Amazon has officially confirmed the return of its October sales event, ‘Prime Big Deal Days,’ set to take place on October 8 and 9, 2025. Building on the success of its summer Prime Day, which spanned four days this July, the retail giant is preparing a strategic push to dominate early holiday shopping as economic pressures reshape consumer habits.
Key Details on the Event
The October event, which aligns with Amazon’s efforts to drive sales ahead of the holiday season, is expected to feature substantial discounts across popular categories such as electronics, home goods, and fashion. Leaks from insiders have hinted at discounts of up to 80% on select items, with past deals suggesting products like Apple AirPods, KitchenAid mixers, and Ugg boots could see significant markdowns this year. According to Amazon executives, Prime members are set to enjoy "millions of exciting deals."
Industry analysts have noted that the event typically emphasises seasonal goods like winter apparel and early holiday gifts, distinguishing it from the summer Prime Day’s focus on back-to-school and outdoor items.
Building Consumer Engagement
Amazon has already begun rolling out early deals to generate excitement ahead of Prime Big Deal Days. Offers starting at $6 on items such as CeraVe skincare and Coach accessories are currently available to Prime members. Retail experts recommend that shoppers monitor their wish lists and set deal alerts using the Amazon app to make the most of the event.
The October timing positions Amazon ahead of rivals like Walmart and Target, which have launched similar sales events - Walmart’s Plus Week and Target’s Circle Week - aimed at their loyalty programme members. By holding Prime Big Deal Days early in the month, Amazon aims to capitalise on consumer spending before other retailers ramp up their holiday promotions.
Strategic Context and Competitive Pressures
This event comes at a time when Amazon is making changes to its Prime membership policies. Starting October 1, 2025, the company will end free-shipping sharing for non-household members, a move which could encourage additional individual subscriptions and enhance the exclusivity of Prime Day perks.
October’s sale is a critical part of Amazon’s broader strategy to sustain growth in a challenging retail environment. With inflation and supply chain disruptions impacting consumer spending, the event offers an opportunity to boost revenue. Last year’s equivalent event generated over $12 billion in sales, highlighting its importance in Amazon’s fiscal performance.
Insights for Sellers and Shoppers
For brands and sellers, participating in Prime Big Deal Days requires navigating Amazon’s approval processes for promotions. Insights from Momentum Commerce have indicated that strategies like timed ad campaigns and careful inventory management will play a vital role in boosting visibility during the event.
Retail consultants have pointed out that having a Prime membership, priced at $139 annually, is key to unlocking these deals, as well as enjoying other benefits like exclusive streaming and delivery services. With the recent changes to the invitee programme, families and groups may need to reevaluate their subscription sharing arrangements.
Early Holiday Dynamics
Experts suggest that the timing of Prime Big Deal Days allows Amazon to capture significant revenue in the lead-up to Halloween and the broader holiday season. Forbes Vetted notes that this window offers a strategic advantage, ensuring Amazon secures early holiday spending before competitors’ events gain traction.
Amazon’s own branded devices, such as Echo speakers and Fire TVs, are also expected to feature prominently in the October sale, with steep discounts anticipated. Consumer sentiment, shared widely on platforms like X (formerly Twitter), reflects a mix of excitement and caution, as shoppers navigate rising costs while seeking out the best value.
Looking Ahead
Following the high bar set by July’s four-day Prime Day event, Amazon appears to be leveraging data-driven strategies to refine its October sale. With potential announcements regarding international expansions and new deal categories, the company is poised to continue shaping consumer behaviour in the e-commerce space.
The October 8-9 event underscores Amazon’s ability to create shopping events that blend exclusivity and value, all while driving momentum for the holiday season ahead. As millions of Prime members prepare for the upcoming deals, the event promises to be a pivotal moment for both the company and its loyal customers.