Amazon’s Prime Big Deal Days 2025 showed that even in a tight economy, people are still eager to shop when the timing and value are right. The two-day event in October drew thousands of verified Amazon buyers looking for discounts on practical items and early holiday gifts.
According to Numerator, 90% of shoppers knew about the sale before it began, and over half compared prices at other retailers like Walmart or Target before purchasing. Many shoppers used the event to stock up on household essentials or check off a few items from their holiday list.
Average order values were smaller than July’s Prime Day, dropping from $53 to $45, which shows that people are being more selective. The most popular categories were apparel, home goods, beauty, and wellness—items that mix everyday utility with a little self-care. Still, 58% of shoppers said they were very satisfied with the deals, and more than 80% plan to return to Amazon before the holidays for more shopping.
For sellers, planning early made a real difference. Some brands saw a big boost when they paired Lightning Deals with active ad campaigns that built momentum and kept conversions strong after the event. Others found success by running ads ahead of time to warm up audiences, then retargeting them during the sale. These approaches helped brands stay visible in a crowded marketplace and capture buyers while competition was high.
Prime Big Deal Days confirmed one thing: shoppers want value and relevance. Brands that combine clear messaging and a solid advertising strategy will stay ahead this holiday season.