Prime Day 2026, new FBM requirements, and SnS benchmarking

Prime Day 2026 in review: four days, USD 26.4 billion in sales

Amazon held Prime Day 2026 over four days for the second year in a row, this time from June 23 to 26 – roughly one month earlier than in previous years.

Amazon still does not publish detailed, comprehensive figures on how the event performed; as last year, the company remains tight-lipped about its own results. However, some figures for the US market are already known: US online retail grew by 9.3% year over year during the event to a total of USD 26.4 billion. The first day alone generated USD 8.3 billion in sales. For comparison: Black Friday and Cyber Monday together reach USD 32.5 billion, so Prime Day continues to close the gap to the year's highest-revenue shopping events.

Mobile purchases and strongest categories

More than 50% of all purchases during the event were made on mobile devices; the mobile share reached a new record of 51.2%. The strongest discounts (in the US) were in electronics, apparel, and TV – categories that traditionally rank among Prime Day's top revenue drivers.

Bestsellers in Germany and outlook

Top sellers in Germany included insect bite healers such as heat it and Fenistil, coffee beans from Lavazza, the fitness syrup MORE Zerup, and Amazon's own devices such as the Fire TV Stick and Echo Dot.

Missed Prime Day? No worries! If you missed this promotion, you can already look forward to Prime Deal Days, which traditionally take place in the fall, usually in October, followed by Black Friday and Cyber Monday on November 27 and 30, 2026.

Sellers and vendors still have plenty of opportunities to increase revenue and sales volume, and should use Prime Day results directly to align listings, inventory, and ad budgets early for the upcoming events.

Training and seminars from REVOIC

For years, we have regularly offered a range of seminars on Amazon: from BASIC and ADVANCED seminars to multi-day advertising workshops.

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New FBM requirements for EU stores from July 2026

Amazon is updating the requirements for Fulfillment by Merchant (FBM) in EU stores. Here are the most important updates in chronological order:

From July 15, 2026, sellers in Germany, France, Italy, and Spain must maintain an on-time delivery rate of at least 90%, measured as the share of FBM-shipped units delivered on or before the promised "delivery by" date.
From September 1, 2026, non-compliant offers may be deactivated or the permission to list new FBM products may be revoked.
In addition, from September 30, 2026, deliveries to Amazon Business customers require a business-hours delivery rate of at least 90%.
From October 30, 2026, affected offers for business customers may be deactivated if this rate is not met.

Changes to handling time

To enable more precise delivery promises, Amazon is also changing handling time settings. From July 15, 2026, only 0 and 1 day options will be available at account level for standard handling time; existing 2-day settings will automatically be changed to 1 day. Longer handling times can still be set individually per SKU. From September 1, 2026, Amazon will enable automated handling time for individual SKUs when their configured handling time has been at least 1 day longer than actual performance over a period of more than 30 days.

You can find our popular Round Table and other news formats on our landing page.

Amazon has introduced new benchmarking insights for Subscribe and Save in Vendor Central. Vendors can now compare their own SnS performance with brands that have a similar category mix, program membership, and company size.

The dashboard provides benchmark values across four areas: lost revenue due to out-of-stock, Subscribe and Save penetration, revenue growth in the Subscribe and Save program, and subscription balance. Data depth is still limited for now, but this is Amazon's first attempt to give vendors a comparison benchmark for their SnS performance.

How to find the new dashboard

You can find benchmarking in Vendor Central under Merchandising > Subscribe & Save > Benchmarking.

In 2026, we are focusing on new marketing channels to keep you up to date with Amazon news: Our REVOIC podcast is published every Friday, and our YouTube channel has been fully revamped and now delivers fresh content regularly.

We look forward to your feedback!