Highlights. Global sales for Amazon Prime Day 2025 totaled $24.1 billion, up 69.7% from the previous year’s event*.
- The average order value was $53.22 on Prime Day 2025.
- 53.2% of Prime Day revenue comes from mobile shoppers.
- 55% of Prime Day shoppers buy health & beauty products, making it the most-shopped sales category.
- Between Prime Day 2024 and 2025, per-order spending decreased 12.2%.
- 64% of Prime Day shoppers spend over $100.
*Historically a two-day event, Amazon Prime Day 2025 took place over four days from July 8 to July 11.
Prime Day Revenue Statistics
Revenue in 24 hours on Prime Day exceeds Amazon revenue on every other day of the year.
- Since 2015, Amazon has claimed a total of $100.6 billion in Prime Day revenue.
- Small businesses made an estimated $6.16 billion from Prime Day in 2025.
- Prime Day revenue represents 4.92% of Amazon’s annual U.S. revenue.
- In 2025, Prime Day daily revenue was equivalent to over four (4) times the retailer’s average daily revenue for that year.
Prime Day Spending Statistics
Amazon launched the first 24-hour Prime Day sale in 2015; since then, the duration of the sale has extended to 96 hours.
- In 2025, the average Prime Day order totaled $53.22; the average household spent $156.37.
- The average cost per item sold on Amazon Prime Day was $24.62.
- 29% of Prime Day purchase orders were $100 or more.
- 64% of Prime Day purchases were under $50.
- Mobile sales during Prime Day 2025 totaled $12.8 billion, up 82.9% year-over-year (YoY).
- The share of Prime Day sales made on mobile devices increased 8.13% from 2024.
- $2.0 billion in sales on Prime Day 2025 were made using Buy Now, Pay Later (BNPL) services, up 85.2% YoY.
- BNPL accounted for 8.30% of Prime Day sales, a 9.11% increase from 2024.
- 38.1% of Prime Day shoppers spent more during the sales event in 2024 than in 2023.
Prime Day Shopping Statistics
Prime Day shoppers bought more Premier Protein Shakes than any other item in 2025.
- The second-most-purchased item by units sold was Dawn Platinum Powerwash followed by Liquid I.V. Hydration Multiplier.
- The top-selling item during Prime Day 2025 by total sales dollars was the Apple Watch Series 10; the second-most-purchased was the Apple iPad 11-inch tablet.
- 40.8% of U.S. households shopped on Amazon on Prime Day 2025.
- In 2025, 56% of Amazon Prime Day buyers compared prices at other online retailers.
- During Prime Day 2025, appliances saw the largest sales growth (112%) compared to average daily sales in June 2025.
- Office supply sales were up 105% during Prime Day, while headphones and electronics sales were up 95%.
| Product Category | Percentage of Shoppers Who Purchased | Change from Prime Day 2024 |
|---|---|---|
| Health & Beauty | 55% | 12.2% |
| Home & Garden | 49% | 4.26% |
| Apparel | 39% | 14.7% |
| Electronics | 33% | -2.94% |
| Household | 28% | 16.7% |
| Grocery | 22% | 15.8% |
| Tools & Home Improvement | 18% | 5.88% |
| Toys & Games | 17% | 13.3% |
| Pet Care | 17% | 21.4% |
| Sporting Goods | 12% | 9.09% |
Prime Day Discount Statistics
Prime Day shopping includes Lightning Deals, where shoppers have a limited time to take advantage of a discount and the number of items per customer may be limited.
- Amazon advertises discounts as low as 60% off during Prime Day.
- The average discount on Amazon Prime Day was an estimated 18%.
- Apparel saw the largest savings, with discounts averaging 24%.
- Consumer electronics were discounted by 23%, toys by 19%, and televisions by 18%.
- Prime Day purchase discounts totaled $2.5 billion in 2023.
Prime Day Purchase Statistics
Conversion rates (the rate at which unique visitors make a purchase) increase on Prime Day.
- Prime Day shoppers purchased over 300 million items in 2025.
- 51% of shoppers bought items they’d been waiting to go on sale.
- 22% of consumers bought items included in Prime Day Lightning Deals.
- 37% of Prime Day shoppers purchased the same items they typically purchase on Amazon; 26% used the sale to stock up on products.
- 28% of households that purchased on Prime Day 2025 bought all items in a single order.
- 21% of households participating in Prime Day made two (2) orders and 15% made three (3) orders.
- 36% of Prime Day households made four (4) or more orders during the sales event.
- The average Prime Day order contained 2.16 items, down 2.27% from 2024.
- 23.3% of Prime Day shoppers purchase at least one item for themselves.
- 9.39% of online shoppers made at least one impulse purchase during Prime Day 2024.
Prime Day Consumer Statistics
Over 200 million consumers have Amazon Prime memberships.
- Consumers in 20 different countries shopped Amazon on Prime Day 2025.
- In 2025, 97% of Prime Day consumers were aware of the sales event before shopping.
- 87% of Prime Day consumers were Prime members; 87% had been Prime members for over one (1) year.
- Approximately 2.4% of Prime Day shoppers join Amazon Prime during the sales event.
- Most U.S. consumers shop between the hours of 8 p.m. and 9 p.m.
- 36% of Prime Day shoppers were high-income ($125,000 and over) consumers.
- 16% of shoppers were low-income ($40,000 and under) consumers.
- 90% of 2025 Prime Day shoppers were repeat Prime Day customers.
- Approximately 9.1% of online shoppers purchase holiday gifts during Amazon Prime Day.
Prime Day Consumers by Age
More than half of Prime Day consumers are over 45 years old.
- 13% of Prime Day consumers are under 34 years old.
- 19% of Prime Day consumers are aged 35 to 44.
- 19% of consumers on Prime Day are 45- to 54-year-olds; 21% are 55- to 64.
- 29% of Prime Day consumers are aged 65 years and older.
Prime Day Alternative Event Statistics
22.1% of U.S. e-commerce retailers offered site-wide promotions to compete with Amazon Prime Day 2024.
- In 2025, 49% of Prime Day consumers shopped Walmart+ Week, 38% shopped Target Circle Week, and 11% shopped Best Buy’s Black Friday in July.
- 57% of Prime Day shoppers reported comparing prices or products from other retail websites.
- 59% of shoppers who participated in Prime Day 2024 also shopped other retailers’ sales around the same period.
- Walmart advertises “Walmart+ Week”, a multi-day sale that is only open to Walmart+ members for the first 24 hours; general access is available after the first day of the sale.
- Target’s “Circle Week” event is open to all members of the Circle rewards program; paid Circle 360 members can access additional discounts and perks.
- Best Buy’s “Black Friday in July” sale is open to all consumers with exclusive deals for rewards members.
Prime User Statistics
Prime grocery benefits extend to members shopping at Whole Foods in thousands of qualifying municipalities. Under certain conditions, discounted Amazon Prime memberships are available.
- Amazon’s revenue from subscription services (including Prime memberships) totaled $49.6 billion in 2025.
- A $6.99 discount Prime membership is available to recipients of certain government programs, such as EBT and Medicaid.
- Students may be eligible for a 6-month free trial of Prime in addition to a reduced-price membership of $7.49 per month or $69.00 per year.
- Over 13 million items on Amazon have free one-day delivery with a Prime membership.
- Prime services and sales are available in 26 countries.
- 74% of Prime members are in the United States.
These data and insights were compiled by the Capital One Shopping team based on publicly available data.
Sources
- Amazon News
- Statista, Amazon Prime Day
- Digital Commerce 360, Retail Ecommerce News
- Numerator, Prime Day
- Adobe for Business, Blog