Amazon stretched out its annual Prime Day sales event so that it lasted four days – twice as long as in the past – and, as a result, blew away previous sales figures.
The online retailing powerhouse – and tech giant – said Prime Day 2025, which ran from July 8-11, was its biggest ever, the company announced Saturday, July 12, in a news release.
Amazon’s 11th Prime Day drove record sales and a record number of items sold, larger than any previous four-day period that included a Prime Day event, the company said. (The promotion became a two-day affair in 2019; this year, Amazon expanded it to four days for the first time.)
U.S. online spending during Prime Day’s four days amounted to an estimated $24.1 billion, according to Adobe. Its Adobe Analytics sales data tracks online transactions across U.S. retail sites. The data, which is aggregated and anonymized, doesn’t directly track Amazon’s sales but does reflect overall spending and suggest Prime Day demand.
How did Amazon Prime Day 2025 compare to Black Friday 2024?
Spending for Prime Day amounted to “more than two Black Fridays – which drove $10.8 billion in online spending during the 2024 holiday shopping season – and sets a new benchmark for the summer shopping season,” Adobe said in a news release. The total also surpassed Adobe’s pre-Prime Day estimate of $23.8 billion in sales.
“This year’s extended Prime Day event delivered incredible savings to our members across millions of deals,” said Doug Herrington, CEO of Amazon Worldwide Stores, in a news release. “We’re thrilled to see record savings for our customers, who found great prices on the everyday essentials and products they love.”
Shopping: Here are the best still-live Amazon Prime Day deals you can buy today
Herrington also saluted Amazon’s employees, saying, “Their efforts made this our biggest Prime Day yet, and I’m grateful for their contributions.”
Independent sellers, including small and medium-sized businesses, also racked up record sales and a record number of items sold, according to Amazon.
“We saw impressive sales not just on our Prime exclusive deals but across our entire catalog,” said Anne Maza, co-owner of the small business Olivia Garden, in a statement. “Beyond the immediate revenue boost, we’re especially thrilled about the increased brand awareness and the acquisition of new customers through the event.”
A majority of shoppers (53.2%) made purchases on mobile devices, compared to on desktop computers, accounting for $12.8 billion of the spending, according to Adobe.
The sales racked up despite economic uncertainties driven by President Donald Trump’s tariff strategy and flagging consumer confidence.
Amazon Prime Day: What people bought
Among the products consumers snatched up during the Prime Day period, according to Adobe:
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Kids’ apparel (up 250%, compared to average daily sales in June 2025)
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Home security products (+185%)
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School supplies (+175%)
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Refrigerators & freezers (+160%)
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Games (+160%)
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Headphones & speakers (+155%)
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Car seats (+145%)
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Luggage (+145%)
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Vacuum cleaners (+140%)
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Power tools (+135%)
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Computers (+125%)
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Smartphone accessories (+120%)
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Storage furniture (+120%)
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Televisions (+90%)
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Small kitchen appliances (+90%)
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Dorm essentials (+84%)
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Exercise equipment (+80%)
Contributing: Paul Davidson and Betty Lin-Fisher, USA TODAY
Mike Snider is a reporter on USA TODAY’s Trending team. You can follow him on Threads, Bluesky, X and email him at mikegsnider & @mikegsnider.bsky.social & @mikesnider & msnider@usatoday.com
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This article originally appeared on USA TODAY: Amazon Prime Day 2025: Record sales in dollars, items purchased
