Hamish and Seb break down the final numbers from Australia’s Black Friday event now that the attribution window has closed, revealing surprising shifts in traffic, conversions, and where the real sales growth came from. They unpack why ad-driven results outpaced organic performance, how deal tagging and product mix influenced outcomes, and what these trends say about Amazon AU’s rapidly maturing marketplace. A few standout insights including unexpected ROAS behaviour and why higher-priced products won big. This episode could reshape how you approach deal events in 2026, and it’s the kind of insight you’ll want in your toolkit before planning next year’s strategy.