Amazon Prime Day isn’t as essential as it once was. But for some brands, it can still provide a meaningful sales boost.On this week’s episode of the Modern Retail Podcast, special projects editor Melissa Daniels spoke with Katherine McKee, the fractional head of growth at Morphology Consulting, to break down the pros and cons of participating in the four-day sales event that is scheduled for June 23 through June 26.The two discuss:

How Prime Day is resonating in 2026.

The margin math of Prime Day.

How brands can calculate their specific cost of participation and what gains they may be able to reap.