October Prime Day was the last full test before Black Friday and Cyber Monday. M
By Liranhirschkorn · October 16, 2026 · Curated by George's Blog
October Prime Day was the last full test before Black Friday and Cyber Monday. Most brands will plan BFCM without looking at what it showed them.
We went through our client data from Prime Big Deal Days. Five things we’re recommending brands do for BFCM:
Forecast from your baseline, not last year’s event: Our brands sold 1.78x a normal day, the exact same multiple as last year. Revenue still grew 14% because the normal day grew 15%. If your daily sales are flat, don’t count on Black Friday to save the quarter.
Don’t cut the last day: Day 1 traffic was up 78%, but those shoppers converted below a normal day. Day 2 had fewer visits and the best conversion of the event. Cyber Monday budgets matter as much as Black Friday.
Deal depth beats bids: Organic sales rose 88% while ad sales rose 51%. One beauty brand ran 20% off on Amazon and 25% on its own site. Traffic went up 88%, and conversion fell from 13.4% to 9.2%.
Know your category’s bar: Kitchen, home and apparel lifted about 2.5x. Pet and grocery barely moved past 1.3x. A pet brand at 1.3x did fine.
Plan the hangover before the event: 45% of brands fell more than 10% below normal in the days after. Budgets left at event level, stock-outs and lost Buy Boxes made it worse.
The full breakdown, with category benchmarks and our BFCM checklist, is in the article.