# October Prime Day 2026: Oct 6-7 dates & US/UK end times

Published by Muchita Shopping · Updated 2026-10-09 · Canonical: https://shopping.muchita.ai/guides/prime-big-deal-days/

October Prime Day 2026 has ended in the US and UK. Prime Big Deal Days ran October 6-7. The US closed at 11:59 p.m. PDT on October 7 (2:59 a.m. EDT on October 8); the UK closed at 11:59 p.m. BST on October 7. [Check the local times below](https://shopping.muchita.ai/guides/prime-big-deal-days/#dates), then compare today's price or decide whether to wait for Black Friday.

## In short

- Ended in the US and UK: October 6-7, 2026. The closing time in the eastern US fell on October 8. Other country stores can run different dates.
- Missed the sale? Compare the current price of the exact product elsewhere. Black Friday is November 27; waiting does not guarantee a lower price or available stock.
- An eligible 30-day Prime trial renews into a paid plan unless cancelled. Check your account's renewal date; joining now does not reopen the October event.

> Published by Muchita, with AI-assisted drafting and source checks. Muchita is independent of Amazon and does not earn affiliate commission from the links in this guide. Event facts and shopping advice are separate from verified retailer offers. The worked comparison below is fictional. Legal summaries are general information, not legal advice.

## When is October Prime Day 2026 (Prime Big Deal Days)?

Amazon calls the event Prime Big Deal Days, often searched for as October Prime Day. The [US FAQ](https://www.aboutamazon.com/news/retail/amazon-prime-big-deal-days-faq) gives the closing time and the [UK announcement](https://www.aboutamazon.co.uk/news/retail/amazon-prime-big-deal-days-2026-date) now confirms the event has ended. The table records their 2026 schedule.

A US offer is not a global launch time. Other country stores can run different dates: use your local announcement and account eligibility.

| Market or event | Dates in 2026 | Local timing | What to check |
| --- | --- | --- | --- |
| US event opens | October 6 | 12:01 a.m. PDT / 3:01 a.m. EDT | Amazon.com shopping Prime eligibility |
| US event closes | October 7 Pacific / October 8 Eastern | 11:59 p.m. PDT / 2:59 a.m. EDT next day | An individual offer can expire earlier |
| UK event opens | October 6 | 12:01 a.m. BST | Amazon.co.uk shopping Prime eligibility |
| UK event closes | October 7 | 11:59 p.m. local time | Check the selected seller and offer |
| US new-deal drops | October 6 and 7 | Midnight, 8 a.m., 1 p.m. PDT | See the time-zone table below |
| Black Friday | November 27 | Retailers set their campaign windows | Waiting does not guarantee a lower price |
| Cyber Monday | November 30 | Retailers set their campaign windows | Compare the same variant again |

The October event has ended in these two markets. Open a current product page to check its actual price, seller and availability; a surviving event banner or old discount does not establish a current offer.

## 30 days of Prime for free - if you're eligible

Started an eligible [US](https://www.aboutamazon.com/news/retail/amazon-prime-free-trial) or [UK 30-day trial](https://www.aboutamazon.co.uk/news/retail/prime-membership-signup) for the October sale? It renews into a paid plan unless cancelled before it ends. Check the renewal date and cancellation steps in your account. A new trial does not restore expired October 6-7 offers.

You need shopping Prime for the store you use. A [UK Prime Video-only plan](https://www.aboutamazon.co.uk/news/entertainment/everything-you-need-to-know-about-prime-video) does not include the other Prime benefits. Standard fees checked October 4 are below; your account may offer a different eligible plan.

| Store | Monthly plan | Annual plan | Trial and delivery |
| --- | --- | --- | --- |
| Amazon.com - US | $14.99, plus applicable taxes | $139, plus applicable taxes | Eligible customers can get a 30-day trial. Delivery depends on eligible items and addresses. [US trial details](https://www.aboutamazon.com/news/retail/amazon-prime-free-trial); [fees, taxes and renewal terms](https://digprjsurvey.amazon.com/csad/help/node/G2B9L3YR7LR8J4XP). |
| Amazon.co.uk - UK | £8.99 | £95 | Eligible customers can get a 30-day trial. Check eligible items and your address. A UK plan does not cover orders on other Amazon websites. [UK membership details](https://www.aboutamazon.co.uk/news/retail/prime-membership-signup); [delivery coverage](https://digprjsurvey.amazon.co.uk/csad/help/node/G6V3LUCB9M6VNQAD). |

