Amazon Prime Day - statistics & facts
Sale discounts are usually set around mid-July and available to Premium users only – these are the Amazon Prime Days. The 2025 edition of Amazon Prime Days had an extended and unprecedented time length of four days, leading to a record-breaking sale – nearly 24 billion U.S. dollars in the United States and over two billion British pounds in the United Kingdom.
In 2025, Amazon’s AI agent Rufus directly competed with ChatGPT in providing consumers with the best deals, with over 40 percent of Gen Z Prime shoppers intending to use AI assistants to shop during the same event. Although usage rates did not differ significantly between the two tools, there was a gap in terms of brand awareness. About one in five Prime shoppers ignored the existence of Amazon Rufus, whilst only nine percent of them had the same opinion about ChatGPT.
Looking at shopping carts
In the United States, higher sales were driven by the extended deals rather than by actual expenditure. The average shopping cart value decreased both on Amazon and on other retailers’ websites, although being higher than the 2022 and 2023 levels. Likewise, the average order value on sponsored products declined by 13 percent compared to 2024. On average, about one quarter of online orders were worth up to 20 U.S. dollars, aligning with the low number of Prime shoppers purchasing big-ticket items. As in the previous edition of the sale event, apparel and shoes were on top of their shopping list, followed by household essentials, and home goods.An edition like no other
Looming trade tariffs in the United States and widespread use of AI-powered tools made the 2025 sales event different from previous editions. Tariffs' impact on global supply chains led to price increases, which lowered the final product discounts on Amazon. Therefore, it is not a surprise that over one-third of U.S. shoppers wanted to see larger discounts than usual before deciding to make a purchase, and about one in four U.S. Prime users reduced their spending due to tariffs. Fearing that forthcoming measures would increase prices even more, 32 percent of shoppers used Prime Days to stock up on products they needed before they would get more expensive later in the year.In 2025, Amazon’s AI agent Rufus directly competed with ChatGPT in providing consumers with the best deals, with over 40 percent of Gen Z Prime shoppers intending to use AI assistants to shop during the same event. Although usage rates did not differ significantly between the two tools, there was a gap in terms of brand awareness. About one in five Prime shoppers ignored the existence of Amazon Rufus, whilst only nine percent of them had the same opinion about ChatGPT.
