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By Mansour Norouzi · October 13, 2025 · Curated by George's Blog
Fall Prime Day 2025 is officially over.
We pulled together some quick insights across 100+ brands in the U.S. to see how it compared to last year 👇
When comparing Prime Days vs. the 30-day pre-event average, here’s what stood out:
â– YoY growth slowed:
The 30-day pre-Prime period grew +16% YoY, while the 2-day Fall Prime Days only grew +7.8%.
â– Day-to-Day performance:
Typically, Day 2 outperforms Day 1 during Fall Prime Day. This year, they were almost identical — just a 1% gap between them.
â– Engagement vs. conversion:
Despite higher sessions, we saw lower order growth and a drop in conversion rate.
Likely reasons:
➤ Shoppers were more cautious with spending.
➤ Some brands didn’t run deep discounts, so fewer strong deals.
Overall, there was still YoY growth — but this Fall Prime Day felt slower and more cautious than previous ones.
Does this align with what you’ve seen in your brand’s data?