CATEGORY OVERVIEW
Prime Day 2026: Health & Personal Care
Revenue and traffic edged up, but margins flipped negative during the event
- HPC revenue grew 6% year-over-year even as ad spend fell 25%: a genuinely efficient combination.
- Gross margin swung from +9.8% above baseline pre-event to: as low as -3.8% during the four event days.
- ROAS improved 36% year-over-year despite sitting below baseline: as ad spend pulled back sharply.
Download the full Prime Day category report for Health & Personal Care.
Download now
Used by the most loved brands in the world
Key takeaways
- HPC grew revenue with less media spend: Revenue rose 6% year-over-year while ad spend fell 25%, an efficient combination despite softer traffic growth.
- ROAS improved year-over-year despite baseline pressure: ROAS sat deeper below baseline than last year, but still improved 36% year-over-year as spend pulled back sharply.
- Margins flipped negative during Prime Day: Gross margin moved from 9.8% above baseline pre-event to as low as 3.8% below baseline during the event.
Get the full picture.
Revenue and traffic edged up, but margins flipped negative during the event
Download now →