The stupidest thing you can do after Prime Big Deal Days is build your Q4 budget
By Brandon Fishman · October 9, 2026 · Curated by George's Blog
The stupidest thing you can do after Prime Big Deal Days is build your Q4 budget around the revenue Amazon shows you this week.
Amazon reports revenue daily. But that number doesn’t account for canceled orders or Subscribe & Save orders that later fall off.
Look at those same days a week from now and the revenue will already be lower.
For brands with a lot of subscriptions, the final number usually comes in 5 to 10% below what the daily report shows. And it can take about two weeks to settle.
Earlier this year, I talked to a brand that thought they were doing $2M a month on Amazon. When their CFO looked at the actual settled revenue, it was $1.7M.
That’s $300K they were planning around that never existed.
This is also how brands miss their TACoS goals.
They’re making daily ad decisions based on a revenue number that’s eventually going to shrink.
So don’t grade Prime Big Deal Days off this week’s results.
Wait two weeks. Then look back.
THAT’S the number to build your Q4 budget around.