How did your brand perform during Amazon Prime Day sales and lightning deals this year?

Members reported mixed results during recent Amazon Prime Day and lightning deal events, with performance varying significantly between brands.

Key observations from the community: - **Lightning deals (12-hour promotions)** — One member reported a 55% drop in sales compared to the previous year despite running an identical deal, suggesting potential market saturation or changed consumer behaviour on the platform. - **Pricing paradox** — Another member found they sold less volume at a discounted 20% price point than they normally do at full price, questioning whether deep discounting is effective during these events. - **Newer entrants performed better** — A brand new to Amazon in the previous year saw a "massive spike" during Prime Day, suggesting potential advantage for fresh listings or increased category visibility during the event.

**Caveat:** The sample size is small and results appear highly category and brand-dependent. Members should test carefully rather than assuming Prime Day performance will match or exceed previous years.