Prime Day is no longer a two-day Amazon event that the rest of retail watches from the sidelines.
In 2026 it ran four days (June 23-26), pulling Walmart, Target, Best Buy, and Costco into the same promotional window.
According to Adobe Analytics, US online retail spend reached $26.4 billion during the event, a 9.3% increase year over year. The earlier late-June timing clustered Prime Day with Memorial Day, back-to-school, the FIFA World Cup, and Fourth of July shopping, concentrating consumer spend into a single mid-year surge. The deals matter less than the patterns underneath them.
OpenBrand’s category analysts tracked Prime Day 2026 across nine US product lines and two Canadian ones, from notebooks and TVs to floor care, mowers, wearables, and headphones.
This wrap-up pulls their reports into one place so you can see where discounting deepened, where retailers held back, and what each category signals heading into the back half of the year.
For the macro and consumer-behavior side of the same event, why shoppers outspent their own expectations and what June promotions meant for durables inflation, see our companion read, What Prime Day Data Reveals About Consumer Behavior and Retailer Strategy.
In This Wrap-Up
- The Prime Day 2026 Takeaways That Matter Most
- US Categories: What the Analysts Saw
- Notebooks
- Desktops
- Televisions
- Smartphones
- Tablets & Detachables
- Headphones
- Floor Care
- Mowers / OPE
- Wearables
- Canada Categories: What the Analysts Saw
- Canada Notebooks
- Canada Desktops
- What Prime Day 2026 Means Moving Forward
- What to Watch for the Next Big Promo Window
- How OpenBrand Helps Track Real-Time Movement During Promotional Windows
The Prime Day 2026 Takeaways That Matter Most
Across eleven category reports in two countries, three patterns showed up again and again: retailers widened their assortments instead of deepening discounts, competition spread well beyond Amazon, and category-level behavior diverged enough that a single “Prime Day discount number” tells you almost nothing.
- Retailers competed on breadth, not depth. In TVs, Amazon more than doubled its promoted assortment to 232 unique deals while its average discount held flat at 23%. Tablets deal counts rose 13% to 95 while average discount fell 4 percentage points to 29%. According to OpenBrand’s pricing and promotions data, the 2026 story was more items at steadier markdowns, not deeper cuts.
- The competitive set now runs well past Amazon. In TVs, Best Buy led on both depth and dollars at 27% off and $553 in average savings, ahead of Amazon’s 23% and $339. In floor care, Best Buy delivered the deepest dollar savings of the event at $194. According to OpenBrand, Amazon set the calendar, but rivals set the ceiling on value.
- Categories diverged sharply. Floor washers and iRobot robotics ran 37% and 50% off while smartphone discounts fell 3 points to 23% and smartwatch depth slipped to 23.1%. According to OpenBrand, blanket “Prime Day was up or down” framing hides the categories that actually moved.
- Brand behavior split between clearance and discipline. Google (26% avg, Pixel 10 up to 35% off) and Samsung (Z Flip7 FE near 44% off) drove smartphone depth, and Apple ran Watch Series 9 clearance up to 45% off. Meanwhile Samsung held TV discounts to 18% and its Watch 8 lineup to roughly 28%. According to OpenBrand, the same brand often ran clearance in one category and discipline in another.
OpenBrand’s Takeaway: Read Prime Day 2026 as a strategy signal, not a sale. The merchants and brands that won did it through assortment breadth, selective premium promotions, and precise brand-level targeting, which is exactly the behavior category managers should be pressure-testing before the fall promo run.
US Categories: What the Analysts Saw
OpenBrand covered Prime Day 2026 across various durables product lines. Below is a short excerpt from the nine of analyst’s full reports, leading with the snapshot headline and relevant key findings. For the full read on what our analysts say during Prime Day 2026, contact us today.
Desktops
Snapshot: Brands Lean Into Gaming for Amazon Prime Day Discounts
Desktop promotions were thin and heavily gaming-led. Amazon’s average discount fell to 13%, down from 17% and the lowest among tracked retailers, while Costco and Walmart tied at 17% on the strength of gaming systems. OpenBrand captured 39 unique desktop deals, and gaming rigs accounted for more than 70% of them. Here’s a breakdown of the lowest priced deals on gaming desktops during Prime Day 2026.
Among brands, HP led at a 21% average discount, Dell dropped 5 points to 15%, and system integrator iBuyPower climbed 5 points to 20%. The picture is a category leaning on gaming hardware to carry its Prime Day presence while mainstream desktop discounting stays muted.
