Big numbers for Amazon’s summer Prime event. UK online spending hit £2.08 billion during the retail giant’s first ever four-day (8-11 July) shopping event, almost doubling the spend of 2024’s Black Friday, according to Adobe Digital Insights.
The event also included a record £676.5 million on Day 1, making 8 July the strongest online spending day in the UK in 2025 so far, the report noted.
Compared to the two-day Prime Day event in summer 2024 and the following two days, this added up to an 11.1% year-on-year increase.
While top of the category spending was home items (98%) and computers (82%), kid’s apparel came in just behind, up 76% year-on-year.
On the savings front, apparel topped the list (with prices down 17% on a year ago).
However, online shoppers took advantage of deep discounts as an opportunity to purchase more expensive items for the home. The share of goods sold from the most expensive quartile of products was up 32% on average (compared to the year-to-date average) across categories including appliances, furniture, home and garden, and tools and home improvement.
Lead analyst at Adobe Digital Insights, Vivek Pandya, said: “The success of the Prime event shows that UK consumers are still quite price-sensitive and eventised shopping moments with competitive discounts continue to hold strength in unlocking strong levels of growth.
“Following a difficult first half of the year where consumers reined in discretionary spending, these figures will be welcome news to the retail sector who will be hoping that this period will mark the start of more summer spending,” she added.
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