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Amazon Prime Day 2025: What to Know, Retailers Compete for ‘Summer Black Friday’

Prime Day 2025 is exclusive to Amazon Prime members.
Kelly McBride Ni
By
Kelly McBride Ni
Published: 7/8/2025, 11:47:37 PM EDT

Amazon’s 2025 Prime Day is officially underway, running from July 8 to 11. For the first time, the shopping event spans four full days.

Now in its second decade, Prime Day has become more than just an Amazon summertime promotion. This year is expected to have the highest ever in online spending, with retailers implementing AI shopping tools, and more retailers competing in what is being called “Summer Black Friday.”

Record Online Spending

According to Adobe for Business, U.S. retailers are expected to drive a record $23.8 billion in online sales during the Prime Day window, marking a 28.4 percent increase from last year. That’s $9.6 billion more than the same period in 2024.

“This is equivalent to two Black Fridays, which drove $10.8 billion in online spend during the 2024 holiday shopping season,” Adobe noted in its report, which analyzed over 1 trillion visits to retail websites, 100 million unique SKUs, and data across 18 product categories.

A key driver of this growth is mobile commerce. Adobe estimates that 52.5 percent of sales, or about $12.5 billion, will be made on mobile devices, with the remaining on desktops. “This continues to be a growth driver for U.S. retailers, with more impulse shopping happening on mobile devices,” the report states.

AI, Technology-Driven Shopping Trends

AI is also playing a growing role in how consumers shop. During the Prime Day event, Adobe expects traffic from generative AI sources to increase by 3,200 percent from last year, according to the report.
“While AI-driven traffic remains modest compared to other channels such as paid search or email, the growth shows the value consumers are seeing in leveraging AI to quickly find information on deals and product details,” according to Adobe, adding that in a survey of 5,000 U.S. consumers, nearly half of those surveyed used AI for research or product recommendations.

Retail Competition

While Amazon’s Prime Day has dominated headlines, Target, Walmart, and Best Buy are stepping up with their own events.

Target’s Circle Week, which runs July 6–12, offers savings of up to 50 percent on summer and back-to-school items. The retailer is also looking to reach teachers and students with exclusive discounts on memberships and storewide purchases.

“Target Circle Week is one of the biggest savings events of the summer, and it’s all about helping our guests get more of what they love for less— with can’t-miss deals, early access for Target Circle 360 members, and special offers just for students and teachers,” said Cara Sylvester, Target’s executive vice president and chief guest experience officer.

Walmart launched its Walmart Deals event on July 8, running through July 13 in both physical stores and online.

“From barbecues to back-to-school, we know this is a busy shopping season for our customers, which is why we’re excited to bring back the Walmart Deals event,” said Megan Crozier, Walmart’s US General Merchandise executive vice president

“We also know families are continuing to shop earlier for the new school year, so we’ve brought back deals on first-day essentials.”

Meanwhile, Best Buy is offering its own “Black Friday in July” promotion, focusing heavily on electronics, appliances, and home office gear.

Prime Day 2025 is exclusive to Amazon Prime members, which costs about $139 before tax annually. Amazon is offering new customers a free 30-day free trial.