Analysis by Avery Bissett, Desktops Analyst, OpenBrand
Floor Care
Snapshot: Best Buy Delivers the Deepest Dollar Savings During Prime Day
Best Buy delivered the deepest dollar savings of the event at $194, while the category’s overall average discount held flat at 29%. Beneath that flat headline, the mix moved: floor care ran 32% off, floor washers led at 37%, and robotics eased 5 points to 33%.
Brand behavior split between clearance and restraint. iRobot ran the deepest at 50%, headlined by the Roomba 105X at 57% off to $199, and Narwal (43%) and Roborock (40%) followed close behind, while Dreame pulled back 13 points to 26%. The signal is a category using aggressive robotics and floor-washer promotions to drive traffic while holding the overall line steady.
Analysis by Jordan Carter, Vacuums Analyst, OpenBrand
Headphones
Snapshot: Retailers Compete With Amazon’s June Prime Day Headphone Promos
Costco held the highest average promotion value at $84 off during its Member Appreciation Days, driven by a limited lineup led by Bose’s Ultra Open Earbuds at 33% off. Best Buy was second at $56, with standout offers including 47% off Dyson’s OnTrac ($236 off) and 50% off Sony’s WH-1000XM5 ($200 off). Target averaged $53, while Amazon ran the lowest average at $32 and Walmart sat at $45.
On Amazon itself, unique headphone deals rose 60% versus last July, and average promotion value edged up 1% to $61 even as the average discount fell 6 points to 33%. Wireless headbands made up 52% of deals and the $200-and-above tier accounted for 37%. The deepest cut was 62% off the JBL Live 670NC ($80 off to $49), and the largest dollar savings was $202 off Sony’s WH-1000XM5. Apple participated officially for the first time, with a single AirPods Max 2 promotion at 27% off.
Analysis by Nick Harpster, Headphones Analyst, OpenBrand
Mowers / OPE
Snapshot: Prime Day Instant Savings Put Meaningful Focus on OPE
Outdoor power equipment earned real Prime Day attention through Instant Savings. Robotic mowers made up 36% of the promoted assortment and leaf blowers 33%, with 32% of walk-behind mowers and 34% of robotic mowers carrying Instant Savings. Cordless equipment ran noticeably deeper than gas, at 26% off versus 15%.
Walmart was the most aggressive retailer, discounting 46% of walk-behind and 53% of robotic mowers. On the brand side, Greenworks was the most promoted at 42% of its lineup, while STIHL, Craftsman, and Yardmax sat out the event entirely. The split points to a category where cordless and robotic lines are becoming the promotional centerpiece.
Analysis by Adrienne Spear, Mowers Analyst, OpenBrand
Notebooks
Snapshot: How Did Notebook Retailers Respond to Prime Day?
Notebook discounting stayed shallow and selective. Amazon slipped 3 percentage points to a 15% average discount and trailed its rivals, while Walmart led all retailers at 27%. The overall average discount landed at 22%, up 1 point year over year. Chromebooks were the exception, with several models running more than 40% off.
At the brand level, Microsoft posted the highest average discount at 38%, driven by a single Surface deal, while HP was the most aggressive Windows OEM at 27%. Dell climbed 6 points to 25% and Acer eased 3 points to 18%. Gaming made up roughly 35% of all notebook offers, a sign of how much of the category’s promotional energy has shifted toward higher-ticket configurations.
Analysis by Avery Bissett, Notebooks Analyst, OpenBrand
Smartphones
Snapshot: Deals of Amazon Prime Day 2026, YoY Look
Smartphone discounting pulled back to a 23% overall average, down 3 points year over year. Walmart ran the deepest at 29%, Best Buy averaged 24% and $243 in savings, and Amazon sat lower at roughly 21% and $164. Google and Samsung together drove about 60% of all deals, with Apple absent from official participation.
In 2026, Google led on depth at a 26% average, anchored by Pixel 10 markdowns of 33% to 35% off. Samsung averaged 23%, with standouts including the Z Flip7 FE at roughly 44% off to $499.99 and the S26 Ultra near 30% off to $919.99. Motorola showed the widest spread, with individual deals reaching 34% against a 19% brand average. See a year-over-year comparison of discounts by brand below.
The takeaway is a category where a few flagship markdowns did the heavy lifting while the baseline stayed disciplined.
Analysis by Scott Peterson, Smartphones Analyst, OpenBrand
Tablets & Detachables
Snapshot: Retailers Compete on Tablet Value as Deal Counts Climb
Tablet promotions grew in breadth while easing on depth. Best Buy led average savings at $132, Target and Amazon followed at $125, and Walmart trailed at $94. OpenBrand captured 95 unique deals, up 13% year over year, and average promotional value jumped 46% to $151 even as the average discount slipped 4 points to 29%.
