Amazon Prime Big Deal Days Sale Brings in Nearly $10 Billion in the US

For the market, this means that a major event by one player acts as a catalyst for the entire segment: competitors capture demand with their own parallel sales and promotions, while shoppers split their carts among several stores.

What does this mean for the holiday season?

Fall sales have long been considered a leading indicator of consumer sentiment ahead of the biggest shopping quarter of the year. A figure close to $10 billion over two days signals that American shoppers remain willing to spend — provided the deals are attractive.

At the same time, shopper behavior is shifting toward bargain hunting: consumers deliberately wait for promotional windows to make large purchases at lower prices. For retailers, this increases the importance of the promo event calendar and requires fine-tuning of pricing mechanics.

Practical takeaways for retailers and brands

• Major marketplace events pull in a significant share of fall demand — nearly $10 billion in online sales in the US over two days.
• The effect is not limited to the event organizer: other stores, including Walmart, are also reporting sales growth.
• Consumers respond actively to limited-time discount formats and plan their purchases around promotional windows.
• Fall events of this scale set the tone for the holiday season and serve as a benchmark for planning promotional activities.

Amazon's two-day event confirmed that the short-term flash sale format retains high conversion power in US e-commerce. The next stage will be the traditional holiday sales cycle, where retailers will compete for shoppers already "primed" to hunt for discounts.