PRIME DAY - FIRST LOOK
Take a first look at how Prime Day 2026 really performed
The report gives a first look at Prime Day 2026 performance: demand held as shoppers arrived with sharper intent, conversion surged even as traffic fell 10.3%, sustaining revenue on fewer visits.
This Prime Day: First Look report breaks down US, EU and UK data.
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Key Takeaways
- Revenue held near prior-year despite 10.3% less traffic: The marginal −1.7% YoY revenue dip is pricing and mix, not weakening demand — unit volume grew 4.9% YoY.
- Conversion rose 17.1% YoY — the standout metric: Shoppers browsed less but bought more on every visit, sustaining demand with fewer impressions.
- Out-of-stock losses nearly doubled YoY (+185%): The highest risk to revenue capture; Tools & Home most exposed at +99% vs L14.
- Ad spend fell 8.8% YoY as brands consolidated into Sponsored Products: Sponsored Products captured 88% of budgets; Display fell 70% and Brand fell 25% year-over-year.
- CPC held flat YoY (−0.7%) — ROAS improved, not compressed: Beauty ROAS held most resilient (−0.5% vs L14); Tools & Home saw the steepest decline (−38.2%).
- Promotions deepened — ASP fell 6.3% YoY as discount depth widened: Discount depth rose 16.3% vs baseline; Pet Products (+126%) and Beauty (+59%) ran most aggressively.
