June 22, 2026, 1:47 pm | Read time: 7 minutes
From June 23 to 26, 2026, the Amazon Prime Day is scheduled once again. During this time, all members can hunt for the best deals. Ahead of the annual shopping event, TECHBOOK spoke with Jamil Ghani, the international vice president for Amazon Prime, about Prime Day, delivery times, and potential improvements.
Germany Ranks 2nd for Amazon
TECHBOOK: Prime Day has been around for many years now. How important is it for Amazon? What portion of the annual revenue depends on it?
Jamil Ghani: “Amazon Prime Day is very important for our members–it is our largest exclusive event for Prime customers. In Germany, it will run from June 23 to 26 this year, again over four days. Our members have told us they want more time to discover deals and make purchasing decisions.
We do not publish specific sales figures. However, Germany is our second-largest market worldwide after the U.S. And Prime Day 2025 was the most successful in our history. The important thing is that Prime should offer value not just on these four days, but every day.”
How do the most popular products differ between countries?
“German Prime members are among the most engaged worldwide–not only in shopping but also with Prime Video and other benefits. Recently, some of the most popular products in Germany included the Fire TV Stick, Oral-B toothbrush heads, Ninja air fryers, and De’Longhi water filters.
But ultimately, Prime Day covers the entire range. This year, we have hundreds of thousands of offers in 35 categories. At the same time, we are focusing more on personalization because every household has different needs.”
Are the bestsellers similar worldwide, or are there significant differences?
“Each country has its own top products. The favorites do indeed vary from market to market.”
How do you decide which products qualify for Prime Day discounts?
“Prime Day involves both our own retail business and millions of products from third-party sellers. For many sellers, the event is a huge growth driver.
We look at what Prime members are buying, which products are in demand, and which trends are emerging. This results in the offers. Ultimately, we focus on what our customers are truly asking for.”
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Were there products over the years whose success surprised you?
“Yes, repeatedly. In the U.S., for example, the Instant Pot was one of the absolute bestsellers for years. Worldwide, I also recall the enormous demand for Jamie Oliver cookware.
But I find the speed of deliveries just as impressive. In Germany, our fastest delivery in 2025 was 77 minutes–for a PlayStation 5 charger in Munich.”
And were there any disappointments?
“Certainly, there were products from which we or our partners expected more. However, I focus more on the overall customer experience, especially when we have unintentionally disappointed our members in the past. Over the years, there have been some minor technical issues.
2018 was a challenging year in this regard because demand was extremely high. We learn from such situations. Our goal is to make the experience a little better each year.”
How do you plan to further develop Prime Day in the future?
“The most important point is personalization. With hundreds of thousands of offers, customers need to quickly find the deals relevant to them.
Moreover, it is not just about discounts. Prime combines shipping benefits, savings, and entertainment. That is why we have, for example, held the Prime Day Festival in Hamburg again. And, of course, we continue to invest in attractive offers across all product categories.”
What do you learn about your customers on Prime Day?
“We receive very clear signals about which brands and product categories are popular. One insight from recent years surprised me: Prime Day is no longer dominated by electronics. Consumables, household items, clothing, beauty products, and groceries now play a huge role. For many customers, Prime Day has also become an occasion to stock up.”
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Taking Disappointments Seriously
Many customers want faster deliveries, not just from Amazon but from everyone. At the same time, there are more frequent complaints about lost or faulty deliveries. Does demand now exceed your capabilities?
“We take every customer disappointment very seriously. We analyze mistakes and try to learn from them. At the same time, last year was our fastest ever in Germany. About 500 million items were delivered on the same or next day. Of course, mistakes happen at this volume. The key is that we learn from them and continuously improve.”
When will Prime Air drone deliveries come to Germany?
“I cannot announce anything today. The program is growing and developing well, but I have nothing more to say at this time.”
A few years ago, drone deliveries were considered science fiction. What is the next big innovation in shopping?
“For me, it is Alexa+. Alexa knows the entire Amazon offering, prices, delivery options, and at the same time, the preferences of the customers.
I now use Alexa more and more for shopping. It reminds me of regular orders, assists with research, compares products, and automatically considers Prime benefits. I believe this is where the next big development in shopping lies.”
Which Prime benefit do you think many customers know and use too little?
“Amazon Photos. Prime members receive unlimited photo storage at no additional cost. I particularly like that the images are automatically backed up and can appear on Fire TV or Echo devices. At my home, for example, photo albums of my three daughters are displayed. This is a benefit that many members are not even aware of.”
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How do you respond to inflation and the rising cost of living for your customers?
“That is a very good and important point. Many households have to pay more attention to their budget today. Prime Day is intended to help save money–both on everyday purchases and larger acquisitions.
Moreover, from my perspective, the Prime membership offers an exceptionally good value for money. Shipping benefits, Prime Video, music, gaming, photos, Alexa+, and other services are included in one package. In Germany, Prime members saved an average of around 180 euros on shipping costs alone last year–with a membership fee of 89 euros.”
How do you respond to new competitors like Temu or Shein?
“You can always learn something from competitors. In general, I think it is good when customers have many choices, and that motivates and inspires us. For us, it means exceeding customer expectations: more selection, better prices, faster deliveries, more content on Prime Video, and new benefits like Alexa+. We focus mainly on the customers and less on the competition.”
If you could go back: What decision would you make differently with Prime today?
“No one has ever asked me that. I would focus even more and earlier on expanding the Prime offering. More speed, more selection, and more benefits–and sooner. Of course, there are always practical limits.
But if I could change something in hindsight, I would invest even faster to provide Prime members with even more value–also here in Germany. Because customer needs never disappear, and you cannot start fulfilling them better soon enough.”
Thank you for the conversation.
The Amazon Prime Day 2026 runs from June 23 to 26, 2026. Here you can find the best deals and biggest discounts. However, only while supplies last.