US online spending during Amazon's Prime Big Deal Days came close to $10 billion. The two-day shopping event drew consumers hunting for bargains and discounts ahead of the holiday rush.

The figure underscores the scale of the retailer's fall promotion, which has become a fixed fixture on the retail calendar between back-to-school season and Black Friday.

Who benefited from the event?

The sales surge did not stop at Amazon. The event drove sales at multiple stores, including Walmart, as deal-seeking shoppers spread their spending across retailers running competing promotions.

What does this mean for the holiday season?

The near-$10 billion result signals that consumers began their holiday buying early, responding to discounts well before the traditional peak season. Retailers and marketers now head into the holiday rush with evidence that October deal events can pull demand forward at scale.