- **For one purchase, use the fee actually charged.** Fictional UK example: another store charges £100 for the same eligible new item. Prime at £95 gives a £5 item-price difference, short of a new £8.99 monthly fee by £3.99. Prime at £80 gives a £20 difference, exceeding that fee by £11.01. The lower item price remains lower in both cases; membership and delivery are separate budget decisions.
- **Already a member or using a confirmed trial?** An existing plan has no new fee for this purchase. A confirmed trial can have no current fee, but its future renewal is a separate decision. Do not treat an unconfirmed trial as £0.
- **Cancel through the billing account.** Use the [US](https://digprjsurvey.amazon.com/csad/help/node/GTJQ7QZY7QL2HK4Y) or [UK cancellation instructions](https://www.aboutamazon.co.uk/news/retail/how-to-cancel-your-prime-membership); another billing provider can require its own route. Complete the prompts and save the end-date confirmation.

## What were the October Prime Day deal drop times?

Amazon's US announcement advertised Today's Big Deals at midnight, 8 a.m. and 1 p.m. PDT on October 6 and 7. These were the published drop times; the separately announced event opened at 12:01 a.m. PDT. Check the individual offer rather than assuming every chosen item changes price at a drop.

| Drop | Pacific (PDT) | Mountain (MDT) | Central (CDT) | Eastern (EDT) |
| --- | --- | --- | --- | --- |
| Midnight drop (3 a.m. ET) | 12:00 a.m. PDT | 1:00 a.m. | 2:00 a.m. | 3:00 a.m. |
| Morning drop (11 a.m. ET) | 8:00 a.m. PDT | 9:00 a.m. | 10:00 a.m. | 11:00 a.m. |
| Afternoon drop (4 p.m. ET) | 1:00 p.m. PDT | 2:00 p.m. | 3:00 p.m. | 4:00 p.m. |

Alaska (AKDT) is one hour behind Pacific: 11 p.m. the evening before, 7 a.m. and noon. Hawaii (HST) is three hours behind: 9 p.m. the evening before, 5 a.m. and 10 a.m., so the first advertised drop there was on October 5.

The UK announcement gives the local event window but no drop schedule. Do not apply the US times to Amazon.co.uk.

## Choose an alert before authorizing Auto-Buy.

Amazon's [US assistant guide](https://www.aboutamazon.com/news/retail/how-to-use-amazon-shopping-ai-assistant) describes price alerts and Auto-Buy using your default payment method. The UK event announcement mentions deal alerts without the same Auto-Buy commitment; check the options available in your store and account.

Set an amount using the same item at another store. Amazon's Price History concerns past Amazon prices; it does not establish another retailer's price today. A past price is useful context, not a forecast.

| Choice | What it does | Your decision first |
| --- | --- | --- |
| Deal alert | Notifies you about a matching deal | Does the result match the model and variant you wanted? |
| Target price | Notifies when the item reaches your amount | Is the target supported by another current offer? |
| Auto-Buy (US feature) | Purchases using your default payment method | Accept the seller, variant, condition and returns before enabling it. |

Amazon's [Price History guide](https://www.aboutamazon.com/news/retail/how-to-check-amazon-price-history) describes 30-, 90- and up to 365-day views on eligible pages, with the longer view rolling out in the US and UK. Look beside the item price or in the shopping assistant. These are Amazon prices, not a cross-store comparison.

## Missed October Prime Day? Buy now or wait for Black Friday?

Use your need-by date and target item price, rather than a prediction of November discounts. Black Friday is November 27. Future stock, price and terms are unknown.

| Your situation | A reasonable next step | Check before paying |
| --- | --- | --- |
| Need the exact item before November 27 | Consider an eligible current offer within your target. | Check the promised delivery date. |
| Optional item above your target | Keep the dated offer and wait. | A restock or future reduction is not guaranteed. |
| October gift | Check when the recipient can test it. | Use the deadline for the current item, seller and order date. Do not assume an October gift gets a later holiday-return extension. |
| Trial started for the October sale | Check your renewal date and whether you still need Prime. | The October event ending does not cancel your membership. |

## Turn the alert into one comparison record.

Open the selected current offer from an alert, then complete the [comparison record](https://shopping.muchita.ai/guides/prime-big-deal-days/#traps) against one alternative. The worksheet compares prices you enter; it does not create automatic Muchita price monitoring.

