Amazon Advertising
Amazon Prime Big Deal Days 2026 results: the real benchmarks to plan Black Friday on
Prime Big Deal Days 2026 results for the US brands we manage show an event that ran at 1.78x a normal sales day, the same multiple as 2025. Revenue for brands we managed in both years grew 14.1% year over year, and pre-event daily revenue had already grown 15.5%. The year-over-year gain came from a larger everyday sales base, while the size of the event spike itself held steady.
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Show me howPrime Big Deal Days 2026 ran October 6 to 7 on Amazon.com. Among the brands we manage, 40% landed at a 1 to 1.5x lift over a normal day. Organic sales grew faster than ad sales, and category decided much of the outcome: mattress and bedding lifted 2.6x, while pet lifted 1.3x.
This post walks through our aggregate benchmarks, what Numerator’s shopper data shows about how people bought, the cost and pricing pressures around the event, and five changes to consider before Black Friday on November 27. Liran Hirschkorn’s article covers the same data as a Black Friday and Cyber Monday plan. If you are still planning event tactics, our guide on how to prepare for Prime Big Deal Days 2026 covers the pre-event setup. This post covers what happened.
How did Prime Big Deal Days 2026 perform for Amazon brands?
Prime Big Deal Days 2026 performed in line with 2025 on the event multiple and ahead of 2025 on total revenue. Across the US brands Incrementum Digital manages, the two event days averaged 1.78x the 30-day pre-event daily average, matching the 1.78x recorded in 2025.
An event lift (or event multiple) is a brand’s average daily sales during a sales event divided by its average daily sales over the 30 days before the event. A 1.78x lift means event-day sales ran 78% above a normal day.
Mansour Norouzi, Advertising Director at Incrementum Digital, shared the first read of these results on LinkedIn. His summary: the 14% revenue growth tracked a 15.5% larger base, and the event spike itself was unchanged. In Mansour’s words, “Organic did more of the work.”
Did the Prime Big Deal Days lift grow compared with 2025?
The Prime Big Deal Days lift did not grow in 2026. Day 1 ran at 1.81x a normal day (1.79x in 2025), and Day 2 ran at 1.75x (1.76x in 2025). Revenue for brands managed in both years grew 14.4% on Day 1 and 13.7% on Day 2 against the same days in 2025.
| Measure | 2026 | 2025 |
|---|---|---|
| Day 1 lift vs a normal day | 1.81x | 1.79x |
| Day 2 lift vs a normal day | 1.75x | 1.76x |
| 2-day average lift | 1.78x | 1.78x |
| Event revenue growth, year over year | +14.1% | n/a |
| 30-day pre-event base growth, year over year | +15.5% | n/a |
For planning, this means the Prime Big Deal Days 2026 revenue gain was earned in the weeks before the event. Brands that grew their everyday sales base carried that growth into the event at the usual multiple. The week before the event also ran at about 1.0x a normal day in both years, so we did not see shoppers hold back purchases ahead of the sale.
How did Day 1 and Day 2 compare?
Day 1 brought more traffic, and Day 2 converted better. Day 2 had 8% fewer sessions than Day 1 but almost the same number of orders, and it kept about 97% of Day 1 sales. Day 2 also had the highest conversion rate of the event at 15.0%.
The pattern shifted from 2025. This year, Day 1 shoppers converted below a normal day, where last year they converted above it. Our read is that more shoppers used Day 1 to compare deals and came back on Day 2 to buy. The data does not follow individual shoppers, so that part is an inference.
Cost moved with it. Clicks cost more on Day 2 than on Day 1, and ROAS was 3.17 on Day 2 against 3.34 on Day 1.
Did organic sales or ad sales drive Prime Big Deal Days 2026?
Organic sales drove more of the Prime Big Deal Days 2026 lift than advertising did. Organic sales ran 88% above a normal day (85% in 2025), while ad-attributed sales ran 51% above a normal day (58% in 2025). Organic sales made up 76% of event revenue, against 72% on a normal day.
Ad spend rose far less than in 2025. Ad spend ran 52% above a normal day in 2026, against 74% in 2025. Because revenue lifted 78% while ad spend lifted 52%, TACoS fell 15% against a normal day, from 8.6% to 7.4%, compared with a 2% drop in 2025. If you want a refresher on why total ad cost of sale matters more than ACoS during an event, see our breakdown of TACoS vs ACoS.
| KPI vs its 30-day pre-event average | 2026 | 2025 |
|---|---|---|
| Revenue | +78% | +78% |
| Organic sales | +88% | +85% |
| Ad sales | +51% | +58% |
| Ad spend | +52% | +74% |
| TACoS | -15% | -2% |
| ACoS | 0% | +10% |
| CPC | +6% | +17% |
| CTR | -8% | -12% |
| Conversion rate (orders ÷ sessions) | +1% | +10% |
| Sessions | +71% | +58% |
| Orders | +73% | +74% |
| Ad clicks | +43% | +48% |
| Ad impressions | +55% | +68% |
| Average order value | +3% | +2% |
The traffic numbers show the same pattern. Sessions rose 71% against a normal day in 2026, up from 58% in 2025, while ad clicks rose 43% and ad impressions rose 55%. A larger share of Prime Big Deal Days 2026 traffic reached listings without a paid click. Organic sales here means total revenue minus ad-attributed sales across Sponsored Products, Sponsored Brands, and Sponsored Display.
