Amazon just wrapped up its most successful Prime Day yet. The 2025 event saw shoppers across the globe spending more than ever, fueled by deep discounts on electronics, household essentials, and exclusive limited-time offers. According to Amazon, customers purchased hundreds of millions of items, with high demand for smart home devices, wearable tech, and personal care products. Analysts say the company’s increasingly data-driven deal curation and faster delivery options played a big role in attracting both new and returning Prime members. Amazon also reported a notable spike in Prime signups in the week leading up to the event.

This year’s Prime Day also highlighted the growing power of Amazon’s ecosystem. With more shoppers relying on Alexa for voice-assisted purchases and using Buy with Prime on third-party sites, Amazon continued to blur the lines between shopping, convenience, and loyalty. Meanwhile, small and medium-sized businesses that sell through Amazon’s marketplace saw their biggest Prime Day sales to date. The two-day event serves not only as a sales juggernaut but also as a strategic tool for customer acquisition, subscription retention, and platform stickiness heading into the second half of the year.