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Amazon Sets Prime Big Deal Days For Oct 7–8

Plus: Why last click undervalues channel revenue by over 90%?

Author

Avinash Duggempudi
September 17, 2025 • Estimated Reading Time: 5 minutes

Baby Buzz

Here's what's happening this week in the world of DTC baby care: 

  • Amazon locks Oct 7–8 for Prime push.

  • Babylist’s $2.3M wildfire aid wins big.

  • Stroller upgrade lands at $299 in Target.

  • Pinkfong-Mattel revive Pingu for Korean families.

  • Wipes market to $42B by 2035.

⏱️Why Last Click Undervalues Channel Revenue By Over 90%?

The majority of channels are undervalued by over 90% by Last Click. Add marketplace sales into the mix, and brands see a 37% ROAS uplift, yet most tools still ignore it.

See why the future of growth depends on full-funnel, unified measurement across DTC + marketplaces.

Watch Dom Devlin explain this at #etailboston

📌WEEKLY MUST-KNOWS

Amazon confirmed its October Prime Big Deal Days for Oct 7–8, pulling promotional demand forward and intensifying Q4 competition across toys, car seats, strollers and electronics. The timing compresses campaign planning, inventory positioning and MAP enforcement, and raises the stakes for cross-channel attribution. Retail and e-commerce teams must lock pricing, creative and budgets early to defend share.

Babylist mobilized $2.3 million in aid for families impacted by the LA wildfires, earning Ad Age’s Purpose-Led Campaign of the Year. The effort highlights how rapid-response community support can translate into durable brand equity and advocacy in family categories. Expect purpose-as-ops playbooks to become a competitive advantage across registries and DTC baby brands.

Colugo launched the Compact Stroller+ at a $299 price point, adding auto-fold, extended canopy and upgraded safety features, and expanding availability through Target and DTC. The move pressures the travel stroller category with a value-led, omnichannel offer that undercuts premium incumbents. Category managers and performance teams should anticipate share shifts and refresh comparison creatives pre-holiday.

CONSUMER INSIGHTS & MARKET ENTRY
Saudi Baby Expo Reveals Spend And Trust Drivers

The Baby Expo Riyadh debuts Oct 30–31, backed by research showing Saudi parents spend an average SAR 60,261 in year one and prefer brands with local presence and event visibility. Safety and brand reputation rank as top purchase drivers, with event participation boosting loyalty. For growth teams, KSA signals a high-ARPU market where on-the-ground activation can materially shift consideration and retention.

Meet Fospha at Shoptalk Fall 2025

Fospha is heading to Chicago for Shoptalk Fall. From GenAI reshaping search to marketplace measurement and scaling creative, their team is ready to explore the topics defining retail growth with industry peers.

⚡QUICK READS

Wipes Market Forecast Points To Durable Growth: FMI projects wipes to reach USD 42.1B by 2035, led by wet wipes, reinforcing a runway for biodegradable formats, claims innovation and subscription-based replenishment.(More)

Retykle Scales Curated Secondhand Childrenswear: Retykle aggregates and quality-checks baby, kids and maternity resale with 50–90% price reductions, offering circular inventory options and low-CAC entry points for partnerships.(More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division