The New Prime Day: 2026 Amazon Prime Day US Retrospective Report

Prime Day 2026 wrapped its four-day run in June, and the data shows an event that's still driving sales growth, just not in the same shape as prior years. Discount depth hit a three-year low, purchases shifted earlier in the day, and the brands that paired agile pricing strategies with strong paid visibility saw some of the strongest revenue gains of the event, in some cases over 1,400% year over year. 

PMG's 2026 Prime Day retrospective covers all these trends and more, exploring what happened across the full event and what it means heading into Q3 and Q4.

This report features insights on:

• Consumer behavior shifts, including earlier purchase timing, category-level trade-down, and where essentials gained share

• Discounting trends across depth, breadth, and category, and why product-level pricing is becoming more useful than category averages

• What separated the fastest-growing brands, including how pricing and paid visibility combined to drive the strongest results

• Four strategic priorities for brands heading into the second half of 2026

Download the report today.