Amazon will hold its October Prime Big Deal Days event from Tuesday, Oct. 6, through Wednesday, Oct. 7, 2026, the company’s second major discount event of the year following July’s Prime Day.
As with previous Prime Day sales, shoppers need an active Amazon Prime membership to access the discounts. Amazon is currently offering a 30-day free trial for people who are not already subscribers, allowing new users to shop the event without committing to a paid membership upfront.
The two-day sale is expected to include markdowns across tech, beauty, clothing, and home goods categories. Shopping writers who track the events say electronics and smart home devices — including items compatible with Amazon’s Ring and Echo product lines, along with Fire TV-enabled televisions — typically see some of the steepest discounts of the sale, with prices in some cases matching or beating Black Friday offers.
Skincare and beauty brands including Medicube, Laneige, Centellian 24, Lancôme, RoC, Embryolisse, Yon-ka Paris, A313, Avène and L’Oréal have historically been part of past Prime Day promotions, according to retail coverage of the event. Apparel brands such as Levi’s, Adidas and Hanes have also offered discounts tied to the sale window in previous years.
Shopping guides covering the event note that certain items, such as Kindle e-readers, go on sale frequently throughout the year and may not offer meaningfully better pricing during Prime Day specifically, making them lower priority purchases for bargain hunters.
October Prime Day functions as an unofficial kickoff to the holiday shopping season, giving consumers an early window to buy gifts while retail inventory remains high. Amazon is expected to follow the event with Black Friday and Cyber Monday sales in November 2026, with the next full Prime Day event anticipated in summer 2027.
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