Amazon Prime Day 2025 Sales Top Records
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, reports USA Today.
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. Amazon did not share exact sales numbers.
Total Retail's Take: Amazon's continued expansion of its well-known Prime Day sales event seems to continue to reap benefits. The promotion became a two-day affair in 2019; this year, Amazon expanded it to four days for the first time. Extending the length of the sales event should lead to more sales recorded, so topping its previous sales record was to be expected. There was, however, some initial speculation doubting the sales event's success after its first day didn't match last year's numbers.
Although the online retailer didn't release sales figures, total U.S. online spending during Prime Day 2025's four days amounted to an estimated $24.1 billion, according to Adobe. The data, which is aggregated and anonymized, doesn't directly track Amazon's sales but does reflect overall spending and suggest Prime Day demand. Historically, other online retailers and brands have seen a jump in sales during Prime Day as the sales event creates widespread consumer spending.
Independent sellers — most of which are small and medium-sized businesses — also achieved record sales and a record number of items sold, according to the company. The sales racked up despite economic uncertainties driven by President Donald Trump's tariff strategy and flagging consumer confidence. Americans are looking for deals during this tumultuous time, and the 2025 Prime Day sales event was timed perfectly to capitalize on bargain-hunters' dollars.
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Kristina Stidham is the digital content director at Total Retail and sister brands Women in Retail Leadership Circle and Women Leading Travel & Hospitality at NAPCO Media. She is passionate about digital media and handles video, podcast and virtual event production for all brands. You can often find her at WIRLC, TR, WLT&H or industry events with her camera and podcasting equipment—or at home on Zoom—recording interviews with thought leaders and business executives.
Kristina holds a B.A. in Media Studies and Production from the Temple University Klein College of Media and Communication in Philadelphia. Go Owls! When she's not in the office, she loves to go on long walks, sing around the house, hangout with her family and two pet guinea pigs, and travel to new places.
