Prime Day data will break your reporting. Here's what to watch for. Talked to my
By Adam Weiler · June 11, 2026 · Curated by George's Blog
Prime Day data will break your reporting. Here's what to watch for.
Talked to my ads team today about July Prime Day prep...
The number one mistake sellers make? Comparing week-before vs week-after performance.
Your reports will scream "DISASTER!" when you're actually fine.
Here's why Prime Day creates data chaos:
1️⃣ **Massive traffic spikes** — Your normal baselines become useless
2️⃣ **Inventory reorders** — Normal restocking algorithms go haywire
3️⃣ **Campaign performance** — What looks like terrible ROAS is just normalization
The fix? Treat Prime Day like a "special event" in your analysis.
Don't panic when your ACoS jumps 200% the week after.
Don't chase algorithm changes that aren't real.
Don't make major campaign decisions based on outlier weeks.
After managing $550M+ in Amazon sales, I've seen brands blow up profitable campaigns because they misread post-Prime Day data.
Pro tip: Your reporting tools should flag Prime Day weeks automatically. If they don't, you're flying blind.
What data anomalies have you seen after big Amazon events?