When does Prime Day end? October Prime Day 2026 closes tonight

A collage of items on sale during Amazon Prime Big Deal Days in October 2026 across homes, health, fashion and beauty categories — (Image credit: Future)

Amazon's Prime Big Deal Days 2026 is currently in full swing, but time is running out. To help you plan any last-minute shopping and make the most of the deals, here's everything you need to know, including exactly when the 48-hour sale ends tonight, which categories feature the best discounts, and how to get the most out of your Prime membership in these final hours.

When is October Prime Day 2026?

Amazon's October sale – officially called Prime Big Deal Days – started on the morning of Tuesday, 6 October and ends tonight, just before midnight on Wednesday, 7 October.

When does October Prime Day end?

Amazon Prime Big Deal Days runs for 48 hours and officially ends at 11:59 pm tonight, Wednesday, 7 October 2026.

What is Prime Big Deal Days?

Prime Big Deal Days is Amazon's autumn shopping event, which often gets referred to as October Prime Day.

It's a two-day event exclusively for Prime members, with deals spanning more than 35 categories of products across fashion, beauty, home and garden, kitchen, electronics, toys and games, baby gear, and everyday household essentials, including groceries.

Do you need Amazon Prime to shop October Prime Day?

Yes. Prime Big Deal Days is an exclusive shopping event for Amazon Prime members. If you're already a Prime member, you'll be able to shop the final hours of the event through Amazon's website and app. If you're not a member, Amazon offers a free trial for eligible customers, after which it costs £8.99 per month.

What happens when Amazon Prime Day ends?

Once Prime Big Deal Days officially end at 11:59 pm tonight, there's no guarantee that the featured discounts will remain available.

Some discounts will disappear in a virtual puff of smoke on the stroke of midnight, while others may continue beyond the event. Prices and stock will also change throughout the final hours of the sale, so if you have your eye on something and spot a brilliant deal, you'd be wise to check out before the sale event ends tonight.

There will also be limited-time and time-sensitive offers throughout the evening, meaning the best deal on an item won't necessarily be available right up until the last seconds of the sale.

What are the best October Prime Day deals for women?

Here at Woman&Home, we'll be keeping an eye on the best Prime Big Deal Days offers across the categories our readers care about most right up until the end of the sale, including:

Beauty – from fake tan for mature skin to hair tools, including hairdryers
Fashion – from jeans and bras to slippers and wellies
Home – from air fryers to dehumidifiers
Health and wellness – from fitness trackers to walking pads
Gifts and toys – including beauty advent calendars and beauty boxes

Rather than simply rounding up everything that's discounted, we're keeping our eyes peeled for genuine deals on the items we know and love.

Three Prime Day shopping tips for the final hours

1. Buy it if it's already on your wishlist

If you've been tracking a product and find it at Amazon for a price you're happy with, there's little to gain from waiting until the final minutes of the sale – it's very likely to sell out, especially if it's a really great deal and not just a token discount.

2. Stick to genuine bargains

The best way to make Prime Day work for you is to use it to save money on products you genuinely need and would buy anyway, discounted or not. Whether that's upgrading a tired household appliance, stocking up on your favourite beauty buys while they're on offer, or investing in expensive items like hair tools or a fitness tracker when the prices are low.

3. Don't leave it until 11.59pm

Popular products regularly sell out before the official end of the sale tonight. If you've found a deal you're happy with, checking out sooner rather than later could help avoid disappointment.

What happens after midnight?

Once Prime Day ends at 11.59 pm tonight, the vast majority of discounts will disappear and prices are expected to return to their usual levels.

If you miss out, Amazon's next major sale is likely to be Black Friday in November.

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Heidi is a senior editor, ecommerce specialist, and trained coach with more than 20 years of experience in the media industry. Since joining Future in 2021, she has specialised in high-performing consumer content, creating expert buying guides, trusted product reviews, and curated gift round-ups designed to help readers make practical purchasing decisions.

Prior to her current role, Heidi spent 15 years building a highly successful freelance career. Her bylines span the UK’s top national broadsheet newspapers – including The Guardian, The Times, and The Telegraph – as well as consumer lifestyle titles like Psychologies, Red, Glamour, and Grazia. A former lifestyle columnist for AOL, Heidi spent six years as the Shopping Editor for Mother & Baby.