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By Joe Shelerud · October 7, 2025 · Curated by George's Blog
Prime Big Deal Days starts tomorrow. Is it the kickoff to holiday shopping?
Yes and no.
Our Sponsored Products data from last Q4 shows what you might expect. Prime Big Deal Days delivered a sharp spike in impressions. Day one alone saw about 2.7x more impressions than surrounding days. After that, traffic returned to baseline until Black Friday through Cyber Monday.
Following those major shopping holidays, urgency kicked in. Conversion rates stayed high and steady until the shipping cutoff, then dropped quickly through Christmas Day.
Prime Big Deal Days is a strong opener, not a rising tide that carries through to late November.
What this means for brands:
- Treat it as an event, not a season. Push your strongest offers, protect hero ASINs, and measure success within the event window.
- Deals matter most. Promotions drive volume. If you’re not running one, focus on efficient coverage of defensible keywords and product targets instead of chasing deal-level CPCs.
- Control budgets. Raise caps enough to avoid throttling but maintain daily ceilings. Prioritize spend toward proven, high-intent targets.
- Set up what’s next. Build remarketing pools from event traffic and apply learnings to scale during Black Friday through Cyber Monday, when the biggest lift happens.
Prime Big Deal Days is a great start to Q4. Use it to learn, build audiences, and prepare your catalog for the main stage later in November.