They surprised everyone by expanding Prime Day 2025 to a four-day event, up from the usual two.
Here are the things that happened:
- It shaped how consumers shop and how brands needed to show up.
- Prime Day 2025 delivered solid results, with a 70% increase in revenue compared to 2024.
- Day 1:
- CPCs were up year-over-year, but conversion rates didn’t match.
- Aggressive spending early in the day didn’t pay off. Brands needed to adjust midday to maintain efficiency.
- Days 2 and 3:
- Revenue pacing declined.
- Shoppers showed less urgency to check out.
- Day 4:
- It started similar to Day 3, closed out stronger but without the typical end-of-day spike we’ve come to expect.
- Overall, Day 4 finished above Day 2 but still felt subdued compared to past Prime Day finales.
Lesson:
With an extended sale window, shoppers took longer to decide, meaning retargeting and clear messaging were key, and brands couldn’t rely solely on their Prime Day discounts.
Day 1 mattered most!
Despite the longer event, Day 1 drove the bulk of revenue volume for Pilothouse-managed brands.
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