With fuel prices rising and consumer confidence damp, marketers might not be enthusiastic about another round of discounting this fall. Despite that, they’re cranking up media investments with Amazon as the commerce giant stages its Prime Big Deal Days this week (Oct. 6-7).
Like Black Friday, and June’s Prime Day, the event has become a catalyst for ad spend on Amazon. According to five media buyers who spoke to Digiday, client spending on Amazon Ads prior to Prime Day is up 15-40%, compared with last year, and expected to grow by as much as a third by the end of 2026.
“From an endemic standpoint, we’re looking at 30% growth year on year,” said Darren D’Altorio, svp of paid media at Wpromote, without naming exact dollar amounts. “From a non-endemic standpoint [it’s] 40% year on year. And then, as we look ahead into 2027, we expect it to grow again.”
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