Prime Big Deal Days is back. But deals are changing.
20 September 2026
Prime Big Deal Days is back on 6–7 October, with Amazon officially kicking off the holiday shopping season with two days of deals across the UK and 20+ other markets.
Nothing particularly surprising there. Another Amazon event, another wave of deals.
But what I think is much more interesting this year is how customers are actually going to find those deals.
A few years ago, deal events were relatively straightforward. Brands submitted deals, pushed budgets, fought for visibility and customers browsed search results, deal pages and categories looking for the biggest red badge.
That journey is starting to look quite different.
Amazon is putting AI much closer to the centre of shopping. Rufus can help customers compare products, find deals relevant to them and understand price history. Amazon Lens can identify products visually, while Amazon’s shopping tools increasingly use browsing history, previous purchases, lists and preferences to surface relevant products and offers.
So instead of someone searching:
“Best coffee machine deals”
the journey can increasingly become:
“Find me a good coffee machine under £300, easy to clean, that makes a decent flat white and is actually a good deal.”
That might sound like a small difference, but for brands it’s a pretty big one.
Deals are becoming less about simply being on deal
Amazon says Prime Big Deal Days will feature millions of offers, which raises another question we hear from brands quite a lot:
Are there now too many Amazon deal events?
Prime Day. Prime Big Deal Days. Black Friday. Cyber Monday. Spring events. Category events. Brand-specific promotions. And everything in between.
It can sometimes feel like we’re permanently either preparing for a deal event, in one, or analysing the last one.
But I don’t think the answer is simply to participate in everything.
The bigger question for brands should be: what job is this event doing for us?
Are you acquiring new customers? Clearing stock? Launching a product? Protecting share against competitors? Driving ranking ahead of Q4? Or are you discounting because everyone else is?
Because as deal events become more frequent, constantly discounting can quickly become expensive without necessarily creating incremental growth.
And AI adds another layer to this.
Customers can increasingly understand whether something is genuinely good value. Amazon’s shopping tools can surface historical pricing, track prices and recommend deals based on what an individual customer actually wants. In some cases, shoppers can even set a target price and have Amazon monitor it for them.
That means the old playbook of discount + badge + more media = sales is becoming less reliable on its own.
For brands, I’d be thinking beyond the 48 hours.
Make sure your product information is strong enough for both customers and Amazon’s AI shopping experiences to understand what makes the product different. Think about reviews, attributes, content, price history and availability. Know which products deserve investment and which don’t. And, most importantly, understand what happens to the customer after the event.
Prime Big Deal Days is still a massive traffic opportunity.
But increasingly, winning these events isn’t just going to be about having the biggest discount.
It’s going to be about being the product Amazon can confidently surface when a customer asks:
“What’s the best option for me?”
And that, for me, is where deal strategy starts getting much more interesting.