During Prime Day, an average household spent $156, likely over the course of two or more purchases.
U.S. shoppers spent $24.1 billion online during Amazon’s annual Prime Day sales event, which lasted four days in 2025, July 8-11, according to Adobe Analytics. Adobe’s estimate is for all of U.S. ecommerce, including purchases from Amazon and other U.S. retailers.
This dollar figure is the same as combining U.S. ecommerce sales from Black Friday ($10.8 billion) and Cyber Monday ($13.3 billion), according to Adobe’s 2024 estimates.
Amazon did not share an estimate of how much it sold during its sale only that the event delivered “record sales.” The fact that 2025 was Amazon’s biggest Prime “Day” yet is hardly surprising, as it is the first time the sale lasted four days, up from the previous two-day Prime Day sale in 2024.
Most Prime Day shoppers made two or more orders
At Amazon specifically, shoppers said they were very pleased with the promotions, with 68% of shoppers saying they were extremely (28%) or very (40%) satisfied with the deals, according to consumer insights vendor Numerator‘s survey of 5,000 Prime Day customers.
The average order size during the four-day event was $53, according to Numerator estimates based on 154,800 Prime Day orders. Plus, at 63%, the majority of households placed two or more orders on Amazon during the four-days, which brings the average household spend to $156. (41% of households made three or more Prime Day orders.) By item, the average price of a product was $24.59.
More than half of shoppers (51%) said they purchased items on Prime Day that they were waiting to buy until they were on sale.
The most purchased items on Amazon were:
- Premier Protein Shakes
- Dawn Platinum Powerwash
- Liquid I.V. Packets
- Amazon Fire TV Stick
- Amazon Basics Paper Plates
How ecommerce fared overall during Prime Day
Many retailers including mass merchants Walmart and Target host competing sales events during Prime Day, as brands know consumers will be online shopping and price checking. According to Numerator, 56% of shoppers compared prices before making their Prime Day purchase.
Many shoppers purchase back-to-school items during the four-day period as sales for school supplies and kids apparel were 175% higher than during an average day in June 2025, according to Adobe.
How they found the goods
Shoppers discovered where to buy July 8-11 from paid search, influencers and artificial intelligence, among other channels:
- Paid search drove 28.5% of sales, a 5.6% increase from Prime Day 2024, and the most of any channel.
- Affiliates and social media influencers drove 19.9% of sales, a 15% increase.
- Influencers converted shoppers 10-times higher than social media overall.
- Shoppers clicking on a link from a generative AI platform to a retail site increased 3,300% compared with Prime Day 2024.
- At 52%, shoppers made the majority of purchases July 8-11 on mobile devices, which includes web and app sales.
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