Here is an example. Say you sell leather wallets and belts on Amazon.ae, Amazon’s store in the UAE. Your stock is in Amazon’s warehouse, and Amazon packs and delivers your orders. This is called Fulfilment by Amazon, or FBA. It is the first week of October, and your shoppers are already searching for Black Friday deals.
On Amazon in the UAE and Saudi Arabia, that sale has a different name. Amazon.ae calls White Friday “the name we use in the Middle East for the ‘Black Friday’ shopping season”. Souq.com, which later became Amazon.ae, started it in 2014.
The sale is about seven weeks away, but your deadlines come sooner. Deal stock has to be in Amazon’s warehouse a week before each deal. Amazon confirms your warehouse space for November in late October. And a deal you run in early November can stop the same product from getting a deal during White Friday.
Here is what we know so far for 2026, and what we would do now.
The dates
Amazon has not announced the dates. Its White Friday page already says 2026, but gives no dates yet. It says the sale is usually around the last Friday in November, with early access for Prime members. The Arabic version of the page adds that it lasts 11 days.
Last year, White Friday ran from 20 to 30 November in the UAE. In Saudi Arabia, it ran from 21 to 30 November, and Prime members could shop a day early, from 20 November. In 2024, too, the sale ended on 30 November.
| Date | What happens |
|---|---|
| Fourth week of October | Amazon confirms your FBA space limit for November |
| Early November | Amazon’s 11.11 sale |
| About 20 to 30 November | White Friday, if Amazon keeps last year’s pattern |
| 27 November 2026 | Black Friday, the last Friday of November |
| 30 November 2026 | Cyber Monday |
If Amazon keeps the pattern, White Friday 2026 would run from about 20 to 30 November, with Black Friday itself on 27 November. That is our guess, not Amazon’s announcement.
Deals are by invitation
Amazon deals are invitation-only. If Amazon invites a product, it shows up in the Deals dashboard in Seller Central. At the very least, a product needs a sales history on Amazon, a rating of 3 stars or more, and a strike-through reference price. Meeting these does not guarantee an invitation. For clothing and shoes, at least 65% of a product’s sizes and colours should be in the deal.
This is why new products struggle in a big sale. A wallet you list in November has no sales and no ratings, so it cannot get a White Friday deal. If you plan to launch something new, list it now, so it has time to build sales and ratings before the sale.
There are two kinds of deal. A Lightning Deal runs for up to 12 hours and needs at least 15% off. Only FBA products and Easy Ship Prime products can have one. A Best Deal runs for 1 to 14 days and needs at least 10% off. Amazon’s seller page for the region still calls these 7-Day Deals.
Your deal stock must be ready at least seven days before the deal starts. The deal image is your main product image. It must be on an all-white background, with no text, logos or watermarks that are not part of the product. A deal with a wrong image can be cancelled. All of this is on Amazon’s Create a deal page.
The rule most sellers miss is about spacing. The same product cannot run a Lightning Deal within seven days of its last one, or a Best Deal within 21 days. Last year, Amazon.ae’s 11.11 deals ran in the first week of November. A product with a Best Deal then could not have another Best Deal until late November, after White Friday had started. So decide now which sale each product is for.
Last year, Amazon.ae’s deals page for sellers gave 19 November as the last day to submit White Friday deals and coupons. That was one day before the sale began. We would not wait that long. Deal slots are limited, and the earlier you submit, the more weeks and slots you can choose from.
If none of your products are invited
You can still offer a discount without an invitation, with a price discount or a coupon. A price discount can run for 1 to 30 days. You need a Professional seller account with a feedback rating of at least 3.5, and the product needs at least 3 stars. The discount must be at least 5% below your current price, and at least 5% below the lowest price customers paid in the last 30 days, not counting promotions.
For big events, Amazon can set stricter rules, and it shows them in the Price Discounts tool. For Prime Day, an event discount had to be at least 10% off. It also had to match or beat the lowest price of the last 30 days, including earlier discounts, deals and coupons. If White Friday uses the same rule, a big discount on 11.11 becomes the price you have to match on White Friday.
Stock and warehouse space
Amazon gives every FBA seller a monthly space limit, measured in cubic metres. It counts the stock already in Amazon’s warehouse and the shipments on the way. If a new shipment would take you over the limit, Amazon will not let you create it.
Limits are announced in the fourth week of each month, for the month ahead. So your November limit will be confirmed in late October. You can already see an estimate in the Capacity Monitor, at the bottom of the Shipping Queue page in Seller Central. New Professional accounts, in FBA for less than 30 weeks, get 17.98 cubic metres for standard-size products. After that, the limit depends on your sales and your Inventory Performance Index (IPI), a score for how well you manage your stock.
For the wallet seller, that means clearing slow-moving stock before November, because it takes up space your deal stock needs. It also means sending deal stock early, while you still have room.
Storage costs the same all year: AED 2 per cubic foot a month in the UAE, and SAR 3 in Saudi Arabia. Unlike Amazon.com, there is no higher holiday rate.
Selling to Saudi Arabia from UAE stock
If your stock is in Amazon’s UAE warehouse, Remote Fulfilment with FBA lets you sell it to shoppers in Saudi Arabia. You do not need to send stock to Saudi Arabia or get a Saudi VAT number. The shopper pays any import fees and duties, and you pay the monthly selling fee only in the UAE. Returns come back to the UAE warehouse.
It can also be your backup during White Friday. If you have stock in both countries, Amazon sells from the Saudi stock first, and uses the UAE stock if that runs out.
One more thing to know about Saudi Arabia. As of early October, cash on delivery is paused on Amazon.sa. Shoppers there pay by card, mada, buy now pay later or gift card.
If you are an Indian brand, our guides to selling on Amazon UAE and Amazon Saudi Arabia explain what you need before your stock can cross the border. If you also sell on Noon, its Yellow Friday sale runs at the same time. Our Noon guide covers its rules and new fees.
Where we come in
We work with brands that sell on Amazon in the UAE and Saudi Arabia. Nobody can get you a deal invitation. Amazon decides that from your sales, ratings and prices. But we list products and run Amazon accounts for brands, so we know where sellers get stuck before a big sale.
For White Friday, we can check your listings and main images against the deal rules, make A+ content and a Brand Store for the sale, and plan and run your Amazon Ads. Amazon’s Black Friday rules for ads also apply to White Friday, and we follow them. Everything runs in your own Seller Central account, and you keep the login.
If you do one thing this week, open the Deals dashboard. See which products Amazon has invited, and decide which sale each one is for: 11.11 or White Friday. The same product cannot have a Best Deal in both.
