Black Friday on otto.de: how sellers prepare their rankings
Black Friday 2026 is on 27 November. OTTO recently ran its sale over two weeks – in 2025 from 18 November to 1 December. Sellers should optimise their key products now, plan promotions and ads early, and check rankings daily instead of weekly during the sale period.
When is the sale period?
Black Friday 2026 falls on Friday, 27 November. In recent years OTTO has used a longer sale period: according to FashionUnited it ran from 18 November to 1 December in 2025, and from 19 November to 2 December in 2024. OTTO had not published the 2026 dates at the time of writing – plan for a mid-November start.
How big is demand?
According to FashionUnited, OTTO reported order value 2.5% above its previous record for the 2025 sale period, and a 10% increase on Black Friday itself. Demand is high – and so is competition for the top spots.
Prepare now: listings before the sale
Changes to titles, images and attributes take time to show in rankings. Optimise your most important products weeks before the sale, not on Black Friday itself:
- titles with the search terms shoppers use – see Optimising product titles for otto.de
- complete attributes and good images
- enough stock: sold-out products earn nothing in the most important week
Plan promotions and ads
OTTO Market offers sellers, among other things, promotions – you set the period, discount and assortment, and OTTO places the promotion on otto.de – Sponsored Product Ads in search, Sponsored Display Ads, plus live shopping and newsletters via OTTO Advertising. How to measure where your ads appear is explained in OTTO Sponsored Product Ads: measuring your ad position.
After the sale: keep the lessons
After the sale period, review which products held their position and which were only visible through ads. Products that fall back organically need better titles or attributes. Products that gained are candidates for the Christmas weeks. That way the sale period becomes the basis for the next season.
Watching rankings during the sale
During the sale, search results change faster than usual: more ads, more promotions and more competitors push forward. A weekly check is too coarse then.
- Record a baseline, for example one week before the start.
- Check daily during the sale. In MarktRank you switch a project to daily checks for this.
- Look at organic and ad position separately to see whether your ad really adds visibility or the product ranks high anyway.
- Compare after the sale which products gained or lost.
Why a single check says little is explained in How often should you check your rankings?.
Frequently asked questions
When is Black Friday 2026?
On Friday, 27 November 2026.
How long is the Black Friday sale on otto.de?
In 2025 it ran from 18 November to 1 December. OTTO had not published the 2026 dates at the time of writing.
Should I check rankings daily in November?
For the products you advertise or discount, yes. For the rest of your catalogue a weekly check is usually enough.
Sources
See where your product ranks on otto.de
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