PRIME BIG DEAL DAYS - FIRST LOOK

Take a first look at how Prime Big Deal Days performed

Prime Big Deal Days early numbers are in, and the early read is more encouraging than many brands expected.

Brands captured more demand with less: revenue up 12% on 12% less ad spend, with conversion up about 10%.

Traffic rose modestly year over year while conversion improved, showing shoppers engaged more efficiently than in 2025.
Brands spent about 12% less on ads year over year and discounted less deeply, leaning on efficiency as demand stayed strong.
Ad investment shifted toward Sponsored Display, and Beauty stood out as the only category to improve ad efficiency against a normal day.

This First Look report compares Prime Big Deal Days 2026 vs 2025 across seven categories and multiple ecommerce benchmark metrics.

Key takeaways

Demand grew on volume, not price. Ordered revenue rose 12% year over year and ran about 150% above a normal day.
Day 1 set the pace. Revenue peaked near 160% above baseline on Day 1 before easing on Day 2.

Shoppers converted more efficiently. Unit conversion improved about 10% year over year, even as traffic skewed toward browsing.
Brands spent smarter, not harder. Ad spend fell about 12% year over year and discounts ran shallower than last year.

Spend shifted to Sponsored Display. Display nearly doubled year over year as brands reached shoppers earlier in the funnel.
Beauty was a standout. It led revenue growth against a normal day and was the only category to improve ad efficiency.

Demand held in the US, cracked in the UK, and grew in the EU. Three markets, three very different stories.