In our last update, we talked about how Black Friday 2024’s later placement in the calendar offered Sellers a unique opportunity to sustain momentum through November and into December – and now we’ve had time to crunch the numbers properly? They speak for themselves…
Our award-winning team have conducted their annual analysis of the Black Friday/Cyber Monday (BFCM) Weekend and, as shared on LinkedIn by our CEO, Andrew Banks, this sales period didn’t just reaffirm its place as the highlight of the retail calendar with record-breaking results for Amazon – it also delivered unprecedented growth for Amazon brands.
The stats say…
Here’s what the data revealed from over £135m revenue across brands and categories:
Year-on-Year (2023 vs 2024)
- Sales Growth was up +54.82%
- Orders Growth was up +22.46%
- Average Order Value (AOV) was up +26.42%
And it also outperformed both Prime Day and October Prime Deals Days across key metrics:
Vs Prime Day 2024
- Sales Growth was up +19.24%
- Orders Growth was up +47.85%
- Average Order Value (AOV) was down -19.56%
Vs October Prime Deal Days
- Sales Growth was up +39.36%
- Orders Growth was up +51.82%
- Average Order Value (AOV) was down -14.44%
And, while Prime Day and October Prime Deal Days maintained a higher AOV, BFCM took the crown in both sales and orders, proving its unmatched, volume-driven power and cementing it as the ultimate Amazon event.
What this means for the future, Amazon Sellers
The late Black Friday date extended the sales season and enabled brands to align promotional efforts with evolving shopping behaviors.
The result? A perfect storm of sustained consumer demand, higher-value transactions and unparalleled volume.
To capitalise on this year’s lessons, look to:
- Volume-Driven campaigns – because, with orders growing by over 22% year-on-year, volume-focused strategies clearly deliver during this period. Consider bundling or discounted upsells to maximise basket sizes.
- Target high-value customers – because the 26% increase in YOY AOV says shoppers are spending more per transaction, so leverage this trend with premium product placements and well-timed Sponsored Ads.
- Carry momentum into December – because, with ever-decreasing downtime between Black Friday and Christmas offers, brands need to focus on staying visible and relevant, using targeted advertising and tailored promotions to maintain engagement through the season.
The Bottom Line
2024’s Black Friday/Cyber Monday Weekend wasn’t just a peak – it was a paradigm shift in how Q4 unfolds on Amazon.
The combination of late-season timing, extended sales momentum and record-breaking performance proves that the evolving retail calendar offers more opportunities than ever – if your brand adapts to meet them.
Are you ready to make 2025 even bigger?
Let’s chat about how we can bring our commercial clarity, rigour and vision to refine your strategy, optimise your campaigns and take your Amazon success to the next level.