Amazon's fall member sale, Prime Big Deal Days, officially kicked off on October 6, 2026. The 48-hour event is Amazon's annual October tradition — often called the "fall Prime Day" — and marks the first major discount wave ahead of the holiday shopping season.
This year's event began at 3:01 a.m. Eastern Time on October 6 (12:01 a.m. Pacific) and runs until 2:59 a.m. Eastern on October 8. Amazon says the sale spans more than 35 product categories with millions of deals; the "Today's Big Deals" section refreshes with new offers three times a day, with Shark, Anker, Sony and LEGO among the featured brands. The official announcement also lists fall apparel and shoes at up to 45% off, selected bedding and holiday décor at up to 35% off, game-day and tailgating products at up to 30% off, and Halloween costumes starting at $5.
Phones are the most-watched category this round. Samsung's Galaxy S25 is down 30% in some markets, with the foldable Galaxy Z Flip7 dropping alongside it. Google's Pixel 10a fell from $499 to $424, and the Pixel Buds Pro 2 from $229 to $190. On the Apple side, the Apple Watch Series 11 hit its lowest price in the past 30 days, while the AirPods Pro 3 appeared at $179. Amazon's own devices joined the markdowns: the new 11-inch Echo Show 11 is $100 off at $149.99, the Fire TV Stick 4K Max sells for $44.99, and the Fire HD 10 tablet for $72.99.
The early-October timing is no accident. Walmart's fall sale runs October 5 through 11, and Target is running its own sale October 6–7 with early access for members — three retail giants going head to head. Analysts see the October event as the battle for shoppers buying holiday gifts early: whoever posts the low prices first locks in year-end spending budgets.
Like the summer Prime Day, most of this round's discounts are exclusive to Prime members. A U.S. Prime membership currently costs $14.99 a month or $139 a year, and new customers can cover the entire event with a 30-day free trial — though some deals are open to everyone, so check the listing. Practical advice applies: confirm the exact model, storage tier and color, check whether a phone is unlocked or carrier-specific, look at the seller and shipper, and re-check the price before checkout, since hot items can sell out early.
The sale wraps up late on October 7. For anyone planning a phone upgrade or new appliances, these 48 hours are one of the year's few remaining low-price windows.