Amazon's annual Prime Day for 2025 has been extended to four days, from July 8 to 11. The first day recorded a 9.9% increase in U.S. online sales, reaching $7.9 billion according to Adobe Analytics. However, some vendors, such as Momentum Commerce, experienced a 41% drop in first-day sales. The CEO John Shea attributed this to a lack of urgency in a longer sale event. Despite this, there is a potential surge expected towards the end of the sale. Adobe forecasts total sales for the event may reach $23.8 billion, comparable to two Black Fridays.
Amazon's 2025 Prime sale has expanded to four days, from July 8 to 11, which has led to a significant increase in online sales, with a reported jump of 9.9% year over year to $7.9 billion on the first day.
Despite the overall sales increase, some vendors like Momentum Commerce have reported a 41% decrease in sales on the first day compared to last year due to a perceived lack of urgency in the longer sale period.
Jamil Ghani, head of Amazon Prime, mentioned that shoppers have been purchasing everyday essentials, highlighting teeth-whitening strips as the fastest-growing category during the event.
Adobe predicts that total sales during the four-day Prime Day event could reach around $23.8 billion, which would be equivalent to two Black Fridays.
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