Prime Day Deals vs Non-Deals: Top-Line Overview

Prime Day 2025 delivered strong results across the board, but deal-tagged products clearly led the way. Interestingly, the biggest spike in sales came on Day 1, as shoppers jumped on early offers and high-demand items right out of the gate.

Products featured as official deals saw 3–5x lifts in sales, thanks to strong visibility, sharp pricing, and time-limited messaging. This year, we also noticed that brands were much more selective and strategic with the products they discounted, prioritising items with better margins and sell-through potential.
Non-deal products still saw modest uplift (1.2–1.5x) across key categories like household essentials and consumables. In many cases, the halo effect from promoted items helped drive attention to the rest of the catalogue.

All in all, while deals clearly stole the spotlight, non-deals still played a role, especially for brands who planned around cross-promotion and visibility.

We’re still working through some of the data and will share further insights as we uncover them.