This Prime Day is going to be the first one where both the consumer and the bran
By Brandon Fishman · June 2, 2026 · Curated by George's Blog
This Prime Day is going to be the first one where both the consumer and the brand can't afford it.
Consumer budgets are stretched. Gas is up. Groceries are up. The money that used to go toward a Prime Day purchase is gone.
Brands don't have the margin. Tariff costs. FBA fees are up. Ad spend is up. Brands running the same promotions they ran two years ago are going to lose money. So they're going to discount less.
Usually that's fine. Brands discount deep enough to move a slow buyer. Or demand spikes and it doesn't matter. This Prime Day, neither side has room to move.
The consumer can't spend and the brand can't discount.
Don't plan this one like last year.
♻️ Repost if you're rethinking your Prime Day strategy.
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