Amazon announces that the Prime Big Deal Days sales event will return in October.

The event will give Prime members early access to holiday deals, the e-commerce giant announced on Thursday (August 22). The rollout is planned for 19 countries – Australia, Austria, Belgium, Brazil, Canada, France, Germany, Italy, Japan, Luxembourg, the Netherlands, Poland, Portugal, Singapore, Spain, Sweden, the United Kingdom, Turkey and the United States.

In its announcement, Amazon touted some of the benefits of Prime membership, such as faster and free shipping.

“We achieved our fastest Prime delivery speeds ever this year, with more than 5 billion items arriving same-day or next-day worldwide – a new record,” the company said.

In a recent study, PYMNTS Intelligence examined data from this summer’s Amazon Prime Day and Walmart+ Week sales events to gain insights for executives, retailers and consumers.

“Most consumers view Amazon Prime Day and Walmart+ Week as opportunities to get great deals on frequently purchased items rather than as an incentive to sign up for these paid memberships,” PYMNTS wrote earlier this week.

The data shows that about three-quarters of consumers attended these events primarily to get deals on products they regularly buy. However, these sales were not the main reason consumers subscribed to Amazon Prime or Walmart+.

According to the study, 80% of Amazon Prime subscribers cite free shipping as the main reason for joining, with 57% even citing it as the most important factor. Likewise, 61% of Walmart+ members value free shipping, while 49% value grocery delivery. Only 30% of Walmart+ subscribers and 23% of Amazon Prime members signed up for the sales events themselves.

“This suggests that while these events are attractive perks, they do not provide strong incentives for membership,” PYMNTS wrote. “There is an opportunity for Amazon Prime and Walmart+ to increase the impact of these sales to convert more non-subscribers into members.”

Also on Thursday, PYMNTS wrote about Amazon’s expansion of its grocery delivery subscription service, which now offers an annual plan for Prime members and an extension of its discounted subscription for all Prime Access members.

These new offerings build on the success of the grocery subscription since its launch in April, the company said.

“Since launch, we have continued to see strong grocery subscription signups and positive customer response,” the company said in a press release. “Customers are seeing the immediate benefit of the subscription as it saves them money on grocery delivery fees and makes their grocery shopping experience more convenient.”