Amazon reported a $24.1 billion in U.S. e-commerce sales for 2025 Prime Day, but it wasn’t just bigger—it was different.
Instead of the usual 48-hour sprint, Prime Day extended to four full days, reshaping how shoppers engaged and how brands executed. Consumer behavior signaled a shift toward essentials and value-driven purchases, while ad performance told a story of strong buyer intent—but lower competitive pressure.
Let’s break down what happened—and what it means for brands looking ahead.
Prime Day by the Numbers: A New Kind of Surge
Here are the defining data points from Prime Day 2025 according to TechCrunch:
- $24.1B in total U.S. sales, up 30% YoY
- Generative AI traffic grew 3,300% YoY, fueled by smart assistants and AI-driven shopping tools
- Paid search drove 28.5% of total sales, maintaining its position as the top-performing channel
- Mobile purchases made up over 50% of transactions
- Influencer-driven traffic converted 10x better than general social, making creator partnerships a clear winner
- Top-performing categories included appliances, office supplies, electronics, and kids’ products
Jungle Scout’s proprietary data adds even more context to this year’s event.
Prime Day’s New Format: Four Days, Fragmented Demand
Prime Day’s extended format brought new pacing challenges:
- Day 1 saw the highest spend and conversion rates—brands that showed up early reaped the biggest rewards
- Days 2–3: Momentum slowed as customers weighed their options
- Day 4 rebounded for categories like Tools and Electronics, where deal-conscious shoppers waited to purchase
This wasn’t a linear event—it was a stop-start sprint where timing mattered as much as spend. It’s too early to tell if this trend will continue next year, but it’s safe to say that shoppers are more intentional than ever before, even on spend-happy events like Prime Day.
CPCs Declined in Key Categories, Even as Shopper Intent Held Strong
One of the biggest surprises: while CPCs rose overall, costs declined YoY in several high-volume categories—even as conversion and click-through rates remained strong.
CPC trends varied by category, but in areas where bids softened, auction pressure dropped—despite strong shopper intent. Advertisers who optimized for ROI, not just visibility, saw stronger returns.
Essentials Outpaced Discretionary Categories
Home & Kitchen continued to dominate in total revenue share, but categories like Cell Phones & Accessories skyrocketed, jumping from 1% to 8% YoY. Consumer spending patterns shifted away from “nice-to-haves” and toward practical upgrades and everyday essentials:
Top Brand Performance: Premium Meets Practical
The leading brands of Prime Day 2025 were recognizable names in electronics and home goods based on total Prime Day revenue:
What Brands Should Do Now to Prepare for 2026
Prime Day 2025 revealed a fundamental shift: it’s no longer just about deep discounts and top-of-page bids. It’s about meeting the moment with the right message, product, and pacing.
Here’s how brands can prepare for next year:
1. Start early, be agile: Expect Day 1 to be the most important, but build agility into your campaign so you can adjust as demand shifts.
2. Optimize for ROI, not assumptions: Don’t default to thinking CPCs will rise—2025 proved that bidding trends vary by category. Track auction pressure closely and adjust spend based on performance, not panic. With 10x stronger conversion than general social, creators will be even more critical next year. And with AI-assisted shopping on the rise, make sure your listings are optimized for voice search, chatbots, and smart recommendations.
3. Focus on functional value: Consumers are prioritizing essentials, tech upgrades, and products that improve daily life. Frame your messaging around utility—not just urgency.
Conclusion
Prime Day 2025 proved that bigger doesn’t always mean broader—it means more targeted, more strategic, and more essential. As consumer behavior evolves, so should your Prime Day playbook.
So how do you get there? With deeper, more granular and actionable data-driven insights. Let Jungle Scout guide your 2026 strategy—and let’s start planning now to meet shoppers where they’re headed next.
