Key stat: 41% of US Amazon Prime members will spend more time shopping on Amazon due to a longer Prime Day event this year, according to May 2025 data from Tinuiti.

Beyond the chart:

• 14% of members will shop around on other sites and apps more—good news for retailers like Walmart and Target who are hosting their own sales events.
• Ecommerce spending across all US retailers during last year’s Amazon Prime Day reached $14.2 billion, up 11% YoY, according to Adobe Analytics.

Use this chart: Retail marketers should prep for a longer window of heightened consumer intent. Consider staggering deals to maintain engagement, increasing ad spend and retargeting mid-event to capture late buyers, and streamlining UX to accommodate more browsing time.

Related EMARKETER reports:

• Amazon Prime Day 2025 (EMARKETER subscription required)
• US Amazon Ecommerce Forecast 2025 (EMARKETER subscription required)

Methodology: Data is from the May 2025 Tinuiti "2025 Amazon Prime Day Study." 1,002 US Amazon Prime members were surveyed during May 6-9, 2025.