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EMARKETER

Amazon Prime Day 2025

With This Year’s Four-Day Tentpole Event, Amazon Raises the Stakes and Expands Its Dominance

Report by Sky Canaves  |  Jun 18, 2025
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About This Report
A new four-day format for Amazon’s tentpole event will shake up the playing field.
Topics
Holiday & Seasonal Shopping
Retail Media
Retail Ecommerce Sales
United States

Amazon Prime Day will enter a new era in 2025 as a four-day event, reclaiming momentum from competitors and capturing three-quarters of US ecommerce sales during the period.

This deck covers:

  • Our Prime Day 2025 forecast
  • How consumer behavior is shaping up around Prime Day 2025
  • Key opportunities for brands

This deck can help you:

  • Develop commerce strategy (retailers and brands)
  • Develop media strategy (brands and marketers)

Here’s what’s in the full report

2files

Exportable files for easy reading, analysis and sharing.

11charts

Reliable data in simple displays for presentations and quick decision making.

Charts in This Report

US Shoppers Will Spend More Than $17 Billion Online Over the Course of This Year’s Extended Amazon Prime Day Amazon’s Longer Prime Day Event in 2025 Will Drastically Disrupt Competitors’ Ecommerce Growth Momentum
An Extended Prime Day Will Give Amazon a Major Boost Compared With Our Prior Projections for a Two-Day EventAmazon Faces Slowing US Prime User Growth as Digital Buyer Penetration Approaches a Saturation Point
Amazon’s International Prime Day Sales Will Reach a Record 38.3% of the Total in 2025A Sizable Share of Prime Members Expect to Spend More Time and Money on Amazon During This Year’s Expanded Prime Day
Prime Members Will Look for Deals on Essentials and Pull Forward Purchases on Goods Facing Tariff Impacts Walmart Gained the Most Traffic From Widespread Comparison Shopping During Prime Day 2024
Nearly Half of Amazon Prime Shoppers Made a Health and Beauty Product Purchase During Prime Day 2024As Ad Costs Rose During Prime Day 2024, Advertiser Spend Followed Suit—and With Lower Returns
Essential Categories Have Consistently Posted the Highest Conversion Rates During Prime Day

authors

Sky Canaves

Contributors

Suzy Davidkhanian
VP, Content
Blake Droesch
Brian Lau
Senior Forecasting Analyst
Wendy Malloy
Director, Reports Editor
Emma Noyes
Graphic Designer, Data Visualization
Naomi Rebuelta
Copy Editor
Matt Torpey
Senior Chart Editor
Emman Velasco
Chart Editor
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