Amazon holds book promotions throughout the year, with discounts on physical titles, eBooks and Kindle devices. Its main campaigns include Black Friday, Book Friday and Prime Day, as well as digital-reading events such as Kindle Week and Encha seu Kindle.
The promotions differ in scope. Some cover a broad part of Amazon’s catalog, while others focus on books, digital titles or reading devices. The following calendar runs from Black Friday 2026 through the expected 2027 events. Since Amazon has not confirmed most 2027 dates, those periods are estimates based on the recent history of each campaign.
Black Friday is scheduled for November 27, 2026. Cyber Monday will take place on November 30, although related offers may continue into the first days of December. The calendar then includes Kindle Week in February 2027, Consumer Week in March, Book Friday in May, Prime Day in July, Encha seu Kindle in August, a possible second Kindle Week in August or September, Mega Oferta Prime in October and Black Friday on November 26, 2027.
For physical books, Book Friday and Black Friday are among the most relevant campaigns. In 2025, Amazon announced discounts of up to 70% on books from several publishers during Black Friday. Book Friday, usually held in May, also focuses on the category: its 2026 edition featured more than 58,000 physical and digital titles, with advertised discounts of up to 70%, alongside offers on Kindle devices.
Prime Day, traditionally held in the middle of the year, is aimed at Amazon Prime subscribers. In 2026, the event included more than 56,000 books and eBooks on sale, with discounts of up to 60% in the category.
Readers looking for eBooks should also monitor Kindle Week and Encha seu Kindle. During Kindle Week in February 2026, Amazon offered thousands of eBooks from R$2.90 and discounts of up to 25% on selected Kindle models. The campaign returned between August and September that year, raising the possibility of a second edition in 2027.
Encha seu Kindle follows a different model. The initiative was created in 2023 by influencer Íris Tales, from Divulga Nacional, and later established a partnership with Kindle Direct Publishing. In August 2026, it offered more than 8,000 free or discounted eBooks for 24 hours, making it especially relevant for readers interested in independent authors.
For Kindle buyers, Kindle Week, Prime Day and Black Friday are the main recurring periods to follow. They do not necessarily guarantee the lowest price of the year, but Amazon’s recent promotion history shows that these events regularly include discounts on its reading devices.
Sources: Canaltech.