- **Record the offers you find** Your entered prices have not been verified by Muchita. Compare matching offers and keep shipping separate. [Compare my entered offers](https://shopping.muchita.ai/tools/price-comparison/)

## What does the crossed-out price mean?

On Amazon.com in the US, [Amazon defines List Price](https://sell.amazon.com/blog/amazon-list-price) as a suggested retail price and Typical Price as a 90-day median of prices paid at Amazon, excluding limited-time promotions. Neither is a recent minimum or another store's price. Read the label used by your country store.

- **Which reference is used?** List Price and Typical Price answer different questions. Neither compares another store.
- **What period does the history cover?** A saved observation proves one moment. It cannot establish the lowest price throughout a month.
- **What is the percentage calculated from?** Use the named reference amount. The worked example below separates that calculation from a comparison between stores.

## A smaller discount can have a lower item price.

This is an illustration, not an Amazon listing or a live deal. Assume both offers pass the [comparison checks](https://shopping.muchita.ai/guides/prime-big-deal-days/#traps). Use either pair within its own market; do not compare dollars with pounds.

| Illustrative offer | US item price | UK item price | Shipping |
| --- | --- | --- | --- |
| A: advertised as 30% off a 300 reference price | $210 | £210 | Unknown; may be added |
| B: no discount badge | $199 | £199 | Free for the example delivery scope |

B has the lower item price by $11 in the US example or £11 in the UK example. The 30% label tells you about A’s reference price, not its position against B. Shipping remains separate, and A’s unknown shipping prevents a delivered-total claim for A.

Enter your own amounts in the [worksheet](https://shopping.muchita.ai/tools/price-comparison/), which can share prices, shipping and offer links. Keep the remaining checks in your notes; arithmetic does not establish missing facts.

## Record these nine fields once.

Keep one record per offer. Use the [worksheet](https://shopping.muchita.ai/tools/price-comparison/) for item prices, quantities, shipping and optional offer links; keep the other details in your own notes. A missing field stays unresolved.

- **Product and package.** Exact model, selected capacity or colour, and included accessories or game. A seller-added bundle is its own purchase.
- **Condition.** Keep new stock separate from used, opened and refurbished units.
- **Seller.** Record Sold by and Ships from. Fulfilled by Amazon does not mean sold by Amazon.
- **Availability.** Check stock and delivery eligibility for your address, not just a search-result price.
- **Item price.** Full one-time amount, currency and tax basis. One instalment or a subscription delivery is a different commercial offer.
- **Price conditions.** Confirm shopping Prime or any coupon applies to your account and selected item. Future cashback is not an immediate price reduction.
- **New membership fee.** Use the [membership conditions](https://shopping.muchita.ai/guides/prime-big-deal-days/#prime-membership) if joining. An unconfirmed trial is not free membership.
- **Shipping.** Free, an additional known amount, or unknown/may be added. Keep it beside the item price; unknown is never zero.
- **Return terms.** Current order deadline, who handles the return and return postage. A previous holiday extension is not your present entitlement.

## What a reference-price rule can tell you.

US and UK sources below explain misleading price claims. These rules can help assess the badge or disclosure; they do not establish which current seller has the lower item price.

### United Kingdom

CMA guidance under the Digital Markets, Competition and Consumers Act requires total-price information, including mandatory fees and taxes, in invitations to purchase. Optional delivery charges must also be disclosed, or their possible application stated when they cannot reasonably be calculated. Save the offer when a mandatory charge appears only later.

Sources: CMA: unfair commercial practices - https://www.gov.uk/government/publications/unfair-commercial-practices-cma207/unfair-commercial-practices

### United States

FTC former-price guidance requires a genuine price offered regularly for a reasonably substantial period. It does not prescribe a universal federal 30-day minimum. A genuine prior-price claim still does not compare another seller today.

Sources: 16 CFR 233.1: former-price comparisons - https://www.ecfr.gov/current/title-16/chapter-I/subchapter-B/part-233/section-233.1

## Check how a comparison tool works.

For a Prime comparison, check the tool's funding, ranking rule and source links. An Amazon price-history chart and a current comparison across sellers answer different questions.

