Prime Big Deal Days, October 2026
For Amazon’s October Prime Big Deal Days, a 3D puzzle brand put its event advertising behind six products. Those six brought in about $11.7K, nearly 80% of the brand’s event sales, at an ACoS under 19%. That was lower than the brand’s own 12-month average, during an event when click prices usually rise. One product saw a sales lift of more than 4x.
The partner makes 3D puzzles and sells them on Amazon. Over the previous two years, Canopy moved the brand’s discovery out of a crowded puzzle category and into Arts & Crafts, where shoppers looking for projects and gifts were searching in far greater numbers. Twelve-month sales more than doubled, from about $425K to about $910K, while advertising grew more efficient.
Source: Canopy KPI dashboard for the account. Figures rounded.
By October, the brand knew which products the craft and gift shopper bought. The question for Prime Big Deal Days was how to spend an event budget without spreading it across the whole catalog.
The six promoted products brought in about $11.7K in sales, nearly 80% of the brand’s total for the event. ACoS on those products stayed under 19%, below the roughly 20% the account averaged over the previous 12 months. The standout, a floral-themed puzzle, saw a sales lift of more than 4x.
Prime Big Deal Days, October 2026 · figures rounded
Source: Amazon Ads and Seller Central, Prime Big Deal Days 2026; previous-12-month ACoS from the Canopy KPI dashboard. Figures rounded.
Event days push up click prices for everyone. A brand that spreads its budget across a full catalog pays those prices on pages that convert well and pages that do not. Concentrating spend on proven products means the higher price lands on clicks with the best chance of turning into a sale.
That is why ACoS could stay at or below the year’s average on an event day. The six products were already the ones gift and craft shoppers bought, so the event added volume to pages that worked, while the rest of the catalog brought in about a fifth of sales.
On an event day, every click costs more. Spend it where you already know the page converts.
| Metric | Value | Context |
|---|---|---|
| Sales from six promoted products | about $11.7K | nearly 80% of event sales |
| Total event sales* | about $14.8K | Prime Big Deal Days, two days |
| ACoS, six promoted products | under 19% | about 20% over the previous 12 months |
| Top product sales lift | more than 4x | during the event |
| 12-month Amazon sales | about $910K | from about $425K two years earlier |
All figures rounded, each in the less flattering direction. *Calculated from the six products’ share of sales.
Three checks before you set an event budget.
First, list the products that drove most of your sales and conversions over the past 90 days. Those are your event candidates, and the list is usually shorter than the catalog. Second, check each candidate’s stock for the event and the weeks after it; concentrating spend on a product that runs out wastes the budget. Third, compare your event ACoS with your normal average afterwards. If event ACoS ran well above it, the budget was likely spread too thin.
A short list of proven products is often the cheapest way through an expensive day.
Usually not. Event click prices rise, so spend works hardest on products that already convert well. Most brands do better backing a short list of proven sellers and letting the rest of the catalog pick up sales on its own.
Start with recent sales, conversion rate and stock. The best candidates have strong reviews, a healthy margin and enough inventory to last through the event and the weeks after. Leave out anything at risk of selling out.
They can, because many shoppers start holiday gift buying in October. Puzzles and craft kits fit gift searches well. Positioning products for gift and project searches can matter as much as the event discount.
When spend goes only to products that convert well, more clicks turn into sales, which offsets higher click prices. ACoS rises when budget spreads to pages that do not convert.
Yes. Canopy brand managers choose event products with the partner, set budgets against the partner’s targets and adjust during the event.
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*Due to high demand we are first-come, first-serve
