Amazon Prime Day returning in July
For the 11th year in a row, Amazon is hosting its Prime Day omnichannel sales extravaganza.
Amazon has announced that its Prime Day 2025 promotion will occur in July. No specific dates have been set, but in recent years Prime Day has lasted 48 hours with several weeks of early deals leading up to the event.
Prime Day has typically taken place in July, with the pandemic-related exceptions of 2020 (when it occurred in October) and 2021 (June). This year, Amazon will host the event in Australia, Austria, Belgium, Brazil, Canada, Egypt, France, Germany, India, Italy, Japan, Luxembourg, Mexico, the Netherlands, Poland, Portugal, Saudi Arabia, Singapore, Spain, Sweden, Turkey, the United Arab Emirates, the U.S., and the U.K.
In addition, Prime Day will be available in Ireland, where for the first time customers can shop deals on the dedicated Amazon.ie Irish e-commerce site. While Prime Day is restricted to members of the paid Prime membership service, whose perks include free expedited shipping on eligible items, Amazon offers a free 30-day trial membership option to allow customers to participate without having to fully join.
The sale will feature discounts across more than 35 categories including electronics, kitchen, beauty, and apparel. Prime Day will also focus on back-to-school items, as well as socially trending products, creator favorites, and Amazon-exclusive merchandise.
Media reports indicate some third-party sellers of imported goods may reduce or entirely cut their participation in Prime Day 2025 due to the potential impact of tariffs on their products, although Amazon says it is receiving strong interest in the event from sellers.
Amazon Prime Day 2024 produces big results
Amazon is preparing for Prime Day 2025 following an exceptionally successful edition of the event in 2024. According to Adobe Analytics data from more than one trillion visits to U.S. retail sites, 100 million SKUs, and 18 product categories, during the 48-hour period of July 16-17, 2024, consumers spent $14.2 billion online, representing 11% growth year-over-year from $12.7 billion in 2023.
[READ MORE: Amazon Prime Day crushes records with $14.2 billion in sales]
Sales totaled $7.2 billion on the first day of the promotion (July 16) and $7 billion on the second day (July 17), with Adobe analysis indicating most spending growth resulted from net new demand rather than inflation. Mobile devices drove nearly half (49.2%) of online purchases, with $7 billion spent on mobile devices across both days, up a significant 18.6% year-over-year.
Watch Chain Store Age for continuing coverage of Amazon Prime Day 2025.
