Amazon is continuing its annual tradition of hosting a second Prime event of the year, called Prime Big Deals Day, in October. Following the pattern established in recent years, the company announced the event will take place on October 7-8, with sales starting at 12:01 AM PT on October 7.

Amazon is betting that shoppers will embrace various AI tools during the event, such as its shopping assistant Rufus, along with visual search tools like Amazon Lens and Lens Live, which allows customers to point their cameras at any object around them and find it on the Amazon’s website. Additionally, users will be able to track deals with Amazon’s new Alexa+ conversational assistant.

Leading up to the main event, Amazon is offering early deals featuring discounts on Amazon devices and Amazon brand products, deals on Kindle books, and offers on artist merch bought through Amazon Music or Amazon.com.

The company is also offering exclusive benefits for Prime members, including early access to tickets for the musical Wicked: For Good; deals on fuel; McDonald’s meals through Grubhub+; and additional savings via cashback for Prime Young Adult members.

Beyond the U.S., customers in Australia, Belgium, Brazil, Canada, France, Germany, Italy, Japan, the Netherlands, Poland, Singapore, Spain, Sweden, the U.S., and the UK — and for the first time in Colombia, Ireland, and Mexico — will be able to participate in deals and shop with the Big Deals Day event starting on October 7.

Amazon’s first Prime Day event of 2025, held in July, was a success, with the entire retail industry clocking $24.1 billion in online sales across four days, a 30.3% year-on-year increase, according to Adobe Analytics. For the first time, more than half of these sales came from mobile devices, the report noted.

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