Amazon Prime Big Deal Days Drove $9.86B in U.S. Online Spending

U.S. shoppers spent $9.86 billion online during Amazon's Prime Big Deal Days on Oct. 6–7, 2026, up 8.5% year over year, according to Adobe Analytics. The two-day event, held Tuesday through Wednesday, beat the $9.09 billion consumers spent when it ran Oct. 7–8, 2025 — a period that itself grew 7.3%.

Adobe's figures draw on direct online transaction data, including more than 1 trillion visits to U.S. retail sites, 100 million SKUs and 18 product categories. More than 200 of the Top 2000 largest online retailers used Adobe for web analytics in 2025, and together they generated more than $836 billion in ecommerce sales that year. Amazon ranks No. 1 in Digital Commerce 360's Top 2000 Database of North American online retailers by annual ecommerce sales and No. 3 in its Global Online Marketplaces Database, which ranks the 100 largest marketplaces by third-party GMV.

How deep did the discounts go?

Discounts peaked at 20% off listed price, Adobe found, with the steepest cuts in computers, televisions, electronics, toys and apparel. Adobe also concluded that the event's activity pushes retailers to invest in earlier pre-holiday promotions than they would otherwise run.

Category-level sales spiked sharply against average September 2026 levels, according to Adobe:

• Electronics: up 85%, including headphones and speakers up 300%, smartwatches up 255%, cameras up 135% and smartphones up 130%.
• Toys: up 158%.
• Video games: up 90%.
• Personal care: up 73%.
• Halloween items ahead of the holiday: costumes up 610% and candy up 180%.

How did shoppers pay?

Mobile devices carried the majority of purchases for the first time-frame Adobe reported: 52.0% of all online sales, roughly $5.1 billion, up 12.8% year over year.

Buy now, pay later services also played a measurable role. Adobe credited BNPL with enabling 6.0% of online orders across the two days, or $692.3 million in sales — a 4.0% increase over the October 2025 Prime event.

Looking ahead, Adobe projects BNPL will drive more than $1 billion in spending on Cyber Monday, which falls on Nov. 30 in 2026. If the Prime Big Deal Days growth pattern holds, marketers should expect mobile-first checkout and flexible payment options to be decisive factors in the holiday quarter.