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Amazon said Prime Day 2025 was its biggest event yet, but it did not disclose how much it sold in dollars. Adobe measured $24.1 billion in U.S. online spending across all retailers during the same four days—not Amazon’s sales. And while discounts were visible across several categories, the available figures do not establish whether typical items were cheaper than their own recent prices.
What Amazon reported—and what it did not
Prime Day ran July 8–11, 2025, a four-day U.S. event. Amazon called it its biggest Prime Day yet and said more items were sold than during any previous four-day period that included a Prime Day. Those are Amazon’s claims; its public recap did not disclose a dollar sales total. Amazon’s event recap named the Fire TV Stick HD and Ring Battery Doorbell among its best-selling items. That indicates what Amazon said sold well, not that either item was independently assessed as a bargain.
Why the $24.1 billion figure is not Amazon revenue
Adobe Digital Insights reported $24.1 billion in U.S. online retail spending from July 8–11, 2025, up 30.3% year over year. The figure covers all retailers, not Amazon alone, so it cannot be used as an estimate of Amazon’s Prime Day sales. Adobe says its analysis draws on direct online transactions across more than 1 trillion visits to U.S. retail sites, 100 million SKUs, and 18 product categories. Adobe’s results also put mobile’s share of that all-retailer spending at 53.2%, or $12.8 billion.
These numbers answer different questions: Amazon reported records for its own event without publishing revenue, while Adobe measured the wider U.S. retail period. They can both be true without the Adobe total confirming Amazon’s sales claim.
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What the discount data says about deal value
Adobe observed peak discounts off listed prices across U.S. retailers during the event. Those category peaks show that promotions were substantial in some areas, but they are not Amazon-only figures and do not show what every product cost before the sale.
| Category | Adobe-reported peak discount off listed price |
|---|---|
| Apparel | 24% |
| Electronics | 23% |
| Toys | 19% |
| Televisions | 18% |
| Appliances | 17% |
| Furniture | 16% |
| Computers | 13% |
| Sporting goods | 11% |
A separate Momentum Commerce / PMG analysis reported an average discount depth of 21.7% for Prime Day 2025, compared with 24.4% in its 2024 comparison. Its summary does not establish that the discounts were measured against each product’s recent ordinary selling price, so the average is not proof that shoppers saved that amount against what they would otherwise have paid. The consultancy also reported 4.9% sales growth across its client set; its comparison combines the 2025 four-day event with the 2024 event and the following two days, and does not represent all Amazon merchants or Amazon itself. Momentum Commerce / PMG’s analysis is therefore best read as a scoped comparison, not a full-market audit.
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Neither the category peaks nor the consultancy average settles whether a particular deal was good. To judge an item, compare its checkout price with its own recent price history and with competing retailers. A percentage off a listed price does not, by itself, show that the current price is unusually low.
Prime Day was part of a wider shopping surge
Adobe reported increased U.S. online sales during the period in appliances, office supplies, electronics, books, tools and home improvement, home and garden, and baby and toddler. Against its average daily June 2025 baseline, school supplies were up 175% and dorm essentials were up 84%. These are category-demand figures for the broader retail period; they do not establish that Prime Day caused every increase or that the purchases happened on Amazon.
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Consumers’ sensitivity to prices was also part of the contemporaneous discussion. Placer.ai head of analytical research R.J. Hottovy told the Associated Press: “We do still have a price-sensitive consumer that is actively monitoring price hikes and anything related to tariffs.” That is Hottovy’s observation, not a measured description of every shopper. The Associated Press report covered the event amid analysts’ attention to possible tariff effects.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What can be concluded about hype and value?
There is evidence for a very large shopping event: Amazon reported its own event records, and Adobe measured a sharp year-over-year increase in spending across U.S. retailers during the same dates. But public figures do not reveal Amazon’s dollar sales, and aggregate discount statistics cannot establish that Prime Day offers generally beat recent prices for individual products. The record-sales claim and the unresolved deal-value question are separate issues.
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