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Amazon confirmed there will be a second Prime Day event on October 10-11.

Amazon.com Inc. announced a second Prime Day sales event will be held on October 10-11, 2023.

This year, the event will be called Prime Big Deal Days, according to a LinkedIn post from Doug Herrington, CEO of Amazon Worldwide Stores. Amazon sellers previously told Digital Commerce 360 that they’d been given an Aug. 11 deadline to submit deals for the event.

Amazon is No. 1 in the Top 1000. The database is Digital Commerce 360’s ranking of the largest North American online retailers. Amazon is also No. 3 in the Online Marketplaces database, which ranks the 100 largest global marketplaces.


How many countries will Prime Day take place in?

Amazon Big Deal Days will take place in 19 countries, including:

  • Australia
  • Austria
  • Belgium
  • Brazil 
  • Canada
  • China 
  • France 
  • Germany 
  • Italy 
  • Japan 
  • Luxembourg
  • Netherlands 
  • Poland
  • Portugal
  • Singapore
  • Spain
  • Sweden
  • The United States
  • The United Kingdom

How much did Amazon make on Prime Day 2022?

Amazon’s Prime Early Access Sale in October 2022 underperformed compared with the more established July Prime sale. The October sale generated 46% less revenue than the July sale, according to Similarweb data. For comparison, July Prime Days in 2022 led to $12.09 billion in sales, per Digital Commerce 360 estimates, up 8.1% over 2021. 

Prime members purchased more than 100 million items during the first iteration of the fall sale, Amazon said. That’s well below the 300 million products purchased during the July sale, Amazon said. Laneige Lip Sleeping Mask, Apple AirPods (2nd Generation), Vital Proteins Collagen Peptides, and Crest 3D Whitestrips Professional Effects Teeth Whitening Strips were among the best-selling products in the U.S. 

Shoppers largely avoided big-ticket items in favor of smaller purchases. 58% of purchases in a period of the sale monitored by research firm Numerator cost less than $20, indicating consumer preference for inexpensive products.


The summer Prime Day sales event in 2023 grew less than in the previous year, up 6.7% to $12.9 billion, according to Digital Commerce 360 Research.

When is Prime Day 2023?

The next sale will be held on October 10 and 11. In 2022, it was held on October 11 and 12.

Amazon Prime Day 2023 was held Tuesday, July 11, and Wednesday, July 12. We’ll update this page regularly to reflect new information. 

Dates for Amazon Prime Day in the past:

  • Ninth: July 11-12, 2023
  • Eighth: July 12-13, 2022
  • Seventh: June 21-22, 2021
  • Sixth: Oct 13-14, 2020
  • Fifth: July 15-16, 2019
  • Fourth: July 16-17, 2018
  • Third: July 11-12, 2017
  • Second: July 12, 2016
  • First: July 15, 2015

How often is Amazon Prime Day?

Until 2022, Amazon Prime Day was once a year in the summer. In 2022, the retail giant added another Prime Day event in October. So how many times a year is Prime Day? The answer used to be once. Now, Amazon has established a two-year pattern of two separate sales events. 

How do you sign up for a Prime membership?

You can join Prime or start a free trial at Amazon Prime Day. Amazon has recently faced a lawsuit from the U.S. Federal Trade Commission alleging the ecommerce giant duped consumers into signing up for its Prime membership service and deliberately made it hard to cancel. 

How to prepare to find deals on Prime Day 

The value of Prime Day to retailers both small and large is undisputed, as millions of shoppers visit the site in search of once-a-year deals.

  • Sign up for the Prime Insider newsletter to hear about Amazon Prime member benefits and find updates on deals and events.
  • Create deal alerts for recommendations. As an Amazon Prime Member, you can subscribe to receive deal alert notifications related to recent Amazon searches and recently viewed items. All you have to do is visit the Prime Day event page on the Amazon app before Prime Day to create deal alerts. Once Prime Day arrives, members will receive push notifications on any available deals.
  • Get deal notifications from Alexa. Alexa can make sure you don’t miss any Amazon deals. Members can add products to their Wish List, Cart, or Save for Later, and then ask Alexa to notify them about the deal.
  • Set a reminder so you don’t miss the multi-day event.
  • Check back here to see the latest updates.

What are Big Deal Days, and how are they different from Prime Days?

Amazon is calling this year’s fall sale Big Deal Days, a new event. It’s still exclusive to Prime members. The online retailer also held a fall sale in 2022 for the first time, called the Early Access Sale. Amazon hasn’t shared specifics about how this year’s Big Deal Days might compare to the previous events.


Prime Day is now Amazon’s biggest sale of the year. It is usually held during the summer months. In 2023, it was July 12 and July 13. The annual two-day deals event is for Prime members only. 

Amazon said Prime members ordered more than 100 million items from merchants during the Early Access sale. The sale was held on October 11 and 12 in 2022, exactly three months after the summer sale.

Prime Day, which features deals on many products on Amazon.com, began in 2015 as a celebration of Amazon’s 20th year in business. It turned into a summer sales holiday designed to drum up additional business for Amazon — and the retailer’s marketplace sellers — before the holiday shopping season. In recent years, other large retailers have offered promotions on their own websites around Prime Day to take advantage of the additional online shoppers.

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