Amazon has put its own hardware at the head of the deal list for this year's Black Friday Week and Cyber Monday. A first look at the event, published on the company's About Amazon news site and dated November 9, 2026, opens its list of "best" deals with savings of up to 35% on Amazon's all-new devices, among them the Echo Show 16 and three Alexa Tablets, and up to 45% on two Amazon Ember televisions and the 2024 Kindle Colorsoft. Below those entries sit 31 discount lines across six product categories, naming 75 brands, with ceilings between 25% and 50%, and a calendar of dated offers that begins on November 1 and runs to January 7, 2027.
In Short
Amazon has published the full list of deals for its Black Friday Week and Cyber Monday events, which run from November 19 to November 30, and in its list of best deals, Amazon's own devices, business store, car promotion and music service come before any outside brand. For sellers and advertisers, the list shows which brands Amazon chose to feature and how deep the advertised discounts go: mostly 30% to 50% on "select" items, with the 60% figure reserved for the daily Today's Big Deals drops. Nearly every number is a maximum and the page gives no reference prices, so what shoppers actually pay will only be visible once deals open at 12:01 a.m. Pacific time on November 19.
Amazon's own businesses go first
The order of the list says something before any figure does. Under the question "What are the best Black Friday and Cyber Monday deals on Amazon?", the first four entries are Amazon businesses: its devices, Amazon Business, Amazon Autos and Amazon Music. Outside brands begin only with the fifth entry, electronics.
According to Amazon, the up-to-35% group covers the Alexa Photo Frame, the Amazon Alexa Tablet 8, 11 and 12 Pro, the Amazon Kids Tablet 8 and 11, the Echo Show 16, Echo Time and Amazon Kids Echo Time, the Fire TV Stick 4K and the Ring Pan-Tilt Indoor Cam 2K. The up-to-45% group covers the Amazon Ember 55-inch Artline with Fire TV, the Amazon Ember 55-inch Mini-LED Series with Fire TV and the Kindle Colorsoft (2024).
Several of those products are weeks old. Amazon priced the Echo Show 16 at $499.99, with a $569.99 Nanomatte version, when it opened preorders on October 28, on the same day it presented Echo Time and the Alexa Photo Frame. Twelve days later the display was in a Black Friday discount group.
The ceilings are lower than the ones Amazon used in October. Ahead of Prime Big Deal Days on October 6 and 7, it put select device discounts at up to 60%, although that figure applied to a single entry, an Echo Dot 2-pack and a Ring Battery Doorbell Plus bundle, and 28 of the 35 entries stopped at 30% or 40%. The Black Friday page names no device prices and no prices before discount, so neither of its two ceilings can be turned into a dollar figure.
Business, cars, music and games
The other Amazon entries are offers rather than markdowns. Amazon Business customers get up to 50% off on deals "exclusive to business customers," with a Mr. Pen plastic pencil case box in a 24-pack and Mr. Pen pencil top erasers in a 120-pack as the examples. From November 12 to November 30, eligible Prime members who buy or lease a new car on Amazon Autos receive a $1,500 Amazon.com gift card.
Amazon Music offers three months of Amazon Music Unlimited free to customers who have not tried it, and two months on a Family Plan at no extra cost for existing Individual Plan subscribers. The page describes the service as carrying more than 100 million songs, top podcasts and one Audible audiobook a month, and says Prime members can get up to 40% off select music apparel, CDs and vinyl, naming KATSEYE and Sam Smith. The page gives no end date for either offer, introducing them only as available "for a limited time."
Further down sit more of Amazon's own services. Kindle+, the subscription Amazon renamed from Kindle Unlimited in October, is offered free for three months. Amazon Luna, the company's cloud gaming service, is presented with "more than 80 games included with Prime at no additional cost," from STAR WARS: Galactic Racer, Tomb Raider and EA SPORTS Madden NFL 26 to Game of Life 2 and Cranium Planet. On Prime Video, Prime members can save up to 75% on select titles to rent or buy, and all Amazon customers can get up to 75% off select subscriptions and bundles.
