--- title: "Amazon Brand Store Black Friday 2026: Holiday Version Guide" description: "Schedule a holiday Amazon Brand Store for Black Friday 2026: key dates, the deals layout Amazon approves, and the words that get Stores rejected." --- [Bubba Academy Blog: Amazon FBA Guides, Fees & Seller Tips](https://crm.bubbaacademy.com/bubba-holding-blog) # [Amazon Brand Store Black Friday 2026: Holiday Version Guide](https://crm.bubbaacademy.com/bubba-holding-blog/amazon-brand-store-holiday-version-black-friday-2026) Written by [Pouyan Pazargadi](https://crm.bubbaacademy.com/bubba-holding-blog/author/pouyan-pazargadi) | Nov 4, 2026, 4:41:36 PM If your brand is enrolled in Amazon Brand Registry, you can give your Brand Store a separate holiday version: a version with a deals page and seasonal look that goes live on a start date you choose and switches back to your regular Store when it ends. Amazon Ads' [Black Friday and Cyber Monday advertising tips](https://advertising.amazon.com/library/guides/black-friday-and-cyber-monday-advertising-tips) spell out the rules. A sale-event version should start no more than seven days before the event, and a Store can't be scheduled within 24 hours of its start date. Amazon asks you to **submit at least 48 hours ahead**. With Black Friday on November 27, 2026, that window is closer than it looks. Here are the dates, the approved deals layout, the words that get Stores rejected, and how to read the results. 📦 ### Free Download: The Amazon FBA Starter Checklist A holiday Store page only works if the products on it are worth sending shoppers to. This free checklist helps Bubba Academy students choose products carefully, vet suppliers, and prep a clean first FBA shipment. - ✓  Step-by-step product selection framework - ✓  Supplier sourcing and negotiation checklist - ✓  First FBA shipment prep guide [Download Free Checklist →](https://bubbaacademy.com) ## What a Brand Store Holiday Version Is A Brand Store is your brand's own multipage shop on Amazon, with its own URL. Amazon's [Stores best practices guide](https://advertising.amazon.com/library/guides/stores-best-practices) says Stores are free for sellers enrolled in Brand Registry, as well as vendors and agencies, and you don't need to run ads to have one. If you haven't enrolled yet, our [Brand Registry enrollment guide](https://crm.bubbaacademy.com/bubba-holding-blog/amazon-brand-registry-how-to-enroll-and-unlock-brand-tools) walks through the steps. ### Scheduling and versions The Brand Store builder has a scheduling and versioning tool. You build the holiday version ahead of time, set its dates, and submit it for moderation. When the end date passes, your regular Store comes back on its own. ### Why not just edit the live Store? You can, but you'd undo every change by hand after the holidays. Amazon's [guide to preparing your Store for key shopping events](https://advertising.amazon.com/library/guides/key-events-store-prep) makes the point directly: there will likely be event content "you don't want on your store permanently," such as a deals page for products that won't be on deal in January. ## The 2026 Dates to Plan Around Black Friday falls on **Friday, November 27, 2026**, and Cyber Monday on **November 30**. Amazon's BFCM guide sets three timing rules for a scheduled Store version: - A sale event "should start no more than seven days prior to the event." - It should be "removed or updated within 24 hours of the event date, unless the event is considered to last longer (like Cyber Week)." - "Brand Stores cannot be scheduled within 24 hours of the intended start date," and Amazon asks you to "submit your Brand Store at least 48 hours ahead of the scheduled start date." ### Working the dates backward Counting seven days back from Black Friday puts the earliest start around **November 20**. With 48 hours of notice, a version starting that day needs to be submitted by about **November 18**. If you treat the event as Cyber Week, plan for the version to come down, or be updated, by about **December 1**. [Xcelerate Brands](https://xceleratebrands.com/blogs/amazon-brand-store-black-friday-cyber-monday-2026-the-event-version) reaches the same dates from the same rules. Confirm them in your Store builder. ### Leave room for a rejection Amazon's [getting started with Stores guide](https://advertising.amazon.com/library/guides/getting-started-with-stores) says moderation can take up to 24 hours. Forty-eight hours is the minimum notice, not a promise of approval. A rejected version needs time for a fix and a second review. ### Your deals come first The holiday version is built around the products that actually have deals running. Amazon extended the deal sourcing deadline for Black Friday and Cyber Monday to **November 13**, according to a [Seller Forums announcement](https://sellercentral.amazon.com/seller-forums/discussions/t/18142cfc-2700-4fb5-974a-dae42a2f241a). Check your Deals dashboard to see which deals were accepted before you lay out the page. Our guide to [coupons, deals, and Prime Exclusive Discounts](https://crm.bubbaacademy.com/bubba-holding-blog/amazon-coupons-vs-deals-vs-prime-exclusive-discounts-promotion-fees) compares deal types. ## The Deals Page Layout Amazon Approves Amazon's BFCM guide is specific about deals. Promotional messaging in your Store "is only permitted when used with the Featured Deals widget (FDW)," and when you advertise deals, the page "must be appropriately titled." The approved layout has three parts, in this order: 1. **Featured Deals widget on top.