By Dean Hawes, Head of Account Management
Amazon’s 2025 Prime Day was the biggest yet – and not just for Amazon.
As an Amazon Platinum Agency Partner, we supported standout growth across our portfolio of brands. The extended four-day format delivered meaningful gains. Compared to last year’s two-day Prime period, we saw a 30% average uplift in like-for-like client sales – a clear reflection of proactive planning, campaign agility, and a shift in shopper behaviour.
“We supported over £1.5 million in Amazon revenue and managed £100K+ in media spend across the event – and that’s only part of the story.”
– Dean Hawes
From Two Days to Four: Changing the Game
The move from two days to four altered the rhythm of Prime Day entirely. While Day 1 saw strong intent from loyal shoppers, we noticed a clear build in momentum – with many brands peaking on Days 3 and 4, not at the start.
That meant planning for endurance, not just urgency. With well-paced budgets, smart timing, and conversion-focused content in place, our clients stayed visible from start to finish – and it paid off.
Performance at a Glance
Here’s what we supported across the four-day event:
- £1.5M+ in Amazon revenue
- £100K+ in ad spend
- 30% average YoY sales uplift for returning clients
- Multiple brands with YoY growth between +27% and +1089%
And while numbers tell part of the story, what stood out most was the consistency: success wasn’t isolated to a handful of hero SKUs. We saw growth across challenger brands, established vendors, and niche players alike.
Standout Results
- One UK brand saw +92% YoY growth, topping the revenue board
- A garden tools client hit +84%, exceeding tough targets
- A fragrance brand in Spain posted +258% growth
- A premium haircare vendor grew +1089%
- A specialist signage seller rose +930%
- A global beauty brand’s EU account delivered +510%
Others hit personal bests or used the event as a launchpad to scale – showing that Prime Day isn’t just for household names. What united all of them? A willingness to test, trust the strategy, and stay agile throughout the peak window.
Discounts & Deals: Learning Where the Line Is
Most brands stuck to a 15–20% discount range, which remains a healthy benchmark – but not without its quirks.
Some ran into issues where Amazon flagged even 25% discounts as excessive – limiting visibility on key deals. Others experimented with 50% discounts (notably in fashion), with mixed results.
Our takeaway?
A deep slash might drive a spike – but sustainable growth comes from consistent visibility and value, not one-time markdowns.
The Bigger Picture: Watching July as a Whole
With Prime Day falling a week earlier, we saw a slowdown in surrounding weeks – and we expect a more volatile post-Prime dip, especially since this same week was Prime last year.
That means a month-wide view of July will give the clearest picture of total performance. Combined with what we know about basket-building in advance of major sales, it’s clear:
Prime Day is no longer a 48-hour sprint – it’s now a 4 day window.
What It Means Moving Forward
For brands, this year reinforced the need to:
- Lock in earlier deal approvals
- Use evergreen creative and A+ content that flexes across formats
- Run a well-paced media strategy that adapts to changing CPCs and shopper behaviour even before Prime sale starts.
- Focus on year-round performance, not just Prime Day spikes
We’re already capturing learnings and planning ahead with clients to ensure next year’s approach is even sharper.
Market Context
According to Adobe Digital Insights, US ecommerce spend during Prime Day 2025 reached $24.1B, up 30.3% year-on-year – closely mirroring our own client average of +30% uplift.
In the UK, Adobe reported that online sales across 8–11 July hit £2.08 billion – making it Amazon’s biggest UK shopping event on record, according to City AM. That marks an 11.1% year-on-year increase, and nearly double the amount spent during Black Friday 2024.
The first day alone saw a record £676.5 million in online spend – the UK’s highest ecommerce day of the year so far.
But this wasn’t just about big numbers – it reflected a shift in shopper behaviour. Many consumers held off early, taking time to browse and compare before converting. As seen across our own client portfolio, Days 3 and 4 outperformed the openers – not just in conversion, but also in basket size and return on ad spend.
In this context, our clients didn’t just match the market – they outpaced it, with an average +30% uplift across returning brands.
Key Takeaways
- Don’t chase spikes – plan for sustained visibility
- Discounting between 15-20% remains a healthy range
- Real-time ad adjustments were crucial – especially in later phases
- Global alignment matters – markets like ES, FR and AU delivered well above expectations when inventory, deals, and messaging were synced
Final Word
“This year wasn’t just about big discounts or big brands. It was about agility, cross-functional collaboration, and meeting shoppers where they were. Prime Day might be over, but the momentum – and learning – carries forward.”
– Dean Hawes
Planning ahead for Black Friday or Q4?
We’re helping brands carry this momentum forward – with strategies that scale, not just spike. Get in touch now for a discovery call with our experts.
