Last year, while Amazon didn’t disclose the total number of items sold, it did note that independent sellers