Prime Big Deal Days

Large formats and multi-packs drive sales during the latest Prime Big Deal Days, according to Amazing Agency

• Advertising strategies combining Amazon DSP and Sponsored Ads achieve a return on ad spend (ROAS) up to 2.9 times higher, according to the company's analysis.
• Among the best-performing categories are beer, with a 97% sales increase compared to 2025, and OTC products and supplements, with a 90% increase.

Seven out of the eleven categories analyzed by Amazing Agency saw sales increases of up to 97% during the fall Prime Big Deal Days—held on October 6 and 7 in Europe and from October 6 to 10 in Mexico—compared to the 2025 edition. These are some of the main findings from the analysis conducted by the strategic consultancy specializing in Retail Media, Amazon Ads, and growth measurement, which also identifies shifts in consumer shopping habits during these discount events.

Likewise, key trends detected include a growing interest in large-format products and the concentration of sales during the first day of the event. According to Joaquín Otamendi, CEO of Amazing Agency, these two behaviors "highlight the importance of brands anticipating and planning their commercial and advertising strategies to fully capitalize on major demand peaks and connect with consumers at the key moment of purchase."

Recurring consumption products drive sales

Among the categories showing the best performance are beer, with a 97% sales increase compared to 2025, and OTC products and supplements, with a 90% increase. These are followed by professional hair care (+58%), supplements (+54%), and dermocosmetics (+37%).

Amazing Agency's analysis identifies a higher demand for multi-packs and large-format products, particularly in recurring consumption categories. Standout items include large-format beer packs, family-size detergents, and 2kg tubs of creatine. This trend reflects how consumers take advantage of promotions during major commercial events to make bulk purchases and stock up on everyday products at more competitive prices.

Advertising planning, key to improving profitability

Beyond sales growth, the results highlight the importance of preparing campaigns in advance. According to Amazing Agency, brands that opted for a full-funnel strategy—combining demand-generation strategies via Amazon DSP with conversion campaigns via Sponsored Ads—managed to improve the profitability of their investments. In fact, across all analyzed categories that applied this strategy, Amazon DSP was the most profitable channel, with a return on ad spend (ROAS) 2.9 times higher than that of Sponsored Ads.

Furthermore, new customer acquisition also played a prominent role during the event. For most of the brands analyzed, nearly half (between 39% and 54%) of the purchases attributed to Amazon DSP came from new-to-brand consumers, reinforcing the role of these campaigns as a tool to reach new audiences beyond just driving immediate sales.

Anticipation makes the difference ahead of Black Friday

Another major conclusion from the analysis is the shift in sales distribution across the two shopping days. While in 2025 sales tended to concentrate on the second day, this edition saw stronger growth during the first day, reinforcing the need to head into the start of promotions with a well-defined strategy.

For Amazing Agency, preparation or prior planning is key to capitalizing on demand peaks. In this regard, aspects such as selecting the right products for promotion, optimizing product listings, ensuring stock availability, and maintaining the Buy Box play a fundamental role in maximizing the impact of advertising investment and driving sales conversion.

"A 48-hour event is not won during those 48 hours, but in the preceding weeks, when you decide which products to feature, secure the Buy Box, and start building an audience. On the day of the event, advertising multiplies what you have prepared, and if you haven't prepared anything, you're just buying expensive visibility," concludes the CEO of Amazing Agency.

Looking ahead to Black Friday, the results of this analysis offer brands an initial benchmark on the evolution of shopping habits and the opportunities that could shape upcoming commercial campaigns.