Amazon announced today (Saturday, July 12, 2025) that Prime Day 2025 was its biggest Prime Day event ever, with record sales and more items sold over the four days than any previous period that included a Prime Day event. Amazon customers saved billions of dollars on millions of deals offered across more than 35 product categories – more savings than any prior Prime Day event. This extended shopping event, spanning four days, provided Prime members with more time than ever to shop and save. Amazon’s stock (AMZN) saw a slight increase of 0.26% in response to this news, reflecting the event’s success and solidifying the company’s position as a dominant player in online commerce.

Prime members enjoyed extensive deals across diverse categories, including electronics, beauty, and household essentials, on best-selling products like Apple AirPods Pro 2, BIODANCE Bio Collagen Real Deep Mask, and Dawn Platinum Powerwash Dish Spray. Prime members purchased millions of Alexa-enabled devices, with the Ring Battery Doorbell and Fire TV Stick HD being two of the event’s best-selling items. The savings didn’t stop there – Prime members stocked up on grocery deals, such as 50% off all ice cream and frozen desserts at Whole Foods Market and $30 off purchases of $150 or more across all Amazon Fresh selection, including fresh produce and other perishable items. Doug Herrington, CEO of Amazon Worldwide Stores, noted that “this year’s extended Prime Day event delivered incredible savings to our members across millions of deals.” He added, “We’re thrilled to see record savings for our customers, who found great prices on the everyday essentials and products they love. This event wouldn’t be possible without the dedication of our employees, delivery partners, vendors, and sellers who worked tirelessly to serve our customers. Their efforts made this our biggest Prime Day yet, and I’m grateful for their contributions.”

AI Innovation Enhancing Shopping Experience and Empowering Independent Sellers

This year’s Prime Day experience was significantly enhanced by the launch of Alexa+, Amazon’s next-generation personal assistant, now available in “Early Access” to millions of customers. Additionally, Amazon’s technological advancement integrated the AI-powered shopping assistant, Rufus, and AI Shopping Guides. These features helped customers easily discover deals and obtain product information, complementing the fast, free delivery that Prime members enjoy year-round. This investment in consumer-facing artificial intelligence reflects Amazon’s strategy to leverage advanced technologies to improve the shopping experience, making it more intuitive and efficient, while differentiating itself from competitors.

Independent sellers – most of whom are small and medium-sized businesses – also achieved record sales and a record number of items sold. “Prime Day 2025 was our most successful Amazon shopping event since launching our store in 2019,” said Anne Maza, co-owner of the small business Olivia Garden. “We saw impressive sales not just on our Prime exclusive deals but across our entire catalog. Beyond the immediate revenue boost, we’re especially thrilled about the increased brand awareness and the acquisition of new customers through the event.” The success of independent sellers during the event highlights Amazon’s importance as a platform that enables small and medium-sized businesses to reach a massive customer base, providing them with a significant opportunity for growth and brand expansion, especially around shopping events of this magnitude.

Diverse Benefits for Prime Members: Beyond Shopping to Innovative Perks

Prime Day is just one of the many benefits available to Prime members, who enjoy a wide range of shopping, savings, and entertainment perks, all within a single membership. In the U.S., members have access to over 300 million items available with free Prime shipping, and tens of millions of the most popular products available with free Same-Day or One-Day Delivery. Same-Day Delivery is currently available for millions of items to customers in over 140 U.S. metropolitan areas. Beyond exclusive deals and shopping events like Prime Day and Prime Big Deal Days, Prime members gain access to Prime Video, a premier entertainment destination offering customers a vast collection of premium programming in one app, available across thousands of devices. The viewing experience is customizable and includes Amazon MGM Studios-produced series and movies, licensed fan favorites, exclusive Prime member access to live sports coverage such as Thursday Night Football, WNBA, and NWSL, and acclaimed sports documentaries.

Additional benefits include the option to utilize Prime’s convenient shopping benefits – such as fast, free delivery, a trusted checkout experience, and easy returns – on participating brands’ websites with Buy with Prime. Moreover, Prime members enjoy ad-free listening of 100 million songs and millions of podcast episodes with Amazon Music, prescription medications as low as $1 per month with fast, free shipping from Amazon Pharmacy, and access to unlimited eligible generic prescription medications for only $5 per month with RxPass. They also receive high-quality healthcare from One Medical for a discounted membership fee of only $9 per month, with the option to add up to five additional family memberships. Membership also encompasses shopping for high-quality and low-priced grocery products through Amazon.com, Amazon Fresh, and Whole Foods Market, unlimited photo storage with Amazon Photos, access to free games and a monthly Twitch channel subscription with Prime Gaming, and reading from a selection of eBooks, audiobooks, magazines, comics, and manga. Further benefits include a free Grubhub+ membership and fuel savings at participating gas stations.

Looking Ahead: Fortifying the Prime Strategy and Amazon’s Market Positioning

The success of Prime Day 2025 underscores the continued importance of the Prime program for Amazon, not just as a sales engine, but as a strategic tool for customer retention and strengthening loyalty. By expanding Prime’s benefits beyond shopping into entertainment, healthcare, and daily convenience, Amazon is transforming the membership into an increasingly essential service for millions of households worldwide. Amazon’s investment in advanced AI technologies like Alexa+ and Rufus demonstrates its commitment to innovation and continuous improvement of the customer experience, while maintaining a competitive advantage in the e-commerce and digital services market.

The achievements of independent sellers during the event highlight the mutual value of the relationship between Amazon and small and medium-sized businesses. The Amazon platform provides access to a global market, while these sellers contribute to the wide variety and selection offered to customers. The event’s success provides positive momentum for Amazon’s stock and solidifies its position as a dominant force in global e-commerce, with a continuous ability to drive sales and create value for all partners within its ecosystem.