Amazon Sets Fall Prime Day for Oct. 7-8
The fall version of Amazon Prime Day will run from Oct. 7-8 and offer discounts on products across a host of categories, including home, apparel, toys, and beauty.
The sale event kicks off on Oct. 7 at 12:01 a.m. Pacific Time and is open to members of the paid Amazon Prime membership program. Shoppers who are not Prime members can participate via a free 30-day trial membership.
"Prime Big Deal Days kicks off the holiday shopping season with exclusive deals for Prime members on must-have items and popular gifts," said Carmen Nestares, vice president of North America Marketing and Prime Tech at Amazon. "We're excited to help Prime members save money this year with some of Amazon's best deals of the season so far, including amazing deals on an expanded selection of Holiday Amazon Exclusive items."
As part of its Prime Day promotional effort, Amazon is now offering "Shop Early Deals" that include:
- Discover early deals on Amazon Brands: Customers can embrace fall with great deals from Amazon Private Brands, including pantry essentials for hosting from $3, denim starting at $15 from the new Amazon Essentials denim collection, and cozy fall finds for the whole family as low as $10 from Amazon Essentials.
- Save on select Amazon devices: Prime members can save up to 50% on select Amazon devices, including the Fire HD 8 Kids Pro Tablet, Kindle Kids, and Echo Dot Kids bundle; Kindle Paperwhite Essentials bundle; Luna Wireless Controller; and the Ring Battery Doorbell with Ring Pan-Tilt Indoor Camera bundle.
- Find Kindle deals for every reader: Save up to 80% on Kindle books, including hits popular with #BookTok like "Matriarch" by Tina Knowles and "Getaway Girl" by Tessa Bailey.
- Save on select artist merch: Prime members shopping for apparel, CDs, and vinyl can find discounts of up to 30% off select items when purchasing through Amazon.com or the Amazon Music app.
- Receive grocery savings in-store: Prime members can take $15 off a purchase of $55 or more when shopping in-store at Amazon Fresh from now through Oct. 8 with this limited-time offer.
During its July Prime Day event, Amazon saw continued growth in household penetration but a mixed bag when it came to how much shoppers spent, according to Numerator’s Prime Day 2025 Recap.
July’s Prime Day had a household penetration of 40.8%, up from 34.8% in 2024. Orders per household also grew, to 3.4 in 2025 versus 2.9 in the previous year. And while spending per household increased over 2024 — $179.63 in 2025 versus $174.20 in 2024 — order size in dollars was down $7.41 to $53.22 when compared to 2024, with spend per unit down $2.79 from 2024 to $24.62.
Numerator figures revealed that 53% of orders were less than $30, up five percentage points from 2024. Orders of $100 or more fell four percentage points to 29% from the prior year.
The health & beauty category was the most popular on Prime Day, with 55% of shoppers purchasing an item in the category, up from 49% in 2024. Home & garden was second at 49% (47% in 2024), and apparel was third at 39% (34% in 2024). Grocery was the sixth most popular category at 22%, up from 19% the previous year.
