Consumer Behavior

Amazon Prime Big Deal Days spending hit $9.86B

Photo: Pixavril - stock.adobe.com

October 23, 2026

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Shoppers came out for Amazon's recent Prime Big Deal Days, with spending hitting $9.86 billion, according to Adobe research.

The October deal days sales increased 8.5% over 2025, according to a Seeking Alpha report, and sales spend came in just under analysts' forecast of $ 9.9 billion.

Discounts drove most of the demand, with Adobe reporting that consumers "prioritized getting the best value for their dollar."

Adobe highlighted that the event likely pulled holiday shopping earlier given more than a third of shoppers said they finished at least half of their holiday shopping during Prime Big Deal Days