"Amazon stretched out its annual Prime Day sales event so that it lasted four days — twice as long as in the past — and, as a result, blew away previous sales figures," [1]reports USA Today :

> Spending for [the four-day] Prime Day amounted to "more than two Black Fridays — which drove $10.8 billion in online spending during the 2024 holiday shopping season — and sets a new benchmark for the summer shopping season," Adobe [2]said in a news release . The total also surpassed Adobe's [3]pre-Prime Day estimate of $23.8 billion in sales.

But [4]an article in Fortune notes that "what stood out to this longtime Amazon watcher is that the company didn't disclose anything about the number of items sold."

> The last time it made that choice was 2020, when nothing normal was happening anywhere in the world, and Prime Day was moved from summer to October. Before that, you have to go back to the second-ever Prime Day in 2016 to find a wrap-up that didn't provide any update on the number of "units" sold.

>

> It's unclear exactly why Amazon decided to withhold that number for 2025, but this Prime Day [5]was odd for a few reasons . Sellers, and brands big and small, had to come up with different strategies to contend with tariff chaos. And they're trying to woo [6]increasingly pessimistic consumers. Those factors could be weighing on the company's decision to withhold exact numbers.

Instead Amazon's [7]official Prime Day recap swapped in some unusual alternate statistics. For example, Amazon reported that if you added up all the discounts given to customers over the four-day event, it was larger than any previous total amount of all discounts given to customers (over the earlier two-day events).

> To be sure, it's possible that this Prime Day was a success. An outside analysis from Adobe estimated that sales across online retailers overall increased by more than 30% during this year's four day Prime Day period, compared to last year. And Amazon said in this year's recap that the four days of Prime Day 2025 outsold any other four-day period that included previous Prime Days. But historically, the event hasn't run longer than two days. That means that previous years have included two prime days and two regular days, while this year included four prime days. It's unclear why the company would change the basis of comparison.

Amazon "declined to comment on the absence of specific product sales tallies for 2025," according to the article (while pointing Fortune instead to an Amazon blog post with facts about past Prime Day events.)

But in a sign of the time, Amazon's announcement notes that their Prime Day customers found deals and other product information using Amazon's AI-generated buying guides, as well as an AI-powered shopping assistant named Rufus and Alexa+ — Amazon's next-generation personal assistant ("now available in Early Access to millions of customers").

Another interesting statistic? [8] USA Today notes that "a majority of shoppers (53.2%) made purchases on mobile devices, compared to on desktop computers, accounting for $12.8 billion of the spending, according to Adobe."



[1] https://www.usatoday.com/story/money/2025/07/12/amazon-prime-day-2025-record-sales/84815789007/

[2] https://business.adobe.com/blog/prime-day-event-drove-24-billion-in-online-spend-across-us-retailers

[3] https://www.usatoday.com/story/money/2025/07/08/amazon-prime-day-deals-tariffs/84490571007/

[4] https://fortune.com/2025/07/14/amazon-prime-day-recap-number-items-sold-missing-metric/

[5] https://fortune.com/2025/07/08/amazon-prime-day-2025-tariffs-ai-deals-sellers/

[6] https://www.cnbc.com/2025/05/16/consumer-sentiment-may-inflation-expectations-tariffs.html

[7] https://www.aboutamazon.com/news/retail/prime-day-2025-recap

[8] https://www.usatoday.com/story/money/2025/07/12/amazon-prime-day-2025-record-sales/84815789007/