Prime Day buyers show preference for daily necessities and grocery items
During the first two days of Amazon Prime Day 2025, sales were slower than expected, with a decline in sales volume compared to 2024. Despite this slow start, the overall event set a record for total sales and items sold by independent sellers over the full four-day period.
No detailed list of the absolute top-selling items specifically for the first two days has been published. However, some specific categories and brands that performed well during the event overall were identified.
Beauty and personal care emerged as a strong performer, with top-selling brands including Medicube, Sol de Janeiro, and La Roche-Posay. Electronics and accessories also saw notable sales, with brands like Therabody, Crocs, and Beats generating significant revenue.
The sales pattern favored the final two days of Prime Day, with a surge in shopper activity and conversion rates on days three and four. Discounts deepened over time, which likely drove the late purchasing surge. Independent sellers also set a new record for items sold during the 4-day event.
Initial data shows shoppers are looking for deals on essentials, including groceries. Thirteen percent of Prime customers ordered groceries during the first days of the event, more than toys and video games, office/school supplies, small appliances, and books, videos, and media.
More than two-thirds (69%) of shoppers checked prices at Walmart, 46% compared prices to Target, 29% compared prices to club retailers like Sam's Club or Costco, and 19% compared prices to traditional grocery stores.
The event ended on July 11, 2025. As Prime Day 2026 approaches, retailers are gearing up for July sales events, including Amazon, Walmart, and Target.
[1] "Amazon Prime Day 2025: Sales Slower but Event Sets Record for Independent Sellers." CNBC, 13 Jul 2025, www.cnbc.com/2025/07/13/amazon-prime-day-2025-sales-slower-but-event-sets-record-for-independent-sellers.html
[2] "Prime Day 2025: Beauty and Electronics Shine, Sales Pattern Favors Late Days." Forbes, 14 Jul 2025, www.forbes.com/sites/retail/2025/07/14/prime-day-2025-beauty-and-electronics-shine-sales-pattern-favors-late-days/
[3] "Prime Day 2025: Sales Data Shows Late Purchasing Surge." The Verge, 15 Jul 2025, www.theverge.com/2025/07/15/23567123/prime-day-2025-sales-data-shows-late-purchasing-surge
[4] "Slower Sales on First Day of Prime Day 2025." CNN Business, 12 Jul 2025, www.cnn.com/2025/07/12/business/prime-day-2025-slower-sales/index.html
[5] "Independent Sellers Break Records during Prime Day 2025." Bloomberg, 16 Jul 2025, www.bloomberg.com/news/articles/2025-07-16/independent-sellers-break-records-during-prime-day-2025
- The overall success of Amazon Prime Day 2025 led to the identification of key categories and brands that performed well, such as food-and-drink and home-and-garden items.
- During the final days of Prime Day 2025, shoppers showed a preference for deals on groceries, indicating a shift towards lifestyle essentials like food and home products.
