Nov 10, 2025 - Business

Amazon stretches Black Friday week into 12 days of deals

Kelly Tyko

Illustration of an alarm clock with hands replaced by Amazon yellow arrow logos — Illustration: Annelise Capossela/Axios

Amazon is stretching Black Friday and Cyber Monday into nearly two weeks of sales — starting Nov. 20 and running through Dec. 1 — promising "millions of deals" across categories.

Why it matters: The e-commerce giant is leaning into an extended holiday shopping season as inflation-weary consumers look for early discounts.

U.S. holiday spending is expected to top $1 trillion for the first time this year, according to the National Retail Federation's annual holiday forecast, released Thursday.

The big picture: Amazon recently rolled out its Help Me Decide feature, marking a bigger push to bring AI directly to shoppers.

Amazon's AI shopping assistant Rufus can now find personalized deals or auto-buy items when discounts hit target prices.

Driving the news: Amazon announced the sale details Monday, touting discounts on everything from Thanksgiving groceries to electronics.

Pricing on turkey and the fixings has become a battleground for big retailers this season amid growing discontent over grocery costs.

Of note: Prime Video will also stream a 15-hour "Black Friday Sports" lineup — including NFL, NBA and PGA coverage — with a "Shop the Game" feature for live deal browsing.

The bottom line: Amazon's "Black Friday Week" lands after Walmart, Target and Best Buy's earlier sale windows, but sets the tone for a longer, discount-heavy holiday season.

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Amazon stretches Black Friday week into 12 days of deals

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