Which categories saw the biggest Prime Big Deal Days 2026 lift?
Mattress and bedding, home improvement, and apparel saw the biggest Prime Big Deal Days 2026 lift, at 2.4x to 2.6x a normal day. Grocery and pet saw the smallest lift, at 1.4x and 1.3x, and both matched their 2025 lift exactly.
| Category | 2026 event lift | 2025 event lift |
|---|---|---|
| Mattress & Bedding | 2.6x | 3.5x |
| Home Improvement | 2.5x | 2.3x |
| Apparel | 2.4x | 2.0x |
| Toy | 2.1x | 2.0x |
| Health & Personal Care | 1.9x | 1.5x |
| Jewelry | 1.8x | 1.6x |
| Business & Industrial | 1.8x | 1.6x |
| Beauty | 1.7x | 1.9x |
| Sports | 1.6x | 2.1x |
| Grocery | 1.4x | 1.4x |
| Pet | 1.3x | 1.3x |
Category lift is each brand’s average event-day sales divided by its 30-day pre-event daily average, grouped by the brand’s dominant Amazon product group. Sports fell from 2.1x to 1.6x, and mattress and bedding fell from 3.5x in 2025. Gift and home categories carried the event, while consumables such as pet and grocery did not. Shoppers buy those on a schedule, so a deal often moves a purchase they were already going to make.
The average also hides a wide spread. The median brand sold 1.56x a normal day, down from 1.68x in 2025. Across the brands we manage, 37% at least doubled their normal day and 10% sold less than a normal day. Your category is the first input to any Black Friday forecast, and your own history is the second.
What did ad costs and conversion look like during Prime Big Deal Days 2026?
Ad costs stayed contained during Prime Big Deal Days 2026. Across the brands we manage, event CPC rose 6% over a normal day (17% in 2025), event ROAS held flat at 3.26, and TACoS fell from 8.6% to 7.4%.
The auction was calmer than last year. In 2025, top-of-search ROAS dropped from 4.09 to 3.36 during the event. In 2026 it held at 3.93, against 4.15 on a normal day. For comparison with the summer event, our Amazon Prime Day 2026 results breakdown covers the June numbers.
What happened after Prime Big Deal Days 2026 ended?
Sales dropped below a normal day as soon as the event ended. Over the four days after the event (October 8 to 11), sales averaged 6.7% below a normal day and conversion rate fell 7%. Sales bottomed at 0.87x a normal day on October 10 and returned to 1.0x on October 11.
The post-event dip reached more brands than in 2025. 45% of brands fell more than 10% below their normal day, against 38% in 2025, and only 29% stayed above a normal day. Ad sales for the days after the event can still rise as late attributions post, so these figures may move slightly.
What were shoppers doing during Prime Big Deal Days 2026?
Shoppers during Prime Big Deal Days 2026 knew about the sale but did not treat it as their main reason to shop, and many checked prices elsewhere first. In Numerator’s 2026 Prime Big Deal Days tracker, 91% of buyers were aware of the event before shopping, but 35% said the event was their primary reason to shop.
- Price comparison: 55% of Prime Big Deal Days 2026 buyers compared prices at other retailers. Of those, 66% checked Walmart, 40% checked Target, and 27% checked club stores.
- Price band: 68% of items purchased sold for under $20, and the average price per item was $23.19.
- Basket size: The average Prime Big Deal Days 2026 order was $48.74. The average household spent $114.01, and 54% of households placed two or more orders.
- Satisfaction: 55% of buyers were very or extremely satisfied with the deals.
- Holiday shopping: 20% of buyers bought holiday gifts during the event, and 83% plan to shop Amazon for holiday items in the next three months.
For a challenger brand, the Numerator data suggests that visibility and price may matter to a Prime Big Deal Days shopper. A shopper who compares prices at Walmart before buying may look for your listing early and weigh your price against what they find. One beauty brand in our data ran 20% off on Amazon while its own website ran 25% off. Sessions rose 88%, but conversion fell from 13.4% to 9.2%.
What cost and pricing pressures shaped Prime Big Deal Days 2026?
Prime Big Deal Days 2026 ran under two pressures at once: higher costs for sellers and better price-checking tools for shoppers. Both land hardest on the low-price items that made up most event purchases.
Import costs rose. The US ended the de minimis duty exemption for imported shipments valued at $800 or less in August 2025. Amazon CEO Andy Jassy said in January 2026 that tariffs were starting to “creep into some of the prices” on Amazon, mainly through third-party sellers.
