Amazon's Extended Prime Day 2025: Record-Breaking Sales and AI-Driven Shopping Experience

Shoppers Spent a Record $24.1 Billion Online During Prime Day Window

To give consumers more time to secure discounts, Amazon extended its Prime Day sale from two days to four this year, and early results indicate that the move has been successful. According to a study by Adobe, US consumers spent $24.1 billion shopping online during the Prime Day window (July 8-11). This marks a new benchmark for summer online shopping and has bettered last year's numbers by 30.3%. The numbers are also more than twice as good as last year's two Black Fridays combined ($10.8 million), the report adds. Some of the best-selling categories included appliances, office supplies, electronics, and books, with the Apple AirPods Pro 2 among the top-selling products. The significantly increased spend was due to attractive discounts on Amazon as well as its other retail competitors, Adobe says. It was also driven by back-to-school shopping. Daily spending on school supplies, such as backpacks and calculators, jumped 175% over June 2025, while spending on dorm essentials, including microwaves, mini fridges, and bedroom linens, increased by 84%. Unsurprisingly, consumers preferred mobile over desktop to complete purchases. 53.2% of all transactions during the sale window, amounting to $12.8 billion, were processed via mobile apps. Use of AI chatbots and browsers to find deals also saw a significant jump. Traffic to US retail sites from generative AI tools jumped by a staggering 3,300%. Another way consumers found deals was through influencers. According to Adobe's data, the number of influencer-converted shoppers was 10 times higher than social media overall. Affiliates and partners, which include influencers and media publishing giants, contributed to 19.9% of overall sales. "We're thrilled to see record savings for our customers, who found great prices on the everyday essentials and products they love," said Doug Herrington, CEO of Amazon Worldwide Stores, adding that this was the company's "biggest Prime Day yet."

Amazon Says Customers Saved 'Billions' During Extended Prime Day | PYMNTS.com

"This year's Prime Day event was bigger than any previous four-day period that included a Prime Day event, with record sales and more items sold during the four days," the announcement said, also noting that customers saved "billions" during the event. Among the event's top sellers were "millions" of devices outfitted with Amazon's virtual assistant Alexa. The company said Alexa+, its personal assistant, and its artificial intelligence (AI)-powered shopping assistant, Rufus, and AI Shopping Guides were also helpful in guiding customers to deals and product information. While Amazon did not provide dollar figures for the sale, figures from Adobe Analytics -- cited by Reuters -- showed online spending among U.S. retailers jumping 30%, or $24.1 billion, during the four-day stretch that coincided with Prime Day. That's slightly higher than Adobe's earlier projection, which forecast that online spending would increase 28.4% year over year to reach $23.8 billion. That same projection also noted the importance of AI use for Amazon, predicting that retailers' AI-driven Prime Day traffic would increase by 3,200%. Amazon's announcement came one day after the market research company Numerator released findings showing that the average household spend during the Prime Day sales event reached $156.37. The average order size was $53.34, with close to two-thirds of the households that shopped during Prime Day placing two or more orders. The data also showed that two-thirds of the Prime Day items sold for under $20, 3% were over $100, and the leading categories were apparel and shoes, household essentials and home goods. "Over half of shoppers purchased something they'd been waiting to buy until it went on sale," the report said. Amazon declined to comment on these figures when reached by PYMNTS. Meanwhile, PYMNTS wrote last week about the way changes in Prime Day spending patterns -- more than half of the sales during the first day came through a mobile device -- reflect a "subtle but seismic" shift in the way consumers pay. "The old model -- credit card plus shipping address -- is fading. Instead, new habits are being formed around wallets, embedded finance and more payments innovations," that report said.