Amazon’s 11th Prime Day Broke the Mould Giving Brands More Time to Shine Over 4 Day Event

Amazon’s 11th Prime Day broke the mould with an extended 4-day event (8–11 July), giving customers more time to discover deals and brands more time to shine and maximise visibility. 

Sales Performance Highlights 

  • Prime Day 2025 delivered a 136% uplift in average daily order totals compared to Amazon’s YTD daily average, showcasing the continued strength of the event. While slightly lower than 2024’s record-breaking 247% surge, the results highlight a stabilising and still highly impactful retail moment for brands. 

  • Two of the days (July 9 & 11) ranked among Amazon’s top ten highest‑grossing days ever, both landing in the top five historically. 

Top Categories by Sales Share 

  • Electronics & Accessories (15.1%) 

  • Health & Beauty (14.9%) 

  • Home & Kitchen (14.2%) 

 Shopper Behaviour Patterns 

  • Demographic Trends: Gen X and Millennials were the dominant shoppers; women drove a larger share than earlier in 2025; and lower-income segments did not over-index this year, likely reflecting a focus on discretionary spending. 

What Brands Should Do Next 

  1. Benchmark Performance 
    Compare your category share and growth versus category norms to assess relative success during Prime Day. 

  1. Review ROI 
    Assess the effectiveness of promotional spend & media funding; did investment match execution outcomes? 

  1. Refine Shopper Insights 
    Use time-of-day and demographic trends to optimise future events. 

Prime Day 2025 highlighted a behavioural evolution in Amazon’s shopper base, revealing some implications for brands. While Amazon extended the event to four days, the most value was in the first 48 hours. This suggests that urgency and pre-event marketing still play a dominant role in conversion, even when the deal window is longer. 

There is also an importance of staggered promotional strategies so brands should prime early visibility through pre-event ads, Lightning Deals, or front-page placement while also retargeting and offering incentives for late-event conversions such as final-day urgency messaging. 

Taken together, Prime Day 2025 wasn’t just a bigger event, it was a smarter one. And winning in this landscape means brands need to be equally smart: segmenting audiences, optimising daypart targeting, and tailoring messaging to shopper intent across the event lifecycle. The statistics have been taken from Nielsen IQ. 

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