Amazon Prime Big Deal Days 2025: How Consumers Are Redefining Value

Amazon’s 2025 Prime Big Deal Days, held October 7–8, served as the unofficial kickoff to the holiday shopping season—and a timely indicator of consumer sentiment in a shifting retail landscape. PMG’s analysis, based on more than 30 million products on Amazon US through our proprietary Velocity platform, uncovers how pricing, product mix, and purchasing behavior played out at this year's event.

What You’ll Learn 

• Discounting Contraction and Margin Pressure: Discover how average discounts fell from 28% and 24% year-over-year as brands balanced consumer demand for deals with rising costs and new Amazon fees. 

• Trade-Down Behavior Accelerates: Understand why average selling prices declined across nearly all major categories—evidence that shoppers are prioritizing affordability even in high-consideration purchases.

• The Rise of the Extended Peak Season: Learn how consumers are stretching their shopping activity across longer promotional windows, diminishing the impact of single-event “doorbuster” moments.

As consumers redefine value, brands face a complex retail environment heading into the holiday season where pricing strategy, promotion timing, and product positioning are increasingly interdependent. The brands best positioned for success this holiday season will compete strategically on price and adapt quickly as consumer behavior evolves.

To learn more, download the full report.