Pacvue: Amazon has success with four-day Prime Day
A number of key performance metrics confirm that Amazon made a good business decision in extending Prime Day’s duration this year.
Marketplace advertising platform Pacvue emailed Chain Store Age a set of preliminary sales data from Prime Day 2025, effective as of July 12, 2025 (Prime Day occurred July 8-11). This marked the first time Prime Day, which had been a two-day event since 2017, lasted four days.
Pacvue analysis indicates Amazon’s move to a four-day sale closed on a generally positive note, with total sales and ad spend up year-over-year. Data collected by Pacvue includes:
- Year-over-year total brand average sales were up 34% compared to the 48-hour Prime Day 2024.
- Year-over-year total ad spend was up 48%.
However, year-over-year average daily spend was down 26% as brands spread budget across more days and average daily sales dropped 33% compared to the prior year’s Prime Day event.
Adobe analysis indicates the entire event generated $24.1 billion in total U.S. online revenue, representing roughly 29% year-over-year growth.
Despite slower sales growth tracked by Pacvue during the first two days of the event compared to the prior year prior (as predicted given the 2025 sale period was twice as long), strong performance during the second two days drove sustained sales volume.
Pacvue’s hourly sales and spend data indicates customers favored early morning shopping on the first day and a final push during the evening of the fourth day (Friday, July 11), with consistent mid-day shopping behavior for days two and three.
Cross-retailer analysis
Pacvue also analyzed the performance of Prime Day compared to competing events from Walmart and Target (Walmart Deals July 8-13 and Target Circle Week July 6-12).
[READ MORE: Walmart, Target to compete with Prime Day]
From an advertising perspective, Pacvue says most companies approached the four-day window with measured investment, prioritizing Amazon as their key channel while still maintaining visibility on Walmart and Target.
Analysis also focused on average daily spend during the three companies’ summer sales events as compared to the lead-in period:
• Amazon: Spend up 172% overall compared to average daily spend during lead-in
• Walmart: Spend up 16% overall compared to average daily spend during lead-in
• Target: Spend up 56% overall compared to average daily spend during lead-in