The brand list, line by line
The six product categories carry 31 discount lines. The table records each one as Amazon wrote it.
| Category | Line as listed | Brands named | Maximum saving |
|---|---|---|---|
| Electronics | Select TVs | Sony, Hisense | Up to $600 |
| Electronics | Select headphones and speakers | Beats, JBL, Marshall, Sonos | Up to 50% |
| Electronics | Select laptops and gaming PCs | ASUS, ACER, Alienware, Lenovo, HP | Up to 30% |
| Beauty | Select beauty | medicube, Color Wow | Up to 40% |
| Beauty | Select beauty | ANUA, REDKEN | Up to 40% |
| Beauty | Skincare and body care favorites | OLAY, First Aid Beauty, Native, Mario Badescu, Cremo | Up to 30% |
| Beauty | Makeup | Revolution Beauty London, KIKO Milano, Maybelline | Up to 30% |
| Beauty | Select beauty tools and devices | ghd, Braun | Up to $90 |
| Fashion | Select apparel and shoes | Calvin Klein, Skechers, Guess | Up to 50% |
| Fashion | Select styles | Under Armour, Fossil | Up to 30% |
| Fashion | Cozy outerwear and pajamas | Amazon Essentials | Up to 30% |
| Fashion | Select Shopbop styles | Levi's, Vans, Lioness, Dr. Martens, Veja, Madewell, Free People | Up to 30% |
| Toys | Select arts and crafts | Crayola, Melissa & Doug | Up to 50% |
| Toys | Select toys | NERF, Play-Doh, MAGNA-TILES, Mattel | Up to 45% |
| Toys | Select toys and games | Barbie, Hot Wheels, Ravensburger | Up to 30% |
| Home and kitchen | Select holiday chocolate and candy | Hershey's Kisses, Lindt, Ferrero Rocher, Chupa Chups | Up to 45% |
| Home and kitchen | Select Ninja appliances (EverSear, CREAMi, SLUSHi, FOODi) | Ninja | Up to 40% |
| Home and kitchen | Select cookware | Our Place, Farberware | Up to 40% |
| Home and kitchen | Select candles | Yankee Candle | Up to 40% |
| Home and kitchen | Select bath and laundry essentials | Lands' End, Madison Park | Up to 40% |
| Home and kitchen | Select coffee makers | Keurig | Up to 45% |
| Home and kitchen | Select floorcare | iRobot, Bissell | Up to 40% |
| Home and kitchen | Select entertaining and dining essentials | YETI, Solo Stove | Up to 30% |
| Home and kitchen | Select bedding | UGG, Laura Ashley | Up to 30% |
| Home and kitchen | Select bakeware | Pyrex, OXO, King Arthur, All-Clad | Up to 25% |
| Home and kitchen | Select espresso machines | Breville | More than $200 |
| Home and kitchen | Select air purifiers | Levoit | Up to $80 |
| Seasonal decor | Select artificial Christmas trees | Balsam Hill, Fraser Hill Farm | Up to $500 |
| Seasonal decor | Select curtains and home textiles | Lush Decor | Up to 35% |
| Seasonal decor | Select ornaments and holiday tabletop | Lenox | Up to 35% |
| Seasonal decor | Select holiday cards, gift wrap and ornaments | Hallmark | Up to 30% |
Amazon Essentials is Amazon's own label, and Shopbop, whose labels fill one fashion line, is an Amazon-owned retailer. Counting each Shopbop label separately, the lines name 75 brands, PPC Land's count.
Offers outside the six categories add more names. Small businesses based in the US get their own list, with up to 65% off BLITZU, 65% off The Beard Club grooming products, 55% off Comfy Cubs baby products, up to 30% off SMIRLY kitchen products and 40% off Solawave Red Light Therapy Wands. Travel deals cover up to $1,000 off Royal Caribbean vacations, up to 50% off select hotels and stays through Hotels.com and Expedia and up to 30% off Avis and Budget car rentals, with up to 15% back as an Amazon gift card. In books, Kindle discounts include 90% off the Before the Coffee Gets Cold digital book set by Toshikazu Kawaguchi and 80% off Game Changer by Rachel Reid, and print picks include 60% off Strangers by Belle Burden, 55% off Kin by Tayari Jones and 50% off Yesteryear by Caro Claire Burke. Stocking stuffers come with a price point rather than a discount: deals "under $5 across categories."
