Prime Day 2025: What it Really Told Us About How People Shop

Prime Day started as a day of deals: a digital stampede of timers, discounts and one-click purchases. But this year, something shifted. It’s not just the size of the event that’s changed, but the behavior behind it.

Yes, the numbers were big. Prime Day matched Cyber 5 in total U.S. revenue for the first time, pulling in $14 billion. That alone is a retail milestone. However, what matters more is how people moved through the event: how they chose to shop, or not shop, and why they make these decisions.

Let’s start with intent. Nearly half of U.S. consumers told us they planned to spend less this year, driven by economic uncertainty and tariff worries. They weren’t walking in ready to splurge but instead they were cautious, considered, and driven by value. And yet, they still showed up. They didn’t abandon the event, they simply approached it differently.

We saw this in how behavior played out over the event window. The opening hours were still busy, but conversion rates actually improved as Prime Day went on. Clear signs of a change in behavioral pattern. They paused. They compared. They took their time. They decided if what was in the cart was truly worth clicking "buy."

This isn’t just price sensitivity; it’s purchase maturity. The urgency is still there, but shoppers are using that urgency on their own terms. They’re less impulsive, more informed, and more confident in stepping away if the value doesn’t feel right.

Another key trend: people aren’t just staying on Amazon.com. Even without big paid media pushes, retailers like Walmart and Target saw traffic lifts. That tells us consumers are cross-shopping more than ever. If Amazon used to be the start and the end of the journey, that’s no longer true. It’s still the launchpad, but not the final word.

And they’re not just looking, they’re planning. Most people begin researching products a week or two before Prime Day. They might not buy there and then, but they’re forming opinions. That early exploration influences what they come back to later, and not just later on during Prime Day, but months later. It’s the start of the Q4 purchase funnel, even if it doesn’t feel like it.

One of the clearest signals of that? Brands that build momentum in Prime Day often repeat that performance in the holidays. Last year it was COSRX and Shashibo. This year, we’re seeing similar patterns with Ninja. That brand's blenders and air fryers surged in sales during Prime Day but not just because of discounts. They were already on people’s radars. Already being searched, watched, saved.

So what does this all tell us?

It tells us that even in uncertain times, people are still shopping, but they’re doing it smarter. They’re doing more prep. They’re more sensitive to value, not just price. And they’re more open to switching brands, sites or channels if the experience is better elsewhere.

In a way, it’s good news. People still want things. They’re still willing to spend. But they want to feel smart when they do it.

So how do we take these learnings into October’s Prime Day edition and beyond?

• Double down on discoverability early. Shoppers are researching — sometimes weeks — in advance, even if they don’t buy right away. Make sure your key products are easy to find, compare and save, across marketplaces, search, and artificial intelligence-driven platforms, before deals go live.
• Refine your offer beyond just price. Value matters, but shoppers are comparing total experience: delivery, trust, reviews, and brand familiarity. Build clear reasons to choose you, especially if you’re competing with Amazon.
• Use July signals to sharpen October execution. If products saw traction during summer Prime Day, shape your bundles, messaging or inventory now. October is your last window to scale what’s already working and fix what isn’t.

Prime Day 2025 didn’t just give us big traffic and sales figures. It gave us a mirror. One that reflects a more thoughtful, more confident, more in-control consumer. And that might be the most important takeaway of all.

Daniel Reid is senior insights analyst, market insights at Similarweb, a provider of AI-powered digital data intelligence solutions.