This is the first year that Amazon ran a 4 day Prime Day event, and there were rumors circulating around the Internet after a Bloomberg report last week that sales were down 41% on the first day year-over-year. But… the rumors weren't true. They were based on data from Momentum Commerce that was taken out of context, which led people to believe that Prime Day 2025 was gearing up to be a flop — which was far from the case.
Here are some real numbers later reported by major data analysts:
- Amazon, which is notoriously secretive about revealing actual sales figures, reported that this year's Prime Day event “was bigger than any previous four-day period that included a Prime Day event, with record sales and more items sold during the four days.”
- U.S. shoppers spent $7.9B across all retailers (not just on Amazon) on the first day of Prime Day, up 10% from last year, per Adobe data.
- U.S. online spending during Prime Day's four days amounted to an estimated $24.1B, according to Adobe, surpassing its pre-Prime Day estimate of $23.8B.
- Adobe said in a news release that spending for Prime Day amounted to “more than two Black Fridays – which drove $10.8 billion in online spending during the 2024 holiday shopping season – and sets a new benchmark for the summer shopping season.”
- 53.2% of consumers made purchases on mobile devices, accounting for $12.8B of the spending.
- Popular categories included Kids' Apparel (+250% MoM), Home Security Productse (+185%), School Supplies (+175%), and Games (+160%).
Walmart ‘s six-day deals event also started Tuesday, while Target Circle Week began on Sunday, and Best Buy kicked off a Black Friday in July promotion that began Monday, which also attribute to the record numbers mentioned above.