Prime Day 2025 at A Glance & How to Continue Momentum

Prime Day 2025 has come and gone and as always, we’re at the forefront of analyzing the results and translating them into actionable insights for sellers. With four full days of deals, this year’s extended format challenged brands to think differently and act quickly. The outcomes? A mixed bag of new consumer behavior, higher ad investments, and a rising tide of AI-influenced purchasing. 

Let’s walk through what happened and how you can turn these learnings into momentum for Q4 and beyond. 

Prime Day 2025 Results & Key Trends

Four Days of Prime: A First for Amazon, A Test for Sellers 

This year marked the first time Prime Day ran for four consecutive days, changing the game for sellers used to a two-day sprint. It demanded new budgeting strategies, staggered promotional plans, and more complex inventory coordination. 

Day one showed a clear surge in ad spend as brands vied for early visibility. However, days two and three saw spend and engagement drop off, before rebounding slightly on day four as shoppers pounced on last-minute deals. Sellers were also dividing attention across platforms like Walmart, raising questions about how and where to allocate advertising budgets effectively. 

Ad Spend Rose in Response to Tariffs 

Despite the headwinds of tariff-related price increases, brands stayed bullish on Prime Day. Sellers increased overall ad spend to maintain visibility, hedge against rising costs, and fully capitalize on the extended event window. The optimistic approach suggests that sellers are treating Prime Day not just as a sales event, but as a brand-building opportunity. 

Category Spotlight: Electronics Dominates 

Electronics led the pack in a big way this year. With five of the top ten Prime Day search terms, the category achieved a $13.43 ROAS, making it the only vertical to hit double digits. The demand was certainly there, however, it was more about targeted ad placements and promotional timing that resonated with deal-hungry shoppers. 

The Rise of Generative AI in E-Commerce 

Prime Day 2025 saw a staggering 3,300% year-over-year increase in generative AI traffic to retail sites, according to Adobe Analytics. Consumers turned to ChatGPT, Perplexity, and other AI platforms to ask product questions instead of traditional search engines. 

Questions like: 

“What’s the best couch cushion under $100?” 

“What’s the top-rated kitchen appliance for small spaces?” 

If your brand isn’t optimized to show up in AI-powered search tools, you’re likely missing a growing share of product discovery. This shift is a fundamental change in how people shop. 

Influencer Power Still Holds Strong 

While AI grew rapidly, social commerce held its ground. Influencer-driven sales made up 19% of U.S. Prime Day sales, highlighting that authentic human recommendations still convert. 

Going forward, a dual-channel strategy that leverages both AI optimization and influencer partnerships will give sellers the edge they need. 

Post-Prime Day Strategy: How to Keep the Momentum Going 

You’ve gathered a ton of data, driven brand exposure, and (hopefully) boosted sales. Now what? This is the moment to analyze, adjust, and accelerate. Here’s how: 

1. Review and Analyze Performance Data 

Leverage Amazon Brand Analytics and the Search Query Performance Report to understand: 

• Which keywords or campaigns drove the most conversions? 

• What ASINs performed best and why? 

• Which customer segments engaged most during Prime Day? 

This analysis should inform your evergreen campaigns and Q4 promotions. 

2. Use Retargeting to Re-Engage Interested Shoppers 

Don’t let that Prime Day traffic go cold. Set up retargeting campaigns for users who viewed or added your products to cart but didn’t purchase. Leverage DSP and Sponsored Display to stay top of mind. 

3. Assess Inventory for Q4 and Beyond 

Use Prime Day sales velocity and conversion data to forecast inventory needs for Q4, especially for high-performing ASINs. Factor in supply chain slowdowns and tariffs when planning replenishment. 

4. Create Feedback Loops with Customers and Optimize Listings 

Now is the time to gather reviews, answer product questions, and engage with your newly Prime Day-attributed audience. Use post-purchase emails or inserts to encourage feedback, build community, and improve product listings based on real input. 

5. Analyze Competitor Moves 

Look at who won top-of-search placements, what kinds of bundles or discounts were offered, and how your competitors used influencers or AI channels. Use this insight to refine your promotional tactics and creative for the next major sales events. 

6. Start Preparing for Holiday Promotions Now 

Use what you learned on Prime Day to inform your Black Friday and Cyber Monday strategies. Test creatives, validate audiences, and optimize messaging while it’s still early.

Looking for more in-depth Prime Day 2025 results? Check out our newest report: Prime Day and Summer Sales Benchmarks.