- **Funding and retailer links.** Read the affiliate/subscription/paid-placement disclosure. Muchita has no affiliate commissions or paid placement and does not add referral tags or modify checkout.
- **Ranking and coverage.** Muchita ranks qualifying offers by verified normalized item price, with shipping disclosed separately. A result concerns the offers actually checked, not every shop or a guaranteed lower price.
- **Evidence and privacy.** Open the original offer and selected variant. Read the tool's privacy policy before sharing inputs; Muchita's optional website analytics requires consent.

## Prepare once. Recheck before payment.

The [nine-field record](https://shopping.muchita.ai/guides/prime-big-deal-days/#traps) holds the purchase facts. Use these four steps to act on it; there is no promised completion time. The price worksheet uses your entries and do not fetch or verify offers.

1. **Before the event: choose the item and account.** Set the exact product, maximum item price and need-by date. Confirm your shopping Prime eligibility, actual new fee or trial and renewal date using the membership section.
2. **At an offer or alert: complete the comparison record.** Open the selected offer and one alternative. Complete the same nine-field record for both; leave unresolved conditions visible rather than claiming a winner.
3. **Compute the item difference and separate costs.** Use the price worksheet for eligible matching offers. If joining Prime for this purchase, subtract the actual new membership charge from the item-price saving to see whether it covers that charge. A membership charge and shipping do not change which verified item price is lower, but affect your budget.
4. **Before payment: confirm the current order.** Recheck the selected seller, delivery date, applicable charges and return deadline, especially for a gift. Save the order and any membership cancellation/end-date confirmation.

## Compare from the product page.

On desktop Chrome, open the exact product page and use [Muchita Shopping](https://chromewebstore.google.com/detail/muchita-shopping/kdfhenbdndhjcenmjnbnllenhacpaaok) to research matching offers on request. Inspect the checked prices, purchase conditions and offer links. A run may find no qualifying cheaper offer; it does not establish the lowest price across the entire internet.

On a phone, use the [worksheet](https://shopping.muchita.ai/tools/price-comparison/) or save this guide for your computer. The Chrome extension runs on desktop Chrome.

- No coupon codes, no cashback, no rewards. If a working discount code is what you need, this is not the tool.
- Muchita keeps price observations for saved products locally when you refresh them. It does not supply continuous historical coverage, prices from before your checks, scheduled monitoring or price-drop alerts.
- Condition and package matter: a Renewed, used or open-box item is not a confirmed match for a new-item target. Read each candidate's evidence; a family-name match does not settle condition.
- A research run opens store pages and takes time. Check the result’s evidence and any missing facts before relying on a saving.
- The worksheet works on mobile and desktop. Automatic price checks require the extension in desktop Chrome.

## Questions and answers

### When is October Prime Day 2026 in the US and UK?

The US and UK event ran October 6-7, 2026, and has ended. The US closed at 11:59 p.m. PDT on October 7, or 2:59 a.m. EDT on October 8. The UK closed at 11:59 p.m. BST on October 7. Dates in other country stores can differ. Check current product prices rather than treating the old event page as a live offer.

### Do I need Prime, and can I get a free trial?

Prime-only prices require eligible shopping Prime for the store you use. Eligible accounts can get a 30-day trial that renews into a paid plan unless cancelled. Check the account offer, payment method and renewal date. A UK Prime Video-only plan does not include the other Prime benefits. If joining for one purchase, check whether its item-price saving covers the actual new membership charge.

### How do I tell whether an October Prime deal is worth buying?

Compare the entered item price with one eligible matching offer elsewhere. Use the purchase facts above to resolve any different terms. If joining Prime, budget its actual new charge separately. A percentage-off badge alone does not show a lower price. Delivery remains separate.

### Does an October purchase qualify for holiday returns?

Use the return deadline for the current item, seller and order date. A previous holiday extension does not establish your 2026 entitlement. UK online goods purchases generally have a statutory cancellation right with exceptions; the linked GOV.UK returns guidance explains the usual 14-day notification and further 14-day return windows.

### Should I use Alexa deal alerts, Amazon Price History or Auto-Buy for Prime Big Deal Days?

Price History shows past Amazon prices, not other stores. Deal alerts need a target you choose. Auto-Buy authorizes a purchase with your default payment method, so resolve the selected offer before enabling it. See the alert table for local availability and each feature’s limits.

