What games are on Prime Video on Black Friday 2026?

Heat at Knicks at 7 p.m. ET, Kraken at Oilers at 8 p.m. ET in Washington, Oregon and Alaska only, Broncos at Steelers at 8:15 p.m. ET, and Lakers at Spurs at 9:30 p.m. ET, all on Friday November 27.

Do Prime Video live sports have ads for Ultra subscribers?

They can. PPC Land reports that Prime Video Ultra's terms say live TV and live sports may still carry ads, so the Black Friday games can show ads on every tier.

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Prime Video's 4 Black Friday games: what sellers should do

Amazon will stream NFL, NBA and NHL games on the evening of Black Friday, and they can carry ads on every tier. What that means for Amazon sellers and advertisers.

MaxCOO at Nova Analytics

Nov 3, 2026 · 2 min read · 480 words

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Amazon will stream four live games on the evening of Black Friday, November 27, as part of 23 live sports events on Prime Video in the US in November. So on one of the biggest shopping days of the year, Amazon is the store, the ad seller and the TV channel at the same time. Here is what that means if you sell on Amazon.

What is on Prime Video on Black Friday?

Live games on Prime Video, Friday November 27, 2026, from Amazon's November guide and PPC Land
Start	Game	League
7 p.m. ET	Miami Heat at New York Knicks	NBA
8 p.m. ET	Seattle Kraken at Edmonton Oilers (WA, OR, AK only)	NHL
8:15 p.m. ET	Denver Broncos at Pittsburgh Steelers	NFL
9:30 p.m. ET	Los Angeles Lakers at San Antonio Spurs	NBA

PPC Land notes that Prime Video's Ultra terms allow ads on live sports even for subscribers who pay to remove them elsewhere, so these games can carry ads on every tier.

How big is the audience?

Amazon says Thursday Night Football averaged 17.7 million viewers through its first six games this season, citing Nielsen. It has not published an estimate for the Black Friday game. The timing lines up with Amazon's forecast of high-teens ad growth in Q4, and it builds on the ad-supported audience Amazon reported earlier this year.

Does this matter if you do not buy TV ads?

Yes, indirectly. Live sports placements are, in our view, a big-brand purchase, and Amazon said in July that Thursday Night Football, NBA, WNBA and NASCAR inventory had sold out. Most sellers will not be on that screen.

Our read: large brands will be advertising to a shopping audience all evening, and some of those viewers will reach for Amazon. Expect that demand to compete with your Sponsored Ads in the same hours, when some daily budgets may already be spent.

What to do before November 27

Keep budget for the evening, from 7 p.m. ET, rather than spending it all by the afternoon
Watch spend and budget used per campaign by the hour on the day, so you can act before a campaign runs out
Set a break-even ACOS per product now, so you know how far to follow bids up
If you already run Amazon DSP, plan retargeting for the days after the games, and read the results against profit

Frequently Asked Questions

Common questions about this topic

Heat at Knicks at 7 p.m. ET, Kraken at Oilers at 8 p.m. ET in Washington, Oregon and Alaska only, Broncos at Steelers at 8:15 p.m. ET, and Lakers at Spurs at 9:30 p.m. ET, all on Friday November 27.
They can. PPC Land reports that Prime Video Ultra's terms say live TV and live sports may still carry ads, so the Black Friday games can show ads on every tier.
In our view live sports placements are mainly a big-brand purchase, and Amazon said in July that Thursday Night Football, NBA, WNBA and NASCAR inventory had sold out. Most sellers should focus on their Sponsored Ads budgets during the same evening.

Verified Sources

All information verified from official Amazon sources and trusted industry analysts as of publication date.

About the Author

Max

COO at Nova Analytics

Max leads operations at Nova Analytics, helping Amazon sellers optimize their business performance through data-driven insights and strategic automation.

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What is on Prime Video on Black Friday?

Live games on Prime Video, Friday November 27, 2026, from Amazon's November guide and PPC Land
Start	Game	League
7 p.m. ET	Miami Heat at New York Knicks	NBA
8 p.m. ET	Seattle Kraken at Edmonton Oilers (WA, OR, AK only)	NHL
8:15 p.m. ET	Denver Broncos at Pittsburgh Steelers	NFL
9:30 p.m. ET	Los Angeles Lakers at San Antonio Spurs	NBA

PPC Land notes that Prime Video's Ultra terms allow ads on live sports even for subscribers who pay to remove them elsewhere, so these games can carry ads on every tier.

How big is the audience?

Does this matter if you do not buy TV ads?

What to do before November 27

Keep budget for the evening, from 7 p.m. ET, rather than spending it all by the afternoon
Watch spend and budget used per campaign by the hour on the day, so you can act before a campaign runs out
Set a break-even ACOS per product now, so you know how far to follow bids up
If you already run Amazon DSP, plan retargeting for the days after the games, and read the results against profit

What is on Prime Video on Black Friday?

How big is the audience?

Does this matter if you do not buy TV ads?

What to do before November 27

Frequently Asked Questions

What games are on Prime Video on Black Friday 2026?

Do Prime Video live sports have ads for Ultra subscribers?

Can small Amazon sellers advertise during the Black Friday games?

Verified Sources

Max

Related guides

See your Amazon business clearly.

What is on Prime Video on Black Friday?

How big is the audience?

Does this matter if you do not buy TV ads?

What to do before November 27