T12

Turkey Twelve is Amazon’s broadened holiday shopping window introduced as consumer behaviour shifted toward earlier deal seeking and longer promotional cycles.
T12 encompasses:

• Early Black Friday promotions
• Thanksgiving
• Black Friday
• The weekend following
• Cyber Monday

This creates a 12 day high demand period, combining pre-holiday momentum with the traditional core shopping spike.

Why Amazon Uses T12:

• Customers increasingly shop earlier to secure deals
• Smoother fulfilment operations compared to a compressed 5 day spike
• Better distribution of inbound, outbound, and FC load
• Higher advertising demand spread over more days
• Enables vendors and sellers to plan deeper promotional calendars

What T12 Includes:

• Early Black Friday Deals Week
• Countdown deals
• Black Friday
• Saturday and Sunday peak
• Cyber Monday
• Deal extensions and follow-up events

Impact on Sellers and Vendors:

• Inventory readiness: must ensure FBA stock is in FCs weeks earlier than before
• Ad strategy: bidding intensifies earlier, requiring extended budget planning
• Pricing: longer promotional duration means more strategic discount planning
• Forecasting: sales curve stretches, reducing the sharp spike of T5 but increasing total volume

Operational Considerations:

• FC capacity is heavily used for all twelve days
• Strong coordination required between supply chain and retail teams
• Avoid OOS to maximise Buy Box and conversion
• Monitor CRaP risk due to aggressive pricing and high-return categories

Example:
A home electronics vendor prepares for T12 by:

• Sending FBA inventory by late October
• Running Early Black Friday coupon campaigns
• Increasing Sponsored Products bids by 30% for the full twelve day window
• Launching a Cyber Monday Lightning Deal to close the period

Why It Matters:
T12 reflects Amazon’s strategy to align with modern holiday shopping habits - spreading demand across a longer but still intense retail window, increasing total revenue and reducing operational bottlenecks.

In short:
T12 (Turkey Twelve) is the twelve day extended holiday shopping period from Early Black Friday Sales through Thanksgiving to Cyber Monday, representing a broader and more strategic peak season for Amazon sellers and vendors.