BFW

BFW, or Black Friday Week, is a critical high-traffic shopping period on Amazon, typically starting 7–10 days before Black Friday and leading directly into Cyber Monday. It’s part of Amazon’s broader Peak Season strategy.

During BFW:

• Amazon features deep discounts across all major categories
• Sellers and vendors participate in promotions such as Lightning Deals, Best Deals, Coupons, and Price Cuts
• Products with active deals often receive enhanced placement on category pages, the Deals hub, and even homepage banners
• BFW is a key time for boosting ranking, clearing inventory, and attracting new-to-brand customers

Requirements for sellers:

• Must submit deals weeks or months in advance
• Need to maintain high inventory levels
• Must meet strict performance and pricing criteria to qualify

Why it matters:
BFW is one of Amazon’s biggest shopping windows, and success during this week can drive Q4 profitability, boost BSR (Best Sellers Rank), and fuel momentum into Cyber Monday and Christmas.

💡 Example: A seller promotes their top-rated electronics during BFW with a 30% discount through a Lightning Deal, seeing a 5x increase in daily sales.

In short: BFW = the week leading up to Black Friday on Amazon, packed with deals and high-volume traffic - a critical opportunity for sellers to maximize Q4 sales.