Amazon Prime Day 2026 US traffic fell 10.3% from last year, with a 17.1% jump in unit conversion that ad-tech firm CommerceIQ credits largely to Alexa for Shopping, according to its platform data, while total U.S. revenue fell just 1.7% YoY. Results split sharply by region, with EU revenue up 20.3% on broad demand growth while UK revenue fell 14.4% as traffic collapsed 34.6%, partly offset by a 39% conversion gain, the strongest of any market. Brands funneled 82% to 88% of ad spend into Sponsored Products across all three markets and pulled back on Sponsored Display and Brand, while UK ROAS surged to 7.79x as cheaper clicks rewarded advertisers who kept spending.
