Amazon officially declared Prime Day 2025 the biggest event of its kind yet, reportedly surpassing even last year’s record-breaking $14.2 billion in sales. As we analyze Prime Day outcomes for our digital marketing clients, here are our top takeaways and trends for the online retail giant’s largest event of the year.
Overall Prime Day Statistics
While it’s true that Prime Day 2025 broke previous records in both sales and units sold, the extension from Amazon’s historically 2-day event to four days was a major factor and nuance to consider when crunching the numbers. A key takeaway from this change is that additional sales days yielded diminishing incremental sales returns compared to previous events.
Daily Sales Volume Estimates
- Day 1 (July 8th): 34%
- Day 2 (July 9th): 21%
- Day 3 (July 10th): 20%
- Day 4 (July 11th): 23%
Adobe Analytics data indicates that U.S. retailers drove an estimated $24.1 billion in online sales during the four-day period, even higher than the $23.8 billion forecasted. Categories reporting significant growth ranged from appliances and tech to kids’ apparel.
An Increasingly Competitive Landscape
Prime Day 2025 didn’t happen in a vacuum. Walmart, Target, Best Buy, and Kohls all launched “summer cyber week” events to compete with Amazon this year. This led to more consumer research taking place on Day 1 of Prime – indicated by a 41% sales decline from 2024 – and users browsing multiple retailers to the best deals possible during the week.
Changes in Consumer Behavior
Consumers were increasingly price-sensitive due to economic uncertainty, which is no surprise to ecommerce brands who have faced major challenges related to US tariffs this year. A high percentage of Prime Day shoppers (57%) compared Amazon’s prices to other retailers before purchasing. Roughly 69% of users also checked out Walmart’s offers, while 46% compared prices with Target’s sales.
Record Efficiency for Ad & Seller Performance
In addition to all-time high sales, media efficiency gains were also notable for online sellers. Key performance indicators included a 10.4% decrease in CPCs and a 33% increase in Click-Through Rate, year-over-year. A contributing factor we noted was brands practively distributing budgets more evenly across all four days, rather than front-loading spend. This strategy seemed to pay off when paired with the increased consumer research behavior noted above.
Tariff concerns reshaped seller strategies to be more conservative, with sellers scaling back discounts to protect their margins. Amazon’s decision to extend the sale period was aimed at stimulating early purchases before anticipated price increases due to economic uncertainty.
ROI Revolution Client Performance
Our retail media clients scored big wins during Prime Day 2025, with overall revenue up $869,000, a 45.79% year-over-year increase. We attribute much of this success to the expertise and strategic direction of our dedicated retail media team – from comprehensive Amazon listing optimizations to insights leveraged from Amazon Marketing Cloud and more.
Notable Client Wins
- An apparel retailer specializing in personal protective equipment saw +83% sales YoY.
- A medical-grade rehab and injury prevention manufacturer grew sales 21% YoY.
- A home storage and maintenance retailer reported a 50% YoY sales lift.
- A publisher of books and entertainment products saw a 104% increase in YoY revenue.
There’s More Opportunity to Grow on Amazon in 2025
Even with Prime Day deals wrapped up for 2025, we’re still full steam ahead to help our digital marketing clients make the most of demand in Q4 and beyond. Get in touch with our team today to learn how we can support your brand’s success on Amazon.
