Key Operational Metrics for Prime Day Performance Review

Amazon’s fall Prime Big Deals Days event is a great opportunity for brands to boost sales and brand visibility leading up to peak season. This year’s event on October 6 and 7 unofficially launched the holiday shopping season, generating $9.86 billion in online sales, which was an 8.5% increase over the same period last year. This boost in sales is on top of the 7.3% growth between 2024 and 2025. In its report, Adobe said “[October Prime Big Deal Days] has changed the shape of the holiday shopping season, pushing U.S. retailers to manage promotions and inventory effectively to capture an additional pre-season spike in shopping interest.”

The fall 2026 sale helped drive major online sales growth from price-conscious consumers across categories like household essentials, electronics, apparel, and beauty.

But for Amazon sellers, strong sales are only part of the equation. Preparing for a surge in orders, maintaining inventory levels, meeting shipping deadlines, and managing fulfillment costs are all essential to making the most of Prime Day. With October’s Prime Day numbers in, there is an opportunity to review key operational metrics to help sellers identify what worked and what didn’t to best prepare their fulfillment operations for the even greater demands of peak holiday season.

Key Operational Metrics for Amazon Prime Day Sellers

Reviewing these five operational metrics after Prime Day can help sellers identify opportunities to improve fulfillment and drive brand loyalty:

Order Accuracy: 99.8%+

Order accuracy measures how consistently a business delivers the correct products to its customers. More specifically, this Key Performance Indicator (KPI) measures whether orders were fulfilled with the correct product specifications, packaging requirements, and delivery location and timing. Even a single error in any of these areas makes an order inaccurate.

Customers do not appreciate receiving an order with the wrong items and correcting these mistakes can mean processing exchanges or issuing refunds, which is why order accuracy is such an important metric for sellers to track. Order accuracy is also something that is within a seller’s control to improve.

The order accuracy rate quantifies successful order fulfillment as a percentage of total orders processed. To find the order accuracy rate, first divide the number of accurate orders by the total number of orders, then multiply by 100 to convert to a percentage.

Order accuracy rate = (Number of perfect orders / Total orders) x 100

If your order accuracy fell below 99.8% during Prime Day, there may be opportunities to refine your picking and packing processes. Investing in technology and automation or working with an experienced third party logistics (3PL) partner can help improve accuracy and prepare your operations for the holiday rush.

Same-Day Shipping: 95%+

Same-day shipping measures the percentage of orders that were shipped out the same day they were received. Amazon Prime customers expect two-day delivery, which makes same-day shipping a key driver of customer satisfaction.

Sellers measure the same-day shipping rate (or on-time shipping/handling rate) by tracking the percentage of orders that are picked, packed, and handed over to a carrier on the same day they are placed (as long as they fell within the seller's daily order cut-off time). To find the same day shipping rate, first divide the number of orders shipped same-day by the total number of orders eligible for same-day shipping, then multiply by 100 to convert to a percentage.

Same-day shipping rate = Number of orders shipped same-day / Total orders eligible for same-day shipping x 100

If your same-day shipping rate fell below 95% during Prime Day, consider ways to streamline order processing and fulfillment. Upgrading technology, improving workflows, or partnering with an experienced third-party logistics provider can help speed up shipping and keep orders moving as holiday demand increases.

Inventory Accuracy: 99%+

Inventory accuracy measures how closely recorded inventory matches the actual products in stock. Accurate records help sellers avoid overselling, prevent stockouts, and fulfill orders without delays.

During Prime Day, when order volume can spike, inventory discrepancies can lead to canceled orders and missed sales.

Tracking this metric helps sellers identify issues and maintain reliable stock levels. To calculate inventory accuracy, divide the number of items with matching records by the total number of items checked, then multiply by 100 to convert to a percentage.

Inventory accuracy rate = (Items with matching records / Total items checked) x 100

If your inventory accuracy fell below 99% during Prime Day, regular cycle counts and improved amazon seller inventory management processes can help reduce discrepancies. Outsourcing logistics management to a 3PL can improve inventory accuracy with real-time inventory tracking and better integration between sales channels and warehouse systems.

Carrier On-Time Delivery: 97%+

Carrier on-time delivery measures the percentage of orders delivered by the promised date. It is important for sellers to partner with reliable carriers to meet customer expectations and maintain brand loyalty.

Tracking this metric helps sellers identify carrier issues and shipping delays that could affect the customer experience. To calculate the on-time delivery rate, divide the number of orders delivered by their promised dates by the total number of orders delivered, then multiply by 100 to convert to a percentage.

Carrier on-time delivery rate = (Orders delivered on time / Total orders delivered) x 100

If your on-time delivery rate fell below 97% during Prime Day, it may be a good time to review your carrier relationships. Working with a 3PL partner with established carrier networks can help improve delivery consistency during peak season.

Return Processing Time: Under 48 Hours

Return processing time measures how long it takes to process a returned item after it arrives at the warehouse, including inspecting the product and updating inventory records. Efficient processing helps resolve customer returns faster and makes eligible products available for resale sooner.

Return volumes often increase after major sales events, so it’s important to keep returns moving to prevent backlogs. To calculate the average return processing time, divide the total time spent processing returns by the number of returns processed.

Average return processing time = Total processing time / Number of returns processed

If your average return processing time exceeded 48 hours after Prime Day, it may be time to look at streamlining inspection procedures and automating inventory updates. Partnering with a 3PL with established reverse logistics processes can help reduce return delays during peak season.

If you found any gaps in your Prime Day fulfillment operations, now is the time to address them. An experienced 3PL partner can provide the technology, expertise, and fulfillment support needed to scale more efficiently without a large investment in overhead.

Prepare Your Fulfillment Operations for Peak Season with G10

G10 Fulfillment helps growing e-commerce brands meet customer expectations all year round – but especially during Prime Day events and peak season - with accurate, same day order fulfillment and shipment solutions.

G10 delivers for peak season in a variety of ways, including:

• Same-day fulfillment (for orders received by 2 p.m. local time) and fast shipping with a proven 99.9% expected ship date rate.

• Order accuracy by maintaining a 99.9% fulfillment accuracy rate so customers consistently receive the correct products. G10 fixes any order we get wrong.

• Nationwide distribution through strategically located warehouses that help reduce shipping distances and get orders to customers faster.

• Inventory planning to help brands maintain appropriate stock levels and prepare for seasonal demand to reduce the risk of stockouts and order delays.

• Returns management to process returns efficiently and get eligible products back into sellable inventory sooner.

G10 also supports Amazon sellers with FBA, FBM, and Seller Fulfilled Prime fulfillment services. For FBM sellers who manage their own Amazon orders, G10 handles picking, packing, and shipping to help meet delivery requirements while keeping orders moving during peak season. With the right technology and fulfillment support, brands can prepare for seasonal demand and scale with confidence.

Request a quote to learn how G10 can support your fulfillment needs.