In October, brands tackled some of the biggest sales days of the year during the Prime Big Deal Days. This two-day sale marked the beginning of the holiday sales season, and the last big sales push before Black Friday and Cyber Monday.
What we observed amongst Kapoq tenants this Prime Big Deal Days is pretty clear: Discounts were softer, and in some cases ASP was even higher compared to July’s Prime Day or last year’s October Prime Day.
Brands have been under pressure to raise costs and minimize discounts, particularly on top-performing products where they don’t want to give up margin. All of this plays into their Prime Day performance—regardless of their advertising efforts or overall sales.
Note: for all of these data points, we looked at Average Sale Price by Pareto Class (A-D), where Pareto class A represents the top 80% of products based on unit volume, and D is the lowest.
Increased Prices for Top-Selling Products
Products in Pareto Class A saw a YoY increase in Average Sale Price from last year’s October Prime Day and July Prime Day in 2025.
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- Average ASP for A Class in 2024 October Prime Day: $32.85
- Average ASP for A Class in 2025 July Prime Day: $32.12
- Average ASP for A Class in 2025 October Prime Big Deals Day: $34.27 (+4.23% YoY)
The increase in ASP YoY for best sellers is likely indicative of sellers needing to raise prices this year due to tariffs, rising supply chain costs, and other factors.
It also indicates brands were perhaps less likely to discount their best-sellers, instead trying to use Prime Day to move slower-moving inventory.
Steeper Discounts for Slower-Moving SKUs
Products in Pareto Class D saw much more substantial ASP and price erosion over the year:
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- Average ASP for D Class in 2024 October Prime Day: $41.04
- Average ASP for D Class in 2025 July Prime Day: $34.50
- Average ASP for D Class in 2025 October Prime Big Deal Days: $28.88 (-29.63% YoY)
The decrease in ASP for these slower-moving SKUs shows that brands might be using Prime Day as an attempt to sell through the slower-moving products by offering steeper discounts.
Bigger Sales Overall
Across Kapoq tenants, Prime Day 1 was bigger in terms of ad sales than Day 1 of October Prime Day in 2024. Day 2 was bigger in 2025 than 2024. Over time, we’re consistently seeing Prime Day get bigger and bigger, despite rising prices due to tariffs and supply chain costs.
Conversion rates averaged 16.7% in 2024 across both days, compared to 17.2% in 2025. Despite ASP being higher, customers were not deterred from purchasing!
ASP on October Prime Day 2024 was $34.30, while ASP on July Prime Day 2025 was $32.05. However, the ASP on October Prime Day 2025: $33.34. This data shows that overall, the Average Sale Price went down year over year, but compared to this earlier this year, it increased. This could be due to all of the factors we’ve previously mentioned—tariffs, and rising supply chain costs.
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