Amazon Prime Big Deal Days produces 9% spending growth
Consumers showed willingness to take advantage of a good deal during the Amazon Prime Big Deal Days fall sales extravaganza.
Data from both Numerator and Adobe indicates that spending rose in the vicinity of 9% year over year during the just concluded Amazon Prime Big Days event (Oct. 6-7). Following are highlights from each analysis:
Numerator
The Numerator Amazon Prime Big Deal Days Tracker, based on survey results from 80,872 Prime Big Deal Days orders from 34,573 unique households.and 5,346 verified buyers participating in the event, shows that average household spend during the two-day sales promotion (Oct. 6-7), rising 9% to $114.01 from $104.69 during the prior year’s event and reversing a drop in average household spend observed during the first day of the promotion.
[READ MORE: Amazon, Target to host dueling fall holiday sales extravaganzas]
Amazon household spending nearly doubled compared with an average Tuesday and Wednesday for the retailer. According to Numerator, this is four times the lift Walmart recorded during the first two days of its Walmart Fall Deals (Oct. 7-12) sale.
Average order size rose 7% year over year to $48.74 from $45.42, maintaining a growth trend from the first day of Prime Big Deal Days. More than half (54%) of households shopping the event placed two or more separate orders. Both household spend and order size observed by Numerator on the
Best sellers
The top-selling items on Prime Big Deal Days Day 2026 were Premier Protein 30g Protein Shakes, Lysol Disinfecting Wipes, Scott ComfortPlus Toilet Paper, Dawn Powerwash Spray, Dunkin’ Refreshers Singles To Go. Over two-thirds (68%) of items purchased sold for under $20, while just 2% were priced above $100, resulting in an average spend of $23.19 per item. The most commonly purchased categories were beauty & cosmetics, apparel, and health & wellness.
Shopper awareness and satisfaction high
More than nine-in-10 Amazon shoppers were aware of Prime Big Deal Days prior to shopping (91%) and 35% said the sale was their primary reason for shopping. Deal satisfaction was high, with 55% of respondents stating they were very or extremely satisfied with the deals offered by Amazon.
Fifty-five percent (55%) of respondents say they also shopped during Amazon’s July Prime Day event. Among these individuals, 2% said they thought the deals were better in July, and 13% thought they were better in October, while 58% thought they were about the same.
Crossover with other promotional events
The majority of respondents (56%) compared prices and products at other retailers before making their Amazon purchase. The most common comparisons were to Walmart (66%), Target (40%) and club stores like Costco or Sam’s Club (27%). Some shoppers also participated in competing sales on the same day— 33% said they planned to or already had participated in Walmart Fall Deals and 24% said they planned to or already had participated in Target Circle Deal Days (Oct. 5-11).
Holiday shopping off to small start
Amazon promotes its annual fall sales spectacular as the kickoff to the holiday shopping season and one-in-five respondents (20%) said they used the sale to purchase holiday gifts, 7% purchased Halloween items and 7% purchased other holiday items like decorations or wrapping supplies.
Among respondents who purchased holiday gifts, 18% said they completed more than half of their gift shopping during the sale. In good news for Amazon’s holiday prospects, 83% of respondents expect to shop on Amazon again in the next three months for holiday items like gifts, decorations, wrapping supplies and more. More than half weren’t yet sure what they need or want for the holidays (56%), while 32% said it feels too early to make all their holiday purchases.
Adobe
Adobe Analytics online transaction data also indicates Amazon Prime Big Deal Days convinced consumers to participate in online shopping on Amazon and beyond. U.S. retailers drove $9.86 billion in online spend during the event, representing 8.5% growth year-over-year from $9.09 billion.
Adobe advises this has changed the holiday shopping season, pushing U.S. retailers to manage promotions and inventory effectively to capture an additional pre-season spike in shopping interest.
Mobile continued to grow in usage as a transaction channel for Prime Big Deal Days shoppers, representing 52% of online sales (vs.) desktop for $5.1 billion in total revenue, up roughly 13% from the 2025 edition.
Category and product leaders
At the category level, Adobe data indicates online sales across U.S. retailers were driven by electronics (up 85% vs average daily sales in September 2026), toys (up 158%), video games (up 90%) and personal care products (up 73%).
At the product level, essentials such as household cleaning/paper products were up 55%, personal hygiene products up 45%, pet food up 45%, and apparel basics up 25%. In electronics, hot sellers included headphones/speakers (up 300%), smartwatches (up 255%), cameras (up 135%), smartphones (up 130%), televisions (up 95%) and computers (up 60%).
Adobe also observed an uptick in purchases for Halloween, with costumes up 610% and candy up 180%. Baby productswere also popular purchases during the Prime Day event, with infant/toddler furniture up 160%, baby toys up 115%, diapers up 100%, strollers up 95%, car seats up 85%, and bottle-feeding supplies up 75%.
Other trends
- Buy now, pay later accounted for 6% of online orders, or $692.3 million, representing 4% growth YoY. Adobe expects usage of the payment method to ramp up during the holiday season, where over BNPL is expected to drive over $1 billion in spend on Cyber Monday.
- Social media drove a 7% share of revenue but growing the fastest (up 40% YoY). Affiliates and partners—which includes social media influencers—saw strong growth as well (21.9% share, up 11% year over year). Notably, Adobe says influencers converted shoppers (individuals making a purchase after seeing influencer content) 11 times more than social networks overall.
