Final Amazon Prime Day Financial Results – Giant Flop or Success?

Prime Day 2025 is behind us and we're starting to get a picture of how the buying holiday turned out.

With the day moving to four days, instead of two days, it can make comparing results to previous years slightly tricky, but we're going to take a stab at it. 

We'll take a look at what Amazon said, what other sellers said, what other retail experts said, and I'll even throw in some reports from the three brands we operate. 

Let's dive in.

Prime Day Sales Really Down 40%?

Much hoo-hah was made of a little-known Amazon agency, Momentum Commerce, reporting that Day 1 Amazon sales were down 40% for their clients. The validity of this data was questionable at best due to the small sample size (they managed only $7 billion of Amazon sales). Moreover, with the move to four days, it was inevitable that consumers would delay some of their spending to days 2, 3, and 4.

What Amazon Said – “Biggest Prime Day Ever”

Predictably, Amazon released a press release with things shareholders would want to hear, using wording like “biggest ever”. 

Amazon said “This year’s Prime Day event was bigger than any previous four-day period that included a Prime Day event, with record sales and more items sold during the four days”. 

As is typical with Amazon, they provided very opaque results, but one can interpret this press release in a few ways:

• The fact Amazon is comparing the four-day total and not mentioning Day 1 and 2 performance may be tacit admittance that sales on Day 1 and 2 were down compared to previous years.
• However, Amazon basically said that if you looked at cumulative sales from Tuesday to Friday of this year's Prime week compared to last year's (or previous years), they had ‘record sales'.
• Amazon, as in years past, is using language like ‘record sales' without substantiating this at all with any dollar figures such as gross merchandise volume (GMV).

What We Saw From 10 Companies Tracked

We tracked 10 companies at SellerSnooper.com for their before and after Prime Day performance. We analyzed a combination of smaller 6-figure sellers and larger 9-figure sellers.

This isn't necessarily a large enough sample size to make conclusions with a high degree of confidence, but it does add color to other reporting.

Of the 10 companies tracked, eight had sales gains during the four-day event, while two had sales declines. 

The average company saw a 127% increase in daily sales over the four days.

Conclusion

Unfortunately, until Amazon begins to release actual financial data regarding Prime Day (which is unlikely to ever occur), sellers and the media will be left to guess the true impact of Prime Day. Regardless, data suggests the majority of sellers saw a sales bump, but the magnitude of that bump is debatable.