How deep did brands cut for Prime Big Deal Days 2026?

Part 1

3 of 9 categories saw half or more of their best sellers cut

Each row is the category's top 50 best sellers. A listing counts when its lowest price on October 6 or 7 sat 5% or more under its usual price.^1,2

• Toners & Astringents cut the most. 40 of 50 best sellers ran a deal, at a median 20% off.
• Disposable Diapers cut the least. 14 of 50, at a median 14% off.
• Prime exclusive prices led. 133 of 200 deals showed a Prime exclusive price on their lowest day, against 55 plain price cuts, 9 coupons and 3 lightning deals.

Part 2 · Lever 2

Your Black Friday deal: plan against your category's row, then your own shelf

• A category median is a starting point. The report picks the 10 best-ranked rivals on your own shelf, and they can sit far from it. It reads them for any listing in up to a minute.
• Rank shows whether a cut paid. On a shelf with 3 or more listings on each side, the report compares how much rank listings with a deal gained against listings without one.

Part 3

How it was counted, and what it can't see

• The rule. Usual price is the median of the 14 days before October 6. A listing already cut in the 30 days before uses its 90-day median, so a run-up cut still counts. A deal is 5% or more under it.²
• The shelf is today's. Each category's top 50 by its own rank on October 25, 2026. A listing that fell out of the top 50 after the event isn't counted.
• Listing prices only. No Subscribe & Save, no units sold, no margin. The deal type is what showed on the listing's lowest day.