seller
- What changed
- Amazon's fall Prime member deal event
- When
- October 6 to 7, 2026
- Who it affects
- Prime members in the US and many other countries; sellers with event deals
- What to do
- Use event data now to plan Black Friday Week bids, budgets and stock
Key takeaways
- Prime Big Deal Days 2026 ran October 6 to 7.
- Black Friday Week deal submissions closed October 20.
- Use event search term and conversion data to plan Black Friday bids and stock.
- 1Oct 6 to 7
Prime Big Deal Days
- 2Oct 20
Black Friday deal submissions closed
- 3Nov 27
Black Friday
- 4Nov 30
Cyber Monday
What Amazon confirmed
Amazon announced Prime Big Deal Days 2026 for October 6 and 7, starting at 12:01 a.m. PT on October 6, with 48 hours of deals across more than 35 categories. Amazon said new deals would drop throughout each day.
Why the weeks after matter
Shoppers who browsed during the event keep researching into November. Brands that keep visibility on their best ASINs after the event stay in consideration when those shoppers buy for the holidays.
Post-event checklist
Use what the event taught you before Black Friday Week.
- Pull search term reports for October 6 and 7 and harvest converting terms
- Compare event conversion rate with your baseline per ASIN
- Note which deals drove new-to-brand customers
- Check stock cover against Black Friday demand
- Retarget event visitors who did not buy
Black Friday dates to plan around
Black Friday is November 27 and Cyber Monday November 30, 2026. Amazon's deal submission window for Black Friday Week and Cyber Monday closed on October 20, so planning now is about advertising, pricing and inventory rather than new event deals.
How to read your event results
Look past total sales. The most useful numbers from an event are conversion rate by ASIN, the share of sales that came from new-to-brand customers and how organic rank moved on your main keywords during and after the event. A product that converted well at a modest discount is a strong candidate for Black Friday budget. A product that only sold at a deep discount may not be worth heavy advertising at full price.
- Conversion rate during the event versus your normal rate
- New-to-brand share of event orders
- Organic rank on top keywords before, during and after
- Ad spend and TACoS during the event versus the weeks before
Inventory: the quiet deciding factor
Event spikes can leave best sellers short of stock for November. With inbound deadlines for the holiday peak tight, check days of cover now. Running out during Black Friday Week costs both the sales and the organic rank you built during the event.
Budget planning for Black Friday Week
Set Black Friday Week budgets from what each ASIN can afford, not from last year's total. Start with your break-even ACoS per product after the holiday peak fulfillment fee, then decide where to push for rank and where to hold back. Raise budgets a few days before the peak so campaigns are not limited on the busiest days, and check spend pacing daily during the event week so strong campaigns do not run out of budget by midday.
- Fund proven converters first
- Add budget to brand defense so competitors do not take your branded traffic
- Pause or cap products with thin stock
What PPC Spider recommends this week
Turn event data into Black Friday budgets now, raise top-of-search bids only where margin allows after the holiday peak fulfillment fee, and protect stock on your best sellers. Our PPC plans run this seasonal planning as part of normal management.
Sources
- About Amazon: Prime Big Deal Days 2026 is set for October 6-7 (aboutamazon.com/news/retail/amazon-prime-big-deals-day-2026-when-october-6-7)
- About Amazon: Prime Big Deal Days best deals 2026 (aboutamazon.com/news/retail/prime-big-deal-days-best-deals-savings-2026)
- PPC Land: Amazon shuts Black Friday deal submissions for sellers on October 20 (ppc.land/amazon-shuts-black-friday-deal-submissions-for-sellers-on-october-20/)
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