Brevlin Blog. Marketplace Advertising News & Insights

Amazon Q4 2026 PPC Strategy, The Month by Month

Black Friday is November 27. Cyber Monday is November 30. FBA deadlines hit in October

• Q4 is won or lost before Black Friday arrives, the FBA inbound deadline is October 21, BFCM deal submissions close October 20, and the keyword coverage and listing quality that determines BFCM performance needs to be built in September and October, not November
• The most expensive BFCM PPC mistake is running daily campaign budgets at normal levels and watching campaigns go dark by 2 PM on Black Friday, set daily caps at two to three times normal for hero ASINs and monitor pacing every two hours during peak days
• Manage Q4 to TACoS not ACoS, conversion rates during Black Friday and Cyber Monday rise faster than click costs on most products, so ACoS spikes are expected and cutting bids in response means exiting the auction for the highest-converting traffic of the year

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