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The Prime Big Deal Days on 6. and 7. October 2026 are driving additional advertising budgets to Amazon, according to several media buyers. What stands out is less the classic Sponsored Products battle around discounts and more the growing share of Amazon DSP, Prime Video, CTV and online video.
Digiday spoke with five media buyers. Depending on their client mix, their figures put Amazon ad spend roughly 15 to 40 percent higher than last year. This range is not a market average, but a snapshot from the accounts managed by the surveyed agencies.
More budget moves up the funnel
According to Digiday, Power Digital sees growth of more like 15 to 20 percent among its clients. Wpromote cites around 30 percent for brands selling on Amazon and about 40 percent for non-endemic advertisers.
The shift within the budget is more decisive. Agencies report that additional funds are flowing more strongly into Amazon DSP, Connected TV and online video. Sponsored Products remain important but are losing relative weight with some advertisers.
This changes the role of Amazon Ads. For more brands, the platform is evolving from a shop-adjacent performance channel into media infrastructure that is also meant to cover reach and brand building.
Prime Video opens Amazon to brands without an Amazon shop
For non-endemic advertisers, Prime Video is a particularly important entry point. These brands do not necessarily sell their products directly on Amazon, but they can use Amazon's audience and shopping signals for their campaigns.
According to Digiday, Tinuiti expects around 15 percent more Amazon spend year on year among its managed clients. The budget managed via Amazon DSP is 25 to 30 percent above 2025. The agency names Prime Video, streaming inventory from DSP partnerships and live sports as growth drivers.
Amazon itself reported for the second quarter 2026 19,809 billion US dollars in revenue from advertising services, an increase of 26 percent year on year. The company highlights Prime Video Ads, live sports and its AI-powered campaign tools as growth drivers.
Prime Big Deal Days provide the occasion, not the whole explanation
Amazon runs the Prime Big Deal Days 2026 for members in 22 countries, including Germany. The shopping event creates a clear occasion for higher budgets, but it only partly explains the structural trend.
The bigger change lies in the combination of commerce data, streaming reach and measurement. If an advertiser can later connect a CTV contact with shopping or conversion signals, upper-funnel inventory becomes easier to justify internally.
That is exactly where competition is intensifying with traditional TV providers, other retail media networks and large platforms. Walmart Connect is also expanding its advertising platform towards CTV and offsite. At the same time, measuring brand impact in retail media remains a central challenge.
Amazon is already working on this at product level. The company wants to use Long-Term Sales to model advertising impact up to twelve months after an exposure. Our overview of full-funnel retail media shows why pure sales data is no longer enough for larger brand budgets.
What this means for advertising planning
For marketers, the current Prime week is therefore less interesting as an isolated performance peak. It shows how Amazon uses its commerce events to pull more budget into video, streaming and programmatic reach.
The growth rates cited by Digiday should not be treated as a general benchmark. The sample is too small and too agency-specific for that. That Amazon Ads as a whole is growing, however, is backed by the quarterly figures.
The relevant question for German advertisers is therefore not whether every account in the Prime environment should invest 15, 30 or 40 percent more. What matters is whether Amazon delivers additional reach beyond its own shop search that can be measured incrementally against other video and CTV channels.