Amazon's October sale drove $9.86B in US online spending in two days. We used RapidTok's daily sales data to see what happened on TikTok Shop USA at the same time: overall, by category and by price.
PUBLISHED 16 OCTOBER 2026 · JAMES GREG
Prime Big Deal Days, 6–7 October 2026. Sources: Adobe and RapidTok data.
Amazon's Prime Big Deal Days ran on Tuesday 6 and Wednesday 7 October 2026. It isn't a TikTok Shop event, but it sets the mood for US online shopping: deal hunters are out and comparing prices across apps. So did TikTok Shop lose sales to Amazon, ride the wave, or carry on as normal?
Here at RapidTok, we compared TikTok Shop USA sales on those two days with the same two weekdays in the week before (29–30 September) and the week after (13–14 October). Comparing Tuesday and Wednesday with Tuesday and Wednesday removes the normal weekly pattern. Our "baseline" is the average of the two comparison weeks.
One thing to bear in mind: TikTok Shop's own Fall Deals sale started straight after our "week after" window, on 15 October. None of the three weeks overlaps with a TikTok Shop sale, but some shoppers may have held off in the days just before it, which would make the week after slightly softer than a normal week.
TikTok Shop had its best two days of the three weeks during Amazon's sale: revenue +9.5% and items sold +4.4% vs baseline. The gains came from big-ticket home and tech products (products over $100: +37%), not discounting. Prices barely moved, and the gains went mostly to best-sellers: fewer than half of products sold more.
Amazon hasn't published its own results for the event yet. The figures above come from Adobe (spending across all US online retailers, not just Amazon) and Numerator (a panel of Amazon orders).
TikTok Shop USA revenue and items sold on Tuesday and Wednesday of each week, indexed so that the average of the week before and the week after = 100.
Source: RapidTok data, TikTok Shop USA
| Tue–Wed | Revenue index | Items sold index |
|---|---|---|
| 29–30 Sep (week before) | 93.2 | 95.4 |
| 6–7 Oct (Prime Big Deal Days) | 109.5 | 104.4 |
| 13–14 Oct (week after) | 106.8 | 104.6 |
Two things are going on. First, Amazon's sale didn't pull shoppers away: TikTok Shop's revenue on 6–7 October was the highest of the three weeks. Second, most of the jump from late September stuck around. The week after was almost as strong, and items sold were the same. That points to October shopping picking up generally (deal season, early holiday buying) rather than a two-day spike that faded.
Change in TikTok Shop USA revenue on 6–7 Oct vs the average of the same days a week before and a week after, by category. Categories with at least 1% of sale-day revenue.
Source: RapidTok data, TikTok Shop USA
| Category | Share of sale-day revenue | Revenue vs week before | Revenue vs week after | Revenue vs baseline | Items sold vs baseline |
|---|---|---|---|---|---|
| Beauty & Personal Care | 21.1% | +11.8% | −4.9% | +2.8% | −0.2% |
| Womenswear & Underwear | 16.4% | +6.6% | +3.2% | +4.9% | +7.4% |
| Health | 6.5% | +12.7% | +1.1% | +6.6% | +3.8% |
| Sports & Outdoor | 6.1% | +9.2% | +10.3% | +9.8% | +2.8% |
| Phones & Electronics | 5.5% | +36.6% | +22.1% | +28.9% | +1.2% |
| Household Appliances | 5.2% | +84.7% | +43.6% | +61.6% | +22.2% |
| Shoes | 4.2% | +22.2% | +7.9% | +14.6% | +12.5% |
| Furniture | 4.1% | +41.0% | +6.4% | +21.3% | +11.4% |
| Fashion Accessories | 3.6% | +11.2% | −1.5% | +4.5% | +3.1% |
| Menswear & Underwear | 3.6% | +15.0% | +2.2% | +8.2% | +8.1% |
| Home Supplies | 3.5% | +19.3% | +4.4% | +11.4% | +6.9% |
| Tools & Hardware | 2.2% | +6.2% | −4.7% | +0.5% | −7.5% |
| Automotive & Motorcycle | 2.2% | +8.4% | −11.4% | −2.5% | −4.0% |
| Textiles & Soft Furnishings | 2.2% | +7.6% | −8.1% | −0.9% | −0.3% |
| Home Improvement | 2.1% | +16.0% | −8.9% | +2.0% | −5.9% |
| Food & Beverages | 1.8% | +17.2% | +4.4% | +10.4% | +20.3% |
| Kitchenware | 1.8% | +32.5% | +24.1% | +28.1% | +12.0% |
| Toys & Hobbies | 1.4% | +17.6% | −8.8% | +2.8% | −4.0% |
| Luggage & Bags | 1.4% | +3.7% | +5.4% | +4.5% | +4.3% |
| Computers & Office Equipment | 1.4% | +36.1% | +7.2% | +19.9% | +9.1% |
| Pet Supplies | 1.3% | +26.5% | −4.3% | +8.9% | −0.8% |
| Baby & Maternity | 1.0% | +46.6% | +4.0% | +21.7% | +9.9% |
| Books, Magazines & Audio | 0.5% | −0.1% | +7.5% | +3.6% | +4.4% |
| Jewelry Accessories & Derivatives | 0.4% | −5.0% | −1.2% | −3.2% | −3.9% |
| Kids' Fashion | 0.3% | +14.4% | +16.6% | +15.5% | +15.3% |
| Collectibles | 0.2% | +12.3% | +43.1% | +25.9% | +26.2% |
| Virtual Products | 0.0% | −29.5% | −64.7% | −52.9% | −40.5% |
| Muslim Fashion | 0.0% | +20.7% | +25.7% | +23.1% | +48.9% |
How this compares with Amazon: the TikTok categories that grew most (appliances, electronics, kitchen, baby) look a lot like the categories Adobe saw jump across US online retail. These are the products shoppers tend to save for a deal event. Toys was the exception: Adobe saw toys sales up 158%, but on TikTok Shop toys rose just +2.8%. Meanwhile, Amazon's top categories (beauty, apparel, health) were among TikTok Shop's slower growers. TikTok's everyday categories carried on as normal; its big-ticket categories rode the deal-season wave.