The Holiday Shop carries "more Amazon Exclusives" than ever before, according to Amazon, including Swarovski jewelry, Caraway cookware sets and exclusive colorways such as necklaces from Spicy Dan and the NAADAM Originals cashmere crewneck in medium blue. The daily Today's Big Deals drops name Theragun, Balsam Hill, Frye & Co. and HydroJug.
Ceilings, not prices
How deep do the discounts go? Of the 31 category lines, 26 give a percentage and five a dollar amount. Ten of the 26 percentages are 30%, more than any other figure. Three lines reach 50%: headphones and speakers, apparel and shoes from Calvin Klein, Skechers and Guess, and arts and crafts from Crayola and Melissa & Doug. No category line reaches the 60% that Amazon gives as the ceiling for Today's Big Deals, which run for 12 days across toys, tech, fashion, beauty, premium gifts and stocking stuffers, and drop twice, at midnight and 8 a.m. Pacific time, on both Black Friday and Cyber Monday for the first time. Deeper figures do appear elsewhere on the page - 65% for two small businesses, 75% on Prime Video, 90% on one Kindle set - but not in the category lists.
The wording is consistent. Twenty-eight of the 31 lines apply to "select" items, and every percentage in them is preceded by "up to." Only one figure works as a floor: "more than $200" on select Breville espresso machines. The page adds a single condition for all of it: "All deals and availability are subject to change."
What the percentages are measured against is not stated. That matters because the reference price decides whether a discount is a discount at all. Amazon has tightened its own rules on this during the year: since April 23, a List Price shown as a comparison has had to be backed by a recent offer at that price at another retailer or by Featured Offer purchases on Amazon at the same price, and since May 18 its Typical Price has been the median non-promotional price customers paid over the previous 90 days. The Black Friday page does not say which of those references applies to which line.
Outside forecasts offer a rough frame, not a comparison. Adobe forecasts US online holiday spending of $275.1 billion, with $12.9 billion on Black Friday and $15.1 billion on Cyber Monday, and expects category discounts to peak at 30% for electronics, 29% for toys and 23% for apparel. Those are Adobe's forecasts across US online retail, measured against listed prices; Amazon's figures are maximums on select items in one store. Beauty offers one internal check: the 40% ceiling for medicube, Color Wow, ANUA and REDKEN matches the top flash-deal figure in Amazon's Holiday Beauty Event, which ran from October 19 to November 1 under an "up to 30%" headline.
A calendar that runs from November into January
The event itself has fixed edges. According to Amazon, the Black Friday Week and Cyber Monday deal events "kick off at 12:01 a.m. PST on November 19 and run through November 30." Around those 12 days, the page sets out a run of dated offers.
| Dates (2026 unless stated) | Offer, as described by Amazon |
|---|---|
| November 1-26 | Frozen turkeys from $0.79 per pound |
| November 2-14 | Up to 40% off charcuterie and party snacks |
| November 5 - January 7, 2027 | $200 Amazon gift card on approval for Prime Visa |
| November 9-14 | Amazon Haul early Haul-iday event, $1 flash deals all week |
| November 10-11 | Amazon Haul $0.11 deals |
| November 12-30 | $1,500 Amazon.com gift card for eligible Prime members who buy or lease a new car on Amazon Autos |
| November 14-26 | Fresh turkeys at $0.99 per pound |
| November 15-26 | Up to 40% off pre-made sides |
| November 19, 12:01 a.m. PST | Black Friday Week and Cyber Monday deal events begin |
| November 22-30 | $100 Amazon gift card for Prime Store Card |
| November 24 | 20% cash back for Prime for Young Adults members on a selection of products |
| November 25, 4 p.m. PST | Duke Blue Devils vs. UConn Huskies, Prime Video's first NCAA basketball game |
| November 27 (Black Friday) | Deal drops at midnight and 8 a.m. PST; Prime Video coverage from 6 a.m. PST |
| November 30 (Cyber Monday) | Deal drops at midnight and 8 a.m. PST; events end |
The turkey prices match the ones Amazon set out at the start of the month, when it priced a Thanksgiving meal with an 8 lb turkey at $25. The Black Friday page adds Thanksgiving staples "priced under $4" and repeats that Amazon Grocery offers Same-Day Delivery in more than 2,300 cities and towns.