** It "must appear immediately under the header with no other elements in between." 2. **A text banner in the middle.** It separates the deals from everything else on the page. 3. **A product grid at the bottom.** It's required so the page always shows products, even if no deals are active. ### How the Featured Deals widget behaves The widget shows products with active promotions, including Subscribe & Save, and must be used for all deals. Amazon's rules for it: - Use the "curated set of products" mode. - Enter the ASINs featured in your ad creative first. They appear in the order you enter them. - Add at least four ASINs to activate the widget. - Only ASINs with a running deal show. When a promotion ends or a product goes out of stock, it's removed automatically. ### The banner and the grid The text tile between the widget and the grid "must indicate that the below products are not deals and use general messaging to describe the product selection." The banner's copy "cannot use the word 'offer,' as it would be misleading." Fill the grid with best sellers or gift-friendly items. ### The automatic All Deals page Amazon now builds an "All Deals" page for many Stores on its own. According to the key events guide, it sits next to your homepage, displays and removes deals based on their active dates, and adds a promotional banner to your homepage. It isn't available for premium theme Stores. If you add the Featured Deals widget to one of your own pages, Amazon won't create the automatic page, and you can also opt out under Store Settings with "Display all deals." For a large catalog, Amazon suggests a manual deals page with subpages by collection and about eight products each. 💼 ### Plan Your Holiday Deals Before You Design the Page Deal fees, discounts, and ad spend all come out of the same margin. Bubba Academy's step-by-step program shows sellers how to pick products, count every cost, and plan promotions with the numbers in front of them. - →  A clear roadmap from listing to first sales - →  Fees, pricing, and promotions explained in plain language - →  Learn from sellers who have launched real FBA products [Start with Bubba Academy →](https://bubbaacademy.com) ## Words and Images That Get Stores Rejected Most holiday rejections come down to copy. Amazon's BFCM guide lists approved phrases such as "Explore our savings/discounts," "Great savings/discounts," "\[Brand Name\] or \[Product Name\] savings/discounts," "Holiday/Season special," and "Great bundles on products." It rules out: - Specific numbers, such as "Save 50% on Product" or "$20 off Product." - Price claims that are competitive or can't be proven, such as "Best possible price" or "Unbeatable price." - Superlatives such as "Save big," "Huge savings," or "Incredible price." - The word "free" when the offer isn't open to all customers or the conditions aren't shown. ### Event names and Amazon's look The key events guide adds: don't name Amazon's own events, such as a "Prime Day Brand Store," don't copy Amazon's star ratings, colors, or event branding, and only show promoted products in the header or tiles leading to the deals page. ### Rules that apply all year Amazon's Stores [content acceptance policy](https://m.media-amazon.com/images/G/01/AmazonStores/Help/en/Content_acceptance_policy.html) also bans time-sensitive promotions, shipping or delivery claims, contact details such as web addresses, phone numbers, or QR codes, and copy that speaks directly to the shopper with "you" or "your." Brand claims such as "best selling in the U.S." need a date and evidence inside the Store. ## Making the Holiday Version Look Seasonal Without Overdoing It Amazon's key events guide suggests a seasonal theme, starting with the header, but warns against oversaturating the Store with seasonal elements, "especially true for the header image since there's less space to work with." Preview it on a phone before you submit. ### Where to get seasonal images The guide points to two options inside the Amazon Ads console: AI image generation in Creative Studio, which places a product photo on a background you describe, and free Shutterstock images under "Choose from creative assets" and then the "Stock assets" tab in the Store builder. Keep product images accurate; our guide to [Amazon product image requirements](https://crm.bubbaacademy.com/bubba-holding-blog/amazon-product-image-requirements-main-image-rules) covers the rules. ## Sending Traffic to the Holiday Version A holiday page only matters if shoppers reach it. Amazon's key events guide recommends a category tile right below the navigation bar linking to the deals page, and placing the deals page next to the homepage in the navigation. ### Sponsored Brands pointed at the right page Amazon reports that in the second half of 2024, Sponsored Brands "drive page visit" ads saw a 28% higher return on ad spend when they used a Brand Store as the landing page, compared with all other landing page options. Amazon