Nearly Two-Thirds of Consumers May Shop Amazon's Prime Big Deal Days

Nearly two-thirds of U.S. consumers are considering shopping Amazon's Prime Big Deal Days on Oct. 6–7, according to new findings from consumer data and tech company Numerator. Economic pressure is driving the interest, and Amazon will face significant competition for those deal-seeking dollars from Walmart and Target.

The stakes are high. High-income households accounted for 46% of Prime Big Deal Days spending last year, Numerator found, and they are showing greater interest in everyday essentials and private label heading into this year's event. Walmart has emerged as the leading competing sale destination.

The cross-shopping numbers illustrate the competitive threat. During last year's event, Amazon shoppers spent nearly $400 million at Walmart.com and Target.com over the two days — a 67% increase from the prior week. High-income households accounted for more than 42% of that cross-shopping spend across Amazon, Walmart.com and Target.com.

Nearly two-thirds of planned shoppers expect to shop other retailers' October promotions as well, led by Walmart Fall Deals and Target Circle Deal Days.

Inflation is a primary motivator. About half of planned shoppers say inflation, concerns about the economy and gas prices make them more likely to shop Prime Big Deal Days. Each of those factors carries more influence on participation than it did ahead of Prime Day in June, Numerator reported.

High-income households remain the event's core audience. They accounted for nearly half of spending during both Prime Big Deal Days 2025 (46%) and Prime Day 2026 (47%), and they are the income group most likely to shop this year's event. They are 34% more likely than low-income households to plan an Amazon private-label purchase and 30% more likely to stock up on products they regularly buy.

AI is entering the deal-hunting toolkit. Nearly one-quarter of consumers plan to use AI while shopping Prime Big Deal Days. Low-income shoppers are equally likely to use Alexa for Shopping and AI tools outside Amazon, while high-income households are twice as likely to use AI tools outside Amazon rather than Alexa.

The event has also become a fixture on the holiday calendar. More than half of consumers say Prime Big Deal Days is an important part of holiday shopping, with apparel, toys and home goods leading planned gift purchases. Actual behavior lagged that intent last year: during the 2025 event, only 23% of shoppers purchased holiday gifts. Top-selling products were Dawn Platinum Powerwash, Premier Protein Shakes and Lysol Wipes.

For marketers, the takeaway is that deal-driven demand in early October now spreads across at least three major retail ecosystems, and the shoppers most willing to spend are the ones most receptive to private label and stock-up purchasing.