Prime Big Deal Days: five channel checks for beauty brands on 6 and 7 October

Amazon Prime Big Deal Days runs on 6 and 7 October 2026 in 22 countries, including Germany, France, Italy, Spain, the Netherlands, Belgium, Poland, Sweden and the US. For shoppers it is a discount event. For a beauty brand it is a stress test of the whole channel.

Big sale days attract more than shoppers. New sellers appear on popular listings, prices move by the hour and stock runs out faster than planned. Whatever is wrong with your channel on a normal Tuesday becomes visible, and expensive, during a 48-hour event. These are the five checks we run for the brands we sell, before, during and after the event.

1. Who is on your listings

Open your ten best-selling products on every Amazon storefront where you sell and look at “Other sellers”. Write down every seller name. Do the same on the day of the event, because new offers often appear once a deal goes live.

Under the EU Digital Services Act, marketplaces must show the business name and address of every trader. Click through to each seller profile: an unknown company with a large stock of your bestseller deserves a closer look, especially if you never supplied them.

2. Price, and who sets it

During a sale, one reseller that drops far below the others can pull the whole listing down, and your retail partners will see it. In the EU you may not impose resale prices on independent sellers, but you can make sure your own official offer is priced consistently, and you can act against offers that are not genuine, not meant for the EEA market or altered.

Keep a simple log: product, seller, price, time. It is the evidence you need if a low price turns out to come from counterfeit or grey-market stock.

3. Stock that lasts the event

A stock-out during a deal hands the Buy Box to whoever still has units, and those units are not always yours. Check inventory in every fulfilment centre and country the day before the event, plan replenishment for the following week and keep a buffer for the storefronts where your deal is live.

4. Reviews that tell you something

Read the reviews that arrive during and right after the event. Comments about a different smell, texture, colour, packaging or a skin reaction are an early warning of counterfeit, expired or wrongly stored product. One review is a signal. Three similar reviews in a week are a pattern.

5. Content nobody should have changed

Compare titles, images and bullet points with your approved content. Without Brand Registry, other sellers can suggest changes to your product page, and a hurried edit during a sale can stay live for weeks. With Brand Registry, check that your brand still controls the listing.

After the event: a 30-minute review

• Which new sellers appeared, and are they still there?
• Which offers were below your normal price level, and why?
• Where did you run out of stock, and who took the sales?
• Which reviews need a reply or a closer look at the batch?
• Which listing changes need to be reversed?

None of this is difficult. The difference is doing it every day of the event rather than once a quarter. If you want to know what your listings look like today, our free brand check maps sellers, prices and listing issues for your brand across Amazon, bol, Kaufland, Galaxus and TikTok Shop.

Sources: Amazon, Prime Big Deal Days 2026 announcement (aboutamazon.com), dates may vary by country. This article is general information and not legal advice.