Amazon may have stretched Prime Day over four days this year, but the benefits haven’t just been theirs. New data from ecommerce provider Visualsoft reveals how the wider retail landscape continues to see major sales uplifts during the Prime Day window – with 2025 being no exception.
Drawing on ten years of data across sectors and sales channels, Visualsoft’s insight confirms what many retailers have suspected: Prime Day has become a retail moment in its own right. Consumers are primed to shop – and brands that align their own offers accordingly are seeing clear returns.
In 2025, Visualsoft recorded standout revenue surges across several key categories:
- Office & stationery sales leapt +140.3% on day three of Prime Day
- Music rose +53.8% on day one
- Flooring, rugs and carpets spiked +33.7% on day one and +28.7% on day three
- Pet and equine products increased +27.4% on day two and +17.4% on day three
- Lighting lifted +27.3% on day one and +52.6% on day four
- Lingerie climbed +35.0% on day two
The average uplift across these top-performing categories for Prime Day 2025 is +53.8%.
These gains reflect not just Prime Day’s halo effect, but retailers’ growing confidence in running parallel promotions – often launching early or extending discounts beyond Amazon’s window to capture additional spend.
When averaged across the last ten years (2016–2025), the data reveals consistent growth for the top-performing categories:
- Lighting: +75.3% average uplift
- Sports, outdoors and recreation: +43.7%
- Pet and equine: +42.6%
- Music peripherals (e.g. speakers, headphones): +42.5%
- Lingerie and underwear: +41.6%
- Opticians and eyewear: +39.5%
- Office and stationery supplies: +35.4%
So the total average uplift across these seven top-performing categories during Prime Day over the past decade is +45.8%.
Prime Day isn’t just Amazon’s anymore. It’s a consumer cue to spend – and our data shows shoppers aren’t limiting that to one platform. Brands that prepare well and time their offers right are seeing results that rival Black Friday. This year’s data shows that when retailers think smart, they don’t just compete with Prime Day – they benefit from it.
– Chris Fletcher, CEO, Visualsoft
As more consumers use price comparison tools and become savvier about where to shop, many are opting to buy direct from trusted brands. This shift gives retailers a chance to offer better value, retain margin, and deepen customer relationships – all while riding the same surge in shopping intent.
Prime Day 2025 also hints at a broader behavioural shift. Where previous years saw indulgent, impulse-driven buys, 2025’s uplifted categories suggest a more functional, value-led mindset: think practical upgrades for the home, wellbeing essentials, or quality-of-life boosts for pets.
Visualsoft’s advice to retailers? Be ready. Prime Day may technically belong to Amazon, but the opportunity belongs to anyone with a relevant offer and smart timing.
