Dive Brief:
- Grocery hit a four-year low during Amazon’s 2026 Prime Day, with only 16% of Prime shoppers purchasing items in the category, according to Numerator’s annual Prime Day tracker. The figure came in at 22% last year.
- Despite the decline, grocery-related products like protein powder and pet treats were the top-selling items during Prime Day, which ran from June 23 to June 26, Numerator reported.
- Amazon saw a decline in the Prime Day grocery department as the company continues working to establish itself as a go-to destination for food shopping.
Dive Insight:
Leading up to Prime Day, Amazon worked to highlight its grocery offerings, stating that deals would include fresh produce, meat and deli goods for $3 or less, with some items costing as little as $1. The company also announced a sweepstakes ahead of Prime Day that rewards 100 customers with $10,000 in Amazon.com gift cards to spend on groceries and everyday household essentials.
Despite these efforts, however, grocery lagged behind apparel and shoes (30%), household essentials (28%), health and wellness (27%), beauty or cosmetics (26%), and home goods (23%) in terms of the categories Prime Day customers shopped. The grocery category tied with pet products at 16%.
Grocery’s sales share during this year’s Prime Day dropped several points compared to last year and marks the lowest point since 2022, when the figure hit 14%, according to Numerator’s data.
The share of consumers who purchased groceries during Amazon's 2026 Prime Day dropped compared to the previous year
This year’s Prime Day was the second time Amazon ran the savings event for four days. The company also hosted the event earlier in the summer than it has in the past, moving it up from its usual run dates in July.
