Black Friday & Cyber Monday Strategy: How Top Brands Win on Amazon & Walmart

The holiday shopping season represents the single most important revenue period for eCommerce sellers, with Black Friday & Cyber Monday (BFCM) serving as the crown jewels of retail. For brands selling on Amazon & Walmart, these five days can account for up to 30-40% of annual revenue. However, success during this critical period doesn’t happen by chance it requires meticulous planning, strategic execution & expert marketplace knowledge.At RootAMZ, we’ve helped hundreds of brands navigate the complexities of BFCM on major marketplaces, generating millions in additional revenue through data-driven strategies & optimisation. In this comprehensive guide, we’ll reveal exactly how top brands dominate during Black Friday & Cyber Monday & how our specialised services can help you achieve similar results.

Understanding the BFCM Landscape on Amazon & Walmart

Before diving into specific strategies, it’s essential to understand the unique dynamics of Black Friday & Cyber Monday on Amazon & Walmart. These platforms operate differently, attract distinct customer segments & require tailored approaches.

Amazon dominates the eCommerce landscape with over 200 million Prime members who actively seek deals during BFCM. The platform’s algorithm prioritises well-optimised listings with strong sales velocity, making early preparation critical. Walmart, meanwhile, has been aggressively expanding its marketplace presence, offering sellers access to value-conscious shoppers who increasingly turn to Walmart.com for holiday deals.The competition during BFCM is fierce. Thousands of sellers vie for the same customer attention, ad placements become more expensive & shoppers expect significant discounts. Top brands understand that winning requires a 360-degree approach that addresses every aspect of marketplace performance.

The RootAMZ Approach: Early Preparation is Everything  

The brands that win BFCM start their preparation months in advance. At RootAMZ, we recommend beginning your BFCM strategy no later than early September, giving you adequate time to optimise every element of your marketplace presence.

Inventory Management & Forecasting  

Nothing kills BFCM momentum faster than running out of stock. We work with clients to analyse historical sales data, market trends & competitive intelligence to create accurate demand forecasts. Our inventory management services ensure you have sufficient stock to meet increased demand while avoiding the costly mistake of over-ordering.

For Amazon sellers, this means coordinating with Amazon’s FBA system well in advance, as warehouse receiving times can extend during the holiday season. We help clients navigate inventory limits, storage fees & shipment creation to ensure products are available when customers are ready to buy.Walmart sellers face different challenges, including coordinating with Walmart Fulfilment Services (WFS) or managing third-party logistics for seller-fulfilled orders. RootAMZ provides comprehensive inventory planning that accounts for platform-specific requirements & ensures seamless fulfilment throughout the shopping season.

Listing Optimisation for Maximum Conversion

Your product listings serve as your digital storefront during BFCM. With increased traffic comes increased scrutiny from shoppers comparing multiple options. Our listing optimization services transform ordinary product pages into conversion machines.

We start with comprehensive keyword research, identifying the high-volume, high-intent search terms shoppers use during the holiday season. These keywords are strategically incorporated into titles, bullet points, descriptions & backend search terms to maximise organic visibility.High-quality images are non-negotiable during BFCM. We ensure your listings feature professional product photography, lifestyle images that showcase your products in use & infographics that highlight key features & benefits. For Amazon, this includes optimising your A+ Content & brand store, creating an immersive brand experience that drives purchase decisions.

Advertising Strategy: Dominating Paid Search During Peak Season

BFCM represents the most competitive advertising period of the year on Amazon & Walmart. Cost-per-click (CPC) rates typically increase 30-50% during November, making strategic ad management essential for profitability.

Amazon PPC Strategy  

Top brands leverage multiple Amazon advertising formats during BFCM:

Sponsored Products remain the foundation of most strategies, targeting high-intent keywords with aggressive bids during peak shopping hours. RootAMZ uses advanced bid optimization strategies, increasing bids during high-conversion periods while reducing spend during low-performance windows.

Sponsored Brands campaigns help build brand awareness & capture top-of-search real estate. We create compelling brand campaigns that showcase your best-selling products & drive traffic to optimised landing pages or brand stores.

Sponsored Display advertising becomes particularly valuable during BFCM for retargeting shoppers who viewed your products but didn’t convert. These ads follow potential customers across Amazon & third-party websites, keeping your products top-of-mind during the consideration phase.Our advertising experts continuously monitor campaign performance throughout BFCM, making real-time adjustments to maximise return on ad spend (ROAS). We analyse search term reports daily, adding negative keywords to eliminate waste & identifying new opportunities to capture additional sales.

Walmart Advertising Excellence 

Walmart’s advertising platform has matured significantly, offering sellers powerful tools to drive visibility & sales. Our Walmart advertising services include:

Sponsored Products campaigns optimised for Walmart’s unique algorithm & customer base. We structure campaigns based on product performance, competitive landscape & seasonal demand patterns.

Display advertising on Walmart.com & the Walmart mobile app, reaching shoppers at various stages of the buying journey. These visually engaging ads help your products stand out in a crowded marketplace.

The key to Walmart advertising success is understanding that Walmart shoppers often have different expectations & shopping behaviours compared to Amazon customers. RootAMZ tailors messaging, bidding strategies & product selection to align with Walmart’s value-focused customer base.

Pricing Strategy: Finding the Sweet Spot Between Discounts & Profitability 

BFCM shoppers expect deals, but simply slashing prices isn’t a winning strategy. Top brands strategically price their products to appear competitive while maintaining healthy margins.

At RootAMZ, we help clients develop sophisticated pricing strategies that consider multiple factors including competitive pricing, perceived value & promotional mechanics. We use repricing tools that automatically adjust prices based on competitor movements, ensuring you remain competitive without engaging in destructive price wars.

