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 three changes to make before Black Friday. 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.
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).
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, 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, Sponsored Brands Video, 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. Mattress and bedding still led the field in 2026 but fell from 3.5x in 2025. Sports fell from 2.1x to 1.6x. Your category is the first input to any Black Friday forecast.
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 averaged $1.16, event ROAS was 3.27, and event TACoS was 7.7%.
Day 2 delivered the highest conversion rate of the event at 15.0%. After the event, sales dipped 6.7% below a normal day over the following four days. For comparison with the summer event, our Amazon Prime Day 2026 results breakdown covers the June numbers.
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 points to visibility and price as the deciding factors for a Prime Big Deal Days shopper. A shopper who compares prices at Walmart before buying needs to find your listing early and find a price that holds up to that check.
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 2026 on their everyday sales base, put more of the budget into deal price and listing content, and spend selectively where conversion is strongest. Each change follows from the Prime Big Deal Days 2026 benchmarks above.
- Plan on the new baseline. The Prime Big Deal Days 2026 event multiple held at 1.78x while the everyday sales base grew 15.5%. Build your Black Friday forecast on your own 30-day base first, then apply a lift that fits your category. Bedding, home improvement, and apparel ran above 2.4x, while grocery and pet stayed at 1.4x and below.
- Put budget into deal depth and content as well as bids. Organic sales ran 88% above a normal day during Prime Big Deal Days 2026, while ad sales ran 51% above, and TACoS fell 15%. Shoppers compare prices before they buy, so review your deal price and your listing before you raise bids. Our guide to Amazon listing optimization covers what to check.
- Fund the highest-converting days for conversion. Day 2 of Prime Big Deal Days 2026 had the event’s best conversion rate at 15.0%, and sales fell 6.7% below a normal day for four days after the event. Protect spend on the pages and terms that convert, and plan for a post-event dip before Black Friday demand builds. Our look at BFCM for Amazon sellers covers what worked last year.
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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