Amazon announced the date of its 4th annual Prime Big Deal Days, boasting it would include “millions of early deals exclusively for Prime members” in Monday’s announcement. It’s Amazon’s first sale exclusively for Prime members since restricting how shoppers could share their membership benefits.
- As of October 1, 2025, Prime members can share benefits with only one other adult and up to four children in their household.
- This year’s Prime Big Deal Days sale will take place on October 7 – 8, 2025.
While the October sale is likely to boost the number of people trying or signing up for Prime – and increase sales of discounted Amazon branded items including its devices – some say such sales are detrimental to sellers. On a thread on the Amazon discussion boards, a seller wrote the following:
“All these days do is stop people from buying for 3 weeks prior, drive up PPC costs and overall, typically lower profitability.
“Yes, sales boost. But sale boosting at lower profits is not typically a great thing, especially with high quality products.
“So even if you don’t participate, buyers stop buying pre sale and ppc costs go through the roof. It’s horrendous.”
Amazon uses sales events such as Prime Big Deal Days to promote not only its own products, but its shopping tools as well. In Monday’s announcement, Amazon plugged its AI shopping assistant Rufus; its Amazon Lens visual search tool; and deal-tracking features of Alexa+.
Amazon Prime Big Deal Days will kick off on October 7 in Australia, Belgium, Brazil, Canada, France, Germany, Italy, Japan, Netherlands, Poland, Singapore, Spain, Sweden, the U.S., and the UK, and for the first time, Colombia, Ireland and Mexico.
