You’ve seen the countdown timers. You’ve felt that low-level anxiety when a "Limited Time Deal" badge flashes on your screen in early November. Honestly, the old-school idea of Black Friday being a single day—that Friday after you’ve eaten too much turkey—is basically dead. If you wait until then to start your shopping, you've probably already missed the best stuff.
So, let's get into the weeds of it. When does Amazon Black Friday start?
For the 2025 season, Amazon officially kicked off its "Black Friday Week" on Thursday, November 20. It didn't just last a day; it stretched all the way through Cyber Monday on December 1. Looking ahead to 2026, the calendar math suggests we’re looking at a similar window. Since Black Friday 2026 falls on November 27, you can bet your last dollar that the "early" deals will start dropping around November 19, 2026.
It’s a bit of a marathon now, not a sprint.
The "Black Friday Week" Myth and the November 20 Reality
Amazon has basically redefined the calendar. They don't just wait for the Friday; they want to capture your budget before you even think about the guest list for Thanksgiving dinner. In 2025, the "Week" was actually a 12-day event. It’s a strategic play. By starting on a Thursday, eight days before the actual Black Friday, they bypass the noise of traditional retail circulars.
Most people get this wrong. They think "Early Access" is just for leftover stock. In reality, some of the steepest discounts on high-ticket items like the Sony WH-1000XM5 headphones or the latest Kindle Paperwhite actually appeared during those first few days of the window.
Wait.
There's a catch.
Prime Members Get the Real Keys to the Kingdom
While the sale is technically "open to everyone," the best stuff is gated. You probably already know that Prime members get a 30-minute head start on Lightning Deals. In a world where a $200 discount on a 75-inch TCL QLED TV can sell out in four minutes, those 30 minutes are the difference between a "Successful Purchase" screen and a "Join Waitlist" button.
Last year, Amazon leaned even harder into exclusivity. They locked specific "invite-only" deals behind the Prime wall. You had to request an invite days in advance for things like the Fire TV 55-inch 4-Series at 70% off.
Why the Start Date Shifts Every Year
It’s all about the "Turkey 5." That’s the industry term for the period from Thanksgiving to Cyber Monday.
- The 2025 Play: Started Nov 20, ended Dec 1.
- The 2026 Prediction: Expect a Nov 19 start, running through Nov 30.
The logic is simple: Amazon wants to be the first place you spend your holiday bonus. Retailers like Walmart and Target have started matching this "early" energy, but Amazon’s logistics usually give them the edge on speed.
What Actually Goes on Sale Early?
Don't expect every single item to be 50% off on day one. Amazon stages their "Deal Drops."
Usually, the first few days (around November 20-22) focus heavily on Amazon Devices. If you want an Echo Dot, a Ring doorbell, or a Fire Stick, that's your window. They mark these down by 50% or more almost immediately to get their ecosystem into your house.
Middle of the week? That’s for the "Boring but Necessary" stuff. Think Samsonite luggage, Shark vacuums, and Phillips Sonicare toothbrushes.
Then, on the actual Friday, they release the "Big Tech" hounds. MacBooks, iPads, and those high-end gaming consoles usually see their lowest prices right at the stroke of midnight PST on Friday morning.
The Rufus Factor: Shopping in 2026
We have to talk about AI for a second because it’s changed the "when" of the start date. Amazon’s AI shopping assistant, Rufus, has become a bit of a cheat code. Instead of manually refreshing pages, shoppers are now asking Rufus, "When is the next drop for the Ninja Slushi?" or "Track the price of the Apple Watch Ultra 2 for me."
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Experts like Sucharita Kodali from Forrester have noted that this "conversational commerce" is making the start date less of a climax and more of a steady stream of data. You’re not just looking for a date; you’re looking for a notification.
Avoiding the "Fake Deal" Trap
Just because it says "Black Friday Deal" on November 21 doesn't mean it’s the lowest price ever.
I always tell people to use price trackers like CamelCamelCamel. It’s a free tool that shows you the price history of any item on Amazon. Sometimes, a "deal" is just the product returning to its normal price after a brief hike in October.
Also, look out for the "List Price" trick. If an item says it's 40% off but the "List Price" is from three years ago, you're not actually saving that much. Real savings happen when the current "Sold By Amazon" price drops below its 90-day average.
Your Black Friday Action Plan
To actually win at Amazon Black Friday, you need a system.
- The Prime Trial Hack: If you aren't a member, sign up for the 30-day free trial on November 15. This covers you for the entire Black Friday and Cyber Monday window without costing a cent.
- The Wishlist Strategy: Move everything you want into a specific "Holiday" wishlist now. Amazon will send you push notifications if those specific items go on a Lightning Deal.
- Monitor the "Invite-Only" Section: Starting around November 10, keep an eye on the Prime home page for "Request Invite" buttons. These are usually the deepest discounts of the year.
- The Saturday Switch: Remember that Amazon usually flips the "Black Friday" branding to "Cyber Monday" on the Saturday before the actual Monday. Sometimes, the deals stay the same, but new inventory for electronics often refreshes right at that transition.
The reality of when Amazon Black Friday starts is that it starts the moment you decide to stop paying full price. But if you want the official, "set your alarm" time, mark your calendar for midnight PST on the Thursday one week before Thanksgiving. That’s when the floodgates truly open.
Stay smart, use a price tracker, and don't let the "Only 3 Left in Stock" warning bully you into a bad purchase. There's almost always another deal coming on Cyber Monday.