Prime Day 2025 broke records. But for clever brands? The real value isn’t in the hype – it’s in the insights…
Yes, Amazon says it was the biggest Prime Day ever and indeed “bigger than any previous four-day period that included a Prime Day event”.
But, as our CEO Andrew Banks puts it, “Prime Day is a moment – your approach to it reveals your strategy, or lack of one.”
So what can smart brands learn and implement now?
Here’s what stood out to us – and what it means for your brand…
Key Takeaways
It’s a marathon, not a sprint
In response to Amazon stretching the event over 4 days this year, we saw deliberate, spread-out buyer behaviour in response:
- Day 1 did bring a jump vs normal trading days (+56.6% sales, +10.5% AOV), but sales were still -17% vs Day 1 2024 showing less urgency to buy so early in the event.
- After lagging in the morning, a post-lunch push saw Day 2 beat Day 1 (+0.8% in sales, +11% AOV), signalling more considered shopping and bigger baskets.
- Day 3 held steady with Day 2 – marked by consistent volume, stable conversion and strong engagement.
- And Day 4 opened ahead again of Day 3, with strong early sales and bigger intent pointing to a successful shift toward this more sustained sales period.
Performance vs. last year? Mixed
Sales were down on 2024’s Prime Day 1 – but that’s the trap of short-term comparisons.
With 4 full days now in the mix, shopper urgency is spread out – think longer funnel, higher intent.
AI assistants (Rufus, Alexa+) were in full swing
This Prime Day saw AI-powered tools like Rufus playing a meaningful role in search and discovery for the first time through an event – and that means:
- Your product content matters more than ever.
- Your listings need to answer shopper questions before they’re even asked.
Learn how to boost your product visibility in the Amazon AI era
It’s never just about the deals
Smart brands don’t just cut prices for an Amazon event – they also focus on:
- Driving new-to-brand customers.
- Winning the aisle visually and verbally.
- Owning a satisfactory+ share of search.
What should your Brand do now?
Post–Prime Day analysis should be as important as the prep, so now is the time to ask:
- Did you acquire new customers or just repeat sales?
- Which of your creative assets actually converted?
- Where did you win – and where did you lose position?
- Which SKUs deserve to enter your peak playbook?
The Bottom Line
The best-performing brands treat Prime Day like a performance lab – a test of strategy, systems and shopper relevance.
If longer events are now officially an Amazon “thing”, adjust for more considered, deliberate spending patterns over the early stages and think “more days, more data, more growth”.
That data? Use it wisely, building the learnings into your always-on plan.
And if you want help turning your Prime Day performance into long-term growth?
We’re ready when you are – let’s talk.