July 31, 2025 Guest opinion piece
Black Friday and Cyber Monday (BFCM) aren’t simply dates in your diary, they’re a multi-billion-pound battleground.
For many Amazon sellers, that weekend can make or break your entire Q4. Yet every year we see brands scrambling to prepare at last minute, resulting in listing errors, invalid GTINs, mismatched content and artwork or, even worse, stockouts before the first deals even drop
If you’re serious about winning on Amazon, your BFCM strategy can’t begin in November. It starts now, months ahead, with your systems, product identifiers and content all pulling in the same direction.
Here's how we prep brands we work with as an Amazon agency and what you need to be doing right now.
It starts with the GTIN (and why this matters more than you think)
Let’s get straight to the point. Before we even talk deals, content, or PPC, you need to have your GTINs (Global Trade Item Numbers) in order. These are the scannable barcodes (usually UPCs or EANs) that Amazon uses to verify and connect products across its marketplace.
And here’s the kicker, they MUST come from GS1.
Amazon’s policy is tightening around GTIN authenticity and rightly so. If your barcodes are not compliant with GS1 standards, you risk not being able to list your brand's products.
We’ve helped many brands untangle messes where GTINs from dodgy resellers have caused Amazon to link products to other brands and their product lines.
We are also seeing reports that Amazon's new “bulldog” system is pulling thousands of Amazon Standard Identification Numbers (ASINs) from the catalogue with non-compliant GS1 barcodes that do not match the brand, as well as the removal of duplicate products.
What you need to do
- Join GS1 UK, log into My GS1 and start creating your GTINs and barcodes
- Align your product catalogue with the GTINs listed in your GS1 My Numberbank
- Check that the brand name listed with your GS1 account matches your Amazon Brand Registry information
- When creating a new branded product on Amazon, create the listing using the GS1 GTIN as the unique identifier
Brand registry: not just a badge
Speaking of Brand Registry, if you’re not enrolled, you’re already behind. Not only does it unlock A+ content, sponsored brands and a branded Amazon storefront, it also gives you the tools to protect your listings and assert ownership.
We’ve seen brands come to us mid-Q4 in a panic because resellers have overwritten their listings. Why? Because they weren’t enrolled in Brand Registry or weren’t using GTINs that matched their brand record. With brand registry and GS1 GTINs, you own your content and Amazon knows it.
Audit your listings: don’t let lazy content cost you sales
Once your foundation is solid, it’s time to go deep on content.
At our agency, we treat listing optimisation like an ongoing discipline, not a one-and-done job. Before BFCM, you should be asking:
- Are my titles keyword-optimised but still readable?
- Do my bullet points clearly communicate benefits, not just features?
- Are my images high-res, product-focused and lifestyle-rich?
- Have I added video content where possible?
- Is my A+ Content telling a coherent brand story?
This is your digital shelf. If your product page doesn’t convert at a high rate, it doesn’t matter how much traffic you drive through ads.
Content is what closes the sale.
Forecasting, inventory and FBA deadlines
We won’t sugar-coat it, Amazon’s FBA cut-offs for Q4 are brutal and they creep up fast. You’ll need to have stock in Amazon’s fulfilment centres well in advance (usually early November) to make BFCM.
We help clients forecast based on previous years’ performance, factoring in seasonality, promotions and growth. Amazon’s restock limits only add to the chaos, another reason to have an experienced agency managing your inventory strategy.
Overstocking is just as risky. Get it wrong and you’re paying storage fees until spring, as well as it taking a toll on your IPI score – Amazons own internal “credit score” monitoring your stock performance.
Final touches: deals, coupons & PPC strategy
Black Friday success isn’t just about lowering your price. It’s about positioning.
Run Lightning Deals if you’re eligible and you have margin to spare, they get prime placement and will drive traffic. Use coupons and Prime Exclusive Discounts to stand out in search.
Most of all, sync this with your Amazon Ads strategy and make sure your products convert well enough to make advertising financially viable.
Chris Turton, managing director of Ecommerce Intelligence
Think like a pro (or work with one)
Black Friday and Cyber Monday aren’t for the unprepared. You need GTINs that line up, brand registry that protects you, content that converts and a plan that ties it all together.
Working with an experienced Amazon agency doesn’t just save time, it saves you from costly mistakes that can ruin your Q4.
Whether it’s auditing GTINs, optimising listings, or managing ads and inventory, the right partner can help you go from survival mode to full-scale success.
BFCM is coming. Are you ready to win?
