Prime Day buyers show preference for everyday essentials and grocery items
Amazon Prime Day 2025 Breaks Sales Records Across Multiple Categories
Amazon's annual Prime Day event, which took place from July 7th to July 11th, 2025, has come to a close, and the results have been nothing short of impressive. This year's event, extended to four days, generated approximately $24.1 billion in U.S. e-commerce sales, equaling Black Friday and Cyber Monday combined from the previous year.
The event saw strong sales across various categories, with household essentials, apparel and shoes, health and wellness, and beauty and cosmetics being the highest-performing categories. Here's a closer look at some of the top-selling items and the categories that performed exceptionally well:
Top-Selling Items
- Ring Battery Doorbell - Home Security
- Fire TV Stick HD - Electronics
- Millions of Alexa-enabled devices - Smart Home Devices
- Apple AirPods Pro 2 - Electronics
- BIODANCE Bio Collagen Deep Mask - Beauty
- Dawn Platinum Powerwash Dish Spray - Household Essentials
- Kids' apparel - Apparel
- Home security products - Home Security
- TVs - Electronics
- Headphones and speakers - Electronics
- Fitness equipment - Fitness/Lifestyle
- Small kitchen appliances - Household Appliances
- Groceries (e.g., ice cream, fresh produce) - Groceries
Categories with Notable Sales Growth
- Electronics: Smart home devices, headphones (Apple AirPods Pro 2), TVs, and speakers saw significant sales boosts.
- Beauty: Skincare products were among the high movers.
- Household essentials: Cleaning supplies and dish sprays were popular purchases.
- Kids' apparel: Saw a remarkable 250% sales increase.
- Home security products: Increased by 185%, reflecting heightened interest in family safety.
- Fitness equipment and small kitchen appliances: Grew 80% and 90% respectively, highlighting consumer focus on lifestyle and routine improvements.
- Groceries and everyday consumables, especially through Whole Foods and Amazon Fresh, showed strong sales gains.
In addition to these top-performing categories, grocery deals at Whole Foods and Amazon Fresh were prominently featured, with discounts on ice cream, frozen desserts, and fresh produce.
Shoppers increasingly used AI tools for shopping assistance during Prime Day 2025, with Amazon's conversational AI chatbot "Rufus" influencing product discovery and decision-making.
Prime Day shoppers were also found to be price-conscious, with 57% of them comparing Amazon's prices to other retailers before making a purchase. More than two-thirds (69%) 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 average Prime Day spend per order was $57.12, with more than a third (35%) of orders being placed for $20 or less.
This range of top-selling items and rising categories shows Prime Day 2025’s broad appeal across tech, lifestyle, home, and grocery sectors.
Food-and-drink sales grew notably during Prime Day 2025, with ice cream and fresh produce being particularly popular items at Whole Foods and Amazon Fresh. The home-and-garden category also performed exceptionally well, as small kitchen appliances and fitness equipment saw a 90% and 80% increase in sales respectively, indicative of consumers' focus on improving their lifestyles.
