Amazon Enters Prime Day 2025 on Uneven Footing

Ahead of this year's extended four-day event, Amazon's performance signals are mixed. While the US remains steady with good year-on-year growth in units sold and revenue (Jan 25 - May 25), key European markets like the UK and France are trending downward.

Web traffic is falling across all three markets, but app usage continues to grow – marginally offsetting the web declines but not wholly.

In Europe, inflationary pressure and growing demand for low-cost alternatives are fuelling consumer migration to platforms like Temu and AliExpress.

We may see similar dips in Prime Day engagement, with the four-day extension likely in part aimed at cushioning the impact.

This chart is excerpted from Similarweb's report on Prime Day 2025