Amazon Prime Big Deal Days generate $9.86 billion in U.S. online sales
Amazon Prime Big Deal Days on Oct. 6 and 7, 2026 drove $9.86 billion in U.S. online sales, according to Adobe. Online sales during the event rose 8.5% year over year, up from $9.09 billion in the 2025 Prime Big Deal Days.
Adobe’s data came from direct online transactions, covering 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, together accounting for over $836 billion in ecommerce sales that year.
Mobile devices accounted for 52.0% of online sales during the event, roughly $5.1 billion, while buy now, pay later services powered 6.0% of orders, representing $692.3 million in spending.
Discounts peaked at 20% off list price, with electronics sales up 85%, toy sales up 158%, video game sales up 90%, personal care up 73%, and costume sales up 610% compared to September 2026 levels.
The event previously took place on Oct. 7 and 8, 2025, when U.S. online sales reached $9.09 billion, a 7.3% year‑over‑year increase. Both iterations fell on a Tuesday and Wednesday, and the 2026 edition recorded higher spending than the 2025 edition.
What we know
$9.86 billion in U.S. online sales was generated by the event.
The event occurred on Oct. 6 and 7, 2026.
Online sales increased 8.5% year over year during the 2026 event.
Mobile devices accounted for 52.0% of online sales, roughly $5.1 billion.
Buy now, pay later services powered 6.0% of online orders, representing $692.3 million in sales.