Prime Day 2025: Trends & Takeaways

Prime Day 2025 was a standout success, delivering an impressive $24.1 billion in revenue across online retailers, surpassing projections by 8%. Compared to the same week last year, total sales surged by a remarkable 30%, underscoring the continued strength and excitement around this major shopping event. 

Even with such strong performance, the daily average came in at $6.025 billion per day, just shy of last year’s $7.05 billion. This slight dip reflects the benefits of the extended four-day window, which gave shoppers more time to browse and make thoughtful purchases, ultimately spreading demand more evenly across the event.

Let’s explore how this unprecedented four-day Prime Day has shaped shopping behavior and created new opportunities for brands to connect with consumers in more meaningful ways.

More Shoppers, More Time, More Engagement

Mobile continued to play a significant role this year, with 53.2% of all purchases happening on phones. While that’s a bit lower than Amazon’s usual 65-75% mobile traffic, it shows that many shoppers still prefer researching deals and checking out on their desktops when the stakes are high.

Households were more engaged than ever, with over half placing two or more orders and spending an average of $156 each. Shoppers also welcomed the longer event, as 63% said they preferred having four full days to browse, compare, and make confident purchase decisions.

 

Top-Performing Categories

Prime Day wasn’t just about big-ticket tech this year; it was also a massive moment for everyday essentials and lifestyle products. Categories like kids’ apparel led the pack with a remarkable 250% increase in sales, while home security products jumped 185%, reflecting how families are investing in comfort and safety.

While big-ticket electronics categories, such as TVs and headphones, still saw impressive gains, TVs increased by 90% and headphones and speakers rose 155%; many shoppers also gravitated toward practical, everyday items. From fitness equipment, which grew 80%, to small kitchen appliances up 90%, consumers showed a strong interest in improving their routines and living spaces. 

This momentum signals that CPG brands, food and beverage staples, and health-focused products are increasingly part of the Prime Day shopping list, right alongside tech and home upgrades.

 

Amazon Channel Insights

This year, brands leaned more heavily into Amazon’s advanced advertising tools to capture attention and drive results. 

DSP continued its upward trajectory, with its share of total media spend increasing from 8% in 2024 to 20% in 2025, underscoring the critical role programmatic campaigns play in driving performance during major shopping events. At the same time, streaming TV gained momentum as a powerful upper-funnel awareness channel. 

Shoppers who were exposed to STV campaigns were two to three times more likely to convert compared to those who only saw DSP or traditional ads, highlighting the value of a well-integrated strategy that combines broad reach with targeted performance media.

 

Strategic Considerations for Next Prime Day

Looking ahead, brands have clear opportunities to build on the momentum established this year. Consumers have shown a strong preference for longer deal windows, which means planning awareness campaigns early and maintaining flexible budgets throughout the event will be crucial. While mobile traffic remained high, lower conversion rates on mobile indicate a clear opportunity to improve the site experience and checkout flow. 

There is also significant potential in diversifying into categories that have traditionally seen less Prime Day activity, such as apparel and home security, as shoppers continue to expand beyond electronics. Finally, a balanced channel mix that combines streaming TV and DSP has proven especially effective for driving incremental reach and winning new-to-brand customers, underscoring the importance of integrated strategies across the entire funnel.

 

Keeping The Growth Beyond Prime Day 

The surge in traffic and new customer acquisition during Prime Day presents a valuable opportunity to build long-term relationships well after the event concludes. Retargeting these shoppers with relevant messaging and offers is one of the most effective ways to turn a one-time purchase into ongoing brand loyalty.

Many consumers discover brands for the first time during major deal events, which means following up quickly with personalized campaigns can make all the difference. Strategies such as leveraging Sponsored Display to stay top-of-mind, creating tailored Subscribe & Save promotions, and utilizing DSP audiences to reconnect with cart abandoners or product viewers are all proven approaches to extend the momentum.

It’s also essential to use this window to reinforce trust and drive repeat orders. Clear post-purchase communication, helpful content on how to get the most out of their new products, and timely reminders can all help deepen the connection and encourage customers to return.

If you’d like a deeper look at how to turn Prime Day shoppers into loyal fans, check out our complete guide here:
Retarget Prime Day 2025 Customers and Grow Long-Term Loyalty.

 

Straight Up Growth's Impact

Several Straight Up Growth clients saw significant momentum this Prime Day. One standout brand delivered +69% growth during Prime Day, contributing to a +89% lift month-to-date vs. July last year, and +133% growth year-to-date—a direct result of strategic ad consolidation, timely promotions, and full-funnel media execution. 

Notably, brands in this space that allocate 13%–31% of their total spend toward DSP—alongside Sponsored Products—are outperforming their peers by 15.5%, proving that integrated advertising strategies drive measurable lift.

Prime Day 2025 proved that shoppers are more engaged, selective, and eager to discover new brands than ever before. From the surge in health and wellness and CPG categories to the growing impact of Streaming TV and DSP campaigns, this year’s results show how quickly the eCommerce landscape is evolving. Brands that plan, stay flexible, and invest in thoughtful retargeting strategies are best positioned to capitalize on Prime Day success and drive year-round growth.

If you’re ready to uncover new opportunities and elevate your Amazon strategy, our team is here to help. 

Book a complimentary audit with Straight Up Growth today and see how we can accelerate your brand’s performance before Fall Prime!