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From stockpiling to stocking stuffers: deal-savvy Aussies get ahead as Amazon's Prime Big Deal Days goes LIVE

From stockpiling to stocking stuffers: deal-savvy Aussies get ahead as Amazon's Prime Big Deal Days goes LIVE

September 29, 2026 at 1:09 AM EDT
  • Prime Big Deal Days live from 29 September to 5 October, giving Prime members access to exclusive discounts and savings across all product categories and much-loved brands.
  • New research[1] commissioned by Amazon Australia reveals nine in ten Australians (90%) plan to hold or cut their Christmas gift budget this year.
  • More than four in ten (41%) would set their alarm and wake up at midnight for first access to deals.

Tuesday 29 September 2026 – Christmas has arrived early for Prime members with Amazon's Prime Big Deal Days sale event now live until 11:59PM AEDT Monday 5 October 2026. From top global brands to thousands of Australian small businesses, every category on Amazon.com.au is included, such as kitchen and home appliances, tech, beauty, fashion, toys and even everyday essentials. As a benefit of Prime membership, members enjoy exclusive access to the sale alongside fast and free delivery on eligible items.

This year's Prime Big Deal Days gives savvy Aussies seven days to find savings across the brands and categories they love most and make their dollars go further – whether that's getting ahead on Christmas gifting, stocking up on pantry staples, or treating themselves to something they've been eyeing for months.

With deals spanning every corner of the store, there's something for everyone including brands Dreame, Ecovacs, Shark, Bissell, Philips, Bose, Samsung, Lenovo, Canon, Oura, Anker, Renpho, Dyson, ghd, La Roche-Posay, L'Oréal Paris, Avene, Lancome, Lacoste, Calvin Klein, Bonds, Crocs, Hush Puppies, Kleenex, Oral-B, Huggies, Yoto, LEGO, Amazon Devices including Kindle, Echo, Ring, eero, Blink and many more.

New research commissioned by Amazon Australia1 paints a picture of a nation tightening the belt ahead of Christmas. Nine in ten (90%) Australians plan to hold or cut their Christmas gift budget this year, and more than half (56%) are planning to stockpile everyday essentials such as groceries due the cost-of-living crisis – with half (49%) expecting their weekly grocery shop to rise by $100 or more over the festive period.

The pressure is driving Australians to shop earlier and smarter. Of those feeling the cost-of-living squeeze, an overwhelming 84% are willing to start their Christmas shopping early to take advantage of sales periods such as Prime Big Deal Days, Black Friday and Cyber Monday. More than four in ten (41%) would set their alarm and wake up at midnight for first access to deals, more than a quarter (27%) are willing to wait as long as it takes for an item to go on sale, and for seven in ten (70%) the tipping point to buy is a discount of 30% or more.

But it's not all belt-tightening. Almost two-thirds (62%) of Australians still plan to buy themselves something this festive season, and 29% say sales periods give them permission to treat themselves without feeling as guilty about the cost – making events like Prime Big Deal Days the perfect moment to finally hit buy on that item they've been eyeing.

Arno Lenior, Director of Amazon Prime, APAC said: "With less than 100 days until Christmas, the festive season is fast approaching and now is the time to start planning and saving. We're thrilled to bring back Prime Big Deal Days, giving our Prime members a whole week to unlock even more value in the lead-up to the holidays and summer.

"Our research shows Australians are savvier than ever – they're holding off on purchases, building wish lists and waiting for the right moment to make their money go further. Prime Big Deal Days is the perfect opportunity to get a head start, saving not only on gifts but also the everyday essentials that come with celebrations, travelling and hosting visitors. Whether it's stocking up on pantry staples or ticking off the Christmas list early, we hope this sale helps Aussies stretch their dollars further this festive season."

Adding to the savings opportunities, Amazon Haul – the ultra-low price shopping destination is offering 40% off for Prime members on over 1 million eligible items.

Prime is Amazon’s membership program providing savings, convenience, and entertainment in a single membership. Customers who have not tried Prime can unlock a 30-day free trial at amazon.com.au/prime to access the many year-round benefits. From day one of membership, members in eligible postcodes will have access to free delivery on millions of local and international Prime eligible items, with Free Same-Day Delivery on eligible orders over $49.

