🛑 Attention Amazon Sellers!

I didn't send the newsletter last week (did anyone notice?). I was digesting the post-Prime Day results so I could do a detailed analysis of client accounts and also review results from other colleagues.

I spent two days at the Marketplace Summit in Madrid (Spain) discussing results with Seller and Vendor brands and, except for those selling beauty/sun care and air conditioners, the general feeling was that it went worse than in previous years.

Lower year-over-year growth, flat, or even a 28% year-over-year decline across the entire portfolio of brands.

I don't know whose idea it was to schedule four days of Prime Day right before payday, in the middle of a heat wave and during the World Cup.

We've just seen a video of Amazon’s EU VP showcasing best sellers by country, such as dish soap, mosquito repellent and sunscreen.

Prime Day used to be one super day of discounts focused on technology. Televisions, Kindles, Alexas, Fire TVs, iPhones... and now we have four days of bestsellers like cat treats or Finish dishwasher detergent.

One week later, we receive emails for the "Q4 Amazon Prime Big Deal Day Event 2026" with discounts of 50% to 70% on some ASINs. Have we gone mad?

Are you asking me to give away my product in Q4 for a mega sales event when you haven't even been able to generate demand a week ago?

Across the pond, in the USA, we have year-over-year growth of 9.5% (low compared to other years). $26.4 billion in revenue, of which over 69% of items sold were under $20, and the average spend per item is $23.23.

Did Amazon expect that launching Amazon Haul wouldn't lead to this? Amazon Prime Day turning into a Temu Prime Day. And the bestsellers: Premier Protein Shakes, Liquid I.V. Packets and Temptations Cat Treats. No technology. No Amazon-branded gadgets. Amazing.

Are consumers saving for Black Friday? Is Prime Day done?

I'd love to hear your opinion.