Prime Day 2025 sales grow, despite nervous early reports
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Amazon's Prime Day runs through Friday, July 11. Photo: Klaus Galiano/Bloomberg via Getty Images
U.S. online shoppers shelled out $7.9 billion across all retailers on the first day of Amazon's four-day Prime Day sale, up nearly 10% from last year, per Adobe data.
Why it matters: Prime Day is more than just a summer shopping event — it's a pulse check on U.S. consumer behavior, pricing power and retail strategy.
- Some data sources suggest weaker initial results, but an Amazon spokesperson told Axios the company is "pleased with customers' response to Prime Day so far and it is still early in the 4-day event."
By the numbers: Adobe says U.S. retailers are expected to drive the equivalent of two Black Fridays from July 8 to July 11, a record $23.8 billion in online spend — 28.4% growth year-over-year.
- This is the first time Amazon's summer sale is four days, an increase from two days.
- Other retailers, including Walmart, Best Buy and Kohl's, also extended their competing sales.
The intrigue: Momentum Commerce, who manages sales for 50 sellers on Amazon, said Wednesday that it saw sales down 41% compared to the first day of Prime Day last year.
- Momentum CEO and founder John Shea wrote in a LinkedIn post that the decline is "likely explained by consumers 'treasure hunting' across Amazon, adding products to cart but being slower to purchase in case new deals show up."
- Shea said the average rate of discount Tuesday was 21%, compared to 24% during Prime Day 2024.
- That said, he also said Momentum still expects the Prime Day event's sales to grow year over year.
The other side: An Amazon spokesperson told Axios that Momentum's numbers are "highly inaccurate" and typical "of statements made by third-party consultancies that don't have access to the actual data."
- Jamil Ghani, an Amazon Prime vice president, said on Bloomberg TV Wednesday that the company is "really pleased by the engagement that we're getting from our customers and our members."
Between the lines: Two-thirds of Prime Day purchases so far cost less than $20, according to data from Numerator.
- Best-sellers include dish soap, protein shakes, and other low-cost essentials.
- The average household spent $106, down slightly from last year.
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