Amazon’s Black Friday 2024 performance just rewrote the playbook for what sellers need to know about 2025. Amazon’s Black Friday 2024 sales reached $900 million, and the data reveals patterns that most sellers are completely missing.
If you’re planning your 2025 Black Friday strategy based on what worked three years ago, you’re already behind. The market has shifted dramatically, and the sellers who understand these changes will dominate while others scramble.
The $900 Million Reality Check
Amazon accounted for 17.7% of all Black Friday sales in 2024, generating $900 million during the peak shopping period. But here’s what matters more: 88% of shoppers used Amazon during Black Friday weekend, making it the undisputed leader in online holiday shopping.
This wasn’t just Amazon’s first-party sales driving these numbers. More than 60% of Amazon’s Black Friday sales came from independent sellers—primarily small and medium-sized businesses. That’s the opportunity most sellers don’t realize: Amazon’s platform dominance creates an ecosystem where third-party sellers can capture massive revenue.
The Third-Party Seller Advantage
The most significant shift in Black Friday 2024 was the performance of independent sellers. Amazon’s Black Friday event was the largest ever for independent sellers in Amazon’s store, with small and medium-sized businesses accounting for over 60% of total sales.
This represents a fundamental change in marketplace dynamics. Third-party sellers aren’t just supplementing Amazon’s first-party sales—they’re driving the majority of revenue. For 2025, this means the opportunity for sellers who properly position their products has never been larger.
Mobile Shopping’s Continued Dominance
Mobile shopping accounted for 55% of online Black Friday sales in 2024, continuing a trend that sellers must prioritize. Mobile shoppers spent $131.5 billion during the holiday season, with mobile’s share continuing to grow year over year.
For 2025 strategy, this means: Your product listings must be optimized for mobile-first shopping experiences. Desktop optimization is no longer sufficient—if your images, titles, and bullet points don’t display perfectly on mobile devices, you’re losing sales to competitors who understand this shift.
The Pricing Data That Contradicts Common Wisdom
Here’s where the data gets interesting. Jungle Scout’s analysis shows that across 13 Amazon categories, just 5 experienced their lowest average sale prices during Black Friday itself, while the majority saw lowest prices in the days leading up to the event.
This contradicts the traditional Black Friday strategy of saving your biggest discounts for the day itself. In 2024, the biggest deals generally occurred on the day before each retail holiday, with discounts averaging 13%.
The implication for 2025: Sellers who front-load their best prices before Black Friday capture early shoppers and build momentum, while those waiting for the actual day miss the early surge.
Buy Now, Pay Later: The Silent Revenue Driver
Consumers spent $18.2 billion using Buy Now, Pay Later (BNPL) during the 2024 holiday season, reflecting a 9.6% increase compared to the previous year. Cyber Monday set a new single-day record for BNPL with $991.2 million in sales.
More importantly, mobile devices accounted for 79.12% of BNPL purchases. For sellers, this means ensuring your products are accessible through BNPL options can significantly impact conversion rates, especially for higher-ticket items.
The Cyber Monday Reality
U.S. online sales on Black Friday reached $10.8 billion, but Cyber Monday hit $13.3 billion—a 23% difference that most sellers underestimate. Cyber Monday consistently outperforms Black Friday for online sales, yet many sellers exhaust their inventory and advertising budgets before Monday arrives.
For 2025 planning: Reserve inventory and maintain advertising spend through Cyber Monday. The data clearly shows it’s your biggest single-day opportunity.
AI and Chatbot Traffic Surge
Here’s a data point that signals the future: traffic to retail sites from AI-powered chatbots surged by 1,300% compared to the previous year during the 2024 holiday season. Customers are increasingly using AI to research products and find deals.
For 2025, this means: Product content must be structured for AI understanding. Clear, factual information in titles and bullet points helps AI tools recommend your products to shoppers.
The Independent Seller Success Stories
While Amazon’s own devices topped charts, independent seller products demonstrated that brand power isn’t everything. Products from small businesses like JLab, Blissy, Luxe Weavers, and The Woobles captured significant sales.
The pattern: Niche products with strong differentiation and quality positioning can compete against major brands during Black Friday when properly optimized and advertised.
Early Deal Performance
By the Monday before Thanksgiving, over 40% of email campaigns promoted Black Friday discounts, securing sales ahead of the holiday rush. Amazon sellers who participated in early deal programs captured customer commitment before competitors ramped up advertising.
The 2025 strategy implication: Start your promotional calendar in early November, not mid-November. Early movers capture customers before decision fatigue sets in.
What the Data Means for Your 2025 Strategy
Inventory Planning: The data shows extended deal periods work. Amazon’s 12-day event from November 21 through December 2 broke all records. Plan inventory for a full two-week promotional window, not just a weekend.
Mobile Optimization: With 55% of sales coming from mobile, your listings must be mobile-first. Test how your content displays on phones before Black Friday hits.
Pricing Strategy: Front-load your best prices before Black Friday itself. The data shows early discounting captures more total sales than waiting for the actual day.
Advertising Budget Allocation: Extend your advertising through Cyber Monday—it’s your biggest single day for online sales. Don’t exhaust budgets by Saturday.
The Bottom Line
Amazon’s competitive pricing was 14% lower than other major retailers during Black Friday 2024, helping attract customers. But the real story isn’t about lowest prices—it’s about third-party sellers capturing 60% of the $900 million in sales through smart positioning, proper optimization, and understanding customer behavior patterns.
The sellers who win Black Friday 2025 won’t be those with the biggest discounts. They’ll be those who understand the data, optimize for mobile, extend deals across the full promotional window, and maintain momentum through Cyber Monday.
Start planning now with these data points as your foundation, and you’ll be positioned to capture your share of what will likely be Amazon’s biggest Black Friday ever.
Need help with your sales strategy? Contact Space Command today.