Amazon Prime Big Deal Days to Take Place October 6–7
Amazon Prime Big Deal Days 2026 will take place October 6–7, creating traffic, inventory, and price competition pressures for sellers.
What are the key facts?
- 1Prime Big Deal Days: October 6–7
- 2Event duration: 48 hours
- 3More than 35 categories covered
- 4New promotional batches launched daily
- 5Announcement for U.S. customers and brand sellers
What happened?
According to Amazon’s official information, Prime Big Deal Days 2026 will run from 12:01 a.m. PDT on October 6 through 11:59 p.m. PDT on October 7. The event will last 48 hours and cover more than 35 categories. During the event, Amazon will launch new promotional batches at midnight, 8 a.m., and 1 p.m. PDT each day. The announcement is aimed at U.S. customers and brand sellers. Participating sellers need to monitor inventory, advertising budgets, coupon budgets, the Buy Box, conversion rates, and delivery promises in real time. Comparable products that are not enrolled in the promotion may also face bidding and price-comparison pressure. Cross-border sellers also need to monitor U.S. FBA inventory, advertising spend, and the effect of promotional prices on price history for subsequent Black Friday and Cyber Monday events.
What does this mean for cross-border sellers?
The 48-hour promotion on October 6–7 will concentrate traffic and promotional batches, requiring U.S. sellers to manage pressure on inventory, advertising, coupons, the Buy Box, and delivery promises. Comparable non-promotional listings may also face price-comparison and advertising-bidding pressure, while promotional prices could affect price history for Black Friday and Cyber Monday.
What should sellers do now?
- 1This week, create a time-based monitoring sheet for U.S. SKUs participating in Prime Big Deal Days, covering inventory, advertising budgets, coupon budgets, the Buy Box, conversion rates, and delivery promises; complete and retain records of checks at midnight, 8 a.m., and 1 p.m. PDT each day.Procurement List
- 2This week, create a price and advertising-bid comparison sheet for comparable U.S. listings not participating in the promotion, record their performance during the promotion separately, set advertising and coupon budget caps for participating SKUs, and complete an adjustment list covering all priority SKUs.Breakeven calculator