Happy 4th, everyone.
It’s the week we celebrate independence, so here’s the business version of the idea: the companies that grow don’t leave it up to the market, and they don’t tie their growth to a single channel. They prepare for the big moments and make their own results.
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Before you assume the rest of this is an Amazon-seller story and scroll past, stay with me for one minute. Even if you have never sold a thing on Amazon, one of the largest buying events of the year just put your future customers in active shopping mode, and there’s a way to reach them. More on that below. First, what just happened.
What actually happened on Prime Day
Amazon moved Prime Day to late June this year (June 23-26), the first shift in five years. Shoppers spent at record levels but cautiously: smaller orders, more trips, more essentials.
Across the broader marketplace, Day 1 sales grew about 5.3%.
Across the brands ScaledOn manages, Day 1 sales averaged 53% above their normal baseline, and nearly all of them beat the market’s growth rate. Same event, same economy, very different outcome.
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That gap isn’t luck. The sellers who capture the surge do the work in the weeks before it: listings optimized, inventory positioned, ad budgets set to scale with the traffic instead of capping at a normal day’s spend.
Now, why this matters if you don’t sell on Amazon
The Prime Day surge doesn’t stay on Amazon.
Amazon has spent decades building one of the most valuable audience data sets anywhere: purchase history, browsing behavior, categories, household demographics. That data follows those shoppers across the rest of the internet.
Through Amazon DSP (its Demand Side Platform), a business with no Amazon presence at all can put ads in front of Amazon’s audience on news sites, apps, and streaming, exactly when purchase intent is running hot. You’re not advertising on Amazon. You’re advertising to Amazon’s shoppers, wherever they already are.
That’s the independence idea again: your growth shouldn’t be locked to one storefront or one platform’s calendar.
Coming July 23: the full Prime Day breakdown
The headline numbers are one thing. What we did to get them is the useful part.
On Thursday, July 23 at 12pm ET, our Amazon Director, Dominic, sits down for a new ScaledOn Session to break down the Prime Day 2026 results and the lessons that apply to any business, even if you don’t sell on Amazon. Real numbers, straight talk, and our team in the chat to take your questions.
Wondering what this looks like for your business?
DSP isn’t right for everyone, and neither is any single tactic. What fits comes down to your margins, your buying cycle, and who you’re trying to reach.
Already working with us? Reply to this email or bring it up with your ScaledOn team. We’ll look at whether the Prime Day lessons or the DSP play apply to your account and tell you straight, same as always.
New to ScaledOn? An Opportunity Review is a free, no-pressure look at your specific situation. We dig into your data, name the real opportunity, and walk you through what we find.
Enjoy the holiday. And this week of all weeks, give your business a little independence too. Growth never comes from one channel doing all the work; it comes from testing new things and staying open to the next opportunity. Finding those with you is one of my favorite parts of this job, so reach out anytime.
Talk soon,
Iulia Vasciuc
CEO, ScaledOn
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