Prime membership also provides access to exclusive deals and shopping events, such as Prime Day; access to Prime Original series and films on Prime Video such as Fallout S1-2, Elle, The Boys S1-5, The Lord of the Rings: The Rings of Power, Tom Clancy’s Jack Ryan: Ghost War, Reacher S1-4, The Summer I Turned Pretty S1-3, Off Campus and Australian Prime Original series – The Narrow Road to the Deep North, The Test S1-3, Deadloch S1-2, The Lost Flowers of Alice Hart, Top End Bub and Final Siren: Inside the AFL – alongside other popular movies and TV shows; access to 100 million songs in shuffle mode with Amazon Music, and more. Prime members can now also access a 24-month DoorDash DashPass membership for free (AU$239 value), and benefit from unlimited AU$0 delivery fees on eligible DoorDash orders.

A Selection of Savings on Offer:

Amazon Devices – Echo, Ring, Kindle, Blink, Fire TV and eero

Home and Kitchen Appliances

Tech and Electronics

Beauty and Personal Care

Fashion – Apparel, Shoes, Watches and Accessories

Everyday Essentials – Cleaning, Laundry, Bathroom

Toys

Grocery, Pantry & Harris Farm Markets

Sports, Fitness, Outdoors

Amazon Haul

Pets

Maximise your savings with the following tips:

  • Join Prime: Not yet a member? Try Prime free for 30 days at amazon.com.au/prime. Membership gives you access to Prime Day and a host of year-round benefits including fast, free delivery, and premium entertainment. After the trial, Prime is $9.99/month or $79/year.
  • Create a Wishlist: Prime members can build a Wishlist and turn on deal alerts to be notified when those items go on sale.
  • Download the App: Browse, search and shop with ease. The app also lets customers track orders, manage deliveries, and receive deal notifications.
  • Shop faster with Amazon Lens: Using Amazon Lens, you can upload an image, take a photo, or scan a barcode to discover exact matches and similar items in the Amazon app – perfect for checking if an item you're after is on sale.
  • Let Alexa help: Alexa-enabled devices can assist in preparing for Prime Day. Just say, "Alexa, start a Prime Day list" or ask "Alexa, what are my deals?" to begin shopping by voice.
  • Track your deliveries and shop smarter with Alexa+: Ask Alexa to let you know when your dream item goes on sale, or drops below your ideal price, and you'll get a notification when it does. You can even tell Alexa to buy it, all without you lifting a finger. Try saying: "Alexa, let me know when Ninja Creami goes on sale”. Alexa can track your deliveries so you never miss a package – just say: "Alexa, where's my stuff?".

ENDS

About the research

This study was conducted by Pureprofile on behalf of Amazon Australia from 15th to 17th September 2026, surveying 1,012 Australians aged 18+ years, nationally representative based on age, gender and location according to the ABS.

Every Day Made Better with Prime
Prime offers the best of shopping, savings, and entertainment to more than 200 million paid memberships around the world. In Australia, that includes free delivery on millions of eligible local and international items for Prime members in eligible postcodes; Prime Video, which gives you access to exclusive and award-winning Amazon Original series and other popular movies and TV shows; Amazon Music Prime, which gives you access to 100 million songs ad-free in shuffle mode, thousands of stations and top playlists; e-books, audiobooks and magazines with Prime; video game benefits with Amazon Luna; exclusive Prime member deals; access to Prime Day and more. New customers in Australia can join Prime at amazon.com.au/prime with Amazon’s 30-day free trial and then pay $9.99 a month or $79 a year and cancel anytime.

About Amazon

Amazon is guided by four principles: customer obsession rather than competitor focus, passion for invention, commitment to operational excellence, and long-term thinking. Amazon strives to be Earth's Most Customer-Centric Company, Earth's Best Employer, and Earth's Safest Place to Work. Customer reviews, 1-Click shopping, personalised recommendations, Prime, Fulfilment by Amazon, AWS, Kindle Direct Publishing, Kindle, Career Choice, Fire TV, Amazon Echo, Alexa, Just Walk Out technology, Amazon Studios, and The Climate Pledge are some of the things pioneered by Amazon. For more information, visit amazon.com/about and follow @AmazonNews.

  1. The research was conducted by Pureprofile on behalf of Amazon Australia. See research methodology at end. ↑

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