BigQuery · Status at source date: Newsletter archive
Prime Day 2026 opens softer than 2025, according to the early reads
Several practitioners shared opening-day Prime Day data this week. Isaac Gross reported that Day One was notably softer year on year: the opening-day lift over a clean 30-day baseline came in at +55% versus +81% in 2025, around 26 points lower across the same brands: and that Day Two has historically been the event's softest revenue day.
What changed
Mansour Norouzi, looking across client accounts, read it differently: growth over the prior 30 days was almost identical to last year at roughly 1.9x the run rate both years, suggesting the event is not pulling harder, but the base is simply bigger, with Day Two the bright spot this year.
Why it matters for advertisers
For you, this means early Prime Day signals are mixed and easy to over-read mid-event, with opening-day spikes flattening even where overall lift holds. Worth avoiding budget overreactions to a single day's numbers and judging the event against a matched baseline once all four days are in.
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Prime Day 2026 opens softer than 2025, according to the early reads
Several practitioners shared opening-day Prime Day data this week. Isaac Gross reported that Day One was notably softer year on year: the opening-day lift over a clean 30-day baseline came in at +55% versus +81% in 2025, around 26 points lower across the same brands: and that Day Two has historically been the event's softest revenue day.
Mansour Norouzi, looking across client accounts, read it differently: growth over the prior 30 days was almost identical to last year at roughly 1.9x the run rate both years, suggesting the event is not pulling harder, but the base is simply bigger, with Day Two the bright spot this year.
For you, this means early Prime Day signals are mixed and easy to over-read mid-event, with opening-day spikes flattening even where overall lift holds. Worth avoiding budget overreactions to a single day's numbers and judging the event against a matched baseline once all four days are in.
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