Amazon's Prime Day 2025 concluded with $750 million in sales, marking a 4.9% increase from last year. Overall U.S. e-commerce sales reached $24.1 billion during the same period, a 30.3% increase year-over-year. Initial sales were sluggish, down 41% on Day 1, but Day 3 saw a significant rebound with a 165% increase compared to 2024. Shoppers demonstrated a tendency to add items to carts without immediate purchase, while average discounts grew daily from 21.4% to 21.9%. Major brands competed fiercely with discounts ranging from 40% to 80% across categories.
Momentum Commerce reported $750 million in sales for Amazon US during Prime Day 2025, up 4.9% from last year, while Adobe said US retailers generated $24.1 billion in overall e-commerce sales between July 8 and July 11, up 30.3% YoY.
Day 3 sales jumped 165% compared to the equivalent Prime Day period in 2024, with add-to-cart activity running ahead of conversion rates, indicating stockpiling behavior among shoppers.
Average discounts on deals on Amazon grew incrementally each day from 21.4% on July 8 to 21.9% on July 11, suggesting increased consumer engagement.
Amazon's first four-day Prime event featured intense competition with steep discounts ranging as high as 40% to 80% across major categories, setting the stage for Cyber 5.
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