Momentum Commerce Tracking of Amazon US Prime Day Sales Shows +165% Increase on Day 3, Path to Year-over-Year Growth

BOSTON, July 11, 2025 ~ Momentum Commerce, a leading digital retail consultancy under the umbrella of PMG, a global marketing services and technology company, has recently shared their insights on the highly anticipated Prime Day 2025 for Amazon US.

Despite concerns over tariffs affecting retailers, brands, and consumers, Amazon's sales have remained strong leading up to Prime Day 2025. According to Velocity by PMG, Amazon has already sold over $250 billion worth of goods in the first half of 2025 in the US, showing a growth of more than 6% compared to the previous year.

This year's Prime Day event was extended to two days instead of one, and Momentum Commerce predicted that this would result in softer demand during the first two days and stronger demand during days three and four. So far, their predictions have been accurate.

Based on data from Momentum Commerce clients, sales on day one and two of Prime Day 2025 were on average 506% higher than a normal day of sales. However, they fell short of last year's levels by approximately 35%. On day three, sales saw a significant increase with a YoY growth rate of +165% compared to what would have been Prime Day 3 in 2024. This trend is also reflected in add-to-cart levels exceeding conversion levels, indicating that many American consumers have filled their Amazon shopping carts but are waiting for day four to make their purchases.

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Momentum Commerce predicts that if today's sales follow the same pattern as day one, this will be the most successful Prime Day yet with a YoY growth rate of 9.7% over the four-day period.

In addition to driving sales on Amazon, Prime Day has also had a positive impact on shopping rates off Amazon for many brands and retailers. This is a trend that has not typically been seen in previous years.

The availability of deals during Prime Day has also changed compared to previous years. According to Momentum Commerce's data, 25.3% of products on the site were discounted during the first three days of Prime Day 2025, an increase of 7% compared to Prime Day 2024. However, the average discount rate has decreased from 24.4% to 21.6%, meaning that discounts were not as deep this year.

Interestingly, both deal breadth and depth have increased incrementally from day one to day three of Prime Day 2025. The average discount breadth grew from 22.7% on day one to 26.3% on day two and further to 26.7% on day three. Similarly, the average discount depth also increased by an additional +0.2 percentage points on both day two and three.

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Momentum Commerce's data provides valuable insights into the success of Prime Day 2025 and how it has impacted both Amazon sales and shopping rates off Amazon for brands and retailers. Their methodology includes data from over 50 brands generating more than $7 billion in annual GMV on Amazon, as well as information on discounts across more than 30 million products on Amazon US.

Overall, it is clear that Prime Day continues to be a highly influential event for both Amazon and the retail industry as a whole, with this year's event shaping up to be the most successful one yet.

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