Prime Big Deal Days 2025 runs Tuesday-Wednesday, October 7-8. Learn what Amazon will discount, how competing retailers can capture spillover traffic, and which deals buyers should actually take.
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Here's what you need to know: Amazon's Prime Big Deal Days 2025 happens October 7-8, and it's no longer just an Amazon thing.

When Amazon launched this fall Prime event in 2022, it was positioned as a members-only preview sale. By 2024, it had evolved into a full-scale competitive war, with Walmart, Target, Best Buy, Costco, and dozens of other major retailers running parallel promotions the exact same days.

According to Axios reporting on retail trends, this October event now functions as the unofficial start of holiday shopping season, pulling gift-list purchases forward by six weeks and forcing retailers across the industry to match Amazon's aggressive discounting.

What started as "Prime Day 2" has become the Q4 kickoff event that shapes consumer expectations for the entire quarter. Miss this window, and you're playing catch-up through Thanksgiving.

This guide covers what you need to know whether you're an owner competing with Amazon, a marketer planning your October strategy, or a buyer trying to figure out if these deals are actually worth it.

What Is Prime Big Deal Days? (Official 2025 Dates)

Prime Big Deal Days 2025 runs Tuesday, October 7 through Wednesday, October 8—a 48-hour members-only sales event exclusively for Amazon Prime subscribers.

According to Amazon's official announcements, Prime Big Deal Days features deals across all major categories: electronics, home goods, toys, fashion, beauty, and Amazon devices. The event requires an active Prime membership ($14.99/month or $139/year as of 2025) to access deals.

Launched in October 2022 as "Prime Early Access Sale," Amazon rebranded it to "Prime Big Deal Days" in 2023 and has maintained consistent October timing. The strategic purpose is clear: capture early holiday shoppers, drive Prime membership growth, and set the tone for Q4 pricing expectations.

How Prime Big Deal Days Differs from July Prime Day

Amazon's July Prime Day (typically mid-July) remains the company's largest sales event by volume. Prime Big Deal Days in October is smaller but strategically positioned as the holiday shopping kickoff.

Key differences:

  • Timing focus: July Prime Day sells products for immediate use; October focuses on early gift shopping and holiday preparation
  • Category mix: October emphasizes toys, holiday décor, electronics as gifts, and winter clothing more heavily than July
  • Deal depth: July typically offers slightly deeper percentage discounts; October balances discounts with protecting Q4 margins
  • Competitor response: October sees far more aggressive competitive matching from Walmart, Target, and specialty retailers than July

Why October 7-8, 2025?

Amazon typically schedules Prime Big Deal Days for the first or second full week of October, landing on Tuesday-Wednesday. This timing serves multiple strategic purposes:

Early October creates maximum distance from back-to-school sales (September) while leaving seven weeks before Thanksgiving—enough time to shape consumer behavior without cannibalizing Black Friday momentum.

Tuesday-Wednesday timing avoids weekend traffic constraints and spreads fulfillment load across weekdays when Amazon's logistics network has more capacity than Friday-Sunday peaks.

Owner Playbook: How Non-Amazon Retailers Should Respond

Look, competing head-to-head with Amazon on price across your entire catalog is suicide. You'll hemorrhage margin trying to match their scale advantages.

The smart play is strategic positioning—ride their traffic wave while emphasizing what you offer that Amazon can't or won't.

Strategy 1: Competitive Ride-Along (Match Selectively)

Monitor Amazon's featured categories and deal intensity on October 7-8. You don't need to match everything—pick 5-10 hero products where you can:

  • Match or beat Amazon's price while maintaining acceptable margin
  • Bundle products Amazon sells separately to create unique value
  • Offer faster shipping to your region (2-day vs. Amazon's standard Prime)
  • Provide superior product expertise or customer service

According to retail competitive analysis, successful Amazon competitors don't try to win everywhere—they win decisively on specific products where they have structural advantages.