Change vs baseline in items sold and in revenue. When revenue rises faster than items sold, shoppers are buying pricier products.
Source: RapidTok data, TikTok Shop USA
| Category | Items sold vs baseline | Revenue vs baseline |
|---|---|---|
| Household Appliances | +22.2% | +61.6% |
| Phones & Electronics | +1.2% | +28.9% |
| Kitchenware | +12.0% | +28.1% |
| Furniture | +11.4% | +21.3% |
| Food & Beverages | +20.3% | +10.4% |
| All categories | +4.4% | +9.5% |
In Phones & Electronics, revenue rose +29% while items sold barely changed (+1.2%): the same number of shoppers chose more expensive products. Food & Beverages went the other way, with items sold +20% and revenue only +10%: shoppers stocked up on cheaper items, much like Amazon's top-selling snacks and drinks.
Change in TikTok Shop USA items sold on 6–7 Oct vs the average of the same days a week before and after, by product price. Based on 231,763 products with sales.
Source: RapidTok data, TikTok Shop USA
| Price band | Products with sales | Share of normal items sold | Items sold vs week before | Items sold vs week after | Items sold vs baseline | Revenue vs baseline |
|---|---|---|---|---|---|---|
| Under $15 | 75,062 | 36.5% | +9.8% | +4.6% | +7.1% | +4.2% |
| $15–30 | 74,577 | 38.1% | +6.9% | −1.7% | +2.4% | +2.5% |
| $30–50 | 38,110 | 16.1% | +4.4% | −6.0% | −1.1% | +2.3% |
| $50–100 | 26,038 | 6.9% | +22.8% | −5.7% | +6.7% | +11.4% |
| $100+ | 17,976 | 2.3% | +54.9% | +9.0% | +27.9% | +37.4% |
Deal season pushed TikTok shoppers to the extremes: stock up on cheap everyday items, or finally buy the big-ticket product they'd been waiting for.
A 9.5% rise in total sales doesn't mean the typical product sold 9.5% more. So we also compared each product's revenue during the sale with its own revenue in the weeks before and after.
Share of products whose revenue on 6–7 Oct was higher than their own average on the same days the week before and after. Products with sales in the sale and at least one comparison week.
Source: RapidTok data, TikTok Shop USA
| Category | Share of products that sold more | Median product revenue change |
|---|---|---|
| All categories | 47.7% | 0% |
| Furniture | 54.0% | +2.9% |
| Health | 52.2% | +1.9% |
| Household Appliances | 52.0% | +2.3% |
| Baby & Maternity | 50.9% | +1.0% |
| Computers & Office Equipment | 50.2% | +0.1% |
| Phones & Electronics | 47.7% | 0% |
| Beauty & Personal Care | 47.4% | 0% |
| Kitchenware | 46.4% | 0% |
| Womenswear & Underwear | 46.3% | 0% |
| Tools & Hardware | 43.1% | −0.2% |
So the lift went to the products that were already winning. That fits the wider pattern on TikTok Shop, where the top 1% of products take about 40% of all sales. Deal season brings more shoppers, but most of them head for the best-sellers. For an average listing, Amazon's sale week was a normal week.
We compared every product's average selling price during Amazon's sale with its own average price on the same days in the weeks before and after, across 159,562 products.
Each product's average selling price on 6–7 Oct compared with its own average price on the same days the week before and after.
