Amazon is launching a 12-day Black Friday 2025 campaign with millions of deals across 35+ categories. The platform is scaling up low-price store Amazon Haul to challenge Alibaba’s Double 11, while integrating AI assistant Rufus to deliver personalized, data-driven shopping experiences. Contact us for more details.

Amazon 2025 Black Friday: Long-Cycle Deals, Amazon Haul’s Price War & AI-Powered Shopping

Over this 12-day window, the company plans to roll out millions of deals across multiple categories, aiming to secure a larger share of the global holiday shopping season. At the same time, Amazon is scaling up its low-price store Amazon Haul as a direct challenger to Alibaba’s Double 11 shopping festival. By combining extended promotional periods, an aggressive low-price assortment, and AI-powered shopping assistance, Amazon is positioning itself for a more competitive and data-driven peak season worldwide.

Long-Cycle Black Friday Campaign: Daily Big Deals to Drive Repeat Visits

According to Amazon, this year's Black Friday and Cyber Monday promotion will span more than 35 categories, including home, electronics, fashion, and beauty, with some of the most competitive prices of the year.

To keep momentum over nearly two weeks, Amazon will introduce a “Today’s Big Deals” mechanic—daily, time-limited offers designed to sit on top of the ongoing discounts. This structure allows the platform to balance sustained promotional depth with short-term urgency, encouraging repeat visits and higher purchase frequency throughout the event. Contact us to learn about category-specific deals.

Curated Gift Stores, Exclusive Items & Shoppable Live Content

Amazon will continue to operate its online holiday storefronts, featuring curated gift lists segmented by price range, interest, and recipient profile. Shoppers will also have access to a Top 100 list and a range of Amazon-exclusive items tailored for the peak season.

Beyond static listings, Amazon is weaving content into commerce. On Black Friday, Prime Video will stream 15 hours of live sports programming, supported by its “Shop the Game” interactive feature. Viewers can explore and purchase featured products directly from the live content experience, further integrating entertainment with real-time shopping behavior.

Amazon Haul Fires Back at Double 11 With Ultra-Low Prices

Ahead of the full Amazon Black Friday 2025 rollout, Amazon Haul hosted a two-day global flash campaign from November 10 to 11, with some products priced as low as USD 0.11. The timing and pricing strategy were clearly aimed at confronting Alibaba’s Double 11 event head-on, signaling Amazon’s willingness to fight for price-sensitive traffic.

Launched in 2024, Amazon Haul has quickly expanded to 25 countries and regions. In some markets, it operates under the “Amazon Bazaar” brand. The program focuses on products priced under USD 20, covering home goods, fashion, small appliances, toys, and accessories.

In many regions, orders above USD 25 qualify for free shipping, while higher order thresholds (USD 50 or USD 75) unlock additional discounts. Typical delivery times range from one to two weeks, positioning Haul as a value-driven option. Contact us for regional shipping details.

Haul’s UK Campaign: £1 Deals & Simplified Returns

The UK market launched its own large-scale Haul promotion on the same dates, offering thousands of items at just £1. The campaign spans apparel, home, beauty, toys, and other popular categories, emphasizing budget-friendly everyday products.

In the UK, Haul focuses on items under £20 and provides free delivery (1-2 weeks) for orders of £15 or more. The Haul section runs as a distinct shopping experience, encouraging basket-building through low-price combinations. It also features a simplified returns process—shoppers can drop off parcels at post offices, Asda, and Morrisons for convenience.

AI Shopping Assistant Rufus Takes Center Stage

To differentiate its customer experience, Amazon is integrating AI shopping assistant Rufus deeper into the Black Friday journey. Rufus supports users across the full purchase funnel—from initial research to final checkout.

Key Capabilities of Rufus:

• Personalized recommendations based on user behavior and preferences
• Automated discount monitoring, surfacing better prices and time-sensitive deals
• Visual search to find similar products from images
• List digitization: turning handwritten shopping lists into structured online carts
• “Help Me Decide” feature: suggests suitable options based on browsing history and budget

This approach pairs Amazon’s catalog breadth with guided decision-making, critical during peak Black Friday when product choice and promotional noise are highest. Contact us to learn how Rufus can enhance your shopping.

Intensifying Competition in U.S. Retail

Amazon is not alone in moving early. Major U.S. retailers (Walmart, Target, Best Buy) have launched pre-Black Friday promotions, conditioning consumers to expect early discounts. The overlap of long-cycle promotions, price-matching policies, and loyalty programs is likely to tighten margins across the board.

For Amazon, the combination of extended windows, Amazon Haul’s ultra-low prices, and AI tools like Rufus reflects a broader strategy: capture price-conscious shoppers while retaining higher-value customers who prioritize curated, convenient experiences.

Outlook for Amazon’s 2025 Black Friday Campaign

As the 2025 peak season unfolds, Amazon’s ability to balance deep discounting with profitability—along with shopper response to Amazon Haul and Rufus—will determine if its expanded Black Friday playbook gains a durable edge over competing platforms. With millions of deals, direct Double 11 competition, and AI-driven personalization, Amazon is set to redefine the global holiday shopping experience.

For inquiries about deals, regional availability, or platform features, Contact us today.