Prime Day 2025: What it really told us about how people shop

Prime Day started as a day of deals: a digital stampede of timers, discounts and one-click purchases. But this year, something shifted. It’s not just the size of the event that’s changed, but the behavior behind it.
Yes, the numbers were big. Prime Day matched Cyber 5 in total U.S. revenue for the first time, pulling in $14 billion. That alone is a retail milestone. However, what matters more is how people moved through the event: how they chose to shop, or not shop, and why they make these decisions.