Amazon will run its Black Friday Week and Cyber Monday sale for 12 straight days, from November 19 through November 30, the company said.
The sale starts at 3 a.m. ET (12 a.m. PT) on Thursday, November 19, a week before Thanksgiving Day. Black Friday itself falls on November 27. This is the fourth year in a row that Amazon has opened its Black Friday sale at least a week early. Unlike Prime Day and Prime Big Deal Days, the event is not limited to Prime members, so anyone can shop it.
Amazon is not alone in stretching the calendar. Best Buy, Target, Walmart and Kohl's are all running Black Friday deals throughout November. "Black Friday" now describes a season more than a day, and the early start mainly helps shoppers who worry that popular gifts will sell out before the holiday arrives.
Price is the more interesting question. Many products cost more in 2026 because of higher fuel costs, tariffs and the ongoing memory chip shortage, nicknamed "RAMageddon." That shortage is the reason Amazon raised prices in August on its Kindle e-readers, Fire TV Sticks and most Echo smart speakers. Amazon will likely still post some of its most competitive deals of the year, but they may not match the lows of past Black Fridays.
That makes the discount label worth less than the final number. A percent-off tag measured against a higher list price is a smaller bargain than the same tag would have been a year ago. For Amazon's own devices, which were repriced only a few months before the sale, the real test is whether the sale price beats what the same product cost last holiday season.