AMAZON EVENT TRACKING
Prime Big Deal Days 2026
Numerator’s Prime Big Deal Days tracker provides rapid insights into Amazon’s annual fall sale, with real-time purchasing data and responses from verified Prime Big Deal Days shoppers from 10/6 through 10/7.
Check in daily to see the latest on what shoppers are buying, how they feel about the deals, and if they are shopping other retailers. All insights shared in our live tracker represent an early read and are subject to change.
2026 Prime Big Deal Days Highlights
This tracker was updated for a final time at 8AM ET on 10/8/26.
What did shoppers buy on Prime Big Deal Days 2026?
The average Prime Big Deal Days 2026 order size was $48.74, compared to $48.99 during the Prime Day 2026 early read. More than half (54%) of households shopping the event placed two or more separate orders making the average spend per household $114.01, falling short of Prime Day’s $121.96 per household.
The top-selling items on Prime Big Deal Days Day 2026 were Premier Protein 30g Protein Shakes, Lysol Disinfecting Wipes, Scott ComfortPlus Toilet Paper, Dawn Powerwash Spray, Dunkin’ Refreshers Singles To Go. Over two-thirds (68%) of items purchased sold for under $20, while just 2% were priced above $100, resulting in an average spend of $23.19 per item. The most commonly purchased categories were beauty & cosmetics, apparel, and health & wellness.
Prime Big Deal Days Participation & Satisfaction
More than nine in ten Amazon shoppers were aware of Prime Big Deal Days prior to shopping (91%) and 35% said the sale was their primary reason for shopping. Deal satisfaction was high, with 55% stating they were very or extremely satisfied with the deals offered by Amazon. Fifty-five percent (55%) of Prime Big Deal Days participants say they also shopped during Amazon’s July Prime Day. Among these individuals, 12% said they thought the deals were better in July, and 13% thought they were better in October, while 58% thought they were about the same.
Competitive Insights For Prime Big Deal Days
The majority of Prime Big Deal Days participants (55%) compared prices and products at other retailers before making their Amazon purchase. The most common comparisons were to Walmart (66%), Target (40%) and club stores like Costco or Sam’s Club (27%). Some shoppers also participated in competing sales on the same day— 24% say they planned to or already had participated in Target Circle Deal Days and 33% said the same of Walmart Deals.
Holiday Shopping on Prime Big Deal Days
Many Prime Big Deal Days shoppers took advantage of the sale to get a kickstart on holiday shopping. One in five participants (20%) said they used the sale to purchase holiday gifts, 7% purchased Halloween items and 7% purchased other holiday items like decorations or wrapping supplies. Among those who purchased holiday gifts, 18% said they completed more than half of their gift shopping during the sale. Overall, 83% of Prime Big Deal Days shoppers expect to shop on Amazon again in the next three months for holiday items like gifts, decorations, wrapping supplies and more. More than half weren’t yet sure what they need or want for the holidays (56%), while 32% said it feels too early to make all of their holiday purchases.