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EMARKETER

Prime Day 2025: Shoppers gear up for bigger buys and longer browsing

Article by Arielle Feger  |  Jul 8, 2025
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Prime Day 2025: Shoppers gear up for bigger buys and longer browsing
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Topics
Digital Shoppers & Buyers
Holiday & Seasonal Shopping
United States
A Sizable Share of Prime Members Expect to Spend More Time and Money on Amazon During This Year’s Expanded Prime Day
E-Mail ChartDownload

Key stat: 41% of US Amazon Prime members will spend more time shopping on Amazon due to a longer Prime Day event this year, according to May 2025 data from Tinuiti.

Beyond the chart:

  • 14% of members will shop around on other sites and apps more—good news for retailers like Walmart and Target who are hosting their own sales events.
  • Ecommerce spending across all US retailers during last year’s Amazon Prime Day reached $14.2 billion, up 11% YoY, according to Adobe Analytics.

Use this chart: Retail marketers should prep for a longer window of heightened consumer intent. Consider staggering deals to maintain engagement, increasing ad spend and retargeting mid-event to capture late buyers, and streamlining UX to accommodate more browsing time.

Related EMARKETER reports:

Methodology: Data is from the May 2025 Tinuiti "2025 Amazon Prime Day Study." 1,002 US Amazon Prime members were surveyed during May 6-9, 2025.

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