Is Prime Day The New Black Friday? Why Brands are Launching Pre-Holiday Sales

For decades, Black Friday was the biggest day of the holiday shopping season, a one-day frenzy that packed stores (and later websites) with eager bargain hunters. But in recent years, Amazon Prime Day has quietly been reshaping that calendar. 

What started as a mid-year shopping event has evolved into a retail powerhouse, setting the tone for holiday sales strategies and pushing brands to start their campaigns earlier than ever.

This year’s July Prime Day was proof of that transformation. Amazon’s decision to extend the event from 2 days to 4 paid off in a big way: online spending across all retailers hit $24.1 billion, a 30.3% year-over-year increase. On Amazon alone, Prime Day matched Cyber 5 revenue for the first time, pulling in $14 billion — a milestone that signals its growing influence on the retail calendar.

But the numbers tell only part of the story. What’s truly interesting is how consumer behavior shifted, and what that means for the upcoming October Prime Day and the holiday shopping season ahead. Let’s talk about it.

Consumers are shopping smarter, not harder.

In July, Prime Day shoppers were strategic. Nearly half of US consumers planned to spend less this summer due to economic uncertainty and tariff concerns, but that didn’t stop them from participating. Instead, they slowed down, compared prices, and carefully evaluated purchases.

Conversion rates actually improved as Prime Day went on, suggesting that shoppers were willing to wait for the right deal rather than buying impulsively. Many used the sale to stock up on household essentials rather than luxury items — a reflection of value-driven purchasing.

For brands, this signals the importance of building trust and familiarity ahead of sales events. While 65% of consumers say they delay purchases until BFCM for the deepest discounts, shoppers aren’t just hunting for deals. They’re also looking for reasons to believe in a product. Creator reviews, tutorials, and authentic content can provide that reassurance better than traditional advertising alone.

Competitors are chipping away at Amazon’s lead.

Amazon may dominate Prime Day headlines, but it’s no longer the only player shaping the shopping holiday. According to Numerator, 49% of July Prime Day shoppers also shopped Walmart’s Deals event, while 38% visited Target’s Circle Week.

This cross-shopping behavior shows that Prime Day has become less about Amazon specifically and more about a broader retail season. 

For brands, this means visibility across multiple touchpoints is key. Shoppers are expecting brands to meet them wherever they are, whether that’s on Amazon, at Walmart, or on TikTok.

Amazon is expanding Prime Day’s role (and its ad business).

Amazon’s extension of the July Prime Day to 4 days was a smart move to not only boost sales, but also increase ad inventory during one of the year’s biggest shopping moments. As one analyst noted, Amazon essentially “doubled the length of the Super Bowl” to create more advertising opportunities.

This shift underscores Prime Day’s role not just as a sales event, but as a critical brand-building moment. Brands that invest in Prime Day advertising aren’t just chasing quick conversions. They’re buying a spot at the top of consumers’ shopping lists heading into Q4.

Prime Day is a launchpad for holiday shopping.

Prime Day’s impact extends well beyond its dates. Many consumers start researching products weeks in advance and add items to wish lists, meaning the event often influences holiday purchases months later.

Historically, brands that perform well during July’s Prime Day often see that momentum carry into Q4. Take Ninja, for example. Its air fryers and blenders surged in Prime Day sales in July — not just because of discounts, but because the brand was already top-of-mind. Shoppers had been searching, watching, and saving its products for weeks, setting the stage for holiday success.

With another Prime Day slated for October, brands have one last chance to test new campaigns and strategies before Black Friday and Cyber Monday (BFCM).

So, what does all of this mean for marketers? 

Once just a sales holiday, Prime Day is now a strategic moment to influence purchase decisions well before BFCM.

Here’s how marketers can use this October’s Prime Day to their advantage, especially with influencer marketing at the core:

• Start early with creator-led content: Consumers are researching weeks in advance. Get your products on TikTok, Instagram, and YouTube now through trusted creators who can authentically show why your brand is worth adding to a wish list. 
• Build always-on partnerships: Prime Day success is often a reflection of brand familiarity. Work with long-term creator partners who can nurture product interest ahead of key shopping dates, instead of relying on one-off campaigns.
• Double down on social proof: A growing number of Prime Day shoppers are cross-shopping at Walmart and Target. For these value-conscious, comparison-shopping consumers, leverage creator reviews, unboxings, and tutorials to help them make their holiday purchasing decisions. 
• Plan a paid + influencer strategy: Prime Day’s expanded ad inventory is a major opportunity. Combine influencer-generated content (IGC) with Amazon DSP and social ads to increase efficiency and trust. 
• Leverage data to optimize holiday campaigns: Use Prime Day creator content performance as a testing ground. With Aspire’s reporting tools, you can quickly identify which creators, messaging, and formats resonate most, then double down for BFCM.

Use Prime Day to skyrocket your holiday sales

Prime Day has evolved from a mid-year curiosity into a central part of the retail calendar — one that rivals, and in some ways surpasses, Black Friday as the true kickoff to the holiday shopping season. Invest early, embrace creator partnerships, and use Prime Day as a launchpad for your holiday campaigns to win at the end of the year.

‍Need help strategizing? Get in touch with our team to start building your customized holiday strategy,