Now twice as long—four days, instead of two—Amazon’s 2025 Prime Day is stepping into unknown territory.
Below are four trends marketers should keep in mind for the annual sales event, which features millions of deals across multiple categories and runs from July 8 through July 11.
Anxious shoppers
Data from the University of Michigan shows U.S. consumer sentiment improved in June. Despite the uptick, the general mood remains pessimistic.
“Consumer views are still broadly consistent with an economic slowdown and an increase in inflation to come,” Joanne Hsu, director of the University of Michigan’s monthly survey, said in a statement.
At the same time, shoppers appear eager to participate in Prime Day.
In mid-June, soon after Amazon announced the timeline for this year’s summer sales event, 72% of online conversations about Prime Day were positive, while just 3% were negative, according to social media analytics company Sprout Social.
New ways of searching
While plenty of shoppers will use Amazon’s search function to browse Prime Day deals this year, fewer will rely on Google.
Survey results from performance-marketing firm Tinuiti found 34% of consumers planning to shop during Prime Day intend to use ChatGPT to research products.
Adobe, meanwhile, expects generative AI-powered chat services to drive 3,200% more traffic to U.S. retailers’ websites than they during last year’s Prime Day.
If the experience is positive for shoppers, Google’s dominant grip of the search market may start to loosen at a quicker pace.
Big spending
Shoppers are expected to spend a record-breaking $23.8 billion online during this year’s Prime Day, according to estimates from Adobe. That’s up 68% from what consumers spent last year when Prime Day was a two-day event. The figure is also more than double what shoppers spent online during 2024’s Black Friday, which generated $10.8 billion in digital sales.
Adobe’s estimates include purchases made on all U.S. retailers’ websites, such as Walmart and Target, as they tend to offer their own discounts during the same period.
