Black Friday: Marketplaces Announce “Freezing” Dates and Preparation Alert for Sellers is Issued

A Black Friday, scheduled for November 28, is poised to be one of the largest sales events in Brazilian commerce this year. According to estimates from the Brazilian Association of Artificial Intelligence and E-commerce (ABIACOM), the event is expected to generate over R$ 13 billion in sales. Estimates for this year are R$ 16.5 million orders and an average purchase value of R$ 808.50, compared to R$ 15.75 million and R$ 738.00 recorded in the previous year.

“‘Freezing’ is not a suggestion, it's a rule of the game. Those who leave it until the last minute will find the system locked and will be watching the competition sell,” says Cláudio Dias, CEO of Magis5, a technology hub for automation and integration of e-commerces. “The complexity increases because each marketplace has its own schedule. What is allowed on one platform may already be blocked on another.”. 

According to Dias, freezing also prevents the inclusion of new products and the registration of new sellers. “However, one of the most important restrictions is the impossibility of changing product prices during the period, which can be decisive for many retailers in this period of high traffic,” he highlights.

H2: Main Freezing Deadlines for Marketplaces in 2025:

• Amazon: Sending inventory to FBA is recommended until November 1st, and offer submission closes on October 28th. The general freeze, with restrictions on catalog changes, will occur between November 22nd and 30th.
• Americanas: Sellers have until November 22nd, 23:59, to integrate new stores, register products, update prices and ads, and join campaigns. Sending products for Fulfillment is until November 25th, 23:59.
• Carrefour: Important deadlines include: integration of new stores and reactivations until October 31st; registration of new products until November 5th; and ad updates until November 11th. Price updates are allowed until 14:00 on November 27th, with increases blocked until 10:00 on November 30th.
• Casas Bahia: Registration of new products and price adjustments are allowed until November 22nd, 19:59. The general system “freezing” begins at 20:00 on November 21st, locking most catalog edits.

The expert explains that the so-called “locks” occur on different dates for each platform: some start in October, while others only in November. “It is essential that sellers pay attention to the specific dates of each marketplace to ensure their offers are available during Black Friday. Once the freezing begins, it is no longer possible to add products or change prices — therefore, the entire catalog must be fully prepared and updated before these restrictions take effect,” advises the CEO of Magis5.

H2: Technology as a Strategic Ally

With such tight time windows and different rules, manual management becomes an operational risk. “Imagine having to manually control the inventory, prices, and specifications of hundreds of products across three or four different marketplaces, each with a different cutoff date. The risk of error is immense,” explains Dias.

The expert further advises that sellers ensure differentiators beyond prices, such as those related to logistics. Ensuring fast and efficient deliveries can be a competitive advantage during Black Friday, as well as preparing customer service to handle the increase in interaction volume and offering excellent service, focusing on customer loyalty.

“An integration hub allows the seller to make these adjustments in an integrated manner and distribute them to all channels at once, respecting the rules of each one. Automation technology takes care of the operation so the manager can focus on strategy,” concludes the expert. With the projected Black Friday revenue exceeding R$ 13 billion, according to ABIACOM, pre-planning and the use of intelligent tools will be the key differentiators between profit and frustration.