Amazon Fall Prime Day Earns $24.1 Billion in Online Spending

The 2025 Prime Day event, which stretched to four days, saw US online spend reach $24.1 billion, similar to the reported Fall Prime Day figure, per Adobe Analytics (July 2025). This extended duration led to shifts in advertiser strategy; average daily ad spending decreased 26% year-over-year as brands spread budgets, even though total ad spending increased by 48% (Pacvue, eMarketer, July 2025). CPCs also fell by 10% for sponsored products and CPMs for aggregated demand sale prices dropped 23% during the first two days (Tinuiti, eMarketer, July 2025). Advertisers focused more spend on the later days to capitalize on potential impulse purchases as urgency for consumers was reduced. Skai's analysis of Prime Day 2025 indicated a 19.6% increase in first-half spend and nearly flat second-half spend, while clicks still rose 19.7%, attributing this to a 16.2% CPC drop (Skai, 2026). This suggests that advertisers are increasingly using AI-driven pacing strategies to manage budgets more effectively across multi-day events, moving spend towards retargeting in the latter half (Incrementum Digital, 2026).