Amazon’s Prime Big Deal Days returns on October 7–8, kicking off the 2025 holiday shopping season with millions of deals and deep discounts across popular categories like home, apparel, toys, and beauty.

Starting October 7 at 12:01 a.m. CET, Prime members can shop seasonal savings across Amazon’s unmatched selection—from beauty must-haves and top electronics to deals on some of the most anticipated gifts of the season.

Shop smarter this Prime Big Deal Days with AI

Here are a few generative AI-powered shopping features that will help Prime members navigate holiday shopping with more confidence and ease this year:

  • Amazon’s AI shopping assistant, Rufus, helps customers find gifts for their hardest-to-shop-for loved ones, plan gluten-free holiday menus, or even source the perfect Christmas tree for a small space.
  • Amazon Lens is a visual search tool that helps customers quickly find what they’re looking for, and now Lens Live instantly scans products, shows real-time matches in a swipeable carousel, and shares insights and answers from Rufus.
  • Lists and Buy Again help members track items, revisit frequent purchases, and stay organised through the busiest season of the year.

Join Prime today to save big.

Remember, you’ll need a Prime membership to shop all the deals coming up on Prime Big Deal Days. If you haven’t already, sign up for savings, convenience, and entertainment in one single membership on your local European Amazon Store. More than 200 million paid Prime members around the world enjoy access to Amazon’s enormous selection, exceptional value, and fast delivery.

Discover Prime Big Deals Day deals worldwide

Prime Big Deal Days will begin on October 7 in Australia, Belgium, Brazil, Canada, France, Germany, Italy, Japan, Netherlands, Poland, Singapore, Spain, Sweden, the U.S., and the UK, and, for the first time, Colombia, Ireland and Mexico.

New for this year’s Prime Big Deal Days, customers can shop limited-time ‘New Deal Drop' deals during the event curated exclusively for Prime members. Shoppers can make a head start on their festive shopping lists and explore themed deal collections such as Cosy Season, with deals across apparel, home, and kitchen, or Gifting, highlighting savings on categories including beauty, toys, and electronics.