### What were the October Prime Day 2026 deal drop times?

The recorded US schedule was midnight, 8 a.m. and 1 p.m. PDT on October 6 and 7: 3 a.m., 11 a.m. and 4 p.m. EDT. The event has ended. The UK announcement gave no drop schedule.

## Sources

- Amazon: US event window and deal drops - https://www.aboutamazon.com/news/retail/amazon-prime-big-deal-days-faq (US October 6-7 window, 12:01 a.m. PDT start and 11:59 p.m. PDT finish; advertised midnight, 8 a.m. and 1 p.m. drops. Rechecked October 9: event ended. Checked 2026-10-09.)
- Amazon: UK event announcement - https://www.aboutamazon.co.uk/news/retail/amazon-prime-big-deal-days-2026-date (UK October 6-7 local window, eligible 30-day trial and standard fees. No UK drop schedule stated. Rechecked October 9: event ended; UK article explicitly updated October 8 to reflect its conclusion. Checked 2026-10-09.)
- Amazon: US free trial - https://www.aboutamazon.com/news/retail/amazon-prime-free-trial (Eligible 30-day trial, payment method, standard $14.99 monthly/$139 annual fees and cancellation before the trial ends. Checked 2026-10-04.)
- Amazon: UK Prime signup - https://www.aboutamazon.co.uk/news/retail/prime-membership-signup (Standard £8.99 monthly/£95 annual fees, eligible trial and automatic paid renewal. Checked 2026-10-04.)
- Amazon: List Price and Typical Price - https://sell.amazon.com/blog/amazon-list-price (Amazon.com definitions: suggested retail price and 90-day median excluding limited-time promotions. Checked 2026-10-04.)
- Amazon: US alerts and Auto-Buy - https://www.aboutamazon.com/news/retail/how-to-use-amazon-shopping-ai-assistant (US target alerts and optional purchase using the default payment method; no UK availability guarantee. Checked 2026-10-04.)
- Amazon: Price History - https://www.aboutamazon.com/news/retail/how-to-check-amazon-price-history (Amazon-price context, eligible pages, 30-, 90- and up to 365-day views; longer-view rollout is described separately. Checked 2026-10-04.)
- CMA: unfair commercial practices - https://www.gov.uk/government/publications/unfair-commercial-practices-cma207/unfair-commercial-practices (UK price-information duties and optional delivery disclosure. Relevant guidance sections checked. Checked 2026-10-04.)
- FTC: former-price comparisons - https://www.ecfr.gov/current/title-16/chapter-I/subchapter-B/part-233/section-233.1 (Current 16 CFR 233.1 former-price comparison conditions; no universal 30-day minimum specified. Checked 2026-10-04.)
- GOV.UK: returns and refunds - https://www.gov.uk/accepting-returns-and-giving-refunds (Usual distance-goods cancellation and return windows, exceptions and sale-goods rights; no Amazon holiday-policy claim. Checked 2026-10-04.)
- Amazon: US Prime terms - https://digprjsurvey.amazon.com/csad/help/node/G2B9L3YR7LR8J4XP (Membership taxes, account eligibility, automatic renewal, delivery conditions and third-party billing. Checked 2026-10-04.)
- Amazon: UK delivery scope - https://digprjsurvey.amazon.co.uk/csad/help/node/G6V3LUCB9M6VNQAD (UK Prime does not cover other Amazon websites; eligible items, address and delivery-speed conditions apply. Checked 2026-10-04.)
- Amazon: UK Prime Video-only plan - https://www.aboutamazon.co.uk/news/entertainment/everything-you-need-to-know-about-prime-video (Standalone UK video plan does not include other Prime benefits; no video fee quoted. Checked 2026-10-04.)
- Amazon: UK Prime cancellation - https://www.aboutamazon.co.uk/news/retail/how-to-cancel-your-prime-membership (Manage/end-membership prompts; no refund guarantee. Checked 2026-10-04.)

US/UK event dates and closing times rechecked October 9, 2026. Other account and feature references retain their October 4 checks. Account-specific trial, renewal, tax and delivery still need confirmation. The drop table records the ended 2026 event; examples are fictional or user-entered, not live deals.