That’s a Wrap: Prime Day 2025’s Top Performers and What it Means for eCommerce

Another Amazon Prime Day is in the books—and 2025 was the biggest yet.

Over four days (July 8–11), Amazon Prime Day 2025 generated record-breaking results, surpassing expectations and setting new standards for marketplace performance. With $24.1 billion in U.S. online retail sales—a 30.3% increase year-over-year—this year’s event proved once again that Prime Day is more than just a flash sale; it's an industry benchmark for digital retail.

THIS YEAR’S NUMBERS IN CONTEXT

Amazon confirmed this was its largest Prime Day ever, both in terms of sales volume and number of participating brands. Consumers responded strongly to expanded timeframes, deeper discounts, and greater product variety—spanning everyday essentials to high-demand tech.

$24.1B in online sales, 30.3% YoY growth
 Average household spend: ~$156
 Average order value: $53–57

With inflation tapering and online deal-seeking behavior at an all-time high, this year’s event drew a broader demographic of shoppers—and opened the door for categories previously less dominant.

THE BEST-PERFORMING CATEGORIES

Electronics

Electronics once again led the charge, with brands in the category reporting 3–6× sales spikes over typical days. Discounted Alexa-enabled devices, Apple accessories, and home security gadgets like the Ring Doorbell topped charts. The average discount reached up to 23% off MSRP—driving urgency and high conversion rates.

Home & Household Essentials

One of the surprise standouts this year, home and kitchen products saw 4–6× uplifts. From cookware to cleaning solutions, Prime Day proved that shoppers are eager to stock up on high-utility products—especially with bulk offers and replenishable items like Dawn Powerwash and Liquid I.V.

Beauty & Personal Care

Beauty and skincare brands saw 3–4× growth, with products like collagen masks and K-beauty regimens driving high volume. This category’s growth illustrates the shift toward wellness-driven shopping behaviors on marketplaces.

Fitness & Wellness

Shakes, supplements, and fitness gear performed well across regions. Brands that paired sharp pricing with engaging storefronts and ratings wins saw outsized results.

MARKETPLACE IMPLICATIONS

The success of Prime Day 2025 provides several key takeaways for brands and sellers:

Consumers are strategic

With longer events and well-communicated deals, shoppers waited for Prime Day to make key purchases, especially in mid-tier and essential categories.

Discount depth matters—but so does visibility

Brands that succeeded didn’t just offer steep markdowns—they optimized their listings, ran Sponsored Product campaigns, and enhanced A+ content.

Everyday essentials are now premium performers

Marketplace demand continues shifting toward household and wellness essentials, indicating a broader redefinition of what constitutes a “Prime Day hero product.”

What This Means for Your Brand

Prime Day is no longer just for gadgets and big-ticket items. Brands that want to win in 2026 need to plan beyond pricing—investing in retail readiness, campaign timing, and data-driven optimizations.

At Luzern eCommerce, we help brands navigate complex marketplaces with precision—from Prime Day planning to always-on performance. Whether you're in beauty, electronics, household, or wellness, we know how to activate, scale, and sustain momentum beyond just one retail moment.