Amazon is bringing back its Prime Big Deal Days promotion, its sales event in October, continuing its recent approach of holding a sale in spring, summer and fall.
Like the summer iteration of the event, both Prime Day and Prime Big Deal Days are member-exclusive promotions. Amazon is offering early deals ahead of Prime Big Deal Days. Those include discounts on Amazon devices, Kindle, Amazon Music Unlimited and Amazon Haul.
Amazon Haul is the merchant’s storefront for budget-conscious consumers, focusing on ultra-low prices. The marketplace launched that storefront in beta in November 2024 as a competitor to Shein and Temu.
“Once fall arrives, there’s so much to get ready for — the hosting, the decorating, the holiday gifting — and Prime Big Deal Days makes it easy to check it all off while saving,” said Carmen Nestares, vice president of North America Marketing and Prime Tech, in an announcement.
For the first two years, in 2015 and 2026, Amazon Prime Day was exclusively a 24-hour sales event during the summer. From 2017 through 2024, it was a two-day event. Last year, it ran for four days, and Amazon has planned the same length for summer 2026.
Amazon is also No. 3 in Digital Commerce 360’s Global Online Marketplaces Database. That database ranks the 100 largest such marketplaces by third-party gross merchandise value (GMV).
When is Amazon Prime Day 2026?
In 2026, the Amazon Prime Big Deal Days event will run 48 hours, between Oct. 6 and 7. That’s nearly the same time frame as in 2025, when the event ran Oct. 7 and 8.
This year’s Prime Big Deal Days event will feature new product drops three times a day, according to Amazon:
- Midnight PDT
- 8 a.m.
- 1 p.m.
Amazon said brands including Shark, Princess Polly and Soundcore will participate in the drops.
Amazon said members can find deals on Halloween products, for game-day and fall hosting, as well as for holiday gifting. It gave examples of costumes and accessories for as low as $5, candy for less than $10, charcuterie boards, slow cookers and a list of top toys.
Members can use Alexa for Shopping to set up deal and price alerts, as well as for auto-buying. Shoppers can also check price history on products or ask Alexa for Shopping to see up to 365 days of pricing insights.
Amazon released Alexa for Shopping in mid-May 2026. It serves as an artificial intelligence (AI) agent that combines Amazon’s Rufus and Alexa+ offerings. In June, Amazon added customized product designs within Alexa for Shopping, for certain merchandise.
During the summer, the Amazon Prime Day sales event ran for four days, from June 23 through June 26. That was just the second time that Amazon held its main Prime Day event of the year in June, as the retailer has most often opted for July.
The last time it made that decision was in 2021. Aside from that year and 2020 — when the COVID-19 pandemic shifted summer strategies — the summer iterations of the Amazon Prime Day event have always been in the middle of July.
Prior to that, its most recent Prime Day-equivalent, Big Spring Sale, ran at the end of March 2026. It lasted for one week, from March 25 through 31.
How much did Amazon make on Prime Day?
Although Amazon did not attach a dollar amount to its summer 2026 Prime Day sales, it said the event was its biggest ever.
Digital Commerce 360 previously reported that during the time frame of the summer Prime Day event, U.S. ecommerce sales outside of Amazon reached $26.4 billion. That outdid Prime Day 2025’s impact, generating $24.1 billion in nationwide ecommerce sales.
As a comparison point, U.S. consumers spent $32.45 billion online across Thanksgiving, Black Friday and Cyber Monday in 2025. Those were three of the largest days of that year in terms of online retail sales.
How many countries will Prime Day take place in?
Amazon Prime Big Deal Days will take place in 22 countries:
- Austria
- Belgium
- Canada
- Colombia
- Egypt
- France
- Germany
- Ireland
- Italy
- Luxembourg
- Mexico
- Netherlands
- Poland
- Portugal
- Saudi Arabia
- Singapore
- Spain
- Sweden
- Turkey
- United Arab Emirates
- United Kingdom
- United States
Amazon said Prime members in Australia, Brazil, India and Japan will be able to shop Prime Day deals later in the summer.
When is Amazon Prime Day usually?
Dates for Amazon Prime Day event in the past:
- 12th: June 23-26, 2026
- 11th: July 8-11, 2025
- 10th: July 16-July 17, 2024
- Ninth: July 11-12, 2023
- Eighth: July 12-13, 2022
- Seventh: June 21-22, 2021
- Sixth: Oct 13-14, 2020
- Fifth: July 15-16, 2019
- Fourth: July 16-17, 2018
- Third: July 11-12, 2017
- Second: July 12, 2016
- First: July 15, 2015
How often is Amazon Prime Day?
Until 2022, Amazon Prime Day was once a year in the summer. In 2022, the retail giant added another Prime Day event in October. So how many times a year is Prime Day? The answer used to be once. Amazon then established a two-year pattern of two separate sales events.
As of 2024, Amazon held its inaugural Big Spring Sale, from March 20 through 25. That Big Spring Sale event was open to all customers, and Prime members received access to exclusive deals, Amazon said.
Currently, the answer is that Amazon Prime Day — in its various sales event forms — is three times a year.
How do you sign up for a Prime membership?
You can join Prime or start a free trial at Amazon Prime Day. Amazon has recently faced a lawsuit from the U.S. Federal Trade Commission alleging the ecommerce giant duped consumers into signing up for its Prime membership service and deliberately made it hard to cancel.
How to prepare to find deals on Prime Day
The value of Prime Day to retailers both small and large is undisputed, as millions of shoppers visit the site in search of once-a-year deals.
- Sign up for the Prime Insider newsletter to hear about Amazon Prime member benefits and find updates on deals and events.
- Create deal alerts for recommendations. As an Amazon Prime Member, you can subscribe to receive deal alert notifications related to recent Amazon searches and recently viewed items. All you have to do is visit the Prime Day event page on the Amazon app before Prime Day to create deal alerts. Once Prime Day arrives, members will receive push notifications on any available deals.
- Get deal notifications from Alexa. Alexa can make sure you don’t miss any Amazon deals. Members can add products to their Wish List, Cart, or Save for Later, and then ask Alexa to notify them about the deal.
- Set a reminder so you don’t miss the multi-day event.
- Check back here to see the latest updates.
What are the Big Spring Sale and Big Deal Days, and how are they different from Prime Days?
Amazon called its inaugural March promotional period its Big Spring Sale. In October 2023, it created a new fall sale event called Big Deal Days. Amazon’s Big Spring Sale is not exclusive to Prime members. The online retailer also held a fall sale in 2022 for the first time, called the Early Access Sale.
Prime Day is now Amazon’s biggest sale of the year. It is usually held during the summer months. In 2025, it was July 8 through July 11. Historically, the annual event has been two days and for Prime members only.
Prime Day, which features deals on many products on Amazon.com, began in 2015 as a celebration of Amazon’s 20th year in business. It turned into a summer sales holiday to drum up additional business for Amazon — and the retailer’s marketplace sellers — before the holiday shopping season. In recent years, other large retailers have offered promotions on their own websites around Prime Day to take advantage of the additional online shoppers.
Abbas Haleem, Brian Warmoth, Mary Meisenzahl, James Risley and Paul Conley contributed to this report.
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