REGIONAL OVERVIEW
Prime Day 2026: Total industry (US)
Revenue held, traffic thinned, and shoppers converted with sharper intent
- US ordered revenue landed just 1.7% below Prime Day 2025: despite traffic falling 10% year-over-year.
- Ad spend fell 9% YoY while ROAS held nearly flat at 4.8x: as brands consolidated 88% of spend into Sponsored Products.
- ASP fell 6% year-over-year as discounting deepened: the primary driver behind the softer revenue print.
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Key takeaways
- US demand held on fewer shoppers: Revenue finished just 1.7% below Prime Day 2025 despite traffic falling 10%, while unit volume grew 5% year-over-year.
- Conversion was the standout signal: Blended unit conversion reached 20% during Prime Day 2026, a 17% year-over-year improvement.
- Media consolidated into Sponsored Products: Sponsored Products drove 88% of event ad spend as Display and Brand both declined year-over-year.
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Revenue held, traffic thinned, and shoppers converted with sharper intent
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