Amazon Prime Big Deal Days generates $9.86 billion in US sales

Amazon’s Prime Big Deal Days in October generated approximately $9.86 billion in sales in the United States. According to data from Numerator, the event involved 34,573 participating households and resulted in more than 80,000 orders, with approximately 161,000 total items purchased.

Beauty and cosmetic goods emerged as the most popular category, followed by apparel and shoes, while household essentials and wellness products tied for third. The event also served as an early start to the holiday season, with 20 percent of shoppers using the sale to begin Christmas shopping.

Retail competition remained high during the period. While fewer retailers held concurrent special events compared to the previous year, 93 retailers reviewed offered some form of discount. Many consumers engaged in price comparisons with competitors such as Walmart, Target, and club stores like Costco or Sam’s Club. Additionally, significant portions of shoppers participated in competing sales, such as Target Circle Deal Days and Walmart Deals.