Amazon’s Big Deal Days event represents the retail site’s unofficial kickoff to the holiday shopping season. While the event will drive significantly higher sales volumes than a typical day on Amazon, Big Deal Days has historically been a decided step below what brands experience on Prime Day or Cyber Weekend. Looking both at Big Deal Days 2024 along with Prime Day 2025, performance data and historic best practices help underscore what brands need to plan for as they gear up for the October sale event.

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Consider Big Deal Days a strategic momentum builder for Q4. Smart brands will drive qualified traffic now while keeping their powder dry for Cyber Week’s peak demand. This guide focuses on the key signals, pacing strategies, and measurement approaches that will set you up for success through November.