Overview

Amazon’s Prime Big Deal Days, held in mid‑October, shattered previous records for an October shopping event, delivering more than $1 billion in savings for Prime members across millions of discounted items. Third‑party marketplace sellers posted their strongest performance to date, signaling that the two‑day promotion now rivals Prime Day in terms of buyer engagement and revenue potential. Sellers who treat the event as a primary Q4 sales driver can capture a sizable share of early holiday spend.

Key Points

• Record‑breaking October volume — The event generated the highest overall sales and item count of any fall‑season promotion Amazon has run so far.
• Over $1 billion in member discounts — Prime shoppers collectively received more than a billion dollars in price reductions during the two‑day window.
• Marketplace sellers hit new highs — Vendors in categories such as beauty, personal care, and consumer staples reported unprecedented sales figures.
• Holiday buying starts in October — Consumer data shows shoppers are willing to begin holiday purchases when compelling deals appear, moving the traditional November‑December spend window earlier.
• Broad‑category success — Strong results were not limited to electronics; seasonal décor, gift items, and everyday necessities all saw significant lift.

How Prime Big Deal Days Works

1. Deal submission window opens — Sellers must upload Lightning Deal or Best Deal proposals roughly six weeks before the event, typically in late August or early September. For example, a cosmetics brand entered a 48‑hour 30 % off Lightning Deal for its bestselling serum on August 28, securing a prime placement.
2. Deal qualification and pricing — Amazon reviews each submission for competitiveness, inventory availability, and historical conversion rates. A home‑goods vendor was required to set a minimum discount of 25 % on a kitchen gadget to meet the qualification threshold.
3. Deal scheduling and placement — Approved offers are slotted into the event calendar, with high‑traffic slots reserved for products that meet Amazon’s performance criteria. A pet‑care seller received a prime‑time slot on the first day, appearing on the main “Top Deals” carousel.