Samsung was the most active brand with 41 deals, and Amazon leaned on its own hardware, including the Fire 7 Kids at 50% off. The pattern mirrors the broader event: more items and higher promotional value, driven by a pricier product mix, rather than uniformly deeper markdowns.
Analysis by Nick Harpster, Tablets & Detachables Analyst, OpenBrand
Televisions
Snapshot: Major TV Merchant Reactions to Prime Day 2026
Best Buy was the promotional leader, delivering the deepest average discount at 27% and the highest average savings of the event at $553, reinforcing its premium TV positioning. Amazon balanced a broad assortment with pricing discipline at 23% off and $339 in savings, and it barely moved those numbers across the four days. Walmart built momentum as the event progressed, lifting daily average discounts from 19% to 21% and savings from $177 to $233 by Day 4, while Target ramped from 13% to 19% before settling at a conservative 16% and $150.
OpenBrand captured 232 unique TV deals on Amazon, more than twice last summer’s count, yet the overall average discount held at 23%. Mini LED was the event’s defining technology at 45% of promoted models. Samsung was the most visible brand at 26% of assortment but held pricing discipline at an 18% average, while Amazon’s own Fire TVs and Hisense were the most aggressive large-volume discounters at 30% each, and TCL held at 25%.
Analysis by Scott Peterson, TVs Analyst, OpenBrand
Wearables
Snapshot: Discount Depth Dipped Nearly 3 Percentage Points Year Over Year
Smartwatch promotions cooled. Average savings fell 13.6% year over year to $102 off, and average discount depth slipped 2.8 points to 23.1%, a move OpenBrand attributes in part to Amazon’s May 2026 “Typical Price” policy change that trimmed artificially inflated discount percentages. Fitbit posted the highest average discount at 28.2% and Withings 26.1%, though both did so across fewer deals and SKUs, which inflated the averages.
Apple topped dollar savings at $153 off, driven by Series 9 clearance running up to 45% off while the current Series 11 averaged 24% and the Ultra line never exceeded 19%. Garmin was close behind at $147 on the highest average shelf price of any brand, roughly $700. Smart rings were the emerging story, with savings up 21% to $92 and depth up 9.3 points to 28.7%, and fitness trackers posted the deepest discounts of any wearable segment.
Analysis by Andrew Chow, Wearables Analyst, OpenBrand
Canada Categories: What the Analysts Saw
OpenBrand also tracked Canadian product lines during Prime Day 2026. Here’s an excerpt from two categories, which both flagged Apple pricing moves alongside the promotional picture, a useful contrast to the US market.
Canada Notebooks
Snapshot: Discounts Fall as a Pricier Mix and Apple’s Debut Reshape the Field
Canadian notebook discounts fell to a 19% average, down from 23% last July, even as average promotional value rose $244 on a higher-ticket product mix and component-cost inflation. OpenBrand captured 98 unique deals, including 77 consumer and 17 gaming. Asus led with 27 deals, ahead of Acer at 21 and HP at 17. Consumer discounts dropped 7 points to 19% while gaming discounts rose 6 points to 18%.
Depth fell across all five leading Windows brands, with Asus (32% to 26%) and HP (28% to 21%) most affected. Gaming drew far more attention than in prior years, with Asus and Acer leading and MSI stepping back from its historically dominant position. The structural change was Apple, which participated for the first time with M5 MacBook Air and Pro instant savings peaking at $300 and $200. Separately, OpenBrand noted Apple raised prices across categories by an average of nearly $250, citing memory and storage cost spikes.
Analysis by Avery Bissett, Notebooks Analyst, OpenBrand
Canada Desktops
Snapshot: Restrained OEM Promotions Leave System Integrators to Drive Value
Canadian desktop promotions were restrained, with the average discount at 13%, down from 20% last year, while promo value held flat at $268 on higher-priced desktops. OpenBrand captured 30 unique deals, 19 of them gaming, with Acer and SkyTech tied for the most at six each. Consumer discounts fell 6 points to 13% and gaming discounts dropped 8 points to 12%.
Major OEMs underindexed: Acer’s discount average slid to 11% and $117, and HP and Dell eased as well. System integrators carried the value story, with CyberPower averaging 16% off and $353 and SkyTech at 12% off and $389 on larger-ticket rigs. Gaming was intensely competitive on price compression, with CyberPower’s $1,099 RTX 5060 tower undercutting entry-level systems. As in Canada Notebooks, OpenBrand flagged Apple’s roughly $250 average price increase across its consumer electronics lineup.
