Amazon’s Extended Prime Day Ends On A High: Retail Investors Cheer

After a slow start due to tariff concerns and an extended sale period, Amazon's (AMZN) Prime Day 2025 closed on a strong note, data show.

The sale boosted spending across all retailers in the U.S. by 30.3% to $24.1 billion, according to Adobe Analytics, topping its earlier estimate for a 28.4% growth. The figure includes online sales outside of Amazon, and is likely a good sign for Walmart (WMT) and Target Corp (TGT), which ran their concurrent sales.

Prime Day 2025 ran for four days through July 11, compared to the typical two-day length of the previous Prime Day events.

Amazon said Saturday the sale was "bigger than any previous four-day period that included a Prime Day event." The company said it sold millions of its house-brand devices, including voice-activated gadgets operating on the Alexa platform, Ring doorbell, and Fire media streaming sticks.

The extended duration saw consumers shopping more in the latter half of the sale, likely anticipating deeper discounts, which raised concerns as the event kicked off. Momentum Commerce, which manages online sales for 50 brands, had earlier flagged that Amazon sales were 41% lower on the opening day, when compared with the start of Prime Day last year.

In its latest assessment, released Friday, Momentum said: "We are hearing anecdotally from many brands and retailers that Prime Day this year has spurred nice YoY growth in shopping rates off Amazon too - a trend that has not typically materialized in years past."

On Stocktwits, the retail sentiment stayed 'extremely bullish' and message volume 'extremely high,' unchanged from a week ago.

A user forecast $225 to $230 stock level this week, while another said they will keep adding to their position for the next 12 months. AMZN shares gained 0.7% in the past week and 1.4% year-to-date.

According to a Bloomberg report, rather than splurging on expensive electronics or luxury items, many shoppers used the sale to stock up on household essentials like dish soap and paper plates.

Two-thirds of the items purchased cost less than $20, and the average household spent $156, according to the report, which quoted data from Numerator. The research firm sampled more than 50,000 households.

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