Black Friday Week Is Here. Are You Ready?

We’re officially in the Black Friday-Cyber Monday window.

For most Amazon sellers, this isn’t a time for new strategies, it’s about tightening execution and making the most of the traffic that’s already surging through the platform.

Inventory is moving fast. Campaigns are spending aggressively. Click costs are volatile. And shoppers are hunting for deals.

If you’ve already prepped well, this week is all about smart adjustments and vigilant monitoring.

If you’re behind, this is your chance to salvage results and finish strong.

At Bits & Atoms, we work closely with growing Amazon brands throughout Q4. This checklist summarizes what we’re reviewing with our clients in real time right now, across catalog readiness, campaign performance, and inventory coverage.

Use this BFCM checklist to spot risks, find quick wins, and stay focused on what matters most.

1. Monitor Ad Performance Hourly, Not Daily

Ad spend burns fast during BFCM. High-traffic days mean higher CPCs, but also more data to work with. Don’t wait 24 hours to review performance.

• Focus on top-converting campaigns and ASINs
• Adjust budgets and bids as needed throughout the day
• Pause what’s burning budget with low ROAS

Your goal: Maximize efficiency and minimize waste in real time.

2. Double-Check Budget Allocation by Performance

Make sure your strongest SKUs have the fuel to scale.

• Shift budget to campaigns with proven BFCM conversions
• Scale back testing campaigns with unclear ROI
• Separate branded vs non-branded keyword spend for control

Spend can get out of control fast if left unchecked. Protect margin.

3. Optimize Retargeting with Sponsored Display + AMC

Shoppers compare. They browse. Then they convert.

Use Sponsored Display ads to retarget high-intent audiences, and if you have access to Amazon Marketing Cloud (AMC), tap into detailed engagement signals to refine who you target and when.

• Build audiences from recent views, add-to-carts, or past purchasers
• Schedule retargeting to coincide with deal windows
• Use static images + urgency-based copy for BFCM

4. Ensure Coupons and Deals Are Live + Visible

Sometimes the most basic issues cost the most money.

• Confirm coupons are active and don’t expire mid-week
• Check strikethrough pricing is displaying correctly
• Review Prime-exclusive discounts for badge visibility

If your discounts aren’t clearly visible, you’re leaving conversions on the table.

5. Spot Inventory Gaps Before It’s Too Late

Run an inventory health report and answer:

• Which SKUs are running low or out?
• Are you winning the Buy Box on FBM offers?
• Can you reroute stock from AWD or a backup 3PL?

Proactively shifting to FBM can save ASINs from dropping off the radar.

6. Bundle, Cross-Sell, or Push Overstock SKUs

Don’t just let slow movers sit.

• Use Sponsored Product targeting to advertise less popular SKUs on high-traffic listings
• Bundle complementary products with better sellers
• Apply coupons to overstock items to encourage checkout

This is a key tactic we use to liquidate stock while driving incremental Q4 revenue.

7. Keep Your Catalog Clean: Listing Quality Still Matters

Don’t forget the shopper experience.

• Fix suppressed listings immediately
• Check for inactive child ASINs or stranded inventory
• Optimize mobile titles and images for clarity

Even small changes to titles, bullets, or images can improve conversions this week.

8. Prep for January Returns Now

Returns will come. Plan ahead.

• Add notes to your forecast to anticipate restocking
• Use customer feedback to flag quality issues quickly
• Ensure return instructions are clear and hassle-free

Smart sellers bake returns into their margin planning early.

FAQ: Amazon Seller Questions During BFCM

Q: Should I keep running ads if performance drops mid-week?

If you’re seeing high spend with poor returns, pause those campaigns, but don’t cut across the board. Reinforce what’s working.

Q: Can I still do something with overstock or slow sellers?

Yes. Bundle them with bestsellers or run targeted ads to them on high-performing ASINs.

Q: Should I rely on FBA or switch to FBM now?

Use whichever is winning the Buy Box and offering fast, reliable delivery. Switching to FBM can be a smart fallback if your FBA is delayed.

Q: How often should I check campaign performance?

Every few hours. Hourly if possible. Things change fast. Stay agile.

Wrapping Up: Strong Execution Beats New Ideas

The last days before and during Black Friday-Cyber Monday are about control.

Control over spend. Control over inventory. Control over visibility.

Stick to this checklist and stay sharp.

Want expert support during the High Season and beyond?

Bits & Atoms works with Amazon brands across all stages of growth, from Advertising Services, Full Account Management, to Creative Design.

Book a call with our team. Let’s finish Q4 strong.