Prime Big Deal Days is the closest thing you get to a dress rehearsal for Black Friday. The 2026 event is over. Before the holiday rush starts, here’s how to read your own results and turn them into a better Q4 plan.
Prime Big Deal Days 2026 ran October 6–7. Use your own numbers from the event to answer four questions before Black Friday: did you have enough stock, were the deals profitable, did ads scale efficiently, and did the event bring new customers who came back? The answers shape your Q4 budget and inventory plan.
| What Amazon announced | |
|---|---|
| Dates (US) | October 6–7, 2026, from 12:01 a.m. PDT on Oct 6 to 11:59 p.m. PDT on Oct 7 |
| Length | 48 hours |
| Who could buy | Prime members |
| Scope | Deals across more than 35 categories, with Today’s Big Deals dropping three times a day |
| Countries | 22 countries, including the US, UK and Canada (dates may vary by country) |
Source: About Amazon, with matching announcements on Amazon’s UK and Canada sites.
| Look at | Where to find it | What it tells you for Q4 |
|---|---|---|
| Units, sales and sessions by day | Business Reports in Seller Central | How much demand spiked and how fast it faded |
| Deal performance | Deals and Coupons dashboards | Which discounts moved units and which didn’t |
| CPC, ACoS and TACoS | Amazon Ads console and your own reports | How much harder ads must work during peak days |
| Budget caps | Campaign budget history | Campaigns that ran out of budget mid-day |
| New-to-brand customers | Amazon Ads reports (where available) | Whether the event grew your customer base |
| Stock levels and inbound | FBA inventory and restock reports | Your real buffer for Black Friday |
We run Amazon PPC and account management for brands across Amazon marketplaces, including the US, UK and Canada, with $3M+ in monthly ad spend under management. During event season, the same in-house team plans deals, budgets and inventory together, so ads don’t outrun stock and discounts don’t eat the margin.
See our Amazon PPC management, or use the Black Friday and Cyber Monday 2026 checklist to plan the next five weeks.
In the US, Amazon ran Prime Big Deal Days from 12:01 a.m. PDT on Tuesday, October 6 to 11:59 p.m. PDT on Wednesday, October 7, 2026. Amazon’s UK and Canada sites announced the same October 6–7 dates.
No. Prime Day is Amazon’s summer event. Prime Big Deal Days is the fall Prime-member event that kicks off the holiday shopping season.
Amazon said Prime members in 22 countries, including the US, UK, Canada, Germany and Japan, could shop the event, with dates that may vary by country.
Start with inventory and profit: which products ran low, what the deals actually cost after fees and ad spend, and how sales held up in the week after. Then look at ad efficiency and new-to-brand customers.
Black Friday falls on November 27, 2026 and Cyber Monday on November 30, 2026.
Every case study below comes directly from unedited Seller Central, Amazon Ads, Search Query Performance, Sellerboard, TikTok Shop, and Walmart Connect dashboards.
+102% Ad Sales · −53% ACOSRedesigned the main image for click-through, rewrote listing copy and A+ Content to convert, then rebuilt Sponsored Products and daily bid management.
+117% Ad Sales · −29% ACOSRebuilt campaign hierarchy and segmentation with disciplined bid rules and A+ Content so 54% more ad spend produced 117% more ad revenue.
+126% Ad Sales · −40% ACOSTightened listing copy and imagery in week one, cut wasted spend across unprofitable targets, and set SKU-level ACOS goals with daily bid adjustments.
+144% Ad Sales · +141% OrdersMapped untapped high-intent keyword pockets and expanded placement coverage while upgrading creative so sales jumped from $38K to $93K at stable ROAS.
+118% Click Share · +106% ClicksDiagnosed Search Query Performance funnel drop-off and redesigned the main image around the core buyer need—doubling click share even as market volume dipped.
~$97K → ~$160K MonthlySequenced listing conversion upgrades, A+ Content across hero SKUs, and structured PPC review cycles—compounding from ~$97K to ~$160K in monthly revenue.
+906% Purchases · 9.62% ShareCombined SQP search-funnel analysis, buyer-language listing SEO, main image CTR work, and exact-match ranking campaigns to capture 9.62% purchase share.
+$87K Net Profit · −30.6% Ad CostAudited SKU-level contribution margins in Sellerboard, eliminated $34K in low-margin ad waste, and reversed YoY profit trend from −31.4% to +12.5%.
£256 → £297,128 GMV · 11,827 OrdersBuilt an affiliate recruitment, seeding, Discord community, and brief engine from scratch—generating £197,522 in creator-attributed GMV and 11,827 orders.
+51.9% Shop GMV · +67% OrdersBroke through creator concentration plateau by expanding publishing affiliates from 503 to 556 and scaling GMV Max ads behind top-converting videos.
$1.27K → $21.6K Sales · 2.72 ROASRebuilt Walmart listing quality scores from Poor to Good, cleaned up catalog structure, and scaled Walmart Connect Sponsored Search to 2.72× ROAS.
Read all 12 original written client reviews verbatim—linked directly to Trustpilot so you can verify every single one.
Book a strategy call. We’ll review how your deals, ads and inventory performed and what to change before Black Friday.
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Amazon and TikTok Shop marketing agency for brand owners. 60+ brands managed in-house. Headquartered in Jacksonville, FL, USA.
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