Amazon has officially announced that Prime Big Deal Days 2025 will run October 7–8, mirroring last year’s fall event dates (October 8–9). The two-day shopping holiday gives Prime members access to millions of deals across categories like electronics, toys, fashion, home, and beauty, serving as the unofficial kickoff to the holiday shopping season.
To build anticipation, Amazon is already promoting early savings from brands like LEGO, Samsung, and Lancôme while showcasing new AI-powered shopping tools such as Rufus for gift ideas, Amazon Lens for visual product searches, and Alexa+ for deal tracking. Coupled with faster delivery options, curated gift lists, and the always-on Holiday Shop, Amazon is setting the stage for shoppers to begin gifting earlier than ever.
With the event expanding to more than 15 countries including new markets like Colombia, Ireland, and Mexico, retailers and brands should prepare for heightened competition and shifting consumer expectations. Here’s what to watch:
- Amazon’s Search Presence Expands
Amazon has steadily re-entered Google brand search competition and, while it has not yet resumed Google Shopping placements, that shift may be coming as Prime Big Deal Days approach. Retailers and brands should anticipate increased competition in search auctions and potentially higher cost-per-visit in Paid Search. Maintaining efficiency will require carefully balancing budget allocation across priority terms and messaging. - Early Holiday Demand Takes Shape
Unlike the summer Prime Day, which often overlaps with clearance cycles, the October event is strategically positioned to spark holiday demand. Consumer expectations will pivot toward gift-driven shopping earlier than ever, making it critical for retailers and brands to stay ahead with seasonal content launches and promotional strategies. - Content and Creative Strategy
To capture early demand, brands should:
– Launch gifting-focused content well in advance of Halloween.
– Develop comprehensive gift guides organized by recipient, category, and price point.
– Ensure D2C channels are aligned with Amazon campaigns to reinforce consistent messaging and drive omni-channel impact.
Prime Big Deal Days 2025 is more than a discount event – it marks the true start of holiday shopping behavior. For retailers and brands, it represents both a challenge and an opportunity: heightened competition in search, but also a chance to connect with shoppers earlier in the season. Preparing content, optimizing spend, and leveraging gifting strategies will be essential to winning share this October.