Black Friday on Prime Video is described in sequence. Coverage starts at 6 a.m. PST with the Farmers Insurance Skins Game, followed by the fourth annual Black Friday Football game, the Pittsburgh Steelers hosting the Denver Broncos, and an NBA on Prime doubleheader: the Miami Heat against the New York Knicks, then the Los Angeles Lakers against the San Antonio Spurs. No subscription or Prime membership is required, according to Amazon. The November schedule Amazon published at the end of October listed four live games on November 27 and neither the golf event nor the Duke-UConn game. Viewers can reach deals featured in the broadcasts through "Shop the Game," by pressing up on the remote or searching "shop the game" in the Amazon Shopping app, alongside official NFL, NBA and NCAA merchandise.
What Prime costs going into the event
The page closes with membership prices, which set the entry fee for much of what comes before.
| Plan | Trial | Price after trial |
|---|---|---|
| Prime | Free 30-day trial, if eligible | $14.99 a month or $139 a year |
| Prime for Young Adults (ages 18-24 and college students) | Six-month free trial | $7.49 a month or $69 a year |
| Prime Access (qualifying government-assistance recipients) | 30 days | $6.99 a month |
The card offers come on top. Besides the $200 Prime Visa and $100 Prime Store Card gift cards, cardmembers earn "10% back or more" on select limited-time deals through Prime Card Bonus and unlimited 5% back year-round at Amazon.com and Whole Foods Market, with an in-store code required for the Prime Store Card, all "with no annual credit card fee." The November 24 offer for Prime for Young Adults members is 20% cash back on trending products in beauty, apparel, electronics and other categories, "four times the everyday 5% cash back," while supplies last, and it can be combined with eligible event deals.
One announcement, two versions
The About Amazon page is the long version of an announcement Amazon also distributed as a shorter release through Business Wire, timed at 1:00 a.m. Eastern on November 10. That is 10 p.m. Pacific on November 9, the date on the About Amazon page, PPC Land's conversion. The two versions share the dates, the double drops and the Alexa for Shopping section, but they do not feature the same brands. The shorter release cited up to 50% off select Levi's fashion, up to 40% off select LEGO and Hasbro Games toys and up to 35% off select Samsung, Bose and Anker electronics. In the About Amazon list, Levi's appears inside the up-to-30% Shopbop line, and LEGO, Samsung, Bose and Anker are not named in the categories at all. A brand absent from one version is not evidence that its deal was withdrawn; Amazon gives no full catalogue in either.
Some material runs only one way. The Business Wire release carried a quote from Doug Herrington, chief executive of Worldwide Amazon Stores, the figure of 15 hours of live sport on Black Friday and 7% back for cardholders who choose No-Rush Delivery. The About Amazon page carries the 31 category lines, the device models, the Music, Kindle+, Luna and Prime Video offers, the Prime prices and the travel amounts.
Alexa for Shopping, as price checker
The assistant's section is unchanged in substance. According to Amazon, Alexa for Shopping can monitor items and price drops and, "set up with auto-buy," complete a purchase when the price is right; it can show up to 365 days of pricing data through a "Price history" button on product pages; it builds and manages Wish Lists and registries by voice; and it "can now handle more than 100 everyday shopping actions through simple conversation," from Subscribe & Save changes to refund tracking.
Price history is the feature that meets the "up to" figures head on. A shopper who opens a year of prices can see whether a 40% ceiling is measured from a price that held for months or one that appeared briefly. Amazon has its own reason to push the tool: on its third-quarter call on October 29, chief executive Andy Jassy said more than 400 million customers had used Alexa for Shopping in the past 12 months and that US customers who use it spend 50% more per order than those who do not.
Why it matters for marketers
For sellers, the deal list is the public face of commitments made weeks ago. The submission window for Black Friday Week and Cyber Monday deals ran from July 8 to October 20, with a $100 upfront fee per promotion plus 1.5% of promotional sales, capped at $5,000. The page states that "more than 60% of sales in Amazon's store come from independent sellers," yet none of the 31 category lines identifies a brand as an independent seller, the small-business offers are listed separately, and the first four entries name Amazon itself. Which sellers' deals Amazon chose to describe, and on what basis, the page does not say.
