Retailers left money on the table during Prime Day, suggests Constructor data
Many retailers ran competing sales during the Prime Day event, but data shows shoppers largely didn’t search beyond Amazon for deals.
That’s according to search and product discovery platform Constructor, which analyzed over 160 million search queries across more than 100 retail sites during Prime Day 2024 and 2025 and found no increase in sales-related searches (such as for “sale,” “promo” or “clearance ) on non-Amazon sites during Prime Day — suggesting most shoppers don’t know to look for other promotions, the company said.
The finders are a sharp contrast to Black Friday, noted Constructor. Across the same set of retailers, promo-related search activity jumped by 1.5 times during Black Friday 2024 — signaling shopper expectations around discounts at many different stores, the company said.
[READ MORE: Amazon Prime Day exceeds predictions with $24.1B in U.S. online sales]
From Walmart Deals and Target Circle Week to Best Buy’s “Black Friday in July” and many others, retailers rolled out a flurry of competing promotions hoping to ride the Prime Day wave, with many seeing success. But even though early sales results from other retailers have been promising, Constructor said its data suggests that retailers have yet to fully capitalize on the opportunity — there’s still a lot of potential left on the table. Greater awareness could have resulted in an even greater impact, the company said.
“It’s not enough to just run a sale,” said Nate Roy, strategic director of e-commerce innovation at Constructor. “To maximize effectiveness, you’ve got to let people know it exists. That means using personalized marketing and making sure your site’s search, navigation, and other product discovery tools draw attention to deals and make them easy to find.”
The Constructor data also shows that deal-hunting searches vary across categories year-round. For instance, beauty shoppers are more likely to search for “sale,” fashion shoppers look for “sale” and “clearance,” and home improvement shoppers lean on terms like “offer” and “outlet.”
