Is Prime Day dying?
By Noah Wickham · July 2, 2026 · Curated by George's Blog
Is Prime Day dying?
No. It's just harder and you need to be more strategic
My team crushed it this Prime Day for our clients
218% increase YoY compared to Prime Day 2025 across our client accounts
80.76% average daily sales lift across the 4 days
The market is harder now, not softer
Amazon has more sellers, more ads, more competition, and shoppers have more transparency into pricing history than ever before
That doesn't mean the opportunity is smaller
It means the strategy has to be sharper
The current market rewards brands that treat Prime Day as an operational event, not a hope-for-lift moment
Every element from inventory to ads to retargeting has to be built for the environment we're actually in
Prime Day 2026 isn't a bad Prime Day
It's a different Prime Day
And the brands that adapted their strategy to match it saw their biggest event yet
The market got harder, the winners got sharper, and the gap between them and the rest of the field just doubled