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Amazon sets date for fall Prime sales event

Prime Big Deal Days
Amazon Prime Big Deal Days returns Oct. 10-11.

Consumers looking for early holiday savings have a major opportunity from Amazon in mid-October.

Amazon’s second annual Prime Big Deal Days sales extravaganza will begin on Tuesday, Oct. 10, 2023 at 3 a.m. EDT and run through Wednesday, Oct, 11. The e-tailer debuted its fall version of the annual Prime Day 48-hour sales extravaganza (mostly held in July) in October 2022.

Prime members can start shopping exclusive early Prime Big Deal Days deals now, including deep discounts and items from Amazon’s Toys We Love list; as well as products from select Black-owned, women-owned, and military-family-owned small business brands and independent artisans.

Other Prime Big Deal Days features available now include a new digital Holiday Shop offering low prices on holiday essentials and gifting items. And from Monday, Oct. 2-1 Wednesday, Oct. 12, eligible Prime members with a Prime Visa, Prime store card, or Amazon Prime secured card can earn an additional 5% back (for a total of 10% savings) on products including select Amazon devices.

Furthermore, ahead of the event, Amazon is offering curated shopping lists such from influencers such as Olivia Culpo and Claudia and Margo Oshry of the “Girl with No Job” Instagram account and “The Toast “podcast . Influencers will also offer curated shopping opportunities via the Amazon Live livestream platform and provide suggestions on Amazon Inspire, a  personalized feed of shoppable videos and photos within the Amazon app.

Prime Big Deal Days takes place in 19 countries around the world, kicking off on October 10 in Australia, Austria, Belgium, Brazil, Canada, China, France, Germany, Italy, Luxembourg, the Netherlands, Poland, Portugal, Singapore, Spain, Sweden, the U.S., and the U.K. The Prime Big Deal Days event will take place later in the month.

The event is open to Prime members. Non-members can participate in a free 30-day trial of the paid subscription program to obtain access to Prime Big Deal Days.

“We’re giving our Prime members yet another way to save, with deals on some of the most wanted gifts of the season,” said Jamil Ghani, VP of Amazon Prime. “Members can shop deals across categories like fashion, home, and toys that include some of our most popular items during Prime Big Deal Days. They can also take advantage of other exciting Prime member benefits, like shopping favorite brands beyond with Buy with Prime and accessing doorbuster deals with Invite-only deals.”

Prime Big Deal Days 2022 and Prime Day 2023 - a brief review

The 2022 version of Prime Big Deal Days had lower overall awareness and spending than the summer Prime Day 2022 sales extravaganza, according to a final recap from Numerator. Numerator analysis indicated shoppers placed fewer, smaller orders and purchased lower-priced items than they did during the summer 2022 Prime Day.

While there is no way to know how Prime Big Deal Days will perform, the 2023 version of Prime Day produced some impressive results. According to Adobe Analytics, consumers spent  $12.7 billon online during the July 11-12, 2023 Prime Day event in the U.S., representing 6.1% growth YoY, and setting a new record for Prime Day. While this data represents all U.S. e-commerce activity during Prime Day, it is safe to assume the lion’s share of online sales July 11-12 were generated by Amazon 

However, Numerator’s “Prime Day 2023 Recap” report found that this year’s Prime Day event both outpaced and fell behind past years in several ways. Numerator data indicates Prime Day 2023 outpaced previous editions in household penetration (36%), orders per household (3.1), spend per household ($180.82), and order size (1.9 units).  But compared to Prime Day 2022, Prime Day 2023 saw lower order size ($58.41 vs. $60.73) and lower spend per unit ($31.27 vs. $32.71). 

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