The Amazon Prime Day 2025 frenzy has subsided, and a fascinating trend has emerged from the noise. It’s not just about who is buying, but how they are buying.
As the data from the four-day event rolls in, we’re seeing a clear picture of the “Deal Detective” consumer in action.
Here’s the initial breakdown:
As expected, on Day 1 (Tuesday 8th July), traffic to Amazon’s website (+21%) and the Amazon app (+18%) were significantly up week-on-week, with the app attracting an additional 2.4m users. Traffic levels remained 15-30% higher throughout the four day event, but did slowly decrease as the sale progressed.
But it wasn’t a blind rush. We saw a corresponding spike in traffic to the MoneySavingExpert.com site (+26%) and app (+20%) who ran an article using Amazon price tracker CamelCamelCamel. Throughout the event the app saw an increase in daily audience of at least 20% compared to the previous week.
What does this mean?
Shoppers are savvier than ever. They’re using tools in real-time to ensure a Prime Day deal is a real deal. This offers an interesting insight into consumer behaviour: foregoing impulse buying for informed purchasing, even during high-pressure sales events.