Digital Commerce 360 rounds up expert perspectives on what's driving Prime Day 2026, projected to generate $26.3 billion in U.S. ecommerce sales over four days. Route CEO Eric Kobe argues that the real winners aren't the brands offering the steepest discounts — they're the ones with a strong post-purchase strategy in place before orders start shipping. Kobe points to clear return policies, exchange workflows, fraud prevention, and branded tracking as the building blocks that protect margins when sales volume spikes.
