# Amazon Prime Day Tests Brand Strategy

> Amazon's October event reveals brand strategies for holiday sales.
- Title: Amazon Prime Day Tests Brand Strategy · Adweek | Shortify
- Summary: Amazon's October event reveals brand strategies for holiday sales. Brands use Amazon's Prime Big Deal Days to assess consumer behavior and build holiday…
- Keywords: amazon, prime big deal days, october, brand strategy, holiday sales, consumer behavior, amazon marketplace, Prime, Day, Tests, Brand, Strategy
- Source: Adweek — https://adweek.com/commerce/amazons-october-prime-day-is-the-big-holiday-test-for-brands
- Author: Mitchell Parton
- Published: 2026-10-05T10:00:00+00:00
- Read time: 1 min
- Topics: amazon, prime big deal days, october, brand strategy, holiday sales, consumer behavior, amazon marketplace
## Prime Big Deal Days
Amazon's Prime Big Deal Days run Oct. 6-7, offering discounts of 55% or more with most products at lowest prices of the year.
## Adobe's Spending Forecast
Adobe expects $9.9 billion in spending during Big Deal Days, with discounts peaking at 19%.
## Marketers' Strategy Shift
Marketers plan to use Prime Big Deal Days to assess consumer behavior and build momentum for the holiday season.
## Amit Dodeja's Insight
Brands aren't just asking how much they can sell in two days; they're asking what the event teaches about the next three months.
## Consumer Behavior Shifts
Consumers are value hunting and restocking during Prime Day, with increased use of AI assistants for shopping decisions.
## Crossmedia's AI Strategy
Crossmedia uses AI to track Amazon product data in real time, creating specific budgets for individual products.
## Key takeaway

Brands use Amazon's Prime Big Deal Days to assess consumer behavior and build holiday momentum amid economic challenges.