October has become one of the most important months on the Amazon calendar. What was once considered a “warm-up” period for Q4 is now headlined by Amazon’s Big Prime Day event—a sales surge that rivals Black Friday and Cyber Monday in terms of traffic and opportunity.
For sellers, this is more than just another shopping holiday. October Prime Day is a chance to capture momentum early, clear inventory ahead of peak season, and position your brand in front of millions of high-intent shoppers. But it’s also a high-stakes event where costs rise, competition tightens, and mistakes can eat into your margins.
In this article, I’ll break down what makes October Prime Day different, the biggest challenges sellers face, and the strategies that can turn this event into a profitable launchpad for the rest of Q4.
Why October Prime Day Matters
Amazon introduced October Prime Day as a way to spread out holiday spending and attract early-bird shoppers. With inflation shaping buyer behavior and consumers looking for deals earlier in the season, this event has become a major driver of Q4 revenue.
For sellers, the timing is crucial. By October, most brands have stocked up for Q4, but the real surge hasn’t yet begun. This makes October Prime Day a perfect opportunity to:
- Test which products and ads resonate before the November rush.
- Move through older or slower-moving inventory with targeted promotions.
- Capture email and retargeting audiences for Black Friday and Christmas campaigns.
In short: it’s no longer optional. If you’re not participating, you risk watching competitors win early market share and dominate rankings before the biggest shopping days even arrive.
The Challenges Sellers Face
Of course, the opportunity comes with its fair share of hurdles.
First, ad costs rise sharply. During Prime events, Amazon’s CPCs can jump 20–30% as brands compete aggressively for visibility. Sellers who don’t plan ahead often find themselves burning through budgets with little to show for it.
Second, inventory restrictions can derail even the best strategy. Amazon has been tightening its restock limits, particularly around Q4. If your days of supply are too high, you might be blocked from sending more stock, meaning you’ll miss the wave of Prime Day shoppers.
Finally, conversion is tougher than usual. Shoppers during Prime events are deal-hunters. If your offer, pricing, or listing isn’t compelling, clicks won’t turn into purchases—and you’ll walk away with wasted ad spend instead of profit.
Winning Strategies for October Big Prime Day
So how can sellers make this event work in their favor? Based on what I’ve seen, here’s what separates the winners from the rest.
Focus on Profitability, Not Just Sales
It’s tempting to slash prices and chase volume. But unless those discounts fit into a bigger strategy—like boosting ranking ahead of Black Friday—you risk draining margins. Every discount, coupon, or ad should serve a purpose beyond just “more sales today.”
Double Down on Creative Assets
Your main image is your biggest weapon in a crowded results page. For Prime Day, test variations in advance and use lifestyle or bundle-focused creatives that stand out. A higher click-through rate (CTR) gives you a significant edge when CPCs are climbing.
Use Virtual Bundles to Lift AOV
Amazon’s Virtual Bundle program lets you create higher-value offers without extra FNSKUs. Pairing a hero product with a slower mover is an efficient way to increase average order value (AOV) while clearing shelf space before Q4.
Prepare Ads Early and Scale Smartly
Don’t wait until October to figure out which keywords convert. Test campaigns now with moderate bids, identify the winners, and then scale those proven terms when traffic spikes. This minimizes wasted spend and ensures you’re investing where it counts.
Think Beyond the Event
The real value of October Prime Day is in the shoppers you don’t convert right away. Retargeting browsers with Sponsored Display or DSP ads can pay off massively in November and December. Treat October as your list-building phase for the bigger battles ahead.
From my perspective, October Prime Day is less about a two-day sales boost and more about setting the tone for Q4. If you get your campaigns, inventory, and listings aligned now, you’ll enter Black Friday and Cyber Monday with data, momentum, and confidence.
Sellers who sit this one out often end up playing catch-up in November—by then, it’s too late to build rank or test strategies effectively. In my own approach, I’m focusing heavily on PPC efficiency, inventory planning, and creative optimization. Those three areas make the difference between “big revenue but thin margins” and “sustainable profit growth.
Final Thoughts
October Big Prime Day is no longer just a warm-up—it’s a main event in its own right. Sellers who treat it seriously can boost visibility, strengthen profitability, and set themselves up for a record-breaking Q4. Those who ignore it risk being outpaced before the biggest sales days even arrive.
If you’re selling on Amazon this season, don’t think of October Prime Day as a standalone event. Think of it as your dress rehearsal for the holiday shopping frenzy. Nail your strategy here, and you’ll be miles ahead when the real storm hits.
