CATEGORY OVERVIEW
Prime Day 2026: Tools & Home Improvement
Revenue and traffic both cooled, but ROAS still turned in the event's biggest jump
- Tools & Home revenue fell 12% year-over-year: as traffic declined 19% on a smaller baseline lift.
- ROAS jumped 60%+ YoY even as ad spend fell 44%: one of the sharpest efficiency swings of the event.
- Revenue lost to stockouts nearly tripled: flipping from below to well above baseline versus 2025.
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Key takeaways
- Tools revenue cooled on lighter traffic: Revenue fell 12% year-over-year as glance views declined 19%, even though revenue stayed above baseline all four event days.
- ROAS jumped as spend dropped: ROAS improved more than 60% year-over-year while ad spend fell 44%, one of the sharpest efficiency swings of the event.
- Stockout losses became a new pressure point: Revenue lost to out-of-stocks nearly tripled, flipping from below baseline in 2025 to well above baseline in 2026.
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Revenue and traffic both cooled, but ROAS still turned in the event's biggest jump
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