CATEGORY OVERVIEW
Prime Day 2026: Furniture
Revenue fell sharply, but conversion and margin held up better than baseline
- Furniture revenue fell 42% year-over-year: the steepest category decline in this year's Prime Day.
- Unit conversion stayed above baseline the entire event: even as it slipped 15% YoY, and margin improved on Day 1.
- Sponsored Display spend collapsed 97% year-over-year: as brands shifted budget to other formats.
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Key takeaways
- Furniture posted the steepest revenue decline in the set: Revenue cleared baseline by 89% but still fell 42% year-over-year, well behind last year’s 123% baseline lift.
- Conversion and margin held up better than the revenue line: Unit conversion ran 20% above baseline, and gross margin improved on Day 1 before holding steady for the rest of the event.
- Sponsored Display spend collapsed: Sponsored Display fell 97% year-over-year, while Sponsored Brand and Sponsored Product both declined roughly 29-30%.
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Revenue fell sharply, but conversion and margin held up better than baseline
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