Amazon to Kick off Holiday Shopping Oct. 10 with Second Prime Day Event

Amazon has set the dates of its fall Prime sale, which will kick off the holiday shopping season.
(Photo courtesy Amazon)

Amazon has set the date of its previously announced second Prime sale of the year, following its biggest-ever day of sales during the summer installment in July. Prime Big Deal Days, as the second event is being called, will take place from Oct. 10 at 3 a.m. EDT through October 11.

Amazon hosted a second fall Prime sale for the first time last year, unofficially marking the kickoff of the 2022 holiday shopping season. This year’s Prime Big Deal Days will take place across 19 countries, including the U.S., UK, Australia, Austria, Belgium, Brazil, Canada, China, France, Germany, Italy, Japan, Luxembourg, Netherlands, Poland, Portugal, Singapore, Spain and Sweden.

Over the course of the two-day sales event, Prime members will have access to early holiday deals from a range of brands, with new deals dropping as often as every five minutes during certain periods, Amazon promised in the announcement.

To make sure that customers don’t miss out on a single deal, Amazon will offer Prime members personalized recommendations for deals they might be interested in based on past purchases, browsing history and items saved to their Lists.


In fact, starting today, Prime members can sign up for invite-only deals on select products that are expected to sell out during the October event, such as 60% off Blink smart home security or 46% off the Philips 3000 Series Air Fryer. Members selected for invite-only deals will be notified during Prime Big Deal Days with instructions on how to purchase the item. (Prime members who aren’t selected will also be notified via email by Oct. 11.)

Members also can subscribe to deal alert notifications related to their recent Amazon searches or recently viewed items. Once Prime Big Deal Days arrive, they will receive push notifications on available deals for products or categories they indicated interest in.

And lest they forget the sale, members also can set up an Alexa event reminder to be alerted at the start of Prime Big Deal Days by simply saying, “Alexa, set a reminder for Prime Big Deal Days.” Users can also get deal notifications from Alexa up to 24 hours in advance on eligible items saved to a Wish List, cart or Save for Later list.

Amazon’s Prime sale in July was not only the largest single sales day in Amazon’s history, it was also the biggest day for ecommerce sales thus far this year, according to Adobe. U.S. consumers spent a total of $12.7 billion during the summer event, a 6.1% increase over 2022, and Amazon reported that Prime members purchased more than 375 million items worldwide.

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