Shoppers in the United States spent $9.86 billion online across all retailers combined during from October 6 to 7 as Amazon ran its Prime Big Deal Days event, up 8.5% from the promotional period a year earlier, Market Defense reported.
Of the total, consumers spent $5.1 billion via their smart phones, with mobile sales rising 12.8% from Prime Big Deal Days 2025. Social media drove 7% of online sales at all U.S. retailers during Big Deal Days, up 40% from 2025, the fastest growth of any traffic source, according Market Defence, a digital commerce platform and media agency.
On Amazon, household spending nearly doubled versus an average Tuesday or Wednesday, with the lift four times what Walmart saw in the first two days of its overlapping fall Deals event, although it’s worth noting that the Deals promotion extended a full week.
The average order during the Amazon promotion was $48.74, up 7% from $45.42 last year, Market Defence reported. The Prime Big Deal Days average order also came in above what Amazon managed during the June Prime Day event at $47.66. Household spending during Prime Big Deal Days reached $114.01, up 9%. However, deal satisfaction slipped, Market Defense added, with 55% of Amazon shoppers saying they were very or extremely satisfied, down from 58% in 2025 and 59% at June’s Prime Day 2026.
Fewer Amazon shoppers split their spending with competitors during Big Deal Days this year, Market Defense maintained, although 33% shopped at Walmart and 24% shopped Target Circle Deal Days. Still, the 2026 numbers were down from the 36% shopping Walmart and 27% shopping Target during Prime Big Deal Days 2025. Amazon shoppers who also bought goods at Walmart spent 8% more on Amazon than the average Prime Big Deal Days shopper.
Affiliates and influencers drove 22% of total U.S. online sales during Prime Big Deal Days and converted at 11 times the rate that social networks generated overall. Beauty and Cosmetics was the most-purchased category on Amazon during Prime Big Deal Days at 32% of shoppers, up from 22% in 2025, Market Defense noted.
