The article discusses the use of Big Data technologies in the development of Islamic financial products and the implementation of innovative approaches to their marketing. Islamic financial institutions, operating in accordance with the principles of Sharia, are faced with the need to adapt to rapidly changing market conditions and the requirements of the digital economy. The main attention is paid to the capabilities of Big Data in analyzing large amounts of information to identify customer preferences, develop personalized products and optimize the product portfolio. Examples of using data analytics to predict market trends, manage risks and improve the operational efficiency of Islamic financial institutions are given. Aspects of organizing marketing strategies based on Big Data are substantiated. Personalization and segmentation methods are considered that allow you to adapt marketing campaigns to the characteristics of the target audience. Attention paid to the use of predictive and geoanalytics, automation of processes to increase customer loyalty and increase market coverage. The importance of ethical standards in data processing is emphasized, which is especially important in Islamic finance, based on the principles of transparency and fairness. Formulated practical recommendations that contribute to the growth of competitiveness of Islamic financial institutions in the global economy.