White Friday is Amazon.ae's version of Black Friday, held around the fourth Friday of November, and the 11.11 sale sits two weeks before it. For sellers the two are one campaign period: use 11.11 to warm up and collect data, raise budgets for White Friday week, support your deals with Sponsored Products and Brands, and hold for a week afterwards while attributed sales arrive.
The research behind this page records White Friday on the fourth Friday of November with 11.11 two weeks earlier, and Amazon Ads' own White Friday guide ranks for the seller queries. Treating them separately wastes the first. 11.11 traffic tells you which keywords convert at sale prices and which products the market wants, which is exactly what you need to decide where the White Friday budget goes.
noon runs Yellow Friday in the same window, and Blooprint's noon Yellow Friday playbook covers that side. This page is the Amazon.ae plan.
Submit deals for White Friday through Seller Central's deals process. Deals without ads get deal-page traffic only; ads bring search traffic to the deal.
Raise budgets modestly on your best exact-match campaigns and run an auto campaign to harvest sale-time search terms. Note which products and terms convert.
Move 11.11 winners into exact-match campaigns. Negate terms that spent without orders. Check stock cover for White Friday week.
Raise budgets on proven campaigns and brand terms first, since competitors bid on brand terms during sales. Keep broad and auto bids steady and give them budget instead.
Hold budgets for 48 to 72 hours, then step down over a week. Read results only after the seven-day attribution window has closed.
Budget utilisation three times a day, stock on deal ASINs and the Buy Box. Not ACoS: spend lands immediately and sales arrive over seven days, so the event looks expensive in real time and settles later. If you need a single live number, use clicks per campaign against budget.
BlooprintAI shows Amazon.ae campaigns with spend, budget and ACoS in one view, lets you raise budgets on a filtered set in bulk after reviewing a summary, and logs each change so the step-down afterwards is quick. It does not change anything automatically.
One dashboard for spend, sales, ACoS and ROAS across marketplaces, plus Excel export.
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Learn more →Wait until the attribution window has closed, then pull the search term and advertised product reports for the whole period from 11.11 to a week after White Friday. Three questions matter. Which products sold at a profit after ad costs and the deal discount? Which search terms converted only at sale prices, and should be bid down now? Which new terms converted well enough to keep in exact match for the rest of the year?
Then compare with the plan. If campaigns ran out of budget on the event days, next year's White Friday budget needs to be larger from the start. If spend rose but orders did not, the deal was not competitive or the Buy Box was lost. Write the answers down; next November starts from them. December gifting and the new year sales follow soon after, and the same campaign structure carries into both.
Around the fourth Friday of November, usually as a multi-day sale. The 11.11 sale comes about two weeks earlier. Amazon announces exact dates to sellers ahead of the event.
Yes. Deals bring deal-page traffic; ads bring search traffic to the same offer. The deal badge also lifts click-through on the ad, which lowers the cost per sale.
There is no published benchmark for Amazon UAE. Use 11.11 as the test: campaigns that ran out of budget on 11.11 need more for White Friday; those that did not need less. Prioritise proven exact-match and brand campaigns.
No. Amazon's creative policy does not allow price or discount language in Sponsored Brands headlines. Mention the range or the occasion instead and let the deal badge show the discount.
About a week after the event ends, when the seven-day attribution window has closed for sellers. Judging on the last day undercounts sales.
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