Amazon’s two-day Prime Big Deal Days promotion will return in early October, giving shoppers another major deal event before Black Friday and Cyber Monday sales hit later in the month.

The promotion will run on October 6 and 7, with Amazon promising deals across more than 35 product categories.

It is expected there will be a strong line-up of technology products during the sale, with brands including Shark, Anker, Sony and Lego among those who have confirmed they are participating.

Amazon’s own hardware is also expected to feature prominently, with products like Kindles and Echo smart speakers expected to attract shoppers.

The Prime Big Deal Days typically extends offerings beyond consumer electronics too, with promotions expected across categories including kitchen appliances, fashion, beauty and homewares.

Amazon is also planning a dedicated Halloween promotion, with more than 100 deals set to cover everything from costumes to confectionery.

The October event comes at a time when competition intensifies between major retailers ahead of the crucial Christmas trading period. The major Amazon promotional event could add further pressure to pricing and marketing strategies for retailers as businesses prepare for Black Friday and the December shopping rush.

Amazon is also using its Alexa platform to make the sale more personalised. Customers can ask Alexa to create deal alerts for particular product categories, while shoppers can set target prices for individual products.

Where eligible, Alexa can automatically purchase an item when it reaches the shopper’s nominated price. The assistant can also check a customer’s existing Amazon shopping list for products that have been discounted.

Not every promotion announced for the US market will necessarily be available to Australian shoppers on the same terms and Australian consumers should check individual offers carefully to ensure relevant pricing, stock and availability.