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By Martin Heubel ยท December 1, 2025 ยท Curated by George's Blog
Amazon's #BlackFriday feels very different this year. Here are my top five observations ๐๐
๐ญ. ๐๐ฒ๐ฎ๐น๐ ๐ฟ๐ฒ๐๐ฒ๐ฎ๐น ๐น๐ผ๐ ๐ณ๐ฟ๐ฒ๐๐ต๐ป๐ฒ๐๐
Most of todayโs deals arenโt new.
Many of the discounts dominating high-visibility placements on the Deals & Promotions page have already gone live last (!) Saturday.
๐ฎ. ๐ฉ๐ฒ๐ป๐ฑ๐ผ๐ฟ (๐ญ๐ฃ) ๐ฑ๐ฒ๐ฎ๐น๐ ๐ฑ๐ผ๐บ๐ถ๐ป๐ฎ๐๐ฒ ๐ฑ๐ฒ๐ฎ๐น ๐ฝ๐ฎ๐ด๐ฒ๐
Amazon pushes 1P vendor deals to the main Black Friday gateway page.
It is a good reminder that a 1P relationship still unlocks real visibility advantages during HVE periods.
๐ฏ. ๐ ๐ผ๐๐ ๐ฑ๐ถ๐๐ฐ๐ผ๐๐ป๐๐ ๐ฎ๐ฟ๐ฒ ๐ณ๐ฎ๐ธ๐ฒ
Amazon talks a lot about low prices.
Yet many of the discounts are based on RRP, not the actual RSP.
So that "25% off" isn't as generous as it looks.
๐ฐ. ๐๐๐ฒ๐ฟ๐๐ฑ๐ฎ๐ ๐๐๐๐ฒ๐ป๐๐ถ๐ฎ๐น๐ ๐บ๐ฎ๐ธ๐ฒ ๐ฎ ๐ฐ๐ผ๐บ๐ฒ๐ฏ๐ฎ๐ฐ๐ธ
Shoppers are more value-driven and benefits-oriented than ever.
Essentials below the $20 price point are back in demand.
And the biggest levers are not just price cuts, but coupon codes and Subscribe & Save.
๐ฑ. ๐๐บ๐ฎ๐๐ผ๐ป ๐๐ฎ๐๐ถ๐ฐ๐ ๐ฝ๐ฟ๐ผ๐บ๐ผ๐๐ฒ๐ ๐ฎ๐ด๐ด๐ฟ๐ฒ๐๐๐ถ๐๐ฒ๐น๐
Across Everyday Essential categories, #Amazon pushes its Basics range with heavy price discounts, signalling a renewed focus on gaining share in consumer-critical Grocery categories.
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What are your observations so far?
Share them in the comments!
#amazonvendor #amazonstrategy