For advertisers, the 12 days are one of Amazon's high velocity events, periods when traffic, competition and prices all move at once. The double drops on Black Friday and Cyber Monday add two more moments in each of those days when deal inventory changes. Amazon told investors on October 29 that it expects advertising revenue growth "in the high teens" in the fourth quarter, after third-quarter ad revenue grew 11% to $19.64 billion. As a retail media network that also sells the devices, the subscriptions and the live sport promoted on this page, Amazon is both the shop and a seller in it. The list makes that visible in its first four lines.
Returns extend the period's cost beyond the event. Items bought on Amazon.com between November 1 and December 31 can be returned until January 31, 2027, a deadline Amazon has made an annual rule.
What the page leaves out
The page gives no device prices, no prices before discount and no reference used for any percentage. It does not say how many deals the event contains beyond "millions," how many come from independent sellers, or how many reach the stated ceilings. It names no dates for countries other than the US, gives no sales results from 2025 and does not mention advertising.
Key facts
- Source: "Black Friday and Cyber Monday 2026: a first look at Amazon's best deals," About Amazon, News / Retail, written by Jacquelyn Smith, published November 9, 2026; no update date shown. URL: https://www.aboutamazon.com/news/retail/amazon-black-friday-cyber-monday-deals-2026
- Event: Amazon's Black Friday Week and Cyber Monday deal events, 12:01 a.m. PST November 19 to November 30, 2026.
- Today's Big Deals: 12 days of daily themed drops, savings up to 60%; for the first time, drops at midnight and 8 a.m. PST on both Black Friday (November 27) and Cyber Monday (November 30).
- Amazon devices: up to 35% on all-new devices (Alexa Photo Frame; Amazon Alexa Tablet 8, 11, 12 Pro; Amazon Kids Tablet 8, 11; Echo Show 16; Echo Time; Amazon Kids Echo Time; Fire TV Stick 4K; Ring Pan-Tilt Indoor Cam 2K); up to 45% on Amazon Ember 55-inch Artline with Fire TV, Amazon Ember 55-inch Mini-LED Series with Fire TV and Kindle Colorsoft (2024).
- Category lines: 31 lines in six categories (electronics, beauty, fashion, toys, home and kitchen, seasonal decor), 26 percentage ceilings from 25% to 50% and five dollar amounts; 75 brands named, PPC Land's count.
- Other ceilings: Amazon Business up to 50%; small businesses up to 65%; Prime Video up to 75%; Kindle book deals up to 90%; travel up to $1,000 off Royal Caribbean vacations.
- Prime prices: $14.99 a month or $139 a year; Prime for Young Adults $7.49 a month or $69 a year after a six-month trial; Prime Access $6.99 a month after 30 days.
- Card offers: Prime Visa $200 gift card (November 5, 2026 to January 7, 2027); Prime Store Card $100 (November 22-30).
- Condition stated: "All deals and availability are subject to change."
- Seller share stated: more than 60% of sales in Amazon's store come from independent sellers.
Timeline
- April 23, 2026 - Amazon's tighter List Price rules take effect, requiring a comparison price backed by another retailer's recent offer or Featured Offer purchases
- May 18, 2026 - Typical Price becomes the 90-day median non-promotional price
- September 28, 2026 - Adobe forecasts $275.1 billion in US online holiday spending and category discount peaks of 30% for electronics, 29% for toys and 23% for apparel
- October 6-7, 2026 - Prime Big Deal Days, with select Amazon device discounts of up to 60% on one entry
- October 19 - November 1, 2026 - Amazon's Holiday Beauty Event, with flash deals of up to 40%
- October 20, 2026 - Seller submission window for Black Friday Week and Cyber Monday deals closes
- October 2026 - Amazon makes its January 31 holiday return deadline an annual rule
- October 28, 2026 - Amazon opens Echo Show 16 preorders at $499.99
- October 29, 2026 - Amazon reports third-quarter ad revenue of $19.64 billion, up 11%, and guides to high-teens growth in the fourth quarter
- October 29, 2026 - Jassy says US Alexa for Shopping users spend 50% more per order
- Late October 2026 - Amazon's November Prime Video schedule lists four live games on November 27
- November 1-26, 2026 - Frozen turkeys from $0.79 per pound on Amazon Grocery
- November 2-14, 2026 - Up to 40% off charcuterie and party snacks