Execution timeline:

October 6 (Monday evening): Amazon typically activates deals around 3 AM PT / 6 AM ET on October 7, but some deals leak or preview Monday evening. Have your team monitoring Amazon's deals dashboard by 9 PM ET Monday to identify their hero categories.

October 7 (6-9 AM): Analyze their top 20 featured deals. Make go/no-go decisions on price matching by 10 AM. Update your website pricing and email your engaged subscriber list by noon with subject line: "Better than Amazon: [Your Best Offer]"

October 7 (afternoon-evening): Deploy SMS to opted-in customers highlighting your competitive advantages—not just price, but expertise, service, faster shipping, or exclusive bundles.

October 8 (full day): Send "last chance" messaging by 6 PM emphasizing deals ending at midnight.

Strategy 2: Differentiation Play (Own What Amazon Can't)

Amazon wins on selection breadth and logistics. You win on specialization, curation, and service.

If you're a specialty retailer, lean into it. Your October 7-8 messaging should emphasize:

  • Expert curation: "We tested 47 [product category] options and these 8 are worth buying"
  • Personalized guidance: Offer phone consultations, live chat with specialists, or video calls—services Amazon doesn't provide
  • Local connection: Same-day delivery in your market, in-store pickup with personal service, or local expertise
  • Sustainability/ethics: If relevant to your brand, emphasize fair labor, environmental impact, or artisan production

Run promotions October 7-8 but frame them around your unique value: "While everyone else races to the bottom, here's why our [product] costs a bit more—and why it's worth it." Then offer 15-20% off to make it accessible.

Strategy 3: List Building Aggression

Even if you can't compete on specific deals, October 7-8 represents massive online shopping traffic. Capture it.

Run aggressive email/SMS signup campaigns offering "better than Prime Day" preview access to your Black Friday deals. Position it as VIP early access available only to subscribers.

Offer a small immediate incentive (10-15% off first order for new subscribers) combined with the promise of exclusive Black Friday access in November.

Why this works: Shoppers actively looking for deals on October 7-8 are primed to join lists promising more deals. You're trading small October margin for November Black Friday leverage when you'll need that list.

Strategy 4: Bundle & Gift With Purchase

Amazon rarely bundles products across brands or offers gifts with purchase at scale. This is your margin-protection opening.

Create bundles that make sense together but that Amazon won't replicate:

  • Product + accessories + free carrying case (where Amazon would sell each separately)
  • Multi-brand bundles that cross Amazon's seller boundaries
  • "Gift set" packaging that creates perceived value above individual items

Add gift-with-purchase thresholds: "Spend $75, get [exclusive item] free—only Oct 7-8." This increases average order value while giving customers something Amazon doesn't offer.

Real talk: If you sell on Amazon as well as your own site, October 7-8 is when you aggressively drive traffic to your own domain with better bundled offers than your Amazon storefront. Capture the customer relationship and email—don't just make an Amazon sale where you're another seller in a sea of sellers.

What Categories Get Discounted During Prime Big Deal Days

Based on Amazon's historical patterns from 2022-2024, here's what typically sees meaningful discounts and what you should expect October 7-8, 2025.

Amazon Devices (Deepest Discounts)

Expected discount range: 30-50% off

Amazon uses Prime Big Deal Days to aggressively discount its first-party hardware: Echo speakers, Fire tablets, Fire TV devices, Ring doorbells, Kindle e-readers, and Blink cameras.

This serves dual purposes—drive hardware adoption to lock customers into Amazon's ecosystem, and position these as gift items entering holiday shopping season.

If you're a buyer and you've been considering any Amazon device, October 7-8 typically offers the year's best pricing (matched only by Black Friday). If you're a competing retailer, concede this category—you can't beat their first-party hardware discounts profitably.

Electronics & Tech (Moderate to Strong Discounts)

Expected discount range: 15-30% off on select items

TVs, laptops, tablets (non-Amazon brands), headphones, smart home devices, and gaming peripherals see solid discounts. Major brands participate because Amazon offers visibility and volume, though discounts typically aren't as deep as Black Friday.

