What changed
Pet Days grew from 2 to 5 days; Amazon US pet sales $397.8M, up 8.1%, units up 3.9% (Similarweb)
When
Event May 11 to 15, 2026; data published June 4 (GlobalPETS) and August 24, 2026 (YipitData)
Who it affects
Pet brands and any seller planning deals for long Amazon events
What to do
Discount replenishment packs, model break-even units, and measure share not sales

Key takeaways

  • Amazon stretched Pet Days 2026 from two days to five, but Similarweb measured sales up only 8.1% to $397.8M and units up 3.9%.
  • Winners took share with featured deals on repeat purchase products: Hill's Science Diet grew 50.9%, Native Pet gained 2.5 share points.
  • Before Black Friday, model break-even units for every deal and judge events on share and subscribers, not raw sales.

Amazon Pet Days 2026, US

$397.8Mpet supply sales, May 11 to 15
+8.1%sales vs same week 2025
+3.9%units sold
+50.9%Hill's Science Diet revenue
Source: Similarweb via GlobalPETS, June 2026

What happened at Amazon Pet Days 2026

Amazon announced on April 21 that its fifth Pet Day sale would run May 11 to 15, expanding from two days to five for the first time, Retail Dive reported. The event started in 2022 as a single day. Deals covered food, treats, health care, grooming, toys and supplies, with Blue Buffalo, Purina and Nom Nom among featured brands.

Similarweb's numbers, shared with GlobalPETS, show what the extra three days delivered: $397.8 million of pet supply sales and about 16.7 million units, up 8.1% in value and 3.9% in volume on the same week of 2025. Product views rose 4.4% to 84.3 million. GlobalPETS notes the comparison is muddied by the longer event, which is exactly the point: two and a half times the event days produced single digit growth.

Where the money went

Dog products took $238.7 million, about 6 in every 10 dollars, up 6.9%. Cat products took $114.4 million, 28.8% of sales, and grew fastest at 10.2%. Small animals were the only segment to shrink, down 0.2%. Dog shoppers spent most on health supplies ($38.6 million) and treats ($34.3 million); cat shoppers on litter ($25.4 million).

YipitData, using receipt and card data, compared the five days before the event (May 6 to 10) with the event itself. Food, treats and supplements gained share while supplies and accessories lost it, and the top sellers in every category were bulk packs and multi unit assortments. Its conclusion: shoppers used the sale to restock essentials.

Pet Days 2026 sales growth by segment

  • Cat10.2%
  • Bird9.7%
  • Dog6.9%
  • Fish and aquatic6.6%
  • Small animal-0.2%
Source: Similarweb via GlobalPETS, June 2026

The brands that won

Hill's Science Diet was the top brand in dogs and all pets at $7.2 million and 172,323 units, with revenue up 50.9% and units up 40.2%, on a featured discount of about 30%. Blue Buffalo was second at $6.4 million, up 11.2%. In cat food, Fancy Feast ($6.0 million) and Friskies ($3.8 million) sold fewer units than a year earlier but more dollars, so price did the work. INABA grew 43.8% in cat products. In Dog Vitamins and Supplements, YipitData measured Native Pet gaining 2.5 share points, the largest brand level gain it found, ahead of Zesty Paws at 0.9 points.

  • Hill's Science Diet: $7.2M, revenue up 50.9%, units up 40.2% (Similarweb)
  • Blue Buffalo: $6.4M, revenue up 11.2%, units up 19.1% (Similarweb)
  • Fancy Feast: $6.0M, units down 0.7%, revenue up 19.4% (Similarweb)
  • Native Pet: +2.5 share points in dog supplements, event vs prior five days (YipitData)

So what: a longer sale is not a bigger sale

Category revenue grew 8.1% while units grew 3.9%, which means the average dollars per unit rose about 4% (1.081 divided by 1.039). Shoppers bought bigger packs, not many more items. Spread over five days, the event averaged about $79.6 million a day. For most brands the extra days moved purchases around in time; the winners took share from rivals with a featured deal on a product people buy again and again.

For example, using illustrative numbers: a $40 bag of dog food earns $12 contribution after product cost and Amazon fees. A 20% deal cuts $8 from the price, leaving $4. To earn the same $1,200 a brand makes on 100 units at full price, it must sell 300 units on deal, triple the volume. If its units grow like the category, about 4%, the deal loses about $784 versus no deal. It only pays if the brand wins share like Hill's did, or if the deal brings in a subscriber who keeps buying.

What sellers should do before Black Friday

Amazon's Black Friday 2026 event is also long, so the Pet Days lesson applies directly. Use our coupons and promotions guide for the deal types.

  • Brand manager: put deals on replenishment SKUs and bulk or multipack sizes, not accessories. Metric: units per order and revenue per order during the event.
  • Finance lead: before submitting any deal, write down the break-even units (full price profit divided by deal profit per unit). Metric: event contribution against the prior 30 day daily average.
  • PPC manager: spread budgets across every event day instead of front loading, and raise bids only on terms that convert. Metric: no campaign out of budget before 9 p.m. on any event day.
  • Brand manager: push Subscribe and Save on consumables so a deal buyer becomes a repeat buyer. Metric: new Subscribe and Save subscriptions during the event.
  • Analyst: measure the event like YipitData did, comparing the event days with the five days before. Metric: share of category sales in Brand Analytics, not raw sales.
  • PPC manager: defend your brand terms with Sponsored Brands while rivals run deals. Metric: top of search impression share on branded queries.

Deal checklist for long events

  • Discount bulk and multipack sizes
  • Write down break-even units per deal
  • Spread budget over every event day
  • Push Subscribe and Save on consumables
  • Measure share vs the prior five days
  • Defend brand terms with Sponsored Brands

When this does not apply

These figures are third party estimates from Similarweb and YipitData, not Amazon disclosures, and they cover Amazon US only. If your product is a durable item such as a bed or crate, or sells mainly on your own site, the replenishment pattern may not hold. A brand launching a new product may accept a loss on deal for reviews and ranking; that is a launch budget decision, not event profit.

Where PPC Spider helps

We cover deal events and category data on our ecommerce marketplace news channel. SpiderOS monitors bids, budgets, search terms and stock through every event day, and our Amazon PPC management sets target ACoS from margin after fees. To check whether your holiday deals will pay for themselves, start with a free Amazon audit.

Sources

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