Amazon Holiday Sales Statistics 2026: Prime Big Deal Days, Black Friday and Q4 Ads

The holiday quarter is when Amazon advertising is most crowded and most rewarding. This roundup collects the latest figures on October's Prime Big Deal Days, Adobe's 2026 holiday forecast, last year's Black Friday and Cyber Monday results and Amazon's own advertising revenue, so you can plan Q4 bids and budgets on real numbers rather than guesses.

Key Takeaways

• US shoppers spent $9.86 billion online during Amazon's October 6-7 Prime Big Deal Days, up from $9.09 billion during the 2025 October event (Digital Commerce 360). Adobe's figure covers all US online retailers, not only Amazon.
• Adobe expects US online holiday sales of $275.1 billion in 2026, up 6.7%, with Cyber Monday alone at $15.1 billion (Digital Commerce 360).
• The 2025 season finished at a record $257.8 billion, up 6.8%, with phones accounting for 56.4% of online transactions (Talk Business & Politics).
• Amazon's advertising revenue reached $19.64 billion in Q3 2026, and Amazon expects high-teens ad growth in Q4 2026 (PPC Land).
• Independent sellers made up more than 60% of sales in Amazon's store during its 2024 Black Friday Week and Cyber Monday event (About Amazon).

Prime Big Deal Days 2026 in Numbers

Short answer: Adobe tracked $9.86 billion of US online spending across the two days of Amazon's October 2026 event, slightly under its own $10 billion forecast, with more than half of it on mobile.

Discounts peaked at 20% off listed prices during the event (Digital Commerce 360). Compared with September 2026 levels, online sales of toys rose 158%, video games 90%, electronics 85% and personal care 73%. Smaller categories moved even more: headphones and speakers were up 300% and smartwatches 255%.

Shoppers were still cautious. Numerator measured average household spend of $114 during the October event, below the $122 it saw during June's Prime Day, and 74% of shoppers cited inflation as a factor (Retail Dive).

The 2026 Holiday Forecast

Short answer: Adobe forecasts $275.1 billion of US online holiday spending from November 1 to December 31, 2026, with $47.5 billion of it in the five days from Thanksgiving to Cyber Monday.

Adobe republished its forecast release in October with a small wording correction, but none of the forecast figures changed (PPC Land).

How the 2025 Season Compares

Cyber Monday 2025 was the biggest online shopping day on record at $14.25 billion, up 7.1%, and Black Friday 2025 set its own record at $11.8 billion, up 9.1% (Adobe). Across the whole 2025 season, 25 days passed $4 billion in online spend, compared with 18 days a year earlier, and traffic to retail sites from generative AI tools rose 693.4% (Talk Business & Politics).

Amazon's Advertising Revenue in the Holiday Quarter

Short answer: Amazon earned $21.32 billion from advertising in Q4 2025, its largest quarter, and expects ad revenue to grow in the high teens in Q4 2026.

Q3 2026 growth looks slower partly because of timing. Prime Day moved into Q2 in most large countries this year, while in 2025 it fell entirely in Q3; Amazon said Q3 net sales growth would have been about 400 basis points higher without the shift (PPC Land). For a wider view of ad formats and spend, see our Amazon advertising statistics roundup.

What Happens for Sellers During Black Friday Week

Amazon described its 2024 Black Friday Week and Cyber Monday event as its biggest Thanksgiving holiday shopping event ever, with record sales and a record number of items sold over the 12 days. More than 60% of sales in its store during the event came from independent sellers (About Amazon). That is a large share of holiday demand flowing to third-party listings, and most of those sellers compete for the same Sponsored Products placements.

What These Numbers Mean for Your Amazon PPC

• Plan for a longer peak. With more days above $4 billion and a forecast of $47.5 billion across the five days from Thanksgiving to Cyber Monday, set daily budgets that will not run out by mid-afternoon on the biggest days.
• Expect more competition for clicks. Amazon expects high-teens ad growth in Q4, so more advertiser money is chasing the same placements. Our guide on how much Amazon advertising costs explains how CPCs are set.
• Build for mobile. More than half of event and holiday spending happens on phones, so check that your main image and first bullet sell the product on a small screen.
• Judge results over a longer window. Holiday shoppers research early and buy later, so a click in October can turn into an order in December. We explain why in the Amazon PPC attribution problem.

Sources and Further Reading

Every statistic on this page links to its original source. Figures were checked on November 2, 2026. Adobe's spending figures cover all US online retail, not Amazon alone.

1. Digital Commerce 360, Amazon Prime Big Deal Days in October drove $9.86 billion in online spending, Adobe says
2. Retail Dive, Online spend during Amazon's Prime Big Deal Days neared $10B in the US
3. Digital Commerce 360, Adobe projection: 2026 online holiday sales to reach $275.1 billion
4. PPC Land, Adobe's $275.1bn holiday forecast gets a correction, not new numbers
5. Adobe, Cyber Monday hits record $14.25 billion in online spending
6. Talk Business & Politics, Adobe Analytics: online holiday sales grew 6.8% to $257.8 billion
7. PPC Land, Amazon ad revenue growth drops to 11% after Prime Day moves to June
8. Amazon, Fourth Quarter 2025 results
9. About Amazon, Black Friday Week and Cyber Monday sales results (December 2024)

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