For competing retailers: Electronics is competitive but winnable if you match pricing on popular SKUs and emphasize service advantages—installation, extended warranties, or in-store expertise.

For buyers: Good deals exist, but compare against Black Friday expectations. If you're buying for immediate use, October deals make sense. If it's a gift you won't give until December, consider waiting for November 28 (Black Friday) or December 1 (Cyber Monday) where discounts often go 5-10 percentage points deeper.

Toys & Games (Growing Category Focus)

Expected discount range: 20-35% off on featured items

Toys have become a major Prime Big Deal Days category as Amazon pushes the "start your holiday shopping early" narrative. Popular toy brands, board games, and STEM toys typically see strong promotional support.

For parents and gift shoppers, this creates a dilemma: buy now at good prices with full selection, or risk waiting until November/December when popular items may sell out even if discounts deepen.

Historical analysis suggests: Hot toys that appear on October 7-8 at 25%+ off are often strong buys. By mid-December, selection constraints matter more than an extra 5% discount. But mass-market toys (brands that produce huge volumes) often match October pricing in November with better selection.

Home & Kitchen (Moderate Discounts)

Expected discount range: 15-30% off on select items

Small appliances, kitchen gadgets, bedding, and home décor see consistent promotional activity. This category expands during October compared to July Prime Day because consumers prepare homes for holiday hosting.

For competing home goods retailers: This is highly winnable territory. Offer free shipping + installation or in-home consultation for larger appliances. Amazon can't/won't do that at scale.

Fashion & Beauty (Variable Discounts)

Expected discount range: 20-40% off on select brands

Clothing, shoes, accessories, and beauty products participate, but discount depth varies wildly by brand. Amazon's fashion credibility remains lower than specialty retailers, creating opportunity.

If you're a fashion/beauty retailer, October 7-8 is when you emphasize curation, styling expertise, and personalized recommendations—areas where Amazon struggles.

What Doesn't Get Heavily Discounted

Some categories see minimal October promotional activity:

  • Grocery & consumables: Small Subscribe & Save promotions but rarely deep discounts
  • Books: Modest discounts on select titles; not a major focus
  • Luxury goods: Premium brands rarely participate in October (or any) Amazon sales events
  • Apple products: Apple tightly controls pricing; occasional $20-50 off but nothing dramatic

Buyer's Guide: What to Actually Buy on October 7-8

Not every "deal" during Prime Big Deal Days is actually a deal. Here's how to shop smart.

Strong Buys: Categories Worth Buying October 7-8

Amazon Devices (If You Want Them)

Echo, Fire, Ring, Kindle, and Blink products hit annual low pricing during October Prime Big Deal Days and Black Friday (they match). If you're in the Amazon ecosystem and want these devices, October 7-8 offers no penalty for buying early.

Hot Toys & Games (If You Know What You Want)

If you've researched and identified specific toys on your kid's wish list, strong October discounts (25%+ off) combined with full selection availability make this a smart buy window. Waiting until November/December risks sold-out inventory.

Headphones & Audio Gear

Premium headphones from Sony, Bose, Apple AirPods, and others typically see solid October discounts (15-25% off). These match or come close to Black Friday pricing with the advantage of earlier delivery.

Robot Vacuums & Smart Home Devices

Roomba, Shark, and other robotic vacuum brands often participate aggressively. If you've been waiting on these, October deals frequently match November pricing.

Maybe Buys: Compare Before Committing

TVs & Large Electronics

October sees good TV deals, but Black Friday historically goes deeper (5-10 percentage points more). If you need a TV immediately, October works. If it's a gift not needed until December, wait for November 28.

Use price tracking tools (CamelCamelCamel, Keepa) to see historical pricing and make informed decisions.

Laptops & Computers

Similar to TVs—October deals are solid but not necessarily best-of-year. Back-to-school (August/September) and Black Friday often edge out October pricing.

