(Event period: July 8th - 11th, extended to 4 days for the first time in history)

I. Overall sales: The official claim is that it has reached a new high, but the data is inconsistent

Official battle report: Record growth

Amazon announced it as "the biggest shopping event ever", saving members billions of dollars

Independent sellers achieve "record-breaking sales and the number of goods sold"

Best-selling categories: Electronic products, home goods, beauty products (such as Dyson, Apple AirPods, Medicube masks) and fresh produce (half price on ice cream at Whole Foods Market)

2. Third-party data: Cold on the first day, but rebounded later

First-day decline: Sales in the first 4 hours dropped by 14% year-on-year (Momentum Commerce data), and overall sales on the first day decreased by 35% year-on-year

Later reversal: Sales on the third day soared by 165% year-on-year, and the average daily sales over the first three days were 506% of the normal level

Total scale controversy: Adobe predicts that the full-period sales may reach 23.8 billion US dollars (up 60% year-on-year), while Amazon has not disclosed the specific GMV

Total scale controversy: Adobe predicts that the full-period sales may reach 23.8 billion US dollars (up 60% year-on-year), while Amazon has not disclosed the specific GMV

Ii. Platform Competition: The price war among multiple platforms is heating up

1. Besieged by external platforms

TikTok's US region promotion (July 7th - July 19th), Walmart's "6-day Sale", and Temu have simultaneously launched discount wars

Diversion impact: Orders for furniture and electronics categories dropped by more than 10% year-on-year, and consumers' price comparison behavior intensified

2. The cost of competing for traffic has soared

The CPC (cost per click) for in-site advertising has risen by 30% to 50%, with some categories reaching historical peaks

The seller's advertising investment has increased to five times that of a normal day, but the order volume has only doubled

Iii. Seller's Dilemma: Double Squeeze of Profit and Exposure

1. The discount threshold is dynamically upgraded

The mandatory discount rate has been raised from 20% to 22%-30%, and the price has been adjusted multiple times within half an hour

Sellers who fail to meet the standards are kicked out of the main promotion venue, and their BD logos frequently become invalid

2. The differentiation among seller groups has intensified

Local sellers: Maintain limited discounts to obtain stable traffic

Non-local sellers: Discounts have been raised to 30%-50%, and some sales figures are only one fifth of the same period last year

3. Inventory and cost pressure

Redundant inventory is turned over through TikTok traffic diversion and the clearance section of Amazon Outlet

Storage fees are high, and the bulk clearance plan's recovery price is only 5% to 15% of the original selling price

Iv. Amazon's Response: Strategic Adjustment and Technological Empowerment

1. Hidden prices at the main venue

The Deal tag product hides its price for the first time, weakening the price comparison behavior

The back-end has tightened price reviews, leaving sellers in a dilemma of either "reducing prices to gain exposure" or "preserving profits at the expense of traffic"

2.AI tools enhance the experience

Launch the next-generation AI assistant Alexa+, shopping assistant Rufus and AI shopping guide

3. Extend the activity to dilute consumption

The 4-day cycle disperses purchasing power. The traffic on the first day increases by 50%, but the explosive power weakens

V. Subsequent Impacts: The back-to-school season becomes a crucial battlefield

After the major promotion, 70% of the sellers saw a sharp drop in traffic, with their keyword rankings dropping by an average of 3 to 5 places per day

Sellers turned to the "back-to-school season" (late July to early August), and the weekly growth rate of the schoolbag category reached 12%

Off-site traffic diversion strategies (TikTok's three-level account structure and Deal tiered placement) have become the core for maintaining stability

Summary: The crossroads of differentiation and transformation

Prime Day 2025 reveals the new Normal of e-commerce promotions:

1. Extending the cycle dilutes the explosive power, and the multi-platform battle intensifies the internal competition

2. The profit margins of sellers are being systematically squeezed, and the survival pressure on small and medium-sized sellers is becoming more prominent

3. Future growth will rely on the back-to-school season to take over, cross-platform collaboration (such as TikTok traffic diversion), and the refined operation of AI

4. The effect of Amazon's "Hidden price" experiment in reshaping consumer mindset remains to be seen