Prime Early Access Sale: Amazon’s New October Event

Amazon has announced a brand new event for this fall. The Prime Early Access Sale will run on October 11 and 12, 2022, for Prime members in many countries. It is a second Prime Day style event, landing right at the start of the holiday shopping season.

For sellers, that means Q4 now starts in early October. Here is how to plan for it.

What is the Prime Early Access Sale?

It is a two-day sales event for Prime members, with deals across categories. Amazon is positioning it as a chance for shoppers to get a head start on holiday shopping. Think of it as a second Prime Day, just weeks before Black Friday.

Why it matters

• Traffic and conversion spike during the two days, just like Prime Day.
• Holiday shopping starts earlier. Some shoppers will buy gifts in October.
• Q4 stretches longer. Your stock, budget and discounts need to cover October to December.

Inventory first

With only two weeks to go, it is late for big new shipments. Check what you have and what is on the way.

• Calculate days of cover through the event and into November.
• Do not sell out in October and miss Black Friday. Pace ads on products with tight stock.
• Remember Q4 storage fees are higher. Plan shipments to land when you need them.

Deals and discounts

If you missed deal submission windows, you can still use coupons and Prime exclusive discounts. Think about how your October discounts fit with your Black Friday plan. You may want to keep your strongest offer for late November.

This is also a good moment for targeted promotions to shoppers who already know your brand, if they are available to you.

Ad plan

• Now: clean up campaigns, cut waste and harvest proven keywords into exact match.
• A week before: raise budgets slightly and build awareness with Sponsored Brands and video.
• October 11 and 12: raise daily budgets on top campaigns, bid up on proven keywords, protect your brand.
• After: lower budgets gradually and retarget viewers. Many will come back to buy for the holidays.

Budget for the whole quarter

The biggest risk is spending too much in October and running short for Black Friday and Cyber Monday. Plan your Q4 ad budget now, with clear amounts for:

• The Prime Early Access Sale and lead-in.
• Early November awareness.
• Black Friday to Cyber Monday.
• December and the week after Christmas.

The bottom line

The Prime Early Access Sale adds a new peak to Q4. Plan stock and budget for the whole quarter, use the event to start holiday sales early and save something for Black Friday. If you want help planning your Q4 ads, see our Amazon PPC management service or request a free audit.

FAQs

When is the Prime Early Access Sale 2022?

It runs on October 11 and 12, 2022.

Is the Prime Early Access Sale the same as Prime Day?

It is a separate event, but it works in a similar way, with deals for Prime members over two days.

Should I run deals in October and on Black Friday?

You can, but plan them together. Many brands save their strongest offer for Black Friday and Cyber Monday.