What Prime Big Deal Days Really Told Us

What Prime Big Deal Days Really Told Us — And How to Use It

Amazon’s Prime Big Deal Days (PBDD) sparked plenty of buzz, yet outcomes felt lighter than many expected. At the same time, it revealed significant opportunities for brands and sellers who can use these signals to quickly adapt.

We sat down with Bryson Buck, Sr. Director, eCommerce, to unpack the topline results, what they mean for Q4, and the practical moves brands should make now.

How should we read this year’s Prime Big Deal Days results?

BB: This year’s event revealed more than it delivered, but that is the opportunity. Our analysis of PBDD data, plus what we’re hearing from clients and industry experts, shows clear indicators of potential success for brands ready to move fast and think strategically. Savvy marketers will use these signals to outmaneuver competitors and capture disproportionate share this Q4.

Let’s ground this in the data. What topline results are you watching most closely?

BB: For me, there were six things that stood out from the Numerator tracking:

90% awareness but only 35% primary motivation. Engagement was high while conversion lagged. This tells us there is untapped demand sitting just on the edge of action, with a massive pool of engaged consumers who weren’t compelled to act during PBDD.
58% found deals repetitive to July Prime Day, another untapped opportunity for brands.
56% actively comparison-shopped. They’re value conscious but engaged and willing to move if you remove friction.
27% shopped Target Circle Week and 36% Walmart Holiday Deals. There was clear cross-platform behavior that you can intercept if your offer and execution are live and enticing.
Only 23% used PBDD for holiday shopping. Which means 77% of seasonal demand remains heading into T12 and BFCM.
No category exceeded 28% engagement. That fragmentation will reward brands that concentrate their focus where they can credibly lead rather than spreading effort too broadly.

When looking at these signals, what’s the first step suppliers should be taking?

BB: Start by closing the awareness to action gap. With awareness at 90% and motivation at 35%, there’s a massive pool of engaged consumers who did not see a compelling reason to act. Use this intelligence to move targeted MFCM (“moments-of-frustration") messaging that addresses the specific gaps PBDD missed.

Deal fatigue came up big in your readout. How should brands respond without just discounting deeper?

BB: You can absolutely leverage deal fatigue through differentiation, instead of deeper discounting. When 58% of shoppers say the deals felt just like July, sameness becomes the enemy. You do not need a bigger markdown; you need a different offer. Focus on exclusive bundles, first time buyer incentives, or loyalty program enhancements to create value. Keep your discount architecture simple and credible. That approach protects margin and sets you up for repeat behavior after the holidays.

And what about all that comparison shopping?

BB: The 56% who comparison shopped are not disloyal. They are rational. They move toward whichever brand reduces risk and increases perceived value at the moment of decision. Available levers are dynamic pricing, price match guarantees, and exclusive Amazon benefits that remove hesitation. In a near parity discount environment, friction and confidence are the tie breakers that win dollar share.

The data shows only 23% used PBDD for holiday shopping. How should brands think about the compressed window that remains?

BB: Treat the last stretch as a concentrated holiday runway. With 77% of demand still in play, you have real upside if you make it easy to choose and certain to receive. Lead with concentrated holiday messaging and gift-focused campaigns during T12 and beyond. This is where clarity and confidence convert: simple offers, visible availability, and unmissable order by dates.

You mentioned fragmentation, with no category above 28% engagement. What’s the strategic takeaway?

BB: Simply put, focus wins in fragmented categories. With no category exceeding 28% engagement, there’s room for focused category leadership. Brands can dominate specific verticals with concentrated promotional efforts rather than competing in saturated spaces.

Let’s talk execution. What should teams do in the next few weeks to translate this into results?

BB: These are the practical moves we recommend putting in play right now:

T12 Strategy: Make it the real holiday event - Position T12 as the shopping moment with genuine seasonal urgency.
BFCM Differentiation: Create exclusive product launches or limited-time partnerships
Inventory Intelligence: Hone in on competitor overflow from Target and Walmart shoppers. Target and Walmart each drew significant traffic at 27% and 36% participation. Some of that demand will spill back to Amazon, and savvy brands will be targeting these customers as they shop.
Messaging Pivot: Focus on “what PBDD couldn’t deliver” and pivot your messaging. Be explicit about what is different now versus October. If sameness was the barrier, show what is new such as bundles, gifts with purchase, and member perks. If uncertainty was the barrier, show confidence with updated content and clear “reasons to buy” in your image carousel and SEO copy. If confusion was the barrier, show clarity with simplified offers, fewer steps, and curated picks.

How should brands sequence the season from here?

BB: Think in waves, not one-off spikes. Give each moment a job in the journey from awareness to action to advocacy.

Warm the audience with wish list nudges, replenishment cues, and gift guide teasers.
Drop differentiated offers at peak attention and make the reason to act now obvious.
Recapture abandoners with price assurances, limited time bonuses, and confidence messaging. Leveraging brand tailored promotions has become table stakes for optimized Amazon brands.
Extend momentum after BFCM with fast giftable solutions and shipping certainty.
Close the loop with post purchase engagement that turns holiday shoppers into January loyalists.

Precision beats volume. A few sharp messages, well timed, will outperform a long list of generic promotions.

If you had to define what good looks like over the next 30 to 45 days, what would be on that checklist?

BB: I’m advising our clients to make sure they have:

A clear calendar with distinct roles for T12, Black Friday, Cyber Monday, and the late ship cutoffs.
An offer architecture that leans on exclusivity, bundles, and loyalty value, not just deeper discounts.
Pricing and policy readiness including dynamic pricing, price match guardrails, and confidence signals coming from content.
Inventory aligned promotions that meet demand where stock is strongest.
Category focus that concentrates spend where you can win.
A measurement plan that tracks movement from awareness to action, not just top line revenue.

Bottom line: What should leaders keep front and center as they steer Q4?

BB: Treat PBDD as market intelligence, not a verdict. The data shows where shoppers leaned in and where they hesitated. The brands that win Black Friday and beyond will be those that learned from October’s lessons. Remember, there is still runway with 77% of seasonal demand remaining, but the window is tight. Read the signals, differentiate your offers, intercept cross shopping, and lean into the compressed timeline with clarity and confidence.

Ready to optimize and adjust your strategy based on deeper PBDD data and insights?

Contact Bryson Buck at Bryson.buck@mpgllc.com for a candid discussion on how to capitalize on your remaining Q4 and make sure you show up when and where it matters.