Clothing & Fashion

Fashion deals are hit-or-miss on Amazon. If you see a specific item you want at a good price, buy it. But don't assume "Prime Big Deal Days" means better fashion pricing than regular sales throughout the year.

Skip & Wait: Categories to Avoid in October

Small Kitchen Appliances (Except Specific Needs)

Instant Pots, air fryers, coffee makers, and similar items go on sale constantly. Unless you see an exceptional October deal (40%+ off), wait for Black Friday when nearly every kitchen brand participates heavily.

Furniture & Large Home Goods

October isn't a strategic furniture buying window. Better deals appear during Presidents' Day, Memorial Day, and Labor Day sales when furniture retailers traditionally clear inventory.

Consumables & Everyday Items

Paper products, cleaning supplies, and groceries rarely see meaningful October discounts. Subscribe & Save offers better ongoing value.

Price Tracking Tip: Install a browser extension like CamelCamelCamel or Keepa before October 7. These tools show Amazon's historical pricing and alert you when "deals" are actually just products returning to normal prices after artificial inflation.

How Walmart, Target & Other Competitors Respond

Amazon doesn't own October anymore. Major competitors have learned to counter-program aggressively.

Walmart's Response (Historically Aggressive)

Walmart typically announces its competing sale ("Walmart Deals" or similar branding) 2-3 days before Amazon's event, running parallel October 7-8 with extensions through the weekend.

Walmart's strategy: Match or beat Amazon on popular items where Walmart has cost advantages (grocery integration, store pickup), emphasize free shipping with no membership required (vs. Amazon's Prime paywall), and push in-store experiences Amazon can't replicate.

For shoppers: Check Walmart's app and website October 7-8 before buying on Amazon. Walmart often matches pricing on identical items, and if you're not a Prime member, you avoid Amazon's membership requirement.

Target's Response (Curated & Premium)

Target runs concurrent promotions positioned as "Target Deal Days" or under the "Circle Week" promotional umbrella, typically emphasizing its owned brands (Good & Gather, Cat & Jack, Threshold) and premium partnerships that differentiate from Amazon.

Target's advantage: Store experience, Order Pickup (often faster than Amazon), and brand perception that skews slightly higher-end than Walmart or Amazon.

For shoppers: Target excels in home décor, kids' clothing, and grocery-adjacent categories. If you're buying toys or home goods, Target's October 7-8 deals often match Amazon with better store pickup convenience.

Best Buy, Costco & Specialty Retailers

Best Buy runs overlapping electronics promotions, leaning into its Geek Squad installation services and in-store expertise that online-only sellers can't match.

Costco increasingly participates with warehouse-exclusive bundles and member-only online deals that create unique value propositions.

Specialty retailers (home improvement, sporting goods, pet supplies) have learned to run at least modest October promotions to capture spillover traffic even if they don't directly compete with Amazon's scale.

The net result: October 7-8, 2025 will see synchronized promotional activity across the entire US retail landscape, making it a genuine "shopping event" rather than just an Amazon occurrence.

Bridging October to Black Friday: The 7-Week Strategy

The real strategic question for retailers: how do you use October 7-8 to set up November/December success?

Capture, Segment, Nurture

Every visitor to your site October 7-8 should be cookied, tagged, and added to retargeting audiences. Use the next seven weeks to nurture them toward Black Friday purchases.

Week 1-2 (Oct 9-22): Thank-you emails to October purchasers with cross-sell recommendations. Light retargeting to October browsers who didn't buy.

Week 3-4 (Oct 23-Nov 5): Ramp up Black Friday preview messaging. "You loved our October deals—wait until you see what's coming for Black Friday."

Week 5 (Nov 6-12): Early access campaigns for October buyers and engaged subscribers. When major retailers start releasing Black Friday ads in mid-November, immediately email your list comparing your offers.

