+12%
Revenue Yoy
Traffic rose modestly year over year while conversion improved, showing shoppers engaged more efficiently than in 2025.
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 read is more encouraging than many brands expected.
+12%Revenue YoY
−12%Ad spend YoY
+10%Conversion YoY
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Brands captured more demand with less: revenue up 12% on 12% less ad spend, with conversion up about 10%.
−12%
Ad spend Yoy
Brands spent about 12% less on ads year over year and discounted less deeply, leaning on efficiency as demand stayed strong.
+10%
Conversion Yoy
Ad investment shifted toward Sponsored Display, and Beauty stood out as the only category to improve ad efficiency against a normal day.
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Key takeaways
This First Look report compares Prime Big Deal Days 2026 vs 2025 across seven categories and multiple ecommerce benchmark metrics.
01
Demand grew on volume, not price
Ordered revenue rose 12% year over year and ran about 150% above a normal day.
02
Day 1 set the pace
Revenue peaked near 160% above baseline on Day 1 before easing on Day 2.
03
Shoppers converted more efficiently
Unit conversion improved about 10% year over year, even as traffic skewed toward browsing.
04
Brands spent smarter, not harder
Ad spend fell about 12% year over year and discounts ran shallower than last year.
05
Spend shifted to Sponsored Display
Display nearly doubled year over year as brands reached shoppers earlier in the funnel.
06
Beauty was a standout
It led revenue growth against a normal day and was the only category to improve ad efficiency.
Take the first look.
