When is Amazon Prime Big Deal Days 2026?

Amazon Prime Day started in 2015 and has become an annual summer sale. Prime Day usually takes place in mid-July and lasts for two to four days. In 2022, Amazon added a second sale in October to kick off the holiday shopping season, now known as Prime Big Deal Days. And in 2024, yet another sale was born—the Big Spring Sale.

Right now, we’re getting ready for Prime Big Deal Days, where we will see sales on just about everything, with many prices rivaling what we saw for Prime Day over the summer and what may be available again during Black Friday and Cyber Monday sales. This means doing some of your holiday shopping early will still let you save big.

Amazon often has early deals, discounts, and other promotions in the days leading up to its big events. The offers vary from year to year, but almost always include discounts on Amazon’s own lineup of devices. These discounts tend to remain steady through the sale itself as well, and more will likely crop up as the sale draws nearer.

Typically, Amazon unveils a slew of early deals shortly after it announces the sale dates, so you’ll want to check back with us soon to see what’s available.

Consumer Reports will be monitoring all of Amazon’s sale offerings to bring you the latest deals, so bookmark our Deals Hub and check back often. We’ll be sharing the best early Prime Day deals you can get as they start to crop up.

Prime Big Deal Days typically bring price drops on popular items like headphones, robotic vacuums, smartwatches, and mattresses, as well as apparel, household goods, back-to-school supplies, electronics, toys, and more. For this big sale, Amazon touts deals across more than 35 categories, including discounts on popular fall and Halloween items, as well as gift items and more to get you ready for the holidays.

With all Amazon sale events, not every discount is guaranteed to be available for the duration of the sale. There will also be Today’s Big Deals that drop three times daily—at midnight, 8 a.m., and 1 p.m. PDT—encouraging shoppers to buy quickly before items are gone. They can last up to 24 hours, or until the products sell out. Other sales may end without warning if items go out of stock. For more on how to get the best deals, check out our Prime Day shopping tips.

Consumer Reports’ experts will track all the deals and share the best offers on top-tested products, so stay tuned.

Since Amazon’s first sitewide event, there have been big sales at other major stores coinciding with every Prime Day sale. The October sale is still on the newer side, so not every major retailer advertises big events. But even still, their prices tend to rival Amazon’s anyway. This means you can generally shop at your preferred store and still get the same or similar pricing on many of the items.

So far, there is no word on whether there will be competing sales, but we suspect this will be the case for at least a few of Amazon’s bigger competitors. We’ll update you as soon as we learn any new information.

Consumer Reports will be keeping an eye on all of these retailers and more to help you find the best prices on quality products.

If you’re not already a Prime member, you’ll need to sign up to access this sale. (Check the Amazon policy on free trial memberships.) You can add items to a shopping list or even to your cart (you can always move them to “saved for later”) so that you can get an idea of what they cost right now, and then you can quickly access them during the sale to see whether they’re available at a better discount.

We also recommend checking out anything you might want to buy now. Keep an eye on its price from time to time. This way, you’ll know if you’re really getting a better deal than usual. We’ve seen Amazon (and other retailers) drop existing sales right before Prime Day, only to put them back on sale at the same price and claim you’re saving more than you would on any other day. The earlier you can research your potential purchases, the better equipped you’ll be to make informed decisions and get the most out of this sale.

Consumer Reports will also be tracking all the deals available before, during, and after Prime Day. We’ll compare prices on CR-tested products with each product’s typical cost and monitor prices at other retailers to help you avoid overspending or buying something that doesn’t work well. You can also take a look at CR’s Deals hub for the latest and best deals from Amazon and other major retailers leading up to and during the big sale event.