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Amazon confirmed it will hold a fall Prime Day sales event in October 2025, months after its longest-ever summer promotional event, which it ran for four days.

Two months after Amazon ran its summer sales event, it has announced the return of its fall event, which it calls Prime Big Deal Days.

Its summer Prime Day sales event ran for four days this year, July 8 to July 11. Both the summer and fall promotional periods follow the return in March of Amazon’s Big Spring Sale, the pre-summer equivalent of its Prime Day event.

“Prime Big Deal Days kicks off the holiday shopping season with exclusive deals for Prime members on must-have items and popular gifts,” said Carmen Nestares, vice president of North America Marketing and Prime Tech,  in a statement.

Nestares noted that Prime Big Deal Days will offer Amazon-exclusive holiday items.

Amazon ranks No. 1 in Digital Commerce 360’s Top 2000 Database. The database is how Digital Commerce 360 tracks the largest North American online retailers by their annual ecommerce sales.

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 2025?

Amazon’s largest sales event of the year already ran from July 8 to July 11 in 2025, and its fall-equivalent Prime Big Deal Days will run Oct. 7 and 8.

The four-day promotional period in July marked the first time the retailer’s main sales event of the year will not be just one or two days. However, the fall event remains set at two days.

Amazon said consumers can use its artificial intelligence (AI) shopping assistant, Rufus, to help find gifts, plan menus or source Christmas trees. Consumers can also find products quickly through Amazon Lens, its visual search tool, it said. They can track deals using Alexa+, an upgraded version of its voice assistant that incorporates generative AI.

It has also launched three pages it says will help consumers with holiday gift buying:

  1. Holiday Shop
  2. Top 100 Gifts
  3. Toys We Love list

The pages offer a head start on seasonal shipping, Amazon said. Within the Holiday Shop, Prime members will be able to search through what Amazon calls “curated collections” of potential gifts across more than 35 categories and various price points. Furthermore, it said Prime members will have access to exclusive deals on toys.

Amazon said Prime Big Deal Days will offer discounts on products from:

Amazon has also highlighted discounts for Prime members on its Fire HD tablet, Kindle kids, Echo Dot Kids, Luna wireless controller, and Ring battery doorbell. It also said that until Oct. 8, Prime members can receive a $15 discount on purchases of $55 or more that they make shopping in-store at Amazon Fresh.



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How much did Amazon make on Prime Day?

Although Amazon did not attach a dollar amount to its summer 2025 Prime Day sales, it said the event was its biggest ever.

Digital Commerce 360 previously reported that during the time frame of the summer event, U.S. ecommerce sales outside of Amazon reached $24.1 billion. That’s $300 million more than Adobe had projected going into the event, as well as the equivalent of combining Black Friday and Cyber Monday online sales in 2024 ($10.8 billion and $13.3 billion, respectively).

How many countries will Prime Day take place in?

Amazon Prime Big Deal Days will take place in 18 countries:

  1. Australia
  2. Belgium
  3. Brazil
  4. Canada
  5. Colombia
  6. France
  7. Germany
  8. Ireland
  9. Italy
  10. Japan
  11. Mexico
  12. Netherlands
  13. Poland
  14. Singapore
  15. Spain
  16. Sweden
  17. U.S.
  18. U.K.

When is Amazon Prime Day usually?

Dates for Amazon Prime Day in the past:

  • 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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