Last year's 4-day Prime Day taught marketers something that had nothing to do wi
By Jeffrey Cohen · June 12, 2026 · Curated by George's Blog
Last year's 4-day Prime Day taught marketers something that had nothing to do with Amazon. It taught them how to manage up under pressure.
Here's what made it hard. Every executive's instinct is to compare Day 1 this year to Day 1 last year. That model broke in 2024 when the event went from 2 days to 4. Consumers didn't behave the same way. When people have more time, they take more time. They browse longer, build carts, and buy at the end.
The conversion shifted later in the week, and teams that were being measured against the old pattern looked like they were failing when they weren't.
This year adds another variable. A 4-day event at the end of June may behave differently than one in July. The shopping mindset is different. Fewer competing priorities, different seasonal context. Consumers may browse even longer before committing, which means the early-day lag could look different than anything you've seen before.
The goal is still the same: hit the number. But the path to that number won't look identical every year, so you can't measure it the same way every year.
What I'd tell every team going into this week: get ahead of the conversation before the event starts. Explain to leadership that hourly ROAS in the first 48 hours is not the story. Define what you'll measure and when. Agree on the conditions that would actually warrant a change.
The executives who panic aren't wrong to want results. They just need the right frame.
That's your job to give them. Do it before Day 1, not during it.
If you want more tips and strategies for Prime Day, check Skai's "How to Win" Guide: https://lnkd.in/g_QbfZqm