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Amazon Prime Big Deal Days in October drove $9.86 billion in online spending, Adobe says

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Amazon Prime Big Deal Days in October drove $9.86 billion in online spending, Adobe says

Amazon Prime Big Deal Days returned on Oct. 6 and 7 in 2026, and data published by Adobe shows that shoppers spent more than when the event was held on Oct. 7 and 8 in 2025.

The two-day sales event, which fell on a Tuesday and Wednesday in both years, saw online shoppers spend $9.86 billion at U.S. retailers in its latest iteration, according to Adobe analysts. Adobe’s data is based on direct transactions online, including more than 1 trillion visits to U.S. retail sites, 100 million SKUs and 18 product categories, according to the company.

More than 200 of the Top 2000 largest online retailers used Adobe for web analytics in 2025. They combined for more than $836 billion in ecommerce sales that year.

Amazon ranks No. 1 in Digital Commerce 360’s Top 2000 Database. The database is how Digital Commerce 360 tracks the largest North American online retailers by their annual ecommerce sales.

Amazon is also No. 3 in Digital Commerce 360’s Global Online Marketplaces Database. That database ranks the 100 largest such marketplaces by third-party gross merchandise value (GMV).

Online sales at U.S. retailers increased 8.5% year over year while Amazon Prime Big Deal Days was going on in 2026. As the total, $9.86 billion, grew, so did the rate of increase. In 2025, sales were up 7.3% to reach $9.09 billion.

Adobe sees this activity leading retailers to invest in earlier pre-holiday promotions than they would otherwise hold.

Those discounts reached a peak of 20% off listed price, according to Adobe.


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