- November 5, 2026 - Prime Visa $200 gift card offer begins
- November 9, 2026 - Amazon publishes its first look at Black Friday and Cyber Monday deals on About Amazon
- November 9-14, 2026 - Amazon Haul early Haul-iday event, with $0.11 deals on November 10-11
- November 10, 2026 - Shorter version of the announcement distributed through Business Wire at 1:00 a.m. Eastern
- November 12-30, 2026 - $1,500 gift card for eligible Prime members who buy or lease a new car on Amazon Autos
- November 14-26, 2026 - Fresh turkeys at $0.99 per pound
- November 15-26, 2026 - Up to 40% off pre-made sides
- November 19, 2026 - Black Friday Week and Cyber Monday deal events begin at 12:01 a.m. PST
- November 22-30, 2026 - Prime Store Card $100 gift card offer
- November 24, 2026 - 20% cash back for Prime for Young Adults members
- November 25, 2026 - Duke vs. UConn, Prime Video's first NCAA basketball game, 4 p.m. PST
- November 26, 2026 - Thanksgiving; turkey and pre-made sides offers end
- November 27, 2026 - Black Friday: deal drops at midnight and 8 a.m. PST; Prime Video live coverage from 6 a.m. PST
- November 30, 2026 - Cyber Monday: deal drops at midnight and 8 a.m. PST; events end
- January 7, 2027 - Prime Visa $200 gift card offer ends
- January 31, 2027 - Return deadline for items bought on Amazon.com between November 1 and December 31, 2026
Related PPC Land coverage
- Amazon's $499.99 Echo Show 16 can recognize users from up to 17 feet - The October launch of a display now in the up-to-35% device group.
- Amazon to cut select device prices up to 60% in Prime Big Deal Days - The October device ceilings, set against the 35% and 45% of Black Friday.
- Amazon cuts beauty prices up to 40% in flash deals, above its 30% headline - The beauty event whose top flash-deal figure matches the Black Friday beauty ceiling.
- Amazon's fake discount crackdown: List Price rules tighten April 23 - The rules that govern the comparison prices behind Amazon's discounts.
- Amazon prices a Thanksgiving meal with an 8 lb turkey at $25 - The grocery offers the Black Friday page repeats.
- Prime Video stacks 4 live games on Black Friday in 23-event November - The November sports schedule before the Skins Game and Duke-UConn additions.
- Amazon shuts Black Friday deal submissions for sellers on October 20 - The seller deadline and fees behind the deals.
- Amazon makes its January 31 holiday return deadline an annual rule - The return window covering every purchase in the event.
- US Alexa for Shopping users spend 50% more per order, Amazon says - The usage figures for the assistant the page promotes as a deal tracker.
- Amazon ad revenue growth drops to 11% after Prime Day moves to June - The fourth-quarter advertising guidance that this event sits inside.
- Adobe puts US online holiday spend at $275.1 billion, up 6.7% - The season-wide forecast and category discount peaks.
Summary
Who: Amazon, its devices, Amazon Business, Amazon Autos, Amazon Music, Kindle+, Luna and Prime Video businesses, 75 brands named in its category deals, and the sellers, advertisers and shoppers in its US store.
What: Amazon published a first look at its Black Friday Week and Cyber Monday deals, opening with up to 35% off its all-new devices, including the Echo Show 16 and Alexa Tablets, and up to 45% off two Ember TVs and the 2024 Kindle Colorsoft, followed by 31 brand discount lines with ceilings between 25% and 50%, a calendar of dated offers and Prime membership prices. Every percentage is a maximum, mostly on "select" items, and no reference prices are given.
When: The page is dated November 9, 2026. The events run from 12:01 a.m. PST on November 19 to November 30, with double deal drops on November 27 and November 30; related offers run from November 1, 2026 to January 7, 2027.
Where: Amazon's US store, the Amazon Shopping app, Alexa for Shopping, Amazon Luna and Prime Video; the page gives no dates for other countries.
Why: The list shows which brands Amazon chose to feature for its largest sales period and how far the advertised discounts go, and it places Amazon's own devices and services first in a quarter for which the company expects advertising growth in the high teens. For sellers and advertisers, the gap between "up to" ceilings and actual prices is what the event will settle.
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