Week 6-7 (Nov 13-27): Full Black Friday promotional cadence leading into Thanksgiving week. Leverage the relationship you built in October.

Product Sequencing Strategy

Don't blow all your best deals in October. Strategic retailers sequence promotions by margin and desirability:

October 7-8: Discount good-margin products that drive traffic but aren't your absolute hero SKUs. Offer 15-20% off to participate without sacrificing November firepower.

Black Friday week (Nov 27-Dec 1): Unleash your deepest discounts (25-40% off) on hero products and loss leaders. This is when you compete for maximum market share.

Green Monday (Dec 8): Extend strong deals with "last chance for standard shipping" urgency. See our Green Monday guide for execution details.

Super Saturday (Dec 20): Final clearance pricing on remaining inventory plus BOPIS emphasis. Check our Super Saturday playbook.

Data Collection & Learning

Use October 7-8 as a live testing ground for November/December campaigns:

  • Test email subject lines and identify what drives highest open rates for your audience
  • Measure which product categories generate the most engagement and revenue
  • Assess your site's performance under elevated traffic (identify technical bottlenecks before Black Friday)
  • Evaluate fulfillment speed and customer service capacity under pressure
  • Track competitor behavior—what did they discount, how deep, how long did inventory last

October is your dress rehearsal. Black Friday is your performance. Use the seven weeks between to refine based on October learnings.

Master the Entire Q4 Calendar

Prime Big Deal Days is just the opening act. Our complete Q4 Holiday Marketing Calendar 2025 covers every critical date from October through December with exact strategies, shipping cutoffs, and proven promotional frameworks.

Get the month-by-month playbook that takes you from Prime Days through Black Friday, Cyber Monday, Green Monday, Super Saturday, and post-holiday clearance.

Get the Complete Q4 Calendar

Frequently Asked Questions

What are Prime Big Deal Days 2025?

Prime Big Deal Days is Amazon's fall sales event exclusively for Prime members, running October 7-8, 2025. It features deals across all major product categories including electronics, toys, home goods, fashion, and Amazon devices. The event requires an active Amazon Prime membership ($14.99/month or $139/year) to access deals.

Is Prime Big Deal Days the same as Prime Day?

No, they're separate events. Amazon's main Prime Day occurs in mid-July and is the company's largest annual sales event. Prime Big Deal Days in October is a smaller fall event positioned as the holiday shopping kickoff. July Prime Day typically offers slightly deeper discounts overall, while October focuses more heavily on gift-appropriate categories like toys, electronics, and holiday décor.

Do I need Prime membership to access Prime Big Deal Days?

Yes, Prime Big Deal Days deals are exclusively for Amazon Prime members. However, Amazon typically offers free Prime trials (30 days) that new users can activate to access the event. Additionally, major competitors like Walmart and Target run parallel sales events October 7-8 with no membership requirements, providing alternative options for non-Prime shoppers.

Are Prime Big Deal Days discounts as good as Black Friday?

Generally no, but it depends on category. Amazon devices typically match Black Friday pricing in October. Electronics like TVs and laptops usually see 5-10 percentage points deeper discounts on Black Friday. Toys can be better October buys because selection diminishes by late November. Overall, Black Friday remains the year's deepest discount period, but October deals are often good enough that waiting isn't worth the risk of items selling out.

How do Walmart and Target compete with Prime Big Deal Days?

Walmart and Target run parallel promotional events October 7-8 under names like "Walmart Deals" or "Target Circle Week." They match or beat Amazon pricing on popular items, emphasize free shipping without membership fees, and promote store pickup advantages. For shoppers, this means checking all three retailers before purchasing to ensure you're getting the best available deal.

What are the best categories to buy during Prime Big Deal Days?

Amazon devices (Echo, Fire, Ring, Kindle) offer annual low pricing and are strong October buys. Headphones, smart home devices, and robot vacuums typically see solid discounts matching Black Friday levels. Hot toys with strong October deals (25%+ off) are worth buying early to ensure availability. TVs and laptops see good discounts but often go slightly deeper at Black Friday, so compare historical pricing before committing.

