Amazon has reported its “biggest ever” Prime Day event, generating record sales and helping customers “save billions” on deals across its four-day discounting bonanza.

The online giant said this year’s Prime Day was “bigger than any previous four-day period” that included a Prime Day event. Generating record revenues, Ring doorbells and HD Fire Sticks were two of the best-selling items.

“This year’s extended Prime Day delivered incredible savings to our members across millions of deals,” Doug Herrington, CEO of Amazon Worldwide Stores, said. “We’re thrilled to see record savings for customers, who found great prices on the everyday essentials and products they love.”

Equivalent to two Black Fridays

Ahead of the event, predictions from Parcelhero had forecast that the four-day Prime promotion – the first time the discounting bonanza had spanned a four-day period – would generate over $21.4billion globally and nearly £2billion in UK sales.

Meanwhile, Adobe went further, suggesting that this year’s Amazon Prime Day could be “equivalent to two Black Fridays.” It predicted the event could lift U.S. online sales to an estimated $23.8billion, a rise of +28% compared to the same period last year (08 – 11 July).

Data from Google Trends, which monitors keyword search instances, also showed that searches for Amazon Prime Day in the UK rose x9-fold week-on-week (01 July vs 08 July 2025).

However, insight from Momentum Commerce suggested that in the first four hours of Amazon Prime Day, sales were -14% lower than at the beginning of last year’s event. The slower start was prompted by shoppers holding out for deeper discounts during the latter days of the event, with the longer four-day format flattening early demand.

AI-powered deal discovery

Adobe also noted that budget-conscious consumers had adjusted their shopping habits during Amazon Prime Day 2025, increasingly using generative AI (Gen AI) to find deals.

Prime Day 2025 was enhanced by tech-supported shopping experiences, including Alexa+, Amazon’s personal assistant, its AI-powered shopping assistant, Rufus, and AI Shopping Guides.

Amazon said these features helped customers “easily discover deals and get product information”, complementing its fast, free delivery offering.