But some of the details, and a lot of the external environment, have dramatically changed since.
In conversations with Fortune, sellers have relayed two main strategies. Some will discount as normal to drive top line sales that can increase cash flow and boost Amazon rankings. Others plan to play it safe amid tariff and profit-margin pressure but know they risk losing out on increased sales volume and getting a leg up on competitors.
For Amazon customers, there’s a new calculus as well. Some will ponder whether now is the right time to cash in on deals—perhaps doing some early back-to-school shopping—before future tariff pressure potentially leads to inflated prices. President Trump has said that most “reciprocal” tariffs will now go into effect in August instead of this month. It’s the latest curveball for U.S. businesses waiting, and hoping, for some level of stability and predictability.
Overall, Adobe is still predicting that online sales on Amazon and beyond—many top retailers run discount promotions online the same week as Prime Day—will increase more than 28% over last year during the same July 8 – July 11 timeframe. That’s a notable sales bump for a US e-commerce industry that has typically been growing less than 10%.
But with so much uncertainty hanging over consumer brands and over consumer spending right now, Prime Day 2025 feels like the most unpredictable Prime Day ever.
