Amazon’s 2025 Prime Day is off to an explosive start, with early data indicating a significant surge in web traffic, sales, and consumer engagement. According to analysts at Telsey Advisory Group, Amazon’s web traffic increased by over 50% during the first 36 hours of Prime Day, compared to the two weeks leading up to the event. This impressive growth highlights the retailer’s ability to drive excitement and engagement during its signature shopping event.
Prime Day Sales Surge to New Heights
Data from Adobe Analytics reveals that U.S. online retail sales on the first day of Prime Day climbed 10% year-over-year, reaching $7.9 billion. This marks a strong start to what analysts predict could be Amazon’s most successful Prime Day yet.
Several product categories experienced the most significant growth during the event, including:
Appliances
Electronics
Tools and Home Improvement
Home and Garden
Furniture
Apparel
Toys
Extended Sales Event Drives Higher Engagement
This year, Amazon doubled the duration of its Prime Day sales event, extending it from 24 hours to 48 hours. Analysts at Telsey Advisory Group believe the longer promotional period is a key factor driving the surge in traffic and sales. By giving shoppers more time to browse deals and make purchases, Amazon has effectively maximized its window of opportunity to capture consumer spending.
Consumer Spending Trends
Preliminary data from Numerator reveals that the average household spent $126.26 on Amazon during the first 36 hours of Prime Day 2025, nearly identical to the $126.54 average recorded during the same period in 2024. The average order value (AOV), however, dipped slightly to $57.12 compared to $60.03 last year, suggesting that shoppers are placing smaller but more frequent orders.
Household essentials and Amazon-branded electronics were among the most popular purchases. Bestsellers included:
Liquid I.V. Hydration Multiplier
Dawn Platinum Powerwash Dish Spray
Premier Protein Shakes
Amazon Fire TV Stick
A Record-Breaking Prime Day in the Making?
If spending trends remain consistent throughout the extended 48-hour event, Amazon is on track to achieve record-breaking sales. Telsey analysts referenced Adobe Analytics’ projection that total Prime Day sales could approach $23.8 billion, representing a staggering 60%+ increase over last year’s event.
This growth is fueled not only by the extended sales period but also by Amazon’s strategic use of promotions, exclusive discounts for Prime members, and its ability to create urgency around limited-time deals.
11 Jul, 2025
