Prime Big Deal Days, October 6 to 7, 2026, vs. the same event in 2025
Shoppers had been eyeing these devices for weeks. When the price dropped, they bought. Over Amazon’s Prime Big Deal Days, October 6 and 7, 2026, a red-light skincare device brand sold $483K, 2.6 times the $183K it sold at the same event a year earlier. Day two beat day one, at $276K, and the top seller led the event without its deal badge.
The partner sells at-home red-light skincare devices on Amazon: face masks, a neck and chest mask, a handheld wand and an acne device, plus serums to use with them. These are considered purchases. Shoppers research them for weeks and wait for a price that justifies the spend, which makes a deal event the moment a large share of the year’s demand turns into orders.
It also meant the month before was quiet. Over the 30 days before the event, the brand averaged $12K a day. The partner knew which campaigns it wanted pushed, and the event would be judged against last October.
Day one brought in $207K, up from $83K at the same event in 2025, and 17 times the brand’s average day over the month before. Day two was bigger again, at $276K against $100K a year earlier. Across both days, sales came to $483K, and units rose 59%, from 1,950 to 3,100. Both event days ran ahead of the brand’s average day during June’s Prime Day, by 25% across the two.
Source: Amazon Seller Central and Amazon Ads, Prime Big Deal Days 2026 vs. 2025. Figures rounded.
Sales rose 2.6 times while units rose 59%. The difference is what shoppers chose. Each unit sold during the event brought in $155 on average, against $94 a year earlier. The face mask, the brand’s highest-priced device, was the top seller across both days, without its deal badge. A shopper buying a device at that price has usually decided before the event starts and is waiting for the deal.
That is also why the advertising cost more. Search ad spend came to $66K across the two days, against $17K a year earlier, and TACoS rose from 9.5% to 14%. Spend grew faster than sales. Measured on what was added, though, each extra ad dollar brought in $6 in extra sales, on products shoppers were already ready to buy.
Source: Amazon Seller Central and Amazon Ads. TACoS = search ad spend ÷ total sales. 2025 spend derived from the reported daily TACoS. Figures rounded.
For a product shoppers research for weeks, the event is decision day. Be at the top of the page with the deal when it comes.
| Metric | 2026 | 2025 |
|---|---|---|
| Day one sales | $207K | $83K |
| Day two sales | $276K | $100K |
| Two-day sales | $483K | $183K |
| Two-day units | 3,100 | 1,950 |
| Sales per unit | $155 | $94 |
| Search ad spend, two days | $66K | $17K |
| TACoS, two days | 14% | 9.5% |
All figures rounded, each in the less flattering direction: 2026 sales down, 2025 sales, spend and cost ratios up.
Three checks before your next event.
First, find out what discount the event placement needs, and decide early whether your margin can carry it. A smaller discount without the placement often sells less than the larger one with it. Second, judge event spend on what it added, not only on TACoS. If extra ad dollars bring in several times their cost in extra sales, a higher TACoS for two days can be the right call. Third, plan for day two. Shoppers who compare prices on day one often buy on day two, so do not let budgets run dry overnight.
For products people research before buying, the event is the checkout line. Get to the front of it.
It is Amazon’s October sales event for Prime members, two days long. In 2026 it ran October 6 and 7. Many shoppers use it to buy higher-priced items they have been watching, and to start holiday shopping.
Yes. Deal types carry minimum discount rules, and the required level can be set from the product’s recent prices. If your planned discount falls short, the deal may not qualify for event placement. Check the requirement in Seller Central well before the deadline.
Not always. If spend grows faster than sales, TACoS rises, but the added spend can still bring in several times its cost. Compare the extra sales with the extra spend before deciding the event was too expensive.
Report it to Amazon through Seller Central and keep your search ads running. Shoppers who search for the product can still find the deal price on the page, and ads at the top of search can carry sales while the badge is fixed.
Often, yes. Many shoppers compare prices on day one and buy on day two. Watch which campaigns ran out of budget on day one and raise those first.
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
