlock a few extras, but you don't need it to take part in Black Friday.

5 Deals You Can Run in Amazon Seller Central for Black Friday

1. Sale Price

The simplest option is a sale price on your listing. You set the sale price with a start and end date, and Amazon switches your price automatically. It's free and you don't have to apply.

The downside? A sale price doesn't get special badging or placement, so shoppers only see it once they're already on your listing. Think of it as your baseline. If you do nothing else, at least set a sale price for Black Friday week.

2. Coupons

Coupons are the little "clip coupon" badges you see in search results, like "Save 15%" or "Save $5 with coupon." That badge shows up right in search, so your listing stands out before anyone even clicks.

You choose a percentage or dollar amount off, set a budget, and pick your dates. Coupons do have fees, so check the current fees on the coupon setup page and build that cost into your numbers.

3. Buy X Get Y Promotions

Buy X Get Y promotions reward shoppers for buying more. You can choose from three types:

• Percent Off: Shoppers get a percentage off when they meet your purchase requirement, like "buy two, get 10% off."

• Free Item: Formerly called Buy One Get One. This is great for products that pair well or that people buy in multiples as gifts, like ornaments, candles, or matching sets.

• Fixed Price: Bundle pricing, like "any three for $50."

For handmade sellers, I love this option. You're rewarding customers for buying more instead of cutting the price on a single item you spent hours making.

4. Price Discounts and Event Fees

If your products are Prime eligible, you can sign up for Amazon's Black Friday price discount event to get event badging. That visibility comes with a cost: a $100 upfront fee plus 1.5% of your sales, capped at $5,000.

Be honest with yourself here. If you only expect a handful of sales that week, the $100 fee could eat your profit. This one makes the most sense for a product that's already selling well. Click the "Eligibility criteria" link at the top of the setup page first, so you know whether your listings qualify.

5. Lightning Deals and Best Deals

These are the big ones that show up on Amazon's deals pages. They get the most exposure, but they also have the most requirements and come with fees.

Remember those two dates: recommended deals must be submitted by October 20th, and your inventory must be on hand or inbound at least three weeks before the event. If you use FBA, that means your products need to be made, packed, and on their way to Amazon by early November.

And even if you're eligible, think carefully. If an item takes you three hours to make, a deal that sells fifty in an hour could put you way behind. To check your eligibility, go to the Deals dashboard in Seller Central. If your listings show up as recommended, you have the option.

Which Black Friday Deal Should You Run?

Here's how I'd think about it:

• If you're newer or don't use FBA, start with a sale price plus a coupon or a Buy X Get Y promotion. It's low risk, low cost, and you'll still get visibility.

• If you have products that pair well, lean on the Free Item or Fixed Price promotions to increase your order size.

• If you have a proven seller and inventory on hand, look at the Black Friday price discount event or Lightning Deals, as long as the fees make sense.

3 Things to Check Before Running Any Deal

1. Run the numbers. Start with your price, then subtract the discount, Amazon's fees, any event or coupon fees, shipping, your materials, and your time. If it's not profitable, it's not a good deal.

2. Watch out for stacking. Shoppers can sometimes combine a sale price, a coupon, and a promotion. Check your settings so you don't accidentally give away 40% when you meant 15%. Setting a budget on your promotions helps here too.

3. Plan your production time. If you offer personalization or make items to order, make sure your handling time is accurate and that you can keep up. A late shipment hurts your account more than a missed sale.

Get Your Shop Ready Before the Traffic Hits

Your Amazon Seller Central Black Friday sale doesn't have to be complicated. Pick the deal that fits your shop, run your numbers, and give yourself enough time to make and ship your orders. A smaller deal that pays you beats a big discount that costs you.

Ready to get your shop ready for Black Friday? I'll be running a 5-day video series starting October 18th where I'll cover all of the action steps you'll need to take to get prepped and ready for your best Black Friday sale yet. Sign up for the emails to make sure you don't miss a single video!