How brands can capitalize on post-Fall Prime Day momentum
This fall's Prime Big Deals Days is pushing holiday shopping into October as shoppers compare prices earlier and sellers prep for Black Friday.
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Store of the Future // October 10, 2026 How brands can capitalize on post-Fall Prime Day momentum By Gabriela Barkho Subscribe: Apple Podcasts • Spotify Amazon’s Prime Big Deals Days has fundamentally altered the retail calendar, turning October into the official kickoff for holiday shopping.
What started out as a summer event has expanded into a crucial Q4 marker. The deals are now driving consumers to research and buy earlier each year amid sustained inflation. In just a few short years, the fall event has become a key acquisition channel and testing ground for sellers ahead of Black Friday.
Consumers are increasingly researching deals days in advance, comparing prices and deals before making purchases. On this week’s Modern Retail Podcast, executive editor Anna Hensel and senior reporter Gabriela Barkho are joined by Joe O’Connor, senior director of innovation and growth Tinuiti, to discuss the evolution of Amazon’s Fall Prime Day.
This episode dives into: The rise of earlier holiday shopping. Strategic ad budgeting that targets the right audience. Capitalizing on post-Deals Days momentum until Black Friday. Copy link
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This briefing is based on reporting from Modern Retail. Use the original post for full primary-source context.
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