Prime Day is Tuesday. A few things worth thinking about.

We are in the midst of exciting times over here, when state government decides not to work, kids are allowed watch a soccer match during school hours, emotions run high. What I am talking about? World Cup of course. Living through a global sport event in a country that is passionate about that sport (even though has not won since, well, never), somehow makes everything a lot more alive. And if your brand sells anything people consume while watching sports, well, you are in a good moment.
Which brings me to Prime Day, because the two overlap this year. Prime Day runs Tuesday June 23 through Friday June 26. Your deals are submitted, your inventory is hopefully in place, your campaigns are built. This edition is a few things worth confirming before Tuesday, and some thoughts on what Prime Day means for CPG brands that I think are worth considering beyond the event itself.

What Amazon wants Prime Day to be for CPG

Historically, Prime Day was associated with electronics, Amazon devices, and larger-ticket items. Over the years, Amazon has shifted framing of Prime Day around everyday needs, not only discretionary purchases. Amazon's own 2026 Prime Day communications repeatedly mention groceries, household essentials, beauty, and personal care alongside traditional Prime Day categories. Jamil Ghani, who leads the Prime membership business, described Prime Day as serving members whether they are shopping for major purchases, seasonal needs, or saving on fresh groceries and household essentials.

Amazon's long-term interest is in increasing the share of everyday consumer spending that flows through its ecosystem. Consumables are central to that objective because they create frequency, habit, and retention. You buy a Kindle or winter boots once in a while. A supplement, a coffee product, a cleaning supply, or a skincare item can become a recurring interaction with Amazon that strengthens the Prime membership itself.

For CPG brands, this means Prime Day is becoming less of a discount event and more of a customer acquisition and trial event.

A consumer who hesitates to switch toothpaste brands or try a new supplement is more likely to do that with a promotional offer. So a strategic opportunity here is not the spike in sales during the four days. But a downstream behavior: new-to-brand customers, reviews, Subscribe and Save enrollment, repeat purchases, and improved organic ranking.

I bring this up because it should inform how you evaluate Prime Day when it is over. If your goal was purely to move volume during the event, you will measure one way. If your goal was to acquire customers who become repeat buyers and S&S customers, you will measure very differently, and you will need to wait longer to know whether it worked.

What to confirm before Tuesday

Your plan is your plan at this point. But a few things are worth confirming before the event starts.

Inventory. Can you sustain the push without creating a OOS in the weeks that follow? A strong Prime Day followed by two weeks of out-of-stock on your hero SKU is a net negative because the organic ranking you gained during the event evaporates with OOS quickly. If inventory is tight on any product you are promoting, it may be best to pull back on that deal rather than risk the post-event gap.

Budget. Advertising costs go up significantly during Prime Day. Bids in most categories increase 50% to 100% above normal levels, which means your normal daily budget will run out by early afternoon without adjustment. If you have not already adjusted your daily caps for the event, do it before Tuesday.

Reference pricing. I wrote recently about Amazon's changes to how it calculates reference prices. If you have been running promotions frequently, or if a reseller has been selling your product below your normal price in the weeks leading up to Prime Day, your Typical Price baseline may be lower than you expect. That means the discount required to qualify for a Prime Day deal could be deeper than you planned for. Review your Price Discounts, Deals, and Coupons to make sure they are not suppressed last minute because reference pricing has changed since you submitted your deals.

Monitoring. Who is watching during the event? Not in a general sense, but specifically: who is checking campaigns at 2pm on Wednesday, or when a promoted product gets suppressed mid-event, or when a deal that was approved is not showing? Or ASIN suppressed during the Event? These things happen every Prime Day. The speed of response determines whether it costs you an hour of sales or a full day. Make sure someone has this on their calendar, not just on their to-do list.

After the event

Resist the urge to evaluate results on day one. Prime Day's real impact for a CPG brand shows up over the following two to four weeks, not in the revenue number on Friday evening. Some meaningful metrics take time to materialize: Subscribe and Save enrollment rate, repeat purchase behavior, new-to-brand customers numbers, and brand share movement in Brand Analytics. If you defined success before the event, which I always recommend, you will know what to look for. If you did not, now is the time, before the numbers start coming in and the temptation to rationalize takes over.
Document what worked, what did not, and what surprised you. Spend some time browsing your category during the event and write down observations about competitor deals, creative approaches, and anything that catches your eye. Your future self will thank you for having this written down when you are planning for Fall Prime Big Deals Days in October, Black Friday/Cyber Monday in November.
Enjoy the games this week. Keep an eye on the dashboard.

If you want a second set of eyes on your Prime Day results once they come in, or want help thinking through what the data is telling you and what to do with it, reach out. That is a conversation worth having while the observations are still fresh.

Saludos,

Irina