Market researcher Numerator reported that while about two-thirds of consumers in the United States are thinking about checking out Amazon Prime Big Deals Days, slated for October 6–7, competition for those shoppers will be considerable.
The challenge will be especially strong in everyday product categories, Numerator noted. High-income households, which accounted for 46% of Prime Big Deal Days spending last year, are showing greater interest in everyday essentials and private label products. Amazon will face significant competition for dollars spend in those designations, according to Numerator, with Walmart emerging as the leading competing sale destination.
Economic pressures are making October deals more attractive to consumers when compared to Amazon’s June’s Prime Day Sale. About half of planned shoppers in a Numerator panel said inflation, concerns about the economy and gas prices have made them more inclined to shop Prime Big Deal Days. Even compared to the June Prime Day event, each of those factors is additionally likely to influence participation in Amazon’s Big Deal Days promotion.
In its report, Numerator conducted a particular analysis on high-income households. High-income households are now more focused on essentials and private-label goods, Numerator maintained. High-income households accounted for 46% of spending during Prime Big Deal Days 2025 and 47% during Prime Day 2026. Affluent shoppers 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, according to Numerator research.
Walmart leads the competition for Prime Big Deal Days shoppers, Numerator pointed out. Overall, almost two-thirds of planned shoppers expected to check out other retailers’ October promotions including not only Walmart’s Deals initiative but also Target Circle Deal Days. During the 2025 event, Amazon shoppers spent almost $400 million at walmart.com and target.com combined during the 48 hours of the Big Deal Days event, a 67% increase from what they bought the prior week. High-income households accounted for more than 42% of Amazon, walmart.com and target.com crossover spending, according to Numerator.
Even though the Prime Big Deal Days event serves as Amazon’s kickoff to holiday shopping, everyday products seem likely to dominate purchasing this year. More than half of consumers polled said Prime Big Deal Days have become a key part of their holiday shopping, with apparel, toys and home goods leading planned gift purchases. During the 2025 event, only 23% of shoppers purchased holiday gifts.
Almost a quarter of consumers plan to use AI while shopping Prime Big Deal Days. AI will influence deal discovery during the Amazon October event, especially among high-income shoppers, Numerator indicated. High-income households are twice as likely to use AI tools outside Amazon than they are the company’s Alexa AI agent. As for low-income shoppers, they are equally likely to use Alexa for Shopping and AI tools outside Amazon, Numerator said.