Source: RapidTok data, TikTok Shop USA
| Category | Products compared | Cut 5%+ | Cut 10%+ | Raised 5%+ |
|---|---|---|---|---|
| All categories | 159,562 | 9.4% | 5.6% | 9.9% |
| Womenswear & Underwear | 25,405 | 16.1% | 11.2% | 12.7% |
| Beauty & Personal Care | 22,973 | 9.4% | 4.3% | 12.0% |
| Sports & Outdoor | 13,317 | 9.5% | 6.3% | 8.6% |
| Fashion Accessories | 8,598 | 10.0% | 6.4% | 9.8% |
| Home Supplies | 8,542 | 6.0% | 3.2% | 7.1% |
| Menswear & Underwear | 8,195 | 10.3% | 6.8% | 9.8% |
| Phones & Electronics | 6,643 | 6.3% | 3.4% | 7.5% |
| Shoes | 5,905 | 12.5% | 8.0% | 11.8% |
| Toys & Hobbies | 5,553 | 5.1% | 2.8% | 7.3% |
| Furniture | 4,937 | 6.6% | 3.2% | 12.8% |
| Kitchenware | 4,631 | 5.8% | 3.4% | 6.8% |
| Tools & Hardware | 4,592 | 4.9% | 2.5% | 9.0% |
| Health | 4,470 | 11.3% | 5.0% | 15.0% |
| Home Improvement | 4,327 | 6.2% | 3.4% | 8.2% |
| Automotive & Motorcycle | 4,299 | 5.6% | 2.3% | 8.5% |
| Food & Beverages | 3,838 | 6.7% | 3.2% | 6.3% |
| Household Appliances | 3,588 | 4.8% | 2.8% | 7.5% |
| Luggage & Bags | 3,502 | 10.4% | 6.7% | 8.5% |
| Pet Supplies | 2,980 | 7.3% | 3.0% | 8.8% |
| Computers & Office Equipment | 2,914 | 8.1% | 4.5% | 7.5% |
| Textiles & Soft Furnishings | 2,825 | 11.8% | 7.1% | 10.4% |
| Baby & Maternity | 2,275 | 4.8% | 2.5% | 5.5% |
| Books, Magazines & Audio | 1,736 | 4.7% | 2.3% | 9.7% |
| Jewelry Accessories & Derivatives | 1,606 | 6.0% | 3.9% | 5.7% |
| Kids' Fashion | 1,224 | 6.3% | 4.4% | 5.6% |
| Collectibles | 563 | 3.6% | 2.5% | 4.1% |
So TikTok Shop's sales lift wasn't bought with discounts. Prices held, and the extra revenue came from shoppers choosing pricier products. In fashion, where discounting is part of the game, a minority of sellers did run deals alongside Amazon's.
Plan the rest of the season with our October–December TikTok Shop sales calendar and Black Friday guide. For the bigger picture, see our TikTok Shop statistics page.
Not in October 2026. During Amazon's Prime Big Deal Days (6–7 October), TikTok Shop USA revenue was 9.5% higher than the average of the same two weekdays the week before and the week after, and items sold were 4.4% higher (RapidTok data). Sales were the highest of the three weeks we compared.
Household Appliances (+62% revenue vs baseline), Phones & Electronics (+29%), Kitchenware (+28%), Baby & Maternity (+22%), Furniture (+21%) and Computers & Office Equipment (+20%). Beauty, TikTok Shop's biggest category, rose only 2.8%.
Both ends of the price range. Products priced $100 or more sold 28% more items than in the weeks before and after (revenue +37%), and products under $15 sold 7% more. Products priced $15–50 barely changed, and $30–50 products sold 1% fewer items.
No. The median product's revenue didn't change, and only about 48% of products sold more than in the comparison weeks. The 9.5% overall rise came mainly from best-sellers, especially in big-ticket categories. Furniture, Household Appliances and Health were the only large categories where most products sold more.
Mostly not. About 81% of products sold within 5% of their usual price. Around 9% cut prices by 5% or more, but about the same share raised them. Womenswear was the exception, with 16% of products cut by 5% or more.
Adobe reported $9.86B in US online spending across all retailers over the two days, up 8.5% from $9.09B in 2025. Amazon has not published its own sales total.
Adobe found social media drove 7% of online revenue during the event, up 40% year on year, and that influencers converted shoppers 11 times better than social networks overall.
Black Friday and Cyber Monday (27–30 November 2026). See our sales calendar for every date from October to December.
RapidTok analysis: based on RapidTok's daily product-level tracking of TikTok Shop USA. The sale period is Tuesday 6 and Wednesday 7 October 2026. The comparison periods are the same weekdays in the week before (29–30 September) and the week after (13–14 October); the baseline is the average of the two. TikTok Shop's Fall Deals event began on 15 October, immediately after the second comparison window, so no comparison day falls inside a TikTok Shop sales event. Categories are TikTok Shop's top-level categories. We publish percentage changes and indexes only; revenue figures are platform-derived estimates.
Price change compares each product's average selling price during the sale with its own average price in the comparison weeks, so changes in product mix don't skew the result. Products without a price in both periods are excluded. Category figures cover products with a TikTok Shop category.
Product revenue change compares each product's revenue during the sale with its own average revenue in the comparison weeks. Only products with sales during the sale and in at least one comparison week are included; products with no sales are ignored.
Amazon figures come from Adobe (online spending across all US retailers during the two days) and Numerator (a panel of verified Amazon orders and a shopper survey), as reported in the sources below.
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