Amazon Prime Big Deals Day Returns October 7–8

Amazon sets Prime Big Deals Day for October 7–8

Amazon confirmed it will hold its second big Prime sales event of the year on October 7–8, with deals going live at 12:01 AM PT on October 7. The company is following a familiar playbook of early promotions, device discounts, and Prime-exclusive perks to drive engagement ahead of the main two-day sale.

This year Amazon is leaning into AI and visual search to help shoppers discover deals. The shopping assistant Rufus, visual tools like Amazon Lens and Lens Live, and the conversational Alexa+ deal-tracking features are all front-and-center. The goal: reduce friction between discovery and purchase by letting customers point, ask, and buy faster.

In the run-up to October, Amazon has already rolled out early deals on Amazon devices and brand products, Kindle book discounts, and offers tied to music merch. Prime members will also see exclusive benefits like early access to event tickets (for shows like Wicked: For Good), fuel discounts, McDonald’s deals via Grubhub+, and additional cashback for Prime Young Adult members.

Amazon is expanding the event globally. Shoppers in Australia, Belgium, Brazil, Canada, France, Germany, Italy, Japan, the Netherlands, Poland, Singapore, Spain, Sweden, the U.S., and the UK will take part, and Colombia, Ireland, and Mexico are on the list for the first time.

The strategy builds on a strong mid-year performance: Adobe Analytics reported that the industry saw $24.1 billion in online sales across a four-day period around Amazon’s July Prime event, a 30.3% year-over-year increase — and for the first time more than half of sales came from mobile devices. That mobile-first trend is likely shaping how Amazon positions visual search and conversational assistants.

What this means for retailers and tech teams

• Prepare mobile-first experiences: with mobile now driving the majority of sales, prioritize fast checkouts and camera-driven discovery.
• Integrate visual and conversational workflows: test Lens-style image search and assistant flows to shorten paths to purchase.
• Stress-test infrastructure for spikes: run load tests and pre-warm caches so product pages and payment systems remain responsive.
• Use data to personalize timing: align promotions to where customers are most active and measure the lift from AI-driven features.

For product teams, operators, and marketing leaders, Amazon’s approach is a reminder that discovery and convenience are converging. Visual search lowers the barrier to entry for discovery, while conversational assistants keep shoppers engaged and informed. The combination is powerful during time-bound events where buying intent is high but attention is short.

If you’re a vendor, platform owner, or public-sector buyer preparing for the October dates, now is the time to map user journeys that include camera-based search and natural language prompts. Monitor device-level performance and ensure offers are surfaced clearly in conversational flows so customers don’t miss time-limited discounts.

QuarkyByte’s perspective is to treat these events as experiments as much as campaigns: run small-scale A/B tests of visual and conversational pathways, instrument conversion metrics, and iterate quickly. That data-driven loop separates marginal promotions from breakthroughs that shift customer behavior long-term.

Bottom line: Prime Big Deals Day on October 7–8 is more than a clearance moment. It’s a stage for AI-driven discovery at scale, a testbed for mobile-first commerce, and another signal that retailers should bake conversational and visual search into sales playbooks, not just treat them as novelty features.