<b>Prime Day lifted order volume 3.1x but EPC only 1.4x</b>

<b>Prime Day lifted order volume 3.1x but EPC only 1.4x</b>

Event days inflate clicks more than they inflate per-click value, because traffic skews lower-intent and discounts cut your commission base.

— Order volume: ▇▇▇ +210%
— Clicks: ▇▇▇▇ +280%
— EPC: ▇ +40%

(n=Prime Day vs prior-Tuesday baseline, single niche site)

Commissions are paid on the discounted price, so a 30%-off item pays you ~30% less per unit even as units rise.

<i>So what:</i> Event-day ROI is real but diluted. Plan content for volume, not rate. The bigger long-term win is the indirect/return-buyer tail those event clicks seed over the next 30 days.