Amazon's Prime Big Deal Days was launched three years ago in an effort to pull holiday shopping earlier into the year, but has faced increased competition as rival retailers launched October sales events. Per Sensor Tower data, US Amazon app DAUs increased 13% DoD on the first day of the sale this year, well behind the 24% DoD spike seen during its Jul'24 Prime Day event. However, conversions during the October event soared triple-digits YoY across desktop and mobile.