Fulfillment fees rose. Amazon raised FBA fees by an average of $0.08 per unit on January 15, 2026, with larger increases for Multi-Channel Fulfillment and Buy with Prime. Sellers interviewed by Modern Retail reported pulling back ad spend in response.
Shoppers got price-history tools. For Prime Big Deal Days 2026, Amazon introduced Alexa for Shopping features that include deal alerts, target-price alerts, up to 365 days of price history, and Auto-Buy at a target price. These tools do inside Amazon the price checking that Numerator measured across retailers. Our Alexa for Shopping playbook covers how listings get surfaced in it.
For a brand spending about $25,000 a month on Amazon ads, higher per-unit costs leave less margin to buy volume with bids. The demand is still there: Adobe forecasts a record $275.1 billion in US online holiday spend from November 1 to December 31, 2026, up 6.7% year over year. Prime Big Deal Days opened that season.
What should brands change for Black Friday after Prime Big Deal Days 2026?
Brands should plan Black Friday (November 27) and Cyber Monday (November 30) on their everyday sales base, decide deal depth by product before budget, judge results against their own category, and plan the days after the event as carefully as the event. Each change follows from the Prime Big Deal Days 2026 benchmarks above, and the right mix depends on your goals, margins, and inventory.
- Forecast from your current baseline. The Prime Big Deal Days 2026 event multiple held at 1.78x while the everyday sales base grew 15.5%. Take your current daily baseline and multiply it by the lift you saw on last year’s Black Friday and Cyber Monday. If your baseline is flat, the event is unlikely to lift the quarter on its own. The week before the event ran at about 1.0x in both years, so plan full budgets for the days before Black Friday, not a cut.
- Keep budgets through the last day, and match spend to the shopper’s stage. Day 2 had the best conversion rate even with fewer sessions. For Black Friday and Cyber Monday, consider keeping full budgets through the final day instead of cutting Cyber Monday. On the first day, retargeting with Sponsored Display and branded search can catch shoppers who browse and leave. On later days, spend can move toward the exact-match terms that convert.
- Decide deal depth by product before you decide budget. Organic sales made up 76% of event revenue, and TACoS fell 15%. Shoppers came for deals, so deal depth, coupons, the main image, and price per unit are worth checking before you raise bids. A weak deal with a big budget buys traffic that does not convert. Keep your Amazon price in line with your own site and other retailers, since shoppers check. Our guide to Amazon listing optimization covers what to check on the listing.
- Judge your plan against your own category. A pet brand at 1.3x on Black Friday did fine, while a brand in a category that ran at 2x or more may have a gap to investigate. For consumables, consider smaller deals on fewer products, with a focus on Subscribe & Save and new-to-brand customers over deeper discounts.
- Plan the days after the event before it starts. In client accounts after Prime Big Deal Days, we saw budgets left at event level while prices and conversion fell, top products sell out and lose the Buy Box to third-party sellers, and rank slip when spend was cut on a top keyword. Write the post-event budget plan in advance, cutting spend on deal products the day the deal ends while protecting hero keywords. Confirm FBA inventory for the full holiday period, since stock that arrives in December does not help a stock-out on November 28. Our look at BFCM for Amazon sellers covers what worked last year.
How did we measure these Prime Big Deal Days 2026 benchmarks?
The data covers US (Amazon.com) brands managed by Incrementum Digital: 73 brands in 2026 and 80 in 2025, with data as of October 13, 2026. Each brand sold on at least 27 of the 30 days before the event and on both event days. Each lift compares an event day to that brand’s own 30-day pre-event daily average. Sales are Seller Central ordered product sales. Ad data is from Sponsored Products, Sponsored Brands, and Sponsored Display, pulled 6 to 7 days after the event. No brand is named and all figures are aggregated.
What can Prime Big Deal Days 2026 benchmarks not tell you?
Prime Big Deal Days 2026 benchmarks describe an average across the US brands Incrementum Digital manages, so they cannot predict a single brand’s result. A brand’s own category, price band, deal depth, and margin move its lift above or below 1.78x.
The year-over-year figures include only brands we managed in both 2025 and 2026, and categories with too few brands to report on are left out. Numerator’s figures describe shoppers across Amazon, not the brands in our data. Use both as a starting point and test them against your own account.
What to do next
The fastest way to know where your brand sits against these Prime Big Deal Days 2026 benchmarks is to compare your own event lift, organic share, and TACoS with the numbers above. If you want that comparison done for you before Black Friday, request a free custom growth plan. Our team reviews your account and builds the plan against your own numbers, delivered as a hosted link, with no commitment.
Incrementum Digital is a full-service Amazon agency managing advertising, operations, and growth strategy for brands from seven to nine figures in annual Amazon revenue. Learn more about Incrementum Digital.
Incrementum also offers ads-only Amazon PPC management.
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