Ask an Expert: What Is the October Prime Day Sale All About?

The event will serve as a kickoff to the holiday shopping season, so if you're a Prime member, start making your lists now.
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Hello, deal-seekers! We're back with another reader's dilemma, this time related to Amazon's Prime Day 2.0 sale. Check out our latest column on the October event, the ways it'll differ from the July Prime Day sale, and how to prepare.

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What Is the October Prime Day Sale All About?

The Dilemma

Dear Ask an Expert,

I heard that Amazon has a Prime Day event coming up in October, but I thought Prime Day already happened in July. What is this fall sale all about, and how is it different than the regular Prime Day?


Perplexed About Another Prime Day

Our Advice

Rumors of another Prime Day in October started swirling as early as June this year, though Amazon was pretty tight-lipped about it. But the company recently announced that a second event is on its way, and they're calling it a "Prime Early Access Sale"; it'll take place from October 11-12.

Amazon isn't new to hosting Prime-related events later in the year. In 2020, it shifted the dates of Prime Day to October, and in 2021 it offered up another sale — albeit one open to all shoppers — during the same month. This event, though, will be different.

The Prime Early Access Sale will take place October 11-12 and is for Prime members only.

There was some speculation that this fall Prime Day sale would serve as an unofficial kickoff to Black Friday season. But Amazon is reporting that the event will offer "exclusive early access to holiday deals," which seems to suggest it's more of an official start to the holiday season than previously thought.

Who Can Shop the Prime Early Access Sale?
Somewhat surprisingly, only Prime members are eligible to shop this event. In the past, we've seen Amazon open up fall sales to all shoppers, especially promotions that are an introduction to Black Friday. But this year, that won't be the case. For the Prime Early Access Sale, only Prime members can take part, and they'll be able to take advantage of "hundreds of thousands of deals," Amazon states. Amazon has highlighted some big brands that'll be included, such as Peloton, New Balance, Caudalie, Murad, and Philips Sonicare.

How Does This Prime Day Event Differ From the July One?
Prime Days have the reputation of being overwhelming, due to the sheer number of offers available and large amount of limited-time Lightning Deals. But Amazon is looking to reduce some stress with this sale by offering up a Top 100 list, which will feature "some of the season's most popular and giftable items," according to the company.

SEE ALSO: 7 Ways to Score Amazon Prime Membership Deals

Brands on this deal list will include Hasbro, iRobot, KitchenAid, and Samsung. Plus, Prime members will be able to save up to 80% on select Fire TVs, as well as take advantage of extra discounts on Alexa devices and products from brands like LEGO, adidas, Furbo, and Ashley Furniture, Amazon states. The retailer also has lists for toys and home items available already, for those that want to start planning their shopping lists.

Another big way this event will differ is that it'll have a heavy focus on holiday items. Considering we haven't even celebrated Halloween yet in the U.S., it may seem early to be thinking about shopping for winter-holiday gifts and related decorations. Yet that's exactly what Amazon is counting on. We've seen a lot of speculation on whether consumers should be doing their holiday shopping early this year, especially in October. So Amazon appears to be keeping up with general concerns by offering Prime members the chance to get a jump on these items.

How to Prepare for the Prime Day Sale in October
With any Prime event, it pays to plan ahead, and Amazon is making that process easier for this sale. As it notes in the sale announcement, the retailer is letting shoppers set up personalized deal notifications; they just have to visit the Prime Early Access Sale event page in the store's app. Then shoppers can subscribe to receive deal alert notifications. The downside is that the notifications seem to be related only to recent Amazon searches and recently viewed items, so you may not be able to get granular with these.

This October Prime Day event is meant to kick off the holiday shopping season. Start your planning now, so you'll be ready to navigate the plethora of deals when October 11 rolls around.

If you know you'll be watching for certain items to go on sale, consider setting up a deal alert here on DealNews. You can be as vague or specific as you like, and when our team of curators posts an offer that matches your parameters, you'll receive a notification. Then you can jump on the deal before it can sell out.

Have a question for our experts? Submit it to, and we might answer it!

Julie Ramhold
Senior Staff Writer/Consumer Analyst

Julie's work has been featured on CNBC, GoBankingRates, Kiplinger, Marketwatch, Money, The New York Times, Real Simple, US News, WaPo, WSJ, Yahoo!, and more. She's extolled the virtues of DealNews in interviews with Cheddar TV, GMA, various podcasts, and affiliates across the United States, plus one in Canada.
DealNews may be compensated by companies mentioned in this article. Please note that, although prices sometimes fluctuate or expire unexpectedly, all products and deals mentioned in this feature were available at the lowest total price we could find at the time of publication (unless otherwise specified).


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