Amazon is reviving Prime Big Deals Days, a 48-hour sales event meant to kick off shopping lists with aggressive pricing, fast shipping, and yet another dash of limited-time deals for Prime members. The retailer is already beginning to spread some early discounts and indicating a larger push into A.I.-assisted shopping, with features that will help customers find and follow bargains more easily.
The fall sale echoes Amazon’s tactic of creating a second, pre-holiday shopping moment to run alongside its summer Prime event — an approach that has steadily reshaped the way consumers budget and how brands time promotions ahead of the traditional retail peak season.
What’s on sale over the two-day shopping event
Amazon is telling shoppers to expect deep discounts on its devices and private-label lines, along with marquee deals across electronics, home goods, fashion, and everyday household items.
Lightning Deals — time-limited, fast-to-sell-out offers — will return, as will personalization tools that highlight deals in accordance with browsing and purchase history.
Early deals are already live, including price cuts on Kindle devices and eBooks along with artist merchandise sold through Amazon Music mini stores.
The cadence is important: customers who are tracking items in wish lists or carts often note deal alerts coming in rolling fashion, and inventory turns over quickly by size, color, or model, leading to pressure to pull the trigger when more popular versions hit their lowest price.
AI-based shopping tools steal the spotlight
Amazon is relying on new and improved AI features to propel discovery and expedite checkout. Rufus, the company’s shopping assistant, can answer questions about products phrased in natural language, summarize reviews, and make feature comparisons between similar items. The visual search functionality of Amazon Lens and Lens Live, for example, allows customers to point their camera at something and find similar items, while conversational experiences from Alexa can help monitor deals and remind users about them without the need to look things up.
Expect these tools to matter. Online retail sales during Amazon’s summer Prime event totaled $24.1 billion over four days in the U.S., a 30.3% increase from a year earlier, according to Adobe Analytics, with mobile accounting for most transactions. It turns out the move to mobile discovery benefits retailers that make it incredibly easy for them to find products, see what’s dropping in price at this minute, and seamlessly flow through a purchase — which is exactly Amazon’s focus with its AI roadmap.
Early deals and special members-only perks to know
There are additional exclusive perks for Prime members besides discounts. Amazon is providing early access to a curated collection of entertainment experiences, with tickets for Wicked: For Good among them. Further sweeteners include: special fuel offers, Grubhub+, discounted McDonald’s meals, and bonus savings with cashback for Prime Young Adult members.
For shoppers assembling big baskets, more experienced deal hunters recommend stacking strategies: layer Prime-exclusive pricing with card-linked offers, manufacturer coupons, and subscribe-and-save cycles wherever possible. Price history tracking tools can also help verify if a “deal” is really better than what’s been recently on offer, particularly in categories that are frequent sales targets, such as headphones, smart home devices, and small appliances.
Global rollout adds new markets across regions
This version of Prime Big Deals Days will stretch across a broad international footprint, including Australia, Belgium, Brazil, Canada, France, Germany, Italy, Japan, the Netherlands, Poland (a first for a Prime Day sale), Singapore, Spain, and Sweden, as well as the U.S. and UK markets.
For the first time, Amazon shoppers in Colombia, Ireland, and Mexico will also join in the deals scrum, highlighting how Amazon is working to sync supply and demand more by geography.
Global reach is important for brands using Amazon’s marketplace to test demand and clear seasonal stock. And with coordinated promotions, sellers can send stock to where conversion rates are spiking, even as Amazon’s logistics network struggles to keep up with delivery times as order volumes rise.
Why retailers and shoppers care about this sale
The fall event has evolved into a barometer for holiday intent. Consumer research companies have consistently found that many families use it to kick off their gift-giving and stock up on consumables in anticipation of when peak-season shipping cutoffs kick into high gear. First-week survey data from firms including Numerator show baskets often tilting toward essentials and mid-ticket electronics, as shoppers queue all their everyday needs with an early present or two.
For retailers, the timing of it all pulls forward demand and results in a tactical response. Competitors will often counter with similar sales, and those brands specifically on Amazon adjust the depth of their discounting to earn visibility in the Buy Box without squeezing margin. For consumers, little changes in the winning strategy: set alerts, pre-load wish lists, check price histories, and act fast on doorbusters. With AI assistants, visual search, and greater global availability, Amazon is betting it can make that process feel faster, smarter, and more personal this time.