REGIONAL OVERVIEW
Prime Day 2026: EU
The strongest headline growth of any region, but efficiency didn't follow
- EU revenue grew 20% year-over-year: ahead of its 12% traffic gain — conversion did real work here.
- Ad spend fell 19% YoY even as revenue grew: yet ROAS still slipped 3.3% — a detail the headline number hides.
- ROAS stayed roughly 30% below baseline for the entire week following the event.
Download the full Prime Day category report for EU.
Key takeaways
- EU delivered the strongest regional growth story: Revenue grew 20% year-over-year and outpaced the 12% gain in glance views, showing conversion did real work.
- Revenue grew even as ad spend fell: Ad spend declined 19% year-over-year despite the revenue gain, a strong surface-level efficiency signal.
- ROAS still needed watching: ROAS slipped 3.3% year-over-year and stayed roughly 30% below baseline through the post-event week.
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The strongest headline growth of any region, but efficiency didn't follow
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