Believe it or not, Amazon did not get the largest piece of the Prime Day pie.
By now, you’ve likely heard that Amazon Prime Day 2025 exceeded expectations, which, at first glance might seem obvious, given that the massive online retailer extended Prime Day from two days to four this year. However, even with an extra 48 hours factored in, predictions were surpassed.
Case in point: Adobe Analytics’ pre-Prime Day estimate was $23.8 billion in sales for the four-day period of July 8-11, 2025. And the actual? $24.1 billion.
But those billions weren’t only generated by Amazon. In fact, according to Momentum Commerce, Amazon US earned about $750 million in sales while the remainder was generated by e-commerce sales from non-Amazon U.S. retailers during the same period. And wait, there’s more.
That $24.1 billion in total revenue over Prime Day reflects a 30.3 percent year-over-year (YoY) increase and is the equivalent of “more than two Black Fridays,” per Adobe, as quoted in a USA Today writeup. And that’s no exaggeration, with 2024’s Black Friday season bringing in $10.8 billion in total revenue.
How can you get a piece of that pie?
Digital Advertising and Mobile Optimization Boost Sales
During the four-day promo period, consumers were in full-on shopping mode. As the data implies, retailers who tapped into the Prime Day hype were rewarded by pushing competing promotions — especially those able to leverage digital advertising to boost sale visibility and brand awareness.
Adobe research also found that over half of consumers (53.2 percent) who shopped the sales purchased via mobile device, which also accounted for over half of the total revenue ($12.8 billion).
GET HELP with your digital advertising strategy and mobile optimization.
What Did Consumers Purchase During Prime Day?
According to Adobe, they purchased a lot. Here’s a breakdown of a few major categories that saw YoY increases across the total retail sales for the Prime Day period.
- Home security products (+185 percent YoY)
- Refrigerators & freezers (+160 percent YoY)
- Headphones & speakers (+155 percent YoY)
- Computers (+125 percent YoY)
- Smartphone accessories (+120 percent YoY)
- Storage furniture (+120 percent YoY)
- Televisions (+90 percent YoY)
- Small kitchen appliances (+90 percent YoY)
July 4th Promotional Period Results for NMG Members
Of course, we can’t talk about July sales without mentioning that other major promotional period — July 4th. This year’s Independence Day sales window overlapped with the first two days of Prime Day, covering June 18 – July 9.
Like Memorial Day, the actual weekend of July 4th was down YoY. However, NMG members were up 10.4 percent in volume and saw a 1.6 percent unit increase across the full three weeks — including both online and in-store sales. This puts NMG dealers up 14 percent year-to-date (YTD), whereas the total industry is sitting about flat YTD.
And, in line with other promotional periods this year, duress drove sales with 70 percent of customers purchasing one unit. This trend continues to prove the value of NMG’s unique single piece rebate strategy, designed to help close the deal for shoppers with a last-minute or urgent need.
Independent Retail E-commerce Wins for the July 4th Period
Looking at e-commerce performance alone, NMG retailers were up 16 percent YoY in orders and up 36 percent YoY in revenue, with refrigeration and laundry having the highest share of sales. Members also saw a 40 percent increase in click-through-rate with targeted marketing campaigns and exclusive promotions.
The full PriMetrix-powered NMG member report for the July 4th promotional period is available on MemberNet. Click here to access the report. (MemberNet login required.)
