Europe Smartphone Sales Rebound in Week 26 as Amazon Prime Day Ends Multi-Week Decline
- Week 26 (June 21-27, 2026) marked a broad-based WoW sales rebound in Europe driven by Amazon Prime Day promotional activity, following multiple consecutive weeks of decline.
- Major smartphone OEMs – including Apple, Samsung, Google, Xiaomi, HONOR, and OPPO – recorded positive WoW growth during the week, with OPPO posting the strongest growth rate and Apple delivering the largest absolute sales gain.
- Amazon’s decision to bring forward Prime Day to June 23-26 from the traditional July created a timely demand inflection point for a market facing weak consumer sentiment and limited promotional activities.
Beijing, Berlin, Buenos Aires, Fort Collins, Hong Kong, London, New Delhi, Seoul, Taipei, Tokyo –
July 21, 2026
The European smartphone market recorded its best weekly performance in over a month during the Week 26 (June n 21-27, 2026), as sales rebounded due to the Amazon Prime Day. According to Counterpoint Research’s Smartphone Weekly Sales Tracker, all the major OEMs surveyed recorded an increase in sales compared to the previous week, rebounding for the first time since the market downturn in late May.
Europe Smartphone Weekly Sales, W20-W26 2026
The rebound in Week 26 is even more remarkable given the sluggishness of the preceding weeks. From Week 20 (May 10-16) to Week 23 (May 31-June 6), smartphone sales in Europe steadily declined as demand was suppressed by macroeconomic headwinds, such as persistent inflation and cautious consumer spending. OEMs further intensified this slowdown by scaling back promotional activities to protect margins, and the market lacked catalysts to stimulate demand. However, thanks to the Amazon Prime Day period, the situation changed within just a week, allowing for a temporary rebound.
Growth was not concentrated in one or two market leaders. All major brands recorded weekly sales growth during the promotional period. Apple recorded a 4% WoW increase and delivered the largest absolute sales gain among major OEMs during the promotional period, maintaining its position in the European market. Samsung also recorded positive momentum, while Google continued to build on its recent sales recovery.
Xiaomi's growth was driven by the recently launched 17T series and the continued momentum of its June Summer Sale campaign, as retailers expanded promotional activities during Prime Day by offering direct discounts and accessory bundles. HONOR also recorded a rise, while OPPO marked the highest weekly growth rate among major brands, indicating that promotional demand has spread across various segments of the smartphone market.
Commenting on the impact of the rescheduled Amazon Prime Day, Associate Director Jan Stryjak said, “Amazon’s decision to move Prime Day forward a few weeks to June 23 through 26, from the traditional July, to avoid conflicts with major sporting events and the summer holiday season appears to have paid off. The earlier event aligned almost exactly with the weakest point in European smartphone demand momentum, maximizing its impact as a boost for demand.”
Associate Director Sujeong Lim added, “The sales results of Week 26 represent the most encouraging weekly performance in Europe in recent times, but they must be interpreted with caution. The market was in a significantly vulnerable state leading up to Prime Day. While demand has always existed, it required the event to trigger it, a common occurrence in mature markets. Therefore, we believe that how effectively OEMs leverage these types of regional or global events will become increasingly important going forward.”
Counterpoint Research is a global market research firm specializing in products across the technology ecosystem. We advise a diverse range of clients – from smartphone OEMs to chipmakers and channel players to Big Tech – through our offices located in the world's major innovation hubs, manufacturing clusters and commercial centers. Our analyst team, led by seasoned experts, engages with stakeholders across the enterprise – from the C-suite to professionals in strategy, analyst relations (AR), market intelligence (MI), business intelligence (BI), product and marketing – to deliver services spanning market data, industry thought leadership and consulting. Our core areas of coverage include AI, Automotive, Consumer Electronics, Displays, eSIM, IoT, Location Platforms, Macroeconomics, Manufacturing, Networks and Infrastructure, Semiconductors, Smartphones and Wearables. Visit our Insights page to explore our publicly available market data, insights and thought leadership, and to understand our focus, meet our analysts and start a conversation.
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Author
Sujeong Lim
Sujeong Lim is a Research Analyst at Counterpoint Research based out of Seoul Korea. In Counterpoint, she focuses on mobile ICT industry and mobile device research, especially dedicated on the Korea mobile market. After 10+ years product marketing experience during her working period, she joined Counterpoint to pursue her interest in IoT and emerging future technology.