Amazon’s Prime Day 2025 has set a new benchmark for online retail, marking its most ambitious edition to date. For the first time, the event spanned four days (July 8-11), giving shoppers more time than ever to hunt for deals and brands - like those partnered with Witailer - unprecedented opportunities to grow.
A doubling of duration, a surge in sales
The extended event showcased remarkable results: Witailer’s client portfolio saw sales nearly double compared to last year’s summer Prime Day, with an impressive 82% year-over-year increase. This significant uplift demonstrates just how responsive consumers are to an extended promotion window, and the appetite for exclusive deals shows no sign of slowing down.
Italy leads, but other countries are rising fast
While Italy maintained its top spot for revenue generation across Witailer clients, the gap is narrowing. Both Germany and the UK achieved standout performances, each more than doubling their Prime Day sales. This shift highlights a growing maturity in major European markets and signals new competitive dynamics for brands operating internationally.
When and how shoppers buy is changing
The distribution of purchases during Prime Day reveals interesting shopper behaviors. The first day of the event remains the most crucial, driving 34% of the entire sales volume. However, a notable secondary peak occurs on the final day, as last-minute buyers rush to secure their bargains before the clock runs out. Throughout, evening hours, especially 6-8pm, grew in prominence, with these slots generating as much as 22% of final-day sales. The early-morning slot (6-8am) sees a progressive reduction in activity towards the last day of the event, reflecting consumers’ shifting habits and possibly increased promotional intensity in the evenings.
Electronics and Home dominate the search landscape
In terms of search patterns, Italian consumers focused heavily on two main categories: Electronics (with a particular attention to Apple devices) and Home & Kitchen (notably cordless vacuum cleaners and small appliances). Together, these segments accounted for 50% of the top 150 most searched keywords during the week.
Fastest growth: Health & Personal Care
Perhaps most revealing is the fast ascent of household essentials. Around 30% of the top-growing search terms belonged to the Health & Personal Care segment, covering everyday items like dishwasher tablets, laundry detergents, and fabric softeners. This trend underlines Prime Day’s strategic importance not just forbig-ticket purchases, but also for stocking up on repeat-use essentials.
Looking forward
Prime Day 2025 has proven itself as a critical event for both brands and shoppers, with lessons in timing, product selection, and market focus. Brands who align their strategies to these emerging behaviors - paying special attention to timing and category trends - stand to make the most of future sales peaks.
Witailer’s Business Intelligence team continues to monitor digital commerce trends, delivering actionable insights tailored for brand growth on Amazon. Want to unlock new opportunities for your brand? Let’s talk.
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