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Amazon’s longest running Prime Day concluded last week in a final add-to-cart rush—and now the numbers are in.
Momentum Commerce tracked $750 million in estimated sales for Amazon US during Prime Day 2025, up 4.9% from last year, while Adobe said US retailers generated $24.1 billion in overall e-commerce sales(up 30.3% YoY) between July 8 and July 11, the period coinciding with the Prime Day event.
“The event came down to a dramatic finish, with savvy brands fine-tuning their promotional strategies until the final hours while consumers responded with significant purchasing activity in the closing stretch,” said John Shea, head of commerce at PMG, in a company blog post.
The data by Momentum Commerce is based on sales of its roughly 50 clients like Therabody, Crocs and Beats that collectively generate around $7 billion yearly on Amazon.
As reported widely, the longest-running Prime Day was off to a slow start, with Momentum Commerce reporting that Prime Day sales were down by 41% on Day 1 and around 35% on average for the first two days compared to Prime Day 2024. While the initial numbers were still higher than a regular day on Amazon, the margins were not impressive.
Day 3 sales, however, jumped 165% compared to the equivalent Prime Day period in 2024, per Momentum Commerce data. Meanwhile, add-to-cart activity ran ahead of conversion rates, suggesting that shoppers were stockpiling items in their carts while delaying final purchases until the event’s last day. Average discounts on deals on Amazon also grew incrementally each day from 21.4% on July 8 to 21.9% on July 11, Momentum Commerce data showed.
According to Mike Black, chief growth officer at Profitero+, Amazon’s first four-day Prime event featured “intense competition” between big brands and Amazon sellers. “We’re seeing steep discounts ranging as high as 40% to 80% across major categories—and this is just a preview of what’s to come during Cyber 5,” Black said in an email.
Skincare brands Medicube, Sol de Janiero, and La Roche-Posay were among the top-selling Prime Day brands in the beauty and personal care category, Profitero+ data showed, while Apple, Amazon, and Samsung dominated the electronics category. Profitero+ estimates sales share based on the brand’s items, their bestseller rank, and historical sales.
Still, Profitero+ research showed that 62% of shoppers adjusted their shopping behaviors to match their budget, Black said. “This competition means brands can’t rely on deep discounts alone; they must deliver lasting value and use content and reviews to drive loyalty in a more price-sensitive market.”