AMZ123 has learned that after the 2026 Prime Day (June 23–26) ended, overlapping with the 250th anniversary long weekend of U.S. Independence Day and the traffic diversion caused by the FIFA World Cup in the U.S., Canada and Mexico, many Amazon U.S. sellers reported a “halving” of orders right after Prime Day. The slump persisted into early July with no obvious recovery, and daily order volumes for some stores even fell below pre-event levels. Consumption further slowed during the Independence Day holiday, deepening the overall downturn. Industry analysis suggests that this year Prime Day was moved up to late June, making it almost seamlessly connect with the Independence Day holiday without the usual recovery interval, while the World Cup continued to divert user attention. A full recovery in sales is expected only by mid-to-late July. In addition, the one to two weeks after Prime Day are a concentrated return period for apparel, maternity and baby, and outdoor categories. Relevant sellers need to closely monitor returns and inventory turnover. Industry sources recommend that during short-term order fluctuations, sellers should not blindly cut advertising budgets or resort to excessive price reductions that may harm keyword rankings. Instead, they should prioritize return rates, cash flow and inventory health, and gradually adjust advertising strategies once the market rebounds.

Seller Home Reviews

With the combined triple impact of the post-Prime Day traffic trough, the World Cup and the Independence Day holiday, a recovery in U.S. site sales is unlikely until at least mid-to-late July. Sellers are advised to focus on optimizing inventory turnover and advertising ACOS at this stage, avoid ineffective bidding, and plan ahead for the back-to-school season inventory rhythm in August.

Source: AMZ123
Original link: https://www.amz123.com/kx/LHaphDi7