Amazon’s extended holiday promotion was its biggest ever

Dan Berthiaume
Senior Editor, Technology
Amazon Holiday Beauty Haul
Amazon had a successful Black Friday.

Amazon’s 11-day extended holiday shopping event was a doozy.

The online giant  reported that its Black Friday – Cyber Monday promotion, which lasted Nov. 17-27, was its biggest ever compared to the same 11-day period ending on Cyber Monday in previous years. 

Customers around the world purchased more than one billion items on Amazon, with shoppers saving nearly 70% more on Amazon compared to the same period in 2022. Amazon also announced it will be dropping new deals every day through Christmas Eve, Sunday, Dec. 24.

"We kicked off the holiday season with Prime Big Deal Days in October, and extended our Black Friday and Cyber Monday holiday shopping event to 11 days to accommodate even more deals over more days to make shopping more convenient for customers—helping them save nearly 70% more than the same period last year,” said Doug Herrington, CEO of Worldwide Amazon Stores. 

“There are many customers who are still checking off their shopping lists, and we are excited to announce that we will have millions more deals on a wide selection of products to come, with new deals dropping every day through December 24, along with fast, convenient delivery options," said Herrington. "Thank you to our customers for continuing to rely on Amazon because of our vast selection, low prices, millions of deals, and reliable and speedy delivery, and to our employees and selling partners who do such fantastic work on behalf of our customers throughout the season.”

U.S. Black Friday and Cyber Monday Amazon event highlights

  • Customers ordered more than 500 million items from independent sellers, most of which are small and medium-sized businesses.
  • Millions of customers signed up for a Prime membership.
  • Customers purchased more Climate Pledge Friendly items than any previous Black Friday and Cyber Monday holiday shopping event.
  • In what it says is an effort to provide customers with additional flexibility during the holidays, Amazon extended the standard returns window to Jan. 31, 2024 for most items purchased between Nov. 1 through Dec. 31, 2023 in the U.S. 

[Read more: Consumers value easy returns; Amazon's policy favored]

Amazon’s Black Friday and Cyber Monday sale marks the third major 2023 holiday promotional event for the e-tailer, following its recent Prime Big Deal Days “early holiday” promotion aimed at Prime members and the two-week Holiday Beauty Haul sale on cosmetics and beauty items, which wrapped up Sunday, Nov. 5.

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