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Amazon’s October Prime Day Is the Big Holiday Test for Brands

Sellers plan to use Big Deal Days to assess consumer behavior leading up to the holidays

If Black Friday and Cyber Monday are the big show for ecommerce brands, then Amazon’s Prime Big Deal Days are the dress rehearsal.

Prime Big Deal Days—which some may call “October Prime Day”—runs Oct. 6-7. Amazon said some deals will offer discounts of 55% or more, with most products at the lowest prices of the year so far.

Additionally, Walmart is running its own deals event from Oct. 5-11 and Target’s Circle Deal Days will happen Oct. 6-7 alongside Amazon’s event.

Adobe expects Big Deal Days to drive $9.9 billion in spending, with discounts peaking at 19%. Amazon’s October event, first held in 2022, “has changed the shape of the holiday season, pushing U.S.

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Mitchell Parton is ADWEEK's senior commerce reporter, covering retail media as well as the rise of agentic and social commerce. Before joining ADWEEK in 2026, he was a reporter at Digiday Media's Modern Retail and before that wrote for several regional publications in Texas.