October Prime Day: What the celebrity endorsements are really selling

Amazon's October Prime Day runs Tuesday, Oct. 6 through Wednesday, Oct. 7, 2026, and Page Six Style has the list of celebrity-backed deals. The timing is deliberate: a warm-up for Black Friday and a chance to test which A-list names still move product.

The PR Read: a celebrity endorsing an Amazon item is a low-commitment move. It's not a formal campaign or a social media post that requires ongoing engagement. It's a quote from an Amazon Live or a TikTok that Amazon can repurpose indefinitely. The celebrity gets affiliate revenue or a flat fee, and Amazon gets social proof.

Bethenny Frankel called an Anrabess bodysuit "the most insane bodysuit ever" and told TikTok followers she "got it in every color." That's not a review; it's a conversion tool. Same with Paige DeSorbo, who told an Amazon Live that a J.VER sweater is "perfection" and that she owns it in three colors.

Katie Holmes stepped out in New York City last month wearing water-resistant boots from Merrell. Page Six reports she paired them with jeans and a sweater. The brand is now deeply discounted for Prime Day. The endorsement? A paparazzi photo. No quote needed. It's the softest of soft launches.

Oprah and Kris Jenner are both Cozy Earth fans, according to Page Six. The brand is offering 20 percent off pajamas and joggers. When two figures from different corners of fame endorse the same product, it's a signal that the PR push is wide. Expect targeted ads on both Oprah's book club feeds and Jenner's Instagram.

Hailey Bieber has worn Heaven Mayhem earrings for years, and the brand is on sale. Jasmine Tookes and Emily Ratajkowski are also fans. That's a trifecta: model, model, model. The earrings become a uniform rather than a trend.

Paige DeSorbo is also name-checking Pretty Garden. She called a coat from the brand "perfection." Kyle Richards called Gym People yoga pants "fit really well, make the butt look good." These are not accidental lines. The wording is rehearsed. The button is right there.

The sale runs only two days. That's the scarcity play. If a Bethenny-endorsed bodysuit sells out, expect a restock announcement or a "back by popular demand" post in November. The PR cycle is already written.

The bigger picture

Page Six notes that October Prime Day kicks off the holiday shopping season. But for celebrities, it's a data grab. Amazon sees which names drive clicks. That data determines who gets invited to the next Prime Day partnership, who lands a sponsored Live, who gets their own product line. The quotes we see are the audition.

Katie Holmes, Kyle Richards, Paige DeSorbo, Bethenny Frankel, Oprah, Kris Jenner, Hailey Bieber. They're not just shopping. They're building a resume for the next sale.

• Amazon
• celebrity endorsements
• fashion deals
• Page Six Style
• Prime Big Deal Days