Amazon's Prime Big Deal Days prelude sparks fresh AirPods price competition

Ahead of Amazon’s October Prime Big Deal Days, early discounts on AirPods 4 highlight a competitive landscape as retailers prepare for deeper cuts closer to the event, influencing holiday shopping strategies.

Amazon’s October Prime Day, officially called Prime Big Deal Days, is set for 6 and 7 October 2026, and the early discounts are already starting to form around AirPods. Amazon’s autumn sale is aimed at Prime members, although some pre-sale offers are already live for non-members as well, and a 30-day Prime trial remains available for shoppers who want access to the member-only deals.

For Apple buyers, the most notable current offer is on the AirPods 4, which Mashable says are available for $99. That makes them the cheapest AirPods currently on the market without active noise cancellation, a trade-off that may suit buyers who want a lower entry price rather than the more advanced feature set found on pricier models. Mashable also notes that this is still well above the record low of $69, so there may be room for a better discount as the sale approaches.

The broader retail backdrop suggests more movement is likely. Tech sites tracking Amazon’s event say the retailer is using Big Deal Days as an early holiday-shopping push, with discounts across tech, home and lifestyle categories, while other outlets report that weekend sale activity is already under way ahead of the main event. That pattern has often meant sharper competition on popular electronics once the official sale window opens.

For now, the best approach is to watch the AirPods range closely rather than buying too early. The AirPods 4 are already at a useful price point, but the newly announced AirPods 5 have not yet seen notable reductions, according to Mashable. If Amazon follows the usual Prime Day pattern, more aggressive cuts could appear as 6 October gets closer, particularly on older stock and models that sit just below the latest launch.