Prime Big Deal Days, October 6 to 7, 2026, vs. the same event in 2025
The usual move for a Prime event is a deeper discount. This brand went the other way and sold more. Over Amazon’s Prime Big Deal Days, October 6 and 7, 2026, a crossbody phone case and wallet brand brought in $75K, up 75% on the $42K it made at the same event a year earlier, on a 15% discount smaller than last year’s. Day one alone was up 53%, at 14% TACoS.
The partner sells crossbody phone cases, wallets and pouches on Amazon, in many styles and phone sizes. It is a product people buy for themselves and as gifts, which makes October a strong month for it. Over the 30 days before the event, the brand averaged $9.9K a day.
Two things shaped the plan. Amazon had introduced a new deal format, Best Deals, and the brand wanted to test whether a smaller discount there could still carry the event. And around the event the team found that a third party had changed some of the brand’s listings to show a launch date of January 1, 2100, which kept them from being sold.
Day one brought in $33.4K, up 53% on day one of the 2025 event, 3.4 times the brand’s average day over the month before, and a little ahead of its average day during June’s Prime Day. Units on day one were four times an average day. Across both days, the event brought in $75K, against $42K a year earlier. Two styles led sales, and the larger phone size sold less than the standard one.
Source: Amazon Seller Central, Prime Big Deal Days 2026 vs. 2025, from the brand’s post-event review. Figures rounded.
Source: Amazon Seller Central and Amazon Ads, day one report. Prior 30-day average measured before the event. Figures rounded.
A bigger discount is the obvious lever for an event, and it costs margin on every unit, including the ones that would have sold anyway. For a giftable product in October, a lot of the lift comes from being seen in the deal sections shoppers browse while they start holiday lists. If a smaller discount still earns that placement, the brand gets most of the visibility for less.
In this test, the brand cut its discount, still earned a Deals tab spot and grew sales 75%. With the suppressed listings fixed, more of the range was available to the event traffic.
The discount buys the spotlight. Find the smallest one that still earns it, and keep the rest of your margin.
| Metric | Result | Compared with |
|---|---|---|
| Two-day event sales | $75K | $42K, Prime Big Deal Days 2025 |
| Day one sales | $33.4K | $21.8K, day one 2025 |
| Day one sales | 3.4x | $9.9K average day, prior 30 days |
| Day one units | 303 | 75 on an average day |
| Day one search ad spend | $4.7K | 14% of day one sales |
| Event discount | 15% | larger discount in 2025 |
All figures rounded, each in the less flattering direction. Two-day totals come from the post-event review and are rounded there; day two was not reported separately.
Three checks before you set your next discount.
First, find out the smallest discount that qualifies for the placement you want, and start there. Second, compare your last two events side by side: if a deeper discount did not bring a matching rise in units, you gave away margin. Third, check your listings a week before the event. Suppressed or changed listings are easy to miss, and a style that cannot sell wastes the traffic the event brings.
An event is a test as well as a sale. Run it so you learn something for the next one.
It is one of Amazon’s deal formats for sellers, used during events and at other times. Each format has its own discount rules and placement, so check the current requirements in Seller Central before choosing one for an event.
Not always. The discount needs to qualify for the deal placement and look like real value next to rival products. Beyond that, a deeper cut mostly costs margin on sales you would have made anyway.
A launch date far in the future can be set by a mistaken or unauthorized edit to the listing, and it can stop the product from being sold. If you see one, check who changed the listing and correct it through Seller Central and Brand Registry support.
Many are. Products people buy as gifts tend to do well in October as shoppers start holiday lists, especially when the deal section places them in front of browsers.
Yes. Canopy brand managers check listings before events and work with Amazon to correct suppressed or changed listings.
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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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