Prime Big Deal Days, October 6 to 7, 2026, vs. the same event in 2025
Plenty of brands pour event-day budget into their own brand name. This skincare brand went after shoppers who had never heard of it. On day one of Amazon’s Prime Big Deal Days, October 6, 2026, it sold $368K, up 56% on the same day a year earlier, while search ad spend rose only 19% and TACoS fell from 16% to 12%. More than 85% of the budget went to shoppers who had not picked a brand yet.
The partner sells skincare on Amazon, from everyday moisturizers to treatment products. Its June Prime Day had been strong, averaging $318K a day, and the brand’s average day in the month before October was $73K. It also had a stock question. One of its two best sellers was needed for Amazon’s 12-day Black Friday to Cyber Monday event, only weeks away, and selling it out in October would cost more in November.
Day one brought in $368K and 19,900 units. That is 56% above day one of the same event in 2025, 15% above June Prime Day’s average day, and 5 times the brand’s average day over the month before. Search ad spend was $44K, up 19% on the same day a year earlier, against sales up 56%. TACoS fell from 16% to 12%.
Source: Amazon Seller Central and Amazon Ads, Prime Big Deal Days 2026. Figures rounded.
“Big day! Thank you Canopy Team for your hard work!!”
The partner, on day one
Day two was softer, as planned. With deal units capped on one of the two best sellers, there was less of it to sell. Across both days, the event averaged $350K a day, five times a normal day.
Branded searches are cheap and already convert, so brands often push more budget to them during events to protect returns. The trouble is that most of those shoppers would have bought anyway. Non-branded searches cost more per click, but each sale there is one the brand might not have made without the ad.
This account had spent the months before building non-branded campaigns that converted, so on day one the budget could go where the new shoppers were. Sales grew three times as fast as spend, which is why TACoS fell on the busiest day of the season.
Source: Amazon Seller Central and Amazon Ads. 2025 spend derived from the reported day one TACoS. Figures rounded.
Event day is the best chance all year to meet shoppers who haven’t picked a brand. Don’t spend it on the ones already searching your name.
| Metric | Day one, 2026 | Compared with |
|---|---|---|
| Sales | $368K | $235K, day one 2025 |
| Units | 19,900 | 3,300 on an average day, prior 30 days |
| Search ad spend | $44K | $37K, day one 2025 |
| TACoS | 12% | 16%, day one 2025 |
| Sales vs. June Prime Day | +15% | $318K average day in June |
| Share of budget on non-branded search | more than 85% | across the event |
All figures rounded, each in the less flattering direction. Day two was not reported separately; the event daily average comes from the partner review after the event.
Three checks before the next one.
First, look at your split between branded and non-branded spend in the last event. If most of it went to your own brand name, you mostly paid for sales you already had. Second, check stock against the event after this one. With Black Friday weeks away, capping a deal in October can be worth more than the extra units. Third, add something that brings event buyers back. A Subscribe & Save coupon during the event costs little and keeps orders coming after the prices go back up.
An October event is two days, but the stock and customers it creates last into the holidays.
It is any search that does not include your brand name, like “vitamin C serum” rather than your brand. Shoppers on these searches have not chosen a brand yet, so ads there bring in new customers, while branded ads mostly reach people already looking for you.
If the product is needed for a later event and restocking takes time, yes. Selling out in October can cost you the Black Friday to Cyber Monday event, when traffic is higher still. Set the cap from the stock you need to keep, not from what the deal could sell.
In recent years it has run for 12 days, from just before Black Friday through Cyber Monday. Check the dates Amazon announces each year and plan your October stock around them.
Because event shoppers are new buyers at their most active. A subscription coupon turns some of them into repeat customers, so the event keeps paying after it ends.
Yes. Canopy brand managers adjust budgets, bids and deals with the partner through each event day.
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.
*Due to high demand we are first-come, first-serve
