Canopy Management's Amazon Prime Day Tracker compiled a live look across our seller data and verified-shopper surveys to bring immediate insight into what happened on Prime Day. Our 2026 tracker ran from June 23 through June 26. All insights shared represent an early read and are subject to change.
The average Prime Day 2026 order size was $47.66, down from $53.34 in last year's early read. Nearly two-thirds (63%) of households shopping the event placed two or more separate orders, bringing average household spend to approximately $143.45, down from $156.37 last year.
Source: Numerator Prime Day Tracker, 2026 early read.
The top-selling items were Premier Protein Shakes, Liquid I.V. Packets, and Temptations Cat Treats. Over two-thirds (69%) of items sold for under $20, while just 3% were priced above $100, for an average spend of $23.23 per item, down from $24.59 last year. The most common categories were apparel & shoes, household essentials, and health & wellness. Nearly half of shoppers bought an item they had been waiting to grab until it went on sale.
The typical observed Prime Day shopper was a high-income, suburban woman aged 45 to 64. Nearly all shoppers who placed an order were aware it was Prime Day before buying, and about a third cited the event itself as their primary reason for shopping. Prime Day continued to attract returning participants, with 89% reporting they had shopped the event in previous years.
Over half of Prime Day shoppers (59%) reported high satisfaction with the deals, down from two-thirds (68%) last year. More than half compared prices across retailers before buying. Shoppers also engaged with competing promotions: 49% shopped or planned to shop Walmart Deals, and 32% shopped or planned to shop Target Circle Deal Days.
More than half compared prices across retailers before completing a purchase.
Tell us about your brand and our team builds you a plan made just for you: a full audit of your listings and ads, the category opportunities you are leaving on the table, and a clear 90-day roadmap to your next biggest months on Amazon. No cost, no obligation.
Want a read on your category, your competitors, and where your brand is leaving money on the table this event season? A Canopy strategist will get back to you within 24 hours.
Results focused. Performance based. · $3.2B+ managed · 1,000+ brands · 99.1% partner retention
