The 12-Day Black Friday Marathon: How Long Is Amazon's Massive Holiday Sale In 2025?

The answer to "How long is Amazon Black Friday?" is no longer a single day—it's a massive, 12-day shopping marathon. As of the current date in December 2025, Amazon has officially confirmed that its Black Friday event is a multi-day "Black Friday Week" sale that spans nearly two full weeks, fundamentally reshaping the traditional holiday shopping landscape.

This extended sale period means shoppers have far more time to secure deals than the traditional 24-hour Black Friday event. However, understanding the exact duration and the structure of the deals is critical, as not all discounts last for the full 12 days. The sale is a complex mix of long-running, week-long discounts and high-urgency, short-lived offers.

The Official 12-Day Duration: Amazon Black Friday Week 2025

Amazon’s Black Friday event has evolved from a single-day sale on the day after Thanksgiving into a sprawling, multi-week shopping festival. For 2025, the official duration is confirmed to be 12 full days, effectively merging the traditional Black Friday and Cyber Monday periods into one continuous savings event.

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Key Dates and Timeline for the 2025 Sale

• Official Start Date: Thursday, November 20, 2025 (Deals start at 12:01 a.m. PST).
• Black Friday Proper: Friday, November 28, 2025.
• Cyber Monday Proper: Monday, December 1, 2025.
• Official End Date: Monday, December 1, 2025 (The sale runs through Cyber Monday).
• Total Duration: 12 Days (November 20 through December 1).

This "Black Friday Week" format, which actually runs for nearly two weeks, is Amazon’s strategy to give customers more time to shop and to manage the immense traffic and shipping logistics associated with the holiday season. The event is a strategic shift from the old "Turkey 5" (T-5) model that only focused on the five days from Thanksgiving to Cyber Monday.

The Anatomy of the 12-Day Sale: Which Deals Last How Long?

While the umbrella event lasts for 12 days, not every discount will be available for the entire duration. The sale is structured into different tiers to maintain momentum and create urgency throughout the nearly two-week period. Understanding this structure is the key to maximizing your savings.

1. Black Friday Week Deals (12-Day Duration)

These are the core discounts that form the foundation of the sale. They are typically applied to high-volume inventory and popular product categories. These deals are the most reliable, as they are expected to last for the entire 12-day period, or at least until the stock is depleted.

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• Duration: Approximately 12 days (November 20 – December 1).
• Product Focus: Major categories like Home Goods, Apparel, Beauty, and Electronics. You’ll find sustained, deep discounts on big-ticket items from brands like KitchenAid, Vitamix, and BISSELL.
• Strategy: If you see a good deal on a non-urgent item, you likely have a few days to think about it, but remember that inventory is not infinite.

2. Deal of the Day (24-Hour Duration)

The "Deal of the Day" is a highly-promoted, high-discount offer on a single product or a small group of related products. As the name suggests, these are time-limited offers that refresh every 24 hours.

• Duration: 24 hours (or until stock sells out).
• Product Focus: Often features a major Amazon Device (like an Echo or Fire Tablet), a popular TV, or a highly-rated small appliance.
• Strategy: These deals require immediate attention. If you see something you want, you must act fast, as the discount will be gone the next day. This is part of Amazon's "Today's Big Deals" mechanic to drive daily traffic.

3. Lightning Deals (4–12 Hour Duration)

Lightning Deals are the shortest, most urgent, and often the most aggressive discounts. They are designed to create a frenzy and move specific inventory quickly. They are featured on the Amazon Deals page with a countdown timer and a percentage bar showing how much of the stock has been claimed.

• Duration: Typically 4 to 12 hours (or until 100% claimed).
• Product Focus: A huge variety of items, often from third-party sellers, with a minimum 20% discount.
• Strategy: These are the "blink and you'll miss it" offers. If you want a Lightning Deal, you must be ready to purchase immediately. Prime members often get a 30-minute head start on some Lightning Deals, adding to the urgency.

Pro Tips for Navigating the 12-Day Black Friday Event

Shopping a 12-day sale requires a different strategy than a single-day sprint. To successfully navigate the Amazon Black Friday 2025 sale and ensure you get the best deals on the products you want, follow these expert tips:

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1. Create Your Wish List and Watch Deals Early

Do not wait until November 20. Start populating your Amazon Wish List now. Amazon will often notify you if an item on your list goes on sale. More importantly, use the Amazon App to "Watch" specific deals before they go live, especially for Lightning Deals. This will send you a push notification when the deal is about to start, giving you a critical advantage.

2. Prioritize Based on Deal Type

Use the "how long" rule to decide what to buy first:

• Buy Immediately: Lightning Deals and Deal of the Day offers. These have the shortest lifespan and the highest risk of selling out.
• Buy During the Main Weekend: Big-ticket items (TVs, laptops, appliances) that you expect to be discounted during the core Black Friday (Nov 28) and Cyber Monday (Dec 1) window. While the deals start early, the absolute lowest prices on certain flagship products often drop during the "Cyber 5" period.
• Buy Anytime: General household goods, clothing, and beauty products that are part of the long-running Black Friday Week discount.

3. Focus on Amazon's Core Entities

Historically, the deepest and most reliable discounts are on Amazon's own suite of products. If you are looking for a new smart speaker, e-reader, or streaming stick, target these entities during the 12-day event:

• Amazon Devices: Echo (Dot, Show), Fire Tablets, Kindle, Ring, Blink.
• Fashion & Home: Discounts on Amazon Essentials and other in-house brands.
• Subscriptions: Look for deals on Prime membership extensions, Audible, and Amazon Music Unlimited.

The 12-day Black Friday Week from November 20 to December 1, 2025, is a strategic move by Amazon to dominate the holiday shopping season. By understanding the multi-tiered structure of the sale—from the 12-day Black Friday Week discounts to the 4-hour Lightning Deals—you can transform from a frantic shopper into a strategic bargain hunter.