Amazon’s Lightning Deals & Best Deals programs provide excellent visibility during BFCM, but they require careful planning. We help clients determine which products to feature in these promotions, calculate the optimal discount levels & ensure all technical requirements are met for approval.For Walmart, we navigate the platform’s promotional calendar, securing placements in high-visibility deal sections & optimising for Walmart’s deal badges that signal value to shoppers.

Promotional Planning & Lightning Deal Optimisation 

Amazon’s Lightning Deals can drive significant sales velocity during BFCM, but competition for these limited spots is intense. RootAMZ has developed proven processes for securing & maximising Lightning Deal performance.

We help clients submit deal proposals early, meet all eligibility requirements & select optimal time slots when your target customers are most active. Our data shows that Lightning Deals scheduled during evening hours typically outperform morning slots, though this varies by product category.Beyond Lightning Deals, we create comprehensive promotional calendars that include coupons, percentage-off promotions & social media exclusive offers. This multi-layered approach ensures continuous visibility & appeal to different customer segments. 

Customer Service & Reputation Management

BFCM brings increased order volume, which inevitably leads to more customer service inquiries. Top brands maintain high performance metrics during this critical period through proactive customer service strategies.

RootAMZ offers customer service support that handles increased inquiry volume, resolves issues quickly & protects your seller metrics. We monitor your accounts continuously, addressing potential problems before they escalate into negative reviews or account health issues.For Amazon sellers, maintaining excellent Order Defect Rate (ODR), Late Shipment Rate & Valid Tracking Rate metrics during BFCM is crucial. Any dip in performance can result in suppressed visibility or account suspension. Our monitoring systems alert us to potential issues immediately, allowing for rapid intervention.

Post-BFCM Strategy: Capitalising on Momentum  

The most successful brands don’t stop at Cyber Monday. The entire holiday shopping season through December represents continued opportunity. RootAMZ helps clients maintain momentum by:

• Retargeting BFCM customers with complementary products
• Optimising for gift-giving searches in December
• Managing inventory for the post-holiday return surge
• Analysing BFCM performance data to inform next year’s strategy

We provide comprehensive post-season analysis reports that break down what worked, what didn’t & actionable recommendations for improvement. This data becomes invaluable for planning future promotional periods.

Technology & Tools: The RootAMZ Advantage  

Successful BFCM execution requires more than just strategy it demands sophisticated technology & tools. RootAMZ leverages industry-leading software platforms for:

• Real-time sales & advertising analytics
• Automated repricing & competitive monitoring
• Inventory forecasting & management
• Review monitoring & sentiment analysis
• Keyword tracking & SEO optimisation

Our technology stack, combined with human expertise, provides clients with a significant competitive advantage during the most critical selling period of the year.

Working with RootAMZ: Our Comprehensive BFCM Service  

RootAMZ offers end-to-end BFCM management services designed to maximise your marketplace performance. Our service includes:

Strategic Planning Consultation: We begin with an in-depth analysis of your current marketplace presence, competitive landscape & business goals. This informs a customised BFCM strategy designed specifically for your brand.

Listing Optimisation: Our team of content specialists & designers transform your product listings into high-converting sales machines optimised for both organic & paid traffic.

Advertising Management: Expert PPC management across Amazon & Walmart, with daily monitoring & optimisation to maximise ROAS during the most expensive advertising period of the year.

Inventory Planning: Data-driven forecasting & inventory management to ensure you capture every possible sale without overextending on inventory costs.

Promotional Coordination: Securing Lightning Deals, coordinating coupon strategies & managing promotional calendars across both platforms.

Performance Monitoring: Real-time tracking of all key metrics with immediate intervention when issues arise.Post-Season Analysis: Comprehensive reporting & strategic recommendations to inform your ongoing marketplace strategy.

Case Study: How RootAMZ Drove 340% BFCM Growth

Last year, we partnered with a home goods brand struggling to gain traction during BFCM. Their previous year’s Black Friday sales were flat & they were losing market share to aggressive competitors.

We implemented a comprehensive strategy starting in September, completely overhauling their product listings, restructuring their advertising campaigns & securing multiple Lightning Deal slots. Through strategic inventory planning, we ensured they could meet demand without stockouts.The results were extraordinary: 340% year-over-year growth in BFCM sales, with advertising ROAS improving from 2.1 to 4.7. Even more importantly, the momentum continued throughout December, making it their most successful holiday season ever.

Preparing for BFCM 2025: Starting Now  

While BFCM may seem far away, preparation should begin immediately. The brands that dominate during the holiday season are already planning their strategies, securing inventory & optimising their marketplace presence. RootAMZ offers year-round marketplace management services that keep your brand competitive during every season, not just the holidays. However, our specialised BFCM preparation programs begin in late summer, ensuring every element is optimised before the shopping season begins.

Conclusion:  

Black Friday & Cyber Monday represent the most significant revenue opportunity of the year for Amazon & Walmart sellers. However, success requires more than just offering discounts it demands strategic planning, expert execution & continuous optimisation across every aspect of your marketplace presence.

At RootAMZ, we’ve helped countless brands achieve record-breaking BFCM performance through our comprehensive marketplace management services. Our team of experts brings years of experience, sophisticated technology tools & proven strategies that deliver results.

Don’t leave your most important sales period to chance. Partner with RootAMZ to develop & execute a winning BFCM strategy that drives sales, builds brand awareness & sets your business up for long-term success.Contact RootAMZ today to schedule your BFCM strategy consultation & discover how we can help your brand dominate during the most critical shopping period of the year.

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