also reports that Sponsored Brands video campaigns landing on a Store had a 23% higher average conversion rate than those landing on a product detail page. These are Amazon's own figures, not a forecast. Keep the advertised products near the top of the landing page, and only advertise deals that are already live. ### Traffic from outside Amazon Add source tags to Store links you share outside Amazon. If you drive traffic from social media or email, our guide to [Amazon Attribution and the Brand Referral Bonus](https://crm.bubbaacademy.com/bubba-holding-blog/amazon-attribution-brand-referral-bonus-guide) explains how to measure it. ## Reading the Results After the Holidays A scheduled version gives you a natural test: the same Store, two versions, a few weeks apart. Amazon has added three insights features worth checking. ### Brand Store quality rating Amazon's [quality rating update](https://advertising.amazon.com/resources/whats-new/brand-store-quality-rating-now-reflect-sales-performance) says the rating now reflects sales attributed to your Store, shown as High, Medium, or Low with a comparison against similar brands. Amazon reports that High-rated Stores see up to 97% more sales than Low-rated ones and 39% more than Medium. Treat those as Amazon's averages, not a forecast for your brand. ### Section-level insights The [section-level insights beta](https://advertising.amazon.com/resources/whats-new/brand-store-insights-at-section-level-beta), launched in January 2026, shows renders, viewable impressions, clicks, and click-through rate for each section of a page, broken down by traffic source, in a "Sectional performance" tab. ### Traffic sources Amazon's [enhanced sources insights](https://advertising.amazon.com/resources/whats-new/enhanced-brand-store-sources-insights) break Store traffic down by Sponsored Brands, Sponsored Display, and external channels. ### Keep the Store fresh after the event The Stores best practices guide says Stores updated within the past 90 days had 11% more repeat visitors and 13% higher attributed sales per visitor, by Amazon's measure. If you want to test listing changes the same way, our guide to [Manage Your Experiments](https://crm.bubbaacademy.com/bubba-holding-blog/amazon-manage-your-experiments-ab-testing-guide) explains Amazon's A/B testing tool. ## Your Holiday Store Checklist 1. **Confirm your deals.** You need at least four ASINs with accepted deals. 2. **Pick deals page or All Deals page.** Decide whether the automatic page is enough. 3. **Build the approved layout.** Featured Deals widget right under the header, a text tile saying the products below aren't deals, then a product grid. 4. **Check every word.** No percentages, dollar amounts, urgency, superlatives, the word "offer" in the banner, or Amazon event names. 5. **Add a light seasonal touch.** Update the header and a few tiles. 6. **Schedule it.** Start no more than seven days before the event, end within 24 hours after (or after Cyber Week), and submit a week ahead if you can. 7. **Point your ads at it.** Land each ad where its product is near the top. 8. **Review in December.** Check the insights, then refresh your everyday Store. **A note on sources:** Rules and figures come from Amazon Ads guides read on November 4, 2026, and the November 13 deadline from a Seller Forums announcement. The 2026 dates are our calculation. Policies can change. **Your next step:** Open your Store builder today, confirm which of your deals were accepted, and create a holiday version with a submission date no later than November 18, 2026. 🚀 ### Ready to Build an Amazon Business the Right Way? Bubba Academy trains sellers on product research, sourcing, listings, brand building, FBA inventory, pricing, and ads, so you can grow a brand with a Store worth visiting all year. [Join Bubba Academy Today →](https://bubbaacademy.com) ## Frequently Asked Questions ### Can I schedule a holiday version of my Amazon Brand Store? Yes. The Brand Store builder's scheduling and versioning tool lets you set a launch and end date for a different version of your Store. When the end date passes, your regular Store returns. ### When should I submit my Brand Store for Black Friday 2026? Amazon asks for at least 48 hours before the scheduled start, and a sale version should start no more than seven days before the event. With Black Friday on November 27, 2026, the earliest start is about November 20, so submit by about November 18, and earlier if you can. ### Can my Brand Store say "25% off" or "Today only"? No. Amazon's guidance rules out specific numerical discounts, urgency, superlatives, and unprovable price claims. Approved examples include "Explore our savings" and "Holiday special," used with the Featured Deals widget. ### Why is my Featured Deals widget empty? The widget shows only products with an active deal, and it needs at least four ASINs to activate. If none of your products has a live deal, or fewer than four were added, it has nothing to show. ### Do I need ads to have a Brand Store? No. Amazon says Stores are free for sellers enrolled in Brand Registry, and you don't need to advertise. Ads such as Sponsored Brands can send traffic to the Store. 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