AMAZON EVENT TRACKING
Prime Big Deal Days 2025
Numerator’s Prime Big Deal Days tracker provides rapid insights into Amazon’s annual fall sale, with real-time responses from verified Big Deal Days shoppers.
LIVE TRACKER 2025 – ENDED
Based on survey responses from 5,120 verified Prime Big Deal Days shoppers on 10/7 and 10/8.
Prime Big Deal Days Participation & Satisfaction
Nine in ten Amazon shoppers were aware of Prime Big Deal Days prior to shopping (90%) and 35% said the sale was their primary reason for shopping. Deal satisfaction was high, with 58% stating they were very or extremely satisfied with the deals offered by Amazon. Sixty-one percent (61%) of Prime Big Deal Days participants say they also shopped during Amazon’s July Prime Day—among these individuals, 13% said they thought the deals were better in July, and 14% thought they were better in October—58% thought they were about the same.
Holiday Shopping on Prime Big Deal Days
Many Prime Big Deal Days shoppers took advantage of the sale to get a kickstart on holiday shopping. 23% of participants said they used the sale to purchase holiday gifts, 7% purchased Halloween items and 7% purchased other holiday items like decorations or wrapping supplies. Among those who purchased holiday gifts, 18% said they completed more than half of their gift shopping during the sale. Overall, 84% of Prime Big Deal Days shoppers expect to shop on Amazon again in the next three months for holiday items like gifts, decorations, wrapping supplies and more— 55% weren’t yet sure what they need or want for the holidays, while 32% said it feels too early to make all of their holiday purchases.
Prime Big Deal Days Top Categories
Prime Big Deal Days shoppers used the sale for a variety of reasons: 25% stocked up on sale items, 28% shopped for everyday items like groceries or household goods, and 45% purchased something they’d been waiting to buy on sale. The top categories shoppers say they bought during day one of Big Deal Days are apparel & shoes (26%), household essentials (26%), home beauty & cosmetics (22%), health & wellness items (21%) and home goods (21%).
Competitive Insights For Prime Big Deal Days
The majority of Prime Big Deal Days participants (56%) compared prices and products at other retailers before making their Amazon purchase. The most common comparisons were to Walmart (68%), Target (43%) and club stores like Costco or Sam’s Club (25%). Some shoppers also participated in competing sales on the same day— 27% say they planned to or already had participated in Target Circle Week (October 5-11) and 36% said the same of Walmart Holiday Deals (October 7-12).