The longest Prime Day in history officially ended on July 14. This four-day event shattered Amazon's previous sales records, with third-party seller revenue and order volume also hitting new highs. However, seller outcomes were polarized—some proudly shared their sales explosions, while others saw profits plummet. This article dives into the key category trends, explores the performance gap, and presents how small sellers can use tools like ZiBird to stay competitive.
1.Prime Day 2025 Recap
Amazon Prime Day is an annual shopping event exclusive to Prime members, offering massive discounts across categories like home goods, beauty, electronics, and fashion.
1.1 When Was Amazon Prime Day 2025?
The 2025 event kicked off at 12:00 AM PDT on July 8 and lasted until midnight on July 11, making it the longest Prime Day in history—a full 96 hours of exclusive deals.
1.2 Are Prime Day Deals Only for Prime Members?
Yes. Only paid Amazon Prime members are eligible for all Prime Day promotions. As of 2025, Amazon has over 200 million Prime subscribers globally.
2.Prime Day 2025 Highlights
2.1 Deal Types
This year’s deal formats included:
- Prime Exclusive Discounts
- Lightning Deals
- Bundled Offers
- Prime-Only Flash Sales
- Prime Coupons
Sellers needed to prepare early by submitting deals and securing inventory.
2.2 New Format: “Today’s Special”
Amazon introduced a rotating daily deal feature with themed offers updated every 5 minutes to increase consumer excitement and engagement.
2.3 Featured Brand Discounts
L’Oreal: up to 20% off
JBL Wireless Headphones: 30% off
Fire HD Tablet: 50% off
iPad Mini: 27% off
3.Prime Day 2025 Performance Overview
3.1 Record-Breaking $24.1B in Online Sales
According to Amazon and Adobe Analytics, U.S. online sales during Prime Day (July 8–11) reached $24.1 billion, a 30.3% YoY increase.
Mobile accounted for 53.2% of transactions, totaling $12.8 billion in spending.
Consumers saved over $1 billion across 35+ product categories.
3.2 Trending Categories
Compared to June 2025, sales saw the following growth spikes:
Kids’ apparel: +250%
Home security: +185%
Refrigerators & freezers: +160%
Back-to-school supplies: +84%
Dorm essentials: +175%
Category shifts were also influenced by upcoming back-to-school needs and tariff concerns.
3.3 Top Seller Insights
Europe:
Total sales up 124% YoY
Italy +302%, UK +244%
Roborock QV 35A ranked #1 in three vacuum categories in Germany; also top in Italy
North America:
Sales up 42%
Floor cleaners surged +661%
Roborock Q7 M5+ topped commercial indoor robot sales
Roborock QV 35A ranked #8 in all product GMV
Australia:
GMV rose 167%
Qrevo L led high-end cleaning appliances
Leading brands like JMGO (projectors) and Rock Studio (kitchenware) reported 4x and 450% sales growth, respectively. However, Amazon did not disclose precise GMV, signaling a more complex seller landscape.
4.Seller Performance Polarization
4.1 Winners and Losers
Large brands thrived and showcased impressive performance.
Mid-tier sellers with moderate resources also saw modest gains.
Smaller sellers without brand strength or operational depth struggled with high advertising costs and shrinking profit margins.
4.2 Root Causes of Divergence
Key reasons include:
Mandatory Discounts: Amazon enforced minimum discounts of 20% (some even 30%), which significantly compressed seller margins.
Extended Campaign Duration: While the 4-day window offered longer ad runs, it also diluted traffic and increased ad spend, benefiting brands with larger budgets.
Cross-Platform Competition: Temu, Walmart, and TikTok Shop ran competing campaigns, diverting traffic and increasing market pressure on Amazon sellers.
5.Navigating the 7-Day “Post-Promo Cooldown”
5.1 Emerging Challenges
Post-Prime Day, many sellers reported being notified that ASINs participating in Prime deals (Manual BD, BD, LD) must pause all promotions (coupons, PED, price discounts) for 7 days.
While this “cooldown” policy hasn’t been officially confirmed by Amazon, multiple account managers have acknowledged it during seller inquiries.
This creates new issues:
- Post-hype drop in conversion rates
- Reduced ROAS and higher CPC
- Stock imbalances and return risks
5.2 3 Tactics for Maintaining Post-Prime Sales
5.2.1 Smart Inventory Strategy
Rebalance hot vs. slow-moving SKUs
Replenish potential winners in small batches
Flag high-return-risk categories for caution
5.2.2 Target “Delayed Purchase” Keywords
Capture late-stage buyers with intent-driven queries like:
“Best Prime Day alternatives 2025”
“After Prime Day deals”
“Still in stock [product]”
5.2.3 Retargeting Through Social Ads
Re-engage users who:
Clicked but didn’t purchase
Abandoned their carts
Engaged on TikTok but didn’t convert
Use TikTok, Meta, and YouTube for precise remarketing to boost conversions.
6.ZiBird: A Strategic Weapon for Multi-Account Sellers
As small and mid-sized sellers navigate higher costs and fierce competition, “multi-store matrix operations” emerge as a survival model.
6.1 What Is a Store Matrix Strategy?
Operate multiple independent Amazon stores simultaneously to:
Run pricing A/B tests
Diversify risks
Share traffic across stores
It’s not about mass listing but building a flexible, scalable ecosystem.
6.2 Operational Risks
- Device Fingerprint Linking: Using one computer for multiple stores can trigger bans
- IP Linking: Shared IP = high-risk
- KYC Info Duplication: Shared registration details can cause suspension
- Team Collaboration Issues: Global teams may trigger risk during logins and switches
6.3 ZiBird’s All-in-One Solution
ZiBird is a browser solution tailor-made for eCommerce sellers, offering:
Isolated Browser Environments
Each store runs in its own containerized environment with unique fingerprints (resolution, OS, fonts, Canvas, etc.)—eliminating device link risks.
Verified Residential Proxy Network
Each store is matched with a clean, verified residential IP. Supports cross-country operations in compliance with Amazon’s regional rules.
Team-Based Access Control
Create a team in ZiBird, assign store-level permissions, and manage all stores collaboratively without risk.
Affordability for SMBs
ZiBird’s virtual browser is free. Users only pay for network services—perfect for sellers shifting from single-store to matrix models.
7.FAQ
Q: When is the next Amazon Prime Day?
A: Expected in mid-July 2026.
Q: How to become a Prime member?
A: Visit Amazon.com → Click on Prime → Subscribe and pay.
Prime Day is not the finish line, but a strategic checkpoint in your annual operations.
To survive in a hyper-competitive landscape, sellers must break free from single-store mindsets, adopt matrix models, and leverage tools like ZiBird to scale sustainably and securely.