Amazon Oct Deals Matched Jul 🛍️

Happy Monday! We’re testing daily sendouts, and today’s focus is on the latest Prime Day — which isn’t quite the sure thing it used to be. US shoppers seem pleased but more strategic, splitting baskets and checking prices at rival stores. Brand reports show slower revenue growth and softer conversions. Shoppers expect more for every click. Amazon still wears the crown, but the throne feels a bit shaky. And in Poland? Let’s just say it wasn’t a blockbuster either.

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- Artur Stańczuk, MarketMaze Founder

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Most Americans felt Amazon’s Prime Big Deal Days in October offered deals just as good as July’s. Shoppers were satisfied—yet not blindly loyal—with most sales hitting during evening hours when screens lit up. 2025’s event shows Prime’s power is real, but the way people shop has changed.

Nine in ten Amazon shoppers knew about the October sale before it started, and 35% said it was their primary reason for shopping. A robust 58% described themselves as very or extremely satisfied with their deals. But when comparing to July, only 14% thought October’s offers were better, 13% said worse, and 57% called them “about the same.” The big picture: Prime’s reputation is strong, but the era of automatic excitement is fading.

Almost 27% of total Prime Big Deal Days sales landed between 5–8 PM, a narrow evening window that’s become the real battleground. On Day 1, sales peaked at 6 PM, while Day 2 hit its high at 7 PM—nearly identical to last year’s pattern. For sellers, this means smart timing is everything; if you want to grab wallets, you need to own the after-work crowd.

Prime Big Deal Days shoppers shopped with intent: 25% stocked up on sale items, 28% grabbed daily essentials, and 45% finally picked up long-wanted goods. Top categories were apparel (26%), essentials (26%), and beauty (22%), closely followed by health, home goods (21% each), and even groceries, showing Amazon’s event isn’t just about flashy electronics or gifts—it’s about restocking real life.

Price sensitivity is now mainstream. A clear majority—55%—compared Amazon deals with other retailers, with Walmart checked by 68% of those shoppers. Target (43%) and club stores (25%) lagged behind. On top of that, 27% joined Target’s competing sale and 36% shopped Walmart Holiday Deals during the same week. Loyalty is soft—if Amazon isn’t best, shoppers click away.

Sources: 🔒 Available for MarketMaze+

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Prime Day’s headline growth is slowing, and the numbers tell the whole story. Sales were up, but not by much, and all the action didn’t translate into more buying. Browsers are up, buyers are down—2025’s Fall Prime Day made clear that getting the click doesn’t guarantee a sale.

In 2025, Fall Prime Day revenue grew just 8% YoY, while the 30 days prior jumped 16%. The actual event underperformed the warm-up, with both Day 1 and Day 2 trailing last year’s numbers—Day 1 hit only 89% of the 2024 baseline, and Day 2 hit 90%. While the hype was high, shoppers waited for better reasons to buy.

Revenue, orders, and AOV all underperformed compared to 2024. Day-to-day performance, usually stronger on Day 2, barely edged past Day 1 this year. For brands, this means the event is still big—but the crowds are more cautious and less eager to fill their carts.

Brands poured money into advertising, ad spend was up 112%, but ad revenue climbed just 65%, down sharply from last year’s 113%. The all-important TACOS (Total Advertising Cost of Sales) metric dropped to 12% from 23%. The bottom line: more ad dollars are needed just to stay in the same place, and brands have to work harder for every order.

Engagement boomed: impressions soared 86%, clicks rose 62%. But conversion fell 18%, compared to a small 1% rise last year. Shoppers are still looking, still clicking, but holding back on purchases. Prime Day is still a magnet, but turning browsers into buyers is the toughest part of the funnel now.

Sources: 🔒 Available for MarketMaze+

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