Prime Big Deal Days runs on October 6 and 7, 2026: 48 hours of Prime-exclusive deals across more than 35 categories, starting at 12:01 a.m. PT, according to Amazon's announcement. Amazon Canada runs the event on the same two days. It is the last large Amazon event before Black Friday, and it falls a week before the peak fee period starts.
What Amazon has confirmed
The dates, the start time, the category scope and the 22 countries are confirmed. Amazon has not published deal counts or sales targets for sellers.
| Dates | Tuesday October 6 and Wednesday October 7, 2026 |
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| Start | 12:01 a.m. PT on October 6, for 48 hours |
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| Who can buy | Prime members only |
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| Scope | More than 35 categories |
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| Countries announced | 22, including the US, Canada, the UK, Germany, France, Italy, Spain and Japan (dates may vary by country) |
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Shoppers do not have to wait for October 6. USA Today reports that Amazon had already started rolling out early discounts in the run-up to the event.
How deals surface this year
Amazon says new Today's Big Deals will drop three times a day during the 48 hours, across categories such as beauty, tech, kitchen, fashion and home. A deal that runs in one window competes for attention in that window only, so traffic on a single ASIN can be uneven across the two days.
Shoppers can also ask Alexa for Shopping to set deal alerts on specific products or categories, and to find deals based on their Lists, shopping history and preferences. A product that sits in many shoppers' Lists has a way to reach them without a placement.
What a deal does to margin on one SKU
A deal price lowers revenue per unit faster than it lowers fees. The illustration below uses made-up round numbers to show the arithmetic. It is not market data.
Illustration only. Your fees, costs and ad spend will differ.| Regular price | $40.00 |
| Deal price (25% off) | $30.00 |
| Referral fee at 15% of the deal price | -$4.50 |
| FBA fulfillment fee | -$6.00 |
| Cost of goods | -$10.00 |
| Ad spend per unit during the event | -$4.00 |
| Left per unit before the deal fee | $5.50 |
$30.00 minus $4.50, $6.00, $10.00 and $4.00 leaves $5.50 per unit. At the regular $40.00 price, with a $6.00 referral fee and the same other costs, the same unit would leave $14.00. A per-deal fee is then spread over the units the deal sells: the fewer units, the more each one carries. Run this per SKU before the event, with your own numbers.
What to check during the 48 hours
Stock, ad spend and listing status move fastest during the event, and refunds arrive after it.
- Stock on deal SKUs. A deal that sells out on day one stops earning on day two, and restocking before the event ends is rarely possible.
- ACOS and TACOS by hour. Bids set for a normal week can overspend when traffic peaks. Compare ad spend with total sales, not only attributed sales.
- Buy Box and suppressed listings. A listing that loses the Buy Box or is suppressed loses its deal traffic with it.
- Refunds after the event. Returns on deal orders arrive in the following weeks, so the margin you see on October 8 is not final.
The calendar right after
Amazon's 2026 peak fulfillment fee starts on October 15, one week after the event, as covered in our peak fee article. Holiday inbound deadlines also came earlier this year, see holiday fees and inbound deadlines. For last year's October event, read the Prime Big Deal Days 2025 recap.
Reading the event in your P&L
Nova shows the deal days in the P&L with 15-minute refresh, including the current day, with every Amazon fee, promotion and refund on its own line per SKU. See the Amazon P&L feature.
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