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).
How much did consumers spend during Amazon Prime Big Deal Days in October?
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. As they did, the deepest discounts appeared in merchandise categories including computers, televisions, electronics, toys and apparel.
Among these categories, electronics sales spiked, up by 85% from average sales levels in September 2026, Adobe assessed. Meanwhile, toy sales increased by 158%, and video game sales were up 90%. Sales in the personal care products category were up 73% from September.
In electronics specifically, sales of products such as headphones and speakers were up 300% from September, with smartwatch sales up 255%, camera sales up 135% and smartphone sales up 130%. In the meantime, ahead of Halloween, costume sales increased by 610% and candy sales grew by 180%, Adobe reported.
How shoppers made purchases during Prime Big Deal Days in October
Adobe also tracked how online shoppers made purchases over the two-day sales period, noting that purchases made on mobile devices made up 52.0% of all online sales, roughly $5.1 billion and up 12.8% year over year.
In many cases, buy now, pay later (BNPL) services saw heavy use as well. Adobe credited BNPL with enabling 6.0% of online orders over the two days, giving those options a role in $692.3 million in sales. That total was up 4.0% from October’s Prime event 2025.
Looking ahead, Adobe projects that BNPL will drive more than $1 billion in spending on Cyber Monday, which falls on Nov. 30 in 2026.
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