PRIME DAY - FULL RECAP
The Prime Day 2026 Report - Full Recap
Demand held in the US, cracked in the UK, and grew in the EU - three markets, three very different stories.
Prime Day 2026 delivered one consistent read and one regional split brands need to plan around:
- The US held demand on fewer shoppers. Revenue landed just 1.7% below Prime Day 2025 as conversion jumped 17% year-over-year, even with 10% less traffic.
- UK and EU diverged on growth, then converged on risk. UK revenue fell 14% and EU grew 20% year-over-year, but both markets saw ROAS stay ~30% below baseline for a full week after the event.
This Prime Day 2026 report brings the full US, UK, and EU recap, plus category-level detail for Beauty, Grocery, Health & Personal Care, Patio Lawn & Garden, Pet Products, Tools & Home Improvement, and Furniture.
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Key Takeaways
- US demand held on fewer shoppers: Revenue finished just 1.7% below Prime Day 2025 even as traffic fell 10%, while unit volume grew 5% year-over-year.
- US conversion was the standout signal: Blended unit conversion reached 20% during Prime Day 2026, a 17% year-over-year improvement as shoppers bought more on each visit.
- UK revenue fell on a smaller, sharper audience: Revenue declined 14% year-over-year on 34% less traffic, but shoppers who engaged converted 33% better than last Prime Day.
- UK media efficiency gains did not last: Event ROAS rose 73% year-over-year, but ROAS stayed about 30% below baseline through the week after the event.
- EU delivered the strongest growth story: Revenue grew 20% year-over-year and outpaced the 12% traffic gain, showing conversion contributed more than traffic alone.
- EU efficiency still needs watching: Ad spend fell 19% year-over-year while revenue grew, yet ROAS slipped 3.3% and stayed roughly 30% below baseline after the event.
