While Amazon dominates October shopping with Prime Big Deal Days, a growing coalition of retailers is offering competing sales specifically targeting shoppers who want to avoid the e-commerce giant. From small businesses to major outdoor gear retailers, alternative stores are slashing prices up to 70% on WIRED-tested favorites.
The anti-Amazon shopping movement just got serious. As Amazon pushes its Prime Big Deal Days across October, a coordinated response from alternative retailers is offering shoppers compelling reasons to skip Jeff Bezos's marketplace entirely. The timing isn't coincidental - these companies are directly challenging Amazon's shopping monopoly during its biggest sales period.
Cozy Earth is leading the charge with its "Cozy Days" sale, offering up to 25% off bamboo products that WIRED's review team consistently raves about. The company's strategy is simple: position premium bedding and pajamas as the antithesis to Amazon's mass-market approach. Their bamboo sheet sets, normally $330, drop to $246 with the exclusive WIRED code.
Meanwhile, Backcountry is running a two-day flash sale with discounts reaching 70% on select outdoor gear - deeper cuts than most Prime Day offerings. The outdoor retailer is targeting Amazon's weakness in specialized equipment, where expertise and curation matter more than convenience. Smartwool merino base layers, essential for winter activities, are seeing significant markdowns that Amazon Prime often can't match.
The most pointed challenge comes from Bookshop.org, which explicitly launched an "Anti-Prime Sale" with free shipping on all orders. The platform, which supports independent bookstores, represents exactly what Amazon has disrupted - local businesses with community ties. Their timing sends a clear message: consumers can get deals while supporting the businesses Amazon displaced.
Best Buy joins the fray with its "Techtober" sale, though admittedly with less ideological motivation. The electronics giant is offering competitive prices on Apple Watches and other tech gear, banking on consumers who prefer in-store pickup or immediate availability over Amazon's shipping advantages.
Even luxury retailers like Lelo are capitalizing on the moment, running their "Prime Time for Pleasure" sale with up to 40% off and free gifts. The adult toy company's cheeky naming directly references Amazon's event while targeting consumers who value discretion and premium quality.
Solo Stove represents another angle in this retail rebellion. The fire pit manufacturer's two-day sale offers substantial savings on products that benefit from hands-on evaluation - something Amazon's digital-first approach struggles with. Their Bonfire 2.0 fire pit, a WIRED favorite, drops from $330 to $264.
