That’s a Wrap on Prime Day. What the Numbers Show.

American households placed more than 150,000 orders over Prime Day, Numerator data suggests. (Justin Sullivan/Getty Images)

Americans spent the equivalent of what they would on two Black Fridays over the course of Amazon.com’s Prime Day event, ending the four-day shopping extravaganza on a high note.

U.S. retailers drove $24.1 billion in online spend from Tuesday through Friday, up 30.3% from 2024, according to new data from Adobe released Saturday morning. This is more than double the $10.8 billion that people spent on Black Friday last year, Adobe said.

Just how much individual retailers benefited from the shopping week is still up for debate. Amazon, the event’s pioneer, likely won big. Data-aggregator Numerator suggests a little over 52,000 households shopped on Amazon.com, placing more than 150,000 orders that averaged $53.34 each.

Amazon on Saturday said that Prime Day 2025 was its biggest Prime Day event ever, which saw record sales and more items sold during the four-day time period than any previous Prime event. The company recorded record sales. Independent sellers also achieved record sales and a record number of items sold, the ecommerce firm said.

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

But competitors like Walmart, Target, and Costco Wholesale put up a good fight by scheduling their own discounts events the same week, which skimmed off sales from Amazon.

“There was just a greater awareness about, ‘Oh, this is a shopping period,’ but I’m not sure if the spoils went to Amazon, or if they went to others,” said Deborah Weinswig, CEO of Coresight Research, a retail-focused research company.

Not only were more deals available across various retailers this year, but the four-day period gave consumers more time to do research and compare prices, which may have led them to make the final purchase on other retailers or decide against it altogether, Weinswig said. Data from Numerator found that over half of Prime Day shoppers compared prices with other retailers before placing their orders, and that 49% said they also planned to shop Walmart Deals this week.

Momentum Commerce, a company that manages Amazon sales for dozens of brands, such as Crocs and Therabody massagers, said its clients noticed that Prime Day spurred strong growth on other online platforms, a new trend this year.

That said, Amazon sales continued to be the highlight. The company expects revenue across its brands will increase 9.7% from last year across the four-day event, even though sales were soft the first and second day of the event compared with last year’s summer Prime Day event. Demand accelerated in the last two days of the 2025 bonanza, with sales up 165% year over year on Thursday alone. It’s worth noting that Prime Day only lasted two days last year.

Flywheel, another company that helps brands such as Fender guitars and Liquid I.V. sell on Amazon, said that the sales on the first three days of Prime Day 2025 surpassed the entire two-day event last year. (According to Numerator, Liquid I.V. packets were the third-most popular items sold on Amazon throughout Prime Day).

“With Prime Day 2025 spanning four days instead of two, what once felt like a flash sale became more of a browsing marathon,” said Mike Feldman, senior vice president of commerce at Flywheel.

The company’s data suggests that although people were exploring the deals on Tuesday and Wednesday, many waited until later in the week to pull the trigger.

“We’re seeing a surge in attributed sales as shoppers shift from browsing to buying, making their final moves before the clock runs out,” Feldman added.

Peak average discounts across all retailers ranged from 11% to 24% off an item’s listed price, Adobe found. The best sales were for apparel, electronics, toys, and televisions, which drove many shoppers to “trade up” to higher-ticket items, Adobe said, particularly electronics and appliances. Momentum Commerce said its brands’ discounts got deeper over the course of the week, which helped “prime consumers for a big shopping day on Day 4.”

Back-to-school items were also in hot demand, as were household essentials. Two-thirds of Prime Day items sold for under $20, Numerator found.

About two-thirds of people who shopped Amazon on Prime Day were highly satisfied with the deals, according to Numerator data, but Coresight’s Weinswig has another take on it. The Coresight data actually suggests that consumers found better prices elsewhere—which may end up hurting Amazon in the long run.

“I feel like it actually almost did them a disservice this year because it illustrated to the consumer pricing in a way I don’t think that they’ve seen it [before],” she said.

That said, Weinswig acknowledged that there are many metrics of success for a retailer like Amazon other than sales, such as membership sign ups, web traffic, and even advertising dollars streaming in from merchants that wanted their products highlighted through the event. And let’s not forget that Prime Day wasn’t a U.S.-only event—people in more than 20 countries were shopping the deals.

Historically, Amazon shares have gotten a slight lift following Prime Day, gaining an average of 1.11% the week after the event ends and 3.29% the month after, according to Dow Jones Market Data. The stock closed 1.2% higher on Friday, fueled by both Prime Day performance and two analysts’ price-target increases stemming from their optimism that the company still has ample growth opportunities in both e-commerce and cloud computing.

Write to Sabrina Escobar at sabrina.escobar@barrons.com