Should small businesses compete with Amazon during Prime Big Deal Days?

Yes, but strategically. Don't try to match Amazon everywhere—focus on 5-10 products where you have advantages (better service, faster regional shipping, exclusive bundles). Emphasize differentiation over price matching. Use October 7-8 to aggressively build your email/SMS list with promises of exclusive Black Friday access. Position October as a relationship-building opportunity that sets up November/December success.

When does Amazon usually start Prime Big Deal Days?

Prime Big Deal Days typically begins at 3 AM PT / 6 AM ET on the first day (October 7, 2025) and runs for 48 hours through the end of October 8. Some deals leak or preview the evening before (October 6), and lightning deals rotate throughout both days. Amazon's deals dashboard updates continuously, so checking multiple times during the event maximizes your chance of catching limited-time offers.

Can I return items purchased during Prime Big Deal Days?

Yes, standard Amazon return policies apply. Most items purchased during Prime Big Deal Days qualify for free returns within 30 days. However, Amazon typically extends holiday return windows—items purchased from October 1 through December 31 often qualify for returns through late January of the following year, giving buyers flexibility for gift purchases.

How can I prepare for Prime Big Deal Days as a shopper?

Create your Amazon wish list or cart in advance with items you're considering. Install price tracking extensions (CamelCamelCamel, Keepa) to see historical pricing and verify deals are genuine. Set deal alerts on Amazon's app for specific products. Check competing retailers (Walmart, Target) on October 7-8 before finalizing purchases. Have your Prime membership active and payment methods updated. For big-ticket items, research in advance—October 7-8 moves fast, and prepared shoppers get the best limited-quantity deals.

Does Prime Big Deal Days affect Black Friday shopping?

Yes, in two ways. First, many shoppers complete portions of their holiday shopping in October, reducing November/December demand for categories already purchased. Second, Prime Big Deal Days sets pricing expectations—discounts revealed in October create benchmarks consumers expect retailers to meet or beat during Black Friday. For retailers, this means October influences your entire Q4 promotional strategy. Learn more in our complete Q4 holiday calendar guide.

What happens if I'm not a Prime member—can I still get deals?

Amazon's Prime Big Deal Days are members-only, but you can sign up for a 30-day free Prime trial to access deals (remember to cancel before trial ends if you don't want to continue). Alternatively, Walmart, Target, Best Buy, and other major retailers run competing sales October 7-8 with no membership requirements. In many cases, these competitors match Amazon pricing while offering benefits like easier returns or store pickup.

Your October 7-8 Action Plan

Prime Big Deal Days 2025 kicks off Q4 in less than 48 hours. Whether you're competing with Amazon or shopping for early holiday deals, you now have the strategic framework to maximize October 7-8.

For retailers and business owners:

  • Monitor Amazon's deals dashboard starting October 6 evening to identify their hero categories
  • Make go/no-go pricing decisions by 10 AM October 7 on your competitive response
  • Email your list by noon October 7 highlighting your advantages over Amazon
  • Use SMS for time-sensitive "better than Amazon" promotions October 7-8
  • Aggressively build your email/SMS list with Black Friday preview access incentives
  • Track performance metrics to refine your Black Friday strategy

For shoppers:

  • Amazon devices, hot toys (if you know what you want), headphones, and smart home devices are strong October 7-8 buys
  • TVs and laptops see good deals but often go deeper at Black Friday—use price trackers to decide
  • Check Walmart, Target, and Best Buy before finalizing Amazon purchases—they often match pricing
  • Kitchen appliances and furniture rarely offer October's best pricing—wait for November/December

Prime Big Deal Days is no longer just an Amazon event—it's the retail industry's synchronized Q4 kickoff. Use it strategically, and the next seven weeks through Christmas become far more profitable.

Continue your Q4 planning:

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