Amazon Prime Day 2025 set “a new benchmark for summer ecommerce” sales, according to Adobe Analytics data about the full four-day event.

Adobe Analytics had projected that Amazon’s summer Prime Day event in 2025 would generate $23.8 billion in overall ecommerce sales. Then, it found that the first day of the event had generated more online sales in the United States than any other day in 2025 to date.

Throughout the entire four-day period, U.S. consumers made more than half of their purchases from mobile devices (53.2%), according to Adobe Analytics. It found that competitive discounts across U.S. retailers “drove price-sensitive shoppers to spend in categories such as appliances, where online sales were up 112% (compared to average daily sales in June 2025).” Other categories with strong growth, it said, included:

• Office supplies (up 105%)
• Electronics (up 95%)
• Books (up 81%)
• Tools & home improvement (up 76%)
• Home & garden (up 58%)
• Baby & toddler (up 55%)

And while U.S. consumers sought discounts, they still used buy now, pay later (BNPL) on 8.1% of orders, based on Adobe data. That’s up from 7.4% in 2024 and amounted to $2 billion over those four days. That represents 33.3% year-over-year growth.

How much did Amazon make in Prime Day 2025 sales?

Although Amazon did not attach a dollar amount to Prime Day 2025 sales, it said the event was its biggest ever.

“This year’s Prime Day event was bigger than any previous four-day period that included a Prime Day event, with record sales and more items sold during the four days,” Amazon said in a statement.

It claims Prime members “saved billions while shopping Amazon’s millions of deals” during the event. Additionally, it said Prime members purchased “millions of Alexa-enabled devices, and the Ring Battery Doorbell and Fire TV Stick HD were two of the event’s best-selling items.”

Amazon also claims independent sellers — it says most of them are small and medium-sized businesses — “achieved record sales and a record number of items sold.”

Amazon ranks No. 1 in the Top 2000, Digital Commerce 360’s database of North America’s largest online retailers based on web sales. It’s also No. 3 in the Global Online Marketplaces database, which ranks the 100 largest global marketplaces by third-party gross merchandise value (GMV). Digital Commerce 360 projects Amazon’s total web sales in 2024 will reach $469.01 billion.

While Adobe Analytics data doesn’t specify how much Amazon itself generated in Prime Day 2025 sales, it gives insights into how the event impacted U.S. ecommerce sales overall.

How did Prime Day 2025 affect US ecommerce sales?

Adobe Analytics data indicates that Amazon Prime Day 2025 led U.S. consumers to spend $24.1 billion online from July 8 to July 11. That’s $300 million more than Adobe had projected going into the event, as well as the equivalent of combining Black Friday and Cyber Monday online sales in 2024 ($10.8 billion and $13.3 billion, respectively).

Mobile’s share of online sales during Prime Day continues to rise

Of the $24.1 billion, $12.8 billion came from mobile devices, Adobe said.

Adobe Analytics data is based on more than 1 trillion visits to U.S. retail sites, 100 million SKUs and 18 product categories, according to the company. More than 200 online retailers in the Top 2000 use Adobe Analytics for their web analytics, and more than 100 use it for site design and development. Top 2000 online retailers also use it for content delivery and management, as an ecommerce platform, a marketing platform, for personalization and more.

Paid search remained the top online retail sales driver throughout the Prime Day period, according to Adobe. It accounted for a 28.5% share of revenue during the event, up 5.6% year over year. Affiliates and partners, which includes social media influencers, accounted for 19.9% of online retail sales, growing 15% over 2024. Adobe data also indicated that influencers led shoppers to convert at a rate 10 times higher than social media overall.

Adobe also said consumers embraced generative AI during Amazon Prime Day 2025. They used generative AI chat services and browsers for shopping assistance. Adobe added that generative AI traffic to U.S. retail sites, which it measured by shoppers clicking on a link, increased 3,300% year over year.

“And while AI-driven traffic remains modest compared to other channels (paid search, email), the growth shows the impact of AI on shoppers looking for deals or specific product details,” Adobe said.

Best sellers during Amazon Prime Day 2025

“Hot sellers” during the Prime Day event, Adobe said, included products such as:

• Kids’ apparel (up 250% compared to average daily sales in June 2025)
• Home security products (up 185%)
• Refrigerators & freezers (up 160%)
• Games (up 160%)
• Headphones & speakers (up 155%)
• Car seats (up 145%)
• Luggage (up 145%)
• Vacuum cleaners (up 140%)
• Power tools (up 135%)
• Computers (up 125%)
• Washers & dryers (up 125%)
• Smartphone accessories (up 120%)
• Storage furniture (up 120%)
• TVs (up 90%)
• Small kitchen appliances (up 90%)
• Exercise equipment (up 80%)

Those hot sellers benefited from strong discounts in particular categories. Apparel peaked at 24% off listed price, which compares to 20% in 2024. Meanwhile, Adobe also noted high discounts in:

• Electronics (23% in both 2025 and 2024)
• Toys (19% in 2025 vs. 15% in 2024)
• Televisions (18% vs. 16%)
• Appliances (17% vs. 14%)
• Furniture (16% in both years)
• Computers (13% vs. 11%)
• Sporting goods (11% in both years)