Whilst Amazon has confirmed that Amazon Prime Day 2025 will take place during July, it has so far not announced the exact dates. This year will be Amazon Prime Day’s 10th anniversary and many brands will be wondering whether it still holds the same level of importance in the eyes of shoppers since its launch back in 2015.
As someone who specialises in advising brands on their Amazon strategy Amazon Prime Day is an event I have a lot of experience in. In this article I am going to give my thoughts on how important Amazon Prime Day 2025 will be, how the event has evolved, and what brands now need to be aware of.
How important is Amazon Prime Day 2025 for shoppers?
Amazon Prime Day has evolved quite considerably since it first began, with shifts in consumer behaviour and expectations, but regardless of that, it remains a significant shopping event that brands need to be fully prepared for.
Interest from shoppers on Prime Day remains very high and this is backed up by the stats. In 2024, U.S. sales reached $14.2 billion, marking an 11.7 per cent year-over-year increase. Notably, 88 per cent of Prime users participated in the event, with nearly half of all purchases made via smartphones .This trend underscores the event’s relevance, especially among mobile-savvy consumers.
In the UK, spending during Prime Day 2023 totaled £1.15 billion, up from £1.12 billion in 2022 . This growth indicates sustained interest among British shoppers.
However there are several trends and new developments to be aware of with Amazon Prime Day.
Shopper expectations and behaviour
Whilst Prime Day remains popular, consumer expectations are shifting. A survey revealed that only 34 per cent of shoppers in 2024 felt the event met their expectations, citing concerns over higher prices and limited offerings . This suggests that while the event draws attention, satisfaction levels may vary, and this is a challenge that brands need to be prepared for when market competition is so fierce.
Additionally, Prime Day often influences shopping timelines rather than increasing overall annual spending. Many consumers use the event to make planned purchases earlier, capitalising on deals. When managing Amazon campaigns on behalf of my clients this is something that I factor in, so that we are prepared for that type of shopper behaviour when trying to achieve growth.
Another change in consumer Prime Day behaviour over the years is that buyers have become more strategic and informed and less impulsive. Purchases are often planned and shoppers will use comparison tools to check the prices of different brands so retailers need to ensure they spend enough time researching and setting their pricing strategy and be open to changing it if it’s not working.
Challenges and Adjustments
External factors are impacting Prime Day’s landscape. New US tariffs on international imports have led some sellers to reconsider participation due to increased costs, potentially affecting the deal variety available to consumers. Furthermore, economic uncertainties and inflation concerns are influencing consumer behaviour, prompting shoppers to be more selective. It certainly is a challenging time for retailers, but even taking all that into consideration, Amazon Prime Day’s huge global interest means that for many brands it is still crucial to have a strategy in place to capitalise on it.
Another challenge that retailers must plan for is the increased cost-per-click for Amazon advertising campaigns during July. As an Amazon advertising specialist I can often negate this increase with smarter use of budget but there may be times when the benefits of an increased budget are high enough to warrant it.
Amazon Prime Day has changed considerably
Prime Day is no longer a one day event and is now held over four days to provide more opportunities for deals and to accommodate increased consumer demand. Holding it over four days also enables different time zones to be accommodated, vastly increasing the reach of the event. This does benefit retailers and enables a strategy to be put in place that will give them more opportunities to be visible and stand out in a crowded marketplace
In addition, whilst in the past most deals were launched on the day of the event, now Amazon begins offering early Prime Day deals weeks in advance, building momentum and encouraging more Prime sign-ups. This tactic also extends the shopping window and capitalises on impulse buys.This staggered approach presents both challenges and opportunities to retailers and is another reason to seek specialist advice from an Amazon agency.
There has also been a shift towards sustainability that brands need to be aware of. Amazon is responding to environmental pressure by featuring more “Climate Pledge Friendly” products and sustainable packaging during major sales events. They’re also highlighting renewed/refurbished items during Prime Day.
Retailers need to approach Amazon Prime Day 2025 strategically. It’s more than just a sales event now; it’s a retail moment that shapes consumer behaviour, advertising budgets, and even supply chain timelines.
Ready to plan for Amazon Prime Day 2025?
At Fluid Marketplaces we specialise in helping brands like yours to plan a successful strategy for Amazon Prime Day 2025. From expertly managed Amazon Ads to listing optimisation and marketplace strategy, we’ve got the knowledge and performance-driven mindset to take your business to the next level.
Call us on +44 161 710 4130 or email me on [email protected] to discuss your Amazon needs.