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Amazon Prime Day 2026: June 23–26

Four days of discounts – and four days of order surges

Amazon Prime Day 2026 runs from 23 to 26 June – four days of discounts of up to 50% on electronics, groceries, beauty, and entertainment, exclusively for Prime members. For shoppers, it's one of the biggest shopping events of the year. For sellers, it's one of the most logistically demanding.

Early deals mean an earlier start to shopping mode

Amazon's early deals run before the official start date – meaning shoppers are already in "shopping mode" days before June 23, actively browsing for offers. Sellers who only activate their promotional campaigns on launch day miss this early wave of attentive buyers.

The real bottleneck: stock levels and shipping capacity

The most common reason Prime Day campaigns underperform isn't lack of demand – it's not having enough stock in the right place, or shipping delays during peak load. Getting inventory into a warehouse with shipping coverage across multiple EU countries before June 23 prevents a sales success from turning into a reputation problem due to late delivery.

TREEBERG prepares with customers for peak periods like Prime Day – with sufficient warehouse capacity in Nordhorn and shipping to over 20 countries within 24 hours, even during sales peaks. Sellers who top up stock now, before June 23, start the summer's four most important sales days at full capacity.

Fresh News

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Amazon sets new sales record in Germany

Amazon has set another sales record in Germany – up 12.3% last year, while the whole German e-commerce market is heading toward €96.3 billion in 2026. Marketplaces already account for 56.7% of all online sales in the country, and that share keeps growing – making a presence on Amazon.de more important than ever.

easyGroup launches easyShop.com marketplace in 21 countries

easyGroup is launching the easyShop.com marketplace – right away in 21 European countries, with seller sign-ups starting now. For sellers: register your interest on easyShop.com today – onboarding starts before the marketplace opens to buyers, i.e. before Q4 2026, and early sellers get visibility from day one.

EU Directive 2023/2673: "cancellation button" from 19 June 2026

Directive (EU) 2023/2673 requires all online sellers in the EU to add a clearly visible cancellation button directly in the checkout process – effective from 19 June 2026. For sellers: check your returns flow now and add a digital order-cancellation button by 19 June 2026 – especially if you sell in Germany or the Netherlands.

AR try-on: top innovation of 2026 for German consumers

75.9% of consumers in Germany name virtual AR try-on as the most anticipated innovation of 2026. For fashion and home goods sellers in the EU, this gives a practical tool to cut returns and boost conversion rates.

Global trade 2026: fastest growth since 2017

Global trade is growing faster in 2026 than at any point since 2017. The level of globalization has hit a record – for the first time, a quarter of all goods worldwide are sold outside their country of production. What this means for us: buyers in Europe are increasingly looking for products from foreign sellers. By 2029, the market is expected to grow another 2.6% per year – steady and predictable. In short: entering the EU market has never looked better in the last 10 years.

Amazon Prime Day 2026: June 23–26

Amazon Prime Day 2026 will run from June 23 to 26 – four days of discounts of up to 50% on electronics, groceries, beauty and entertainment, exclusively for Prime members. For sellers: start your Prime Day campaigns now – Amazon’s early deals have already kicked off, and shoppers are already in buying mode.

PPWR takes effect 12 August 2026: sellers become "manufacturers"

From 12 August 2026, the PPWR regulation applies – anyone selling goods in their own branded packaging becomes a "manufacturer" with a full set of obligations: labelling, a unique identifier and an EU declaration of conformity. For sellers across the EU, there’s another requirement: a separate authorised representative in each country of delivery – without it, cross-border trade between member states becomes illegal.

TikTok Shop breaks into Germany’s top 15 online retailers

After just one year in Germany, TikTok Shop has reached #15 among online retailers with an annual turnover of over €700 million – overtaking Douglas and other established players. 15% of online shoppers have already made at least one purchase via the platform, up from 10.5% just six months ago. A clear sign that TikTok Shop is reshaping how traffic and money flow in European e-commerce.

Amazon.de: 384.3M visits in April 2026

Amazon.de remains Germany’s #1 marketplace and the #3 website overall in the country. For sellers, offering PayPal and pay-by-invoice (Kauf auf Rechnung) is essential – without these two payment methods, German shoppers often won’t complete their order. TREEBERG helps you legally receive payouts from European marketplaces.