Amazon bringing back fall Prime sales event

Dan Berthiaume
Senior Editor, Technology
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Prime Big Deal Days
Amazon will host a major sales promotion for Prime members in October (image courtesy of Amazon).

Consumers who missed out on Prime Day sales in July will get a second chance this fall.

For the second consecutive year, the online giant Amazon will hold another sales event for Prime members in October. In a brief LinkedIn post, Doug Herrington, CEO, Worldwide Amazon Stores, announced that the e-tail giant will host an October 2023 shopping promotion called Prime Big Deal Days for members of its Prime paid subscription service.

“I’m really excited for Prime members to discover some of Amazon’s best deals of the season across 19 countries including Australia, Austria, Belgium, Brazil, Canada, China, France, Germany, Italy, Japan, Luxembourg, Netherlands, Poland, Portugal, Singapore, Spain, Sweden, the U.S., and the U.K.,” Herrington said in the post. “We’ll share more details soon as we get closer to the event. I can’t wait to give our Prime members access to exclusive early savings this season.

Amazon debuted its fall version of the annual Prime Day 48-hour sales extravaganza (mostly held in July) in October 2022. Also positioned as an early holiday sales event and called Amazon Prime Early Access Sale, the promotion was held Oct. 11-12, 2022.

The sale had lower overall awareness and spending than the summer Prime Day 2022 sales extravaganza, according to a final recap from Numerator. Numerator analysis indicated shoppers placed fewer, smaller orders and purchased lower-priced items than they did during the summer 2022 Prime Day.

While there is no way to know how Prime Big Deal Days will perform, the 2023 version of Prime Day produced some impressive results. According to Adobe Analytics, consumers spent  $12.7 billon online during the July 11-12, 2023 Prime Day event in the U.S., representing 6.1% growth YoY, and setting a new record for Prime Day. While this data represents all U.S. e-commerce activity during Prime Day, it is safe to assume the lion’s share of online sales July 11-12 were generated by Amazon 

However, Numerator’s “Prime Day 2023 Recap” report found that this year’s Prime Day event both outpaced and fell behind past years in several ways. Numerator data indicates Prime Day 2023 outpaced previous editions in household penetration (36%), orders per household (3.1), spend per household ($180.82), and order size (1.9 units).  But compared to Prime Day 2022, Prime Day 2023 saw lower order size ($58.41 vs. $60.73) and lower spend per unit ($31.27 vs. $32.71).