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.
Download now
Used by the most loved brands in the world
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.
Get the full picture.
Download the full Prime Day 2026 recap for US, UK, and EU performance trends, post-event media signals, and category-level benchmarks.
Download now →