Amazon Australia Sale Events: Click Frenzy, EOFY, Black Friday

Australia's online shopping year has its own rhythm. The end of the financial year in June, Prime Day in July, Click Frenzy, Black Friday and Boxing Day each bring a spike in shoppers, and each needs a different pay-per-click (PPC) plan.

This guide gives you the 2026 dates, a plan that works for any event, and what changes for each one.

The 2026 calendar at a glance

Amazon sets its dates each year, and in 2026 Australia's Prime Day ran in July while the US and UK held theirs in June. Check Amazon's announcements before you plan.

A PPC plan for any event

Six to eight weeks before

• Pick the products you will push: in stock, with good reviews and a deal or coupon if you plan one.
• Check stock will last the event and the week after.
• Review last year's search terms for the same period and build keyword lists for gift and deal searches.

Two weeks before

• Raise bids a little on your best terms to build rank before competitors raise theirs.
• Launch Sponsored Brands with event creative, and video if you have it.
• Set budgets for the event days: plan two to three times your normal daily budget as a starting point, then adjust to your own history.

During the event

• Check budgets more than once a day so your best campaigns do not run out.
• Watch conversion rate, not just ACoS. Conversion rate often rises during an event, which can justify a higher bid.
• Do not judge ACoS mid-event: sales are still being credited for days after each click.

After the event

• Lower bids back to normal within a day or two.
• Use Sponsored Display to reach shoppers who viewed but did not buy.
• Write down what worked while it is fresh, for next year's plan.

End of financial year (June)

Australia's income year ends on 30 June, and many businesses and sole traders buy before then. Many retailers focus EOFY deals on business gear such as electronics, office furniture and tools. Click Frenzy's EOFY event ran from 18 June to 2 July in 2026.

• Push business-friendly products and bundles.
• Use search terms shoppers add in June, such as "for work" or "home office".
• Plan EOFY close to Prime Day: in 2026 the two were only a week apart.

Prime Day (July in Australia)

Prime Day is Amazon's own event, and deals are for Prime members. In 2026 it ran from 7 to 13 July in Australia, later than the 23 to 26 June event in the US and UK.

If you sell in more than one market, you plan two Prime Days, not one. Use the first to learn: what sold, which bids held, where budgets ran out. Then apply it to the second. Our Prime Day and event PPC service runs this plan for each market.

Prime Big Deal Days (October)

In 2026, Amazon Australia ran Prime Big Deal Days from 29 September to 5 October. For most brands it is a smaller event than Prime Day, and a useful test of holiday budgets and creative.

Click Frenzy (October in 2026)

Click Frenzy is a sale run across many Australian retailers, not an Amazon event. In 2026 the Main Event ran from 27 to 30 October, earlier than in 2025, when it ran from 11 to 14 November. Shopper traffic rises across online retail during it, and shoppers compare prices across retailers, Amazon included.

• Watch your competitors' prices and coupons on the days.
• Defend your brand name with Sponsored Brands, because shoppers searching your brand are close to buying.
• Keep budgets steady rather than pushing hard, unless you run a matching deal.

Black Friday and Cyber Monday (November)

Black Friday is the largest discount week of the year. In 2025 Amazon Australia ran its Black Friday sale for 14 days, from 18 November to 1 December. In 2026 Black Friday falls on 27 November and Cyber Monday on 30 November.

• Start building rank two weeks before the sale starts.
• Plan the longest event budget of the year, and check stock for December.
• Use the data to set your Christmas bids.

Boxing Day (December)

Boxing Day is 26 December, but sales start earlier. In 2025 Amazon Australia's Boxing Day deals started at noon on 24 December, according to press reports.

• Keep campaigns running over Christmas if you have stock; some competitors pause.
• Target gift-card spend with search terms for popular products in your category.
• Plan for slower delivery promises over the holiday break.

Budgets and bids during events

• Budgets: campaigns that run out of budget at midday miss the evening peak. Check them twice a day.
• Bids: raise bids on terms that convert, not on everything. Bid rules can help, but set limits.
• Targets: a higher ACoS during an event can still pay if it builds rank that lasts. Judge TACoS and total sales over the month, not one day's ACoS.

New to Amazon.com.au? Start with our Amazon Australia PPC guide, or see how we work with Australian brands.