Analysis by Avery Bissett, Desktops Analyst, OpenBrand
What Prime Day 2026 Means Moving Forward
The through-line across all eleven reports is that Prime Day has become a structural read on retail strategy, not a one-off sale. Retailers are managing promotions as a year-round system, and the categories that moved during Prime Day are the ones to watch through the fall.
First, the widening-assortment strategy changes how brands should plan promo calendars. When Amazon doubles TV deals and holds discount depth flat, and tablet counts rise while depth eases, the competitive lever is breadth and product mix, not markdown percentage. Brands that plan around a single discount target will misread the field.
Second, the spread of competition beyond Amazon reshapes share and leakage math. Best Buy out-discounting Amazon on TVs and leading dollar savings in floor care means shoppers can find deeper value off-platform, so any brand watching only Amazon is watching the wrong ceiling. Third, category divergence is the real signal into H2. Robotics, floor washers, cordless OPE, and a handful of flagship phones ran hot, while smartphones and smartwatches cooled and Canadian PCs discounted less on a pricier, inflation-driven mix. Those are the lines to model before the fall run.
OpenBrand’s Insight: The retailers and brands that won Prime Day 2026 did it with assortment breadth and precise, brand-level targeting, not blanket markdowns, and that is exactly the playbook to stress-test before Black Friday.
What to Watch for the Next Big Promo Window
The next major test is the back-to-school stretch into Labor Day, followed by the Black Friday and Cyber Monday run. The Prime Day 2026 patterns give brands a template for what to monitor.
Questions worth tracking into the next window:
- Does the breadth-over-depth pattern hold, or do discounts finally deepen? Watch whether the extended assortments and steady markdown percentages from Prime Day carry into fall, or whether inventory pressure forces deeper cuts, especially in TVs and tablets where deal counts already spiked.
- Do rivals keep matching Amazon’s window and depth? Best Buy led TV depth and floor-care dollars, and Walmart led notebooks and mowers. Watch whether that multi-retailer competition intensifies through Black Friday, since that is where share and leakage will move.
- Which high-signal brands run clearance versus discipline? Watch Apple’s Series 9 style clearance behavior, Google and Samsung flagship phone markdowns, and iRobot’s robotics depth, and watch whether Canadian PC discounts stay shallow as Apple’s price increases work through the channel.
For the macro read on Prime Day 2026, why consumer sentiment stayed soft while shoppers still outspent their own durables plans, and why June promotions were not enough to hold down durables inflation, OpenBrand Chief Economist Ralph McLaughlin breaks it down in What Prime Day Data Reveals About Consumer Behavior and Retailer Strategy.
How OpenBrand Can Help
OpenBrand tracks pricing, promotions, and market share across durable goods categories in real time, so you head into each promo window knowing which brands discount deepest, how retailers sequence their deals, and where assortment gaps open up. The same data behind these eleven Prime Day reports feeds line review prep, competitive intelligence, and promotional planning for brands and retailers.
See what OpenBrand’s data can tell you about your categories before the next promo window
A conversation with our analyst team gets you a walkthrough of category-level pricing and promotion trends specific to your lines, so you can prep your next line review and Black Friday plan against real competitive movement rather than last year’s assumptions.
Frequently Asked Questions
When was Amazon Prime Day 2026 and how long did it run?
Prime Day 2026 ran four days, June 23 to 26. Amazon shifted the event earlier into late June, clustering it with Memorial Day, back-to-school, the FIFA World Cup, and Fourth of July shopping. According to Adobe Analytics, US online retail spend reached $26.4 billion, up 9.3% year over year. OpenBrand tracked pricing, promotions, and consumer response before, during, and after the event to see how the market shifted.
Which retailers competed with Amazon during Prime Day 2026?
Walmart, Target, Best Buy, and Costco all ran competing promotions during the window. According to OpenBrand, Best Buy frequently led on value, delivering the deepest average TV discount at 27% and the highest floor-care dollar savings at $194, while Walmart led notebook and mower discounting.
Did discounts get deeper during Prime Day 2026?
Not broadly. According to OpenBrand, retailers competed on assortment breadth rather than depth: Amazon doubled its TV deals to 232 while holding a 23% average discount, and tablet deal counts rose 13% even as average discount eased to 29%.
Which product categories saw the most promotional activity during Prime Day 2026?
Robotics and floor washers (iRobot at 50% off, floor washers at 37%), cordless outdoor power equipment (26% off), and select flagship phones led the activity. According to OpenBrand, smartphones and smartwatches cooled, with discounts falling to 23% and 23.1% respectively.
How does OpenBrand track Prime Day and other promotional events?
OpenBrand monitors pricing, promotions, and market share across durable goods retailers and categories in real time. Brands and retailers use that data for line review prep, competitive intelligence, and promotional planning ahead of each major window.