Amazon’s Prime Day 2025 hits record $24.1B in sales over 4 days. AI chatbots helped.

Amazon’s Prime Day 2025 generated a record $24.1 billion in online sales during its expanded four-day window (July 8-11), marking a 30.3% increase from last year’s two-day event. The extended sale period, combined with attractive discounts and back-to-school shopping demand, drove summer online spending to unprecedented levels while showcasing the growing influence of AI tools and mobile commerce on consumer behavior.

What you should know: The four-day Prime Day window significantly outperformed previous years and seasonal shopping events.

• Total spending of $24.1 billion represents more than double the combined sales from last year’s two Black Fridays ($10.8 billion)
• The 30.3% year-over-year increase demonstrates the effectiveness of Amazon’s strategy to extend the sale period from two to four days
• Top-selling categories included appliances, office supplies, electronics, and books, with Apple AirPods Pro 2 among the most popular products

Mobile dominance: Consumers overwhelmingly preferred mobile devices for their Prime Day purchases.

• Mobile apps processed 53.2% of all transactions during the sale window, totaling $12.8 billion
• This mobile-first approach reflects broader e-commerce trends where smartphones have become the primary shopping platform

AI’s breakthrough moment: Generative AI tools played an unprecedented role in driving traffic to retail sites.

• Traffic from AI chatbots and browsers to US retail sites jumped by a staggering 3,300%
• This massive increase signals a fundamental shift in how consumers discover and research products during major shopping events

Back-to-school boost: Seasonal shopping patterns significantly contributed to the record-breaking sales figures.

• Daily spending on school supplies like backpacks and calculators surged 175% compared to June 2025
• Dorm essentials including microwaves, mini fridges, and bedroom linens saw an 84% increase in spending

Influencer impact: Social media personalities and content creators drove substantial sales conversions.

• Influencer-converted shoppers were 10 times more effective than social media overall
• Affiliates and partners, including influencers and media publishing companies, contributed to 19.9% of total sales

What they’re saying: Amazon executives celebrated the milestone achievement and customer savings.

• “We’re thrilled to see record savings for our customers, who found great prices on the everyday essentials and products they love,” said Doug Herrington, CEO of Amazon Worldwide Stores, adding that this was the company’s “biggest Prime Day yet.”