Amazon Prime Day exceeds predictions with $24.1B in U.S. online sales
The first-ever four-day Amazon Prime Day sales extravaganza drove a 30.3% increase in U.S. online sales from the same period in 2024.
Amazon hosted its annual Prime Day promotion Tuesday, July 8 – Friday, July 11. This marked the first time Prime Day, which has been a two-day event since 2017, lasted four days, and before the event began Adobe forecast U.S. retailers would drive a record $23.8 billion in online spend, representing 28.4% year-over-year growth from $14.2 billion during the 48-hour Prime Day 2024.
According to Adobe analysis, Prime Day 2025 slightly outperformed expectations, generating $24.1 billion in total U.S. online revenue. This is equivalent to more than two Black Fridays, which drove $10.8 billion in online spend during the 2024 holiday shopping season.
[READ MORE: Three signals from a four-day Amazon Prime Day]
As expected, mobile was the dominant transaction channel during the Prime Day event, driving 53.2% of online sales and contributing $12.8 billion in online spend.
Hot sellers included products such as kids’ apparel (up 250% from June 2025), home security products (up 185%), refrigerators and freezers (up 160%), games (up 160%), headphones & speakers (up 155%), car seats (up 145%), luggage (up 145%), vacuum cleaners (up 140%), power tools (up 135%), computers (up 125%), washers & dryers (up 125%), smartphone accessories (up 120%), storage furniture (up 120%), TVs (up 90%), small kitchen appliances (up 90%) and exercise equipment (up 80%).
Adobe also tracked 175% growth in back-to-school supplies (such as backpacks, lunchboxes, binders, calculators, and kids' apparel) from the prior month, with dorm essentials (such as microwaves, mini fridges, bedroom linens, twin/full mattresses, laundry & cleaning products, and storage products) up 84%.
Other Adobe findings include:
- During the Prime Day event, generative AI traffic to U.S. retail sites (measured by shoppers clicking on a link) increased by 3,300% year over year.
- While paid search remained the top driver of retail sales online (28.5% share of revenue, up 5.6% year-over-year), affiliates and partners — which includes social media influencers — saw a greater lift (19.9% share, up 15% year over year). Adobe’s data also showed that influencers converted shoppers (individuals making a purchase after seeing influencer content) 10-times more than social media overall.
- Buy now, pay later (BNPL) orders accounted for 8.1% of online orders (up from 7.4% in 2024). This amounted to $2 billion in online spend from July 8 to 11, representing 33.3% growth year over year.
The Adobe Digital Price Index, which tracks online prices across 18 product categories, shows that e-commerce prices have fallen for 34 months. Adobe’s numbers are not adjusted for inflation, but if online inflation were factored in, the company says there would be even higher growth in topline consumer spend.
Numerator: Average order size drops, household spend rises
Final data from the Numerator Amazon Prime Day Tracker shows that as of 4 p.m. ET on Friday, July 11, the average order size for the entire four-day event was $53.34, down approximately 8% from $57.97 during 2024.
However, Numerator data also indicates that nearly 63% of households shopping Prime Day have already placed two or more separate orders, bringing the average household spend to roughly $156.37, up about 2.6% from $152.33 the prior year.
The top items were Liquid IV packets, Dawn Platinum powerwash, and Premier protein shakes.
The top categories buyers said they purchased were apparel & shoes, household essentials, home goods like bedding & décor, and health & wellness. Fifty-one percent of shoppers purchased something they had been waiting to buy until it went on sale.
Numerator also examined demographic characteristics of the typical Prime Day shopper:
- The typical observed Amazon Prime Day shopper was a middle-income suburban female age 65 and older.
- 97% knew it was Prime Day before shopping.
- 87% are members of Amazon Prime.
- 87% have been Prime members for one year or more.
- 88% have shopped Prime Day in the past.
- Half said Prime Day was their main reason for shopping.
Amazon: 2025 is biggest Prime Day yet
Typically, Amazon does not release Prime Day-specific sales figures. However, the e-tail giant said Prime Day 2025 was its biggest Prime Day shopping event ever, with millions more Prime members shopping than during any previous four-day period that included a Prime Day event, with record sales and more items sold during the four days.
"This year’s extended Prime Day event delivered incredible savings to our members across millions of deals," said Doug Herrington, CEO of Amazon Worldwide Stores, in a corporate blog post. "We're thrilled to see record savings for our customers, who found great prices on the everyday essentials and products they love."
