the numbers that moved the market
2026 EU Mid-Year Commerce Media & Summer Sales Benchmark Report
Discover how every ad dollar performed across Amazon EU and Bol in Q2 2026 – including promotional events like Prime Day – so you can benchmark and optimize your own campaigns for H2 and beyond.
Track your Amazon and Bol advertising performance against trusted industry benchmarks.
Get a comprehensive view of how advertisers allocated budgets, optimized campaigns, and adapted to ongoing changes in the commerce landscape in Q2 206.
Pacvue’s 2026 EU Mid-Year Commerce Media & Summer Sales Benchmark Report provides a detailed look at performance trends across major retail media networks in Europe and the UK. Learn how advertisers are strategizing around different ad formats, placements, and platforms, with insights on key metrics like CPC, ROAS, spend, and more.
This report equips brands and agencies with the data and context needed to identify opportunities, refine strategies, and stay competitive.
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Q2 Amazon Ads EU Trends
+39.6% YoY Sponsored Brand Average Daily Spend
+25.3% Prime Day YoY Sponsored Brand Average Daily Spend
+23.5% YoY Sponsored Products Average Daily Spend
+23.1% YoY Sponsored Brand Conversion Rate
Q2 Amazon EU DSP Trends
+59.9% QoQ Average Daily Spend
-24.3% YoY Return on Ad Spend
+12.2% Prime Day YoY DSP Average Daily Spend
+10.3% QoQ New-to-Brand Sales
Q2 Bol Trends
+26.9% YoY Average Daily Spend
+17.11% YoY Cost-per-Click
+6.75% QoQ Return on Ad Spend
-6.32% QoQ Advertising Cost of Sales
Insights shaping the future of commerce
Explore trends, benchmarks, and perspectives shaping retail media and commerce.
Blog: The 2026 Commerce Outlook.
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Blog: Maintaining Momentum Post Summer Sales.
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Blog: Prime Day in Real Time: Why Hourly Optimization Beats Daily Reporting
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