Amazon’s Fall Prime Event Wraps Up: Seller Results Diverge and Delayed Order Data Cause Unease

Amazon’s 2026 Fall Prime member event has ended. During the 48-hour promotion, which covered 22 countries, about 40% of sellers saw sales rise on the first day, but major sales surges were uncommon and advertising and discount costs rose at the same time. Around 10 a.m. Beijing time on October 8, some sellers’ dashboards showed delayed order data. The platform said that customer-facing transactions and the data shown in seller dashboards are not fully synchronized. Consumers increasingly comparison-shopped as usual, and lower-priced categories such as household goods, beauty and personal care, and clothing performed relatively well.