Prime Big Deal Days, October 6 to 7, 2026, vs. the same event in 2025
Plenty of small ad budgets run dry by lunch on a Prime event day. This pet treat brand made its $3K a day last into the evening, and nearly doubled its sales. Over Amazon’s Prime Big Deal Days, October 6 and 7, 2026, sales rose 92% on day one and 89% on day two against the same days a year earlier.
The partner sells treats and supplements for cats on Amazon, from lickable treats to kidney support. Cat owners buy them again and again, so a shopper won during an event is worth more than one order. Every new customer is a reorder waiting to happen.
The catch was the budget: $3K a day in search ads, on two of the most expensive days of the fall. Spent freely, a budget that size can be gone by early afternoon, and then the brand vanishes from search while shoppers are still buying. The partner’s goal was clear going in: 2.5 to 3 times a normal day, and a clear win over the same event in 2025.
By the middle of day one, sales had already passed $29K on $3.6K of ad spend, a 12% TACoS. Day one closed 92% ahead of the same day a year earlier, at five times the brand’s average day over the month before. Day two closed 89% ahead of its 2025 match.
Source: Amazon Seller Central, Prime Big Deal Days 2026 vs. 2025. Shown as an index to protect the partner’s data. Figures rounded down.
The whole week moved. Orders jumped from 890 to 2,270, 2.5 times the week before. Conversion climbed from 15.4% to 23.3%. Every ad dollar returned $2.10 instead of $1.50. Sales that came without an ad rose 68%, to $74K. And the brand’s 49-count pack sold nearly five times its normal weekly orders as shoppers stocked up.
Source: Amazon Seller Central and Amazon Ads, the week containing the event vs. the week before. Figures rounded, each in the less flattering direction.
On an event day, every brand raises its bids, so a fixed budget burns faster than normal. When it runs out, the brand disappears from search for the rest of the day, often while people who shop for their pets after work are still browsing. Spend the whole budget by noon, and you have paid for the morning and handed the evening to someone else.
Spreading the budget across the day kept this brand on the page the whole time. The jump in conversion suggests the clicks it did buy came from shoppers ready to order.
A small budget can win an event day. It just has to still be awake when the shoppers are.
| Metric | Result | Compared with |
|---|---|---|
| Day one sales | +92% | day one, Prime Big Deal Days 2025 |
| Day two sales | +89% | day two, Prime Big Deal Days 2025 |
| Day one sales | 5x | average day, prior 30 days |
| Sales by mid-day one | $29K | on $3.6K ad spend |
| Orders, event week | 2,270 | 890 the week before |
| Conversion rate, event week | 23.3% | 15.4% the week before |
| ROAS, event week | 2.1 | 1.5 the week before |
All figures rounded, each in the less flattering direction. Weekly figures cover the full week containing the event.
Three checks to run before the next one.
First, find out when your campaigns ran out of budget last time. If it was before dinner, you paid for the morning and missed the rest. Second, find your best hours in past sales data and release budget to match them. Third, look for shoppers you don’t have to buy on Amazon. Outside ads, email to past customers and remarketing all bring people to the page without fighting for event-day clicks.
Budget decides how many shoppers you can reach. Timing decides whether they are ready to buy.
It means setting different budgets or bids for different hours of the day. On an event day, it keeps a limited budget from running out early, so ads are still live during the hours when your customers buy most.
Often earlier than normal, because click prices rise and traffic is higher. A daily budget that lasts all day in a normal week can be gone by midday during an event. Check the time each campaign ran out in your last event report.
They can, because pet treats and supplements are bought regularly. Event shoppers often stock up on larger packs, and a new buyer during the event can become a repeat customer for months.
It can help, if the listing converts well and the deal is live. Outside traffic adds shoppers without bidding against other brands on Amazon. Track it with Amazon Attribution so you know what it added.
Yes. Canopy brand managers set event budgets with the partner, schedule spend through the day and adjust during the event.
Canopy’s Partners Achieve an Average 84% Profit Increase!
Every result above came out of Canopy’s Amazon PPC management, run by the same brand manager before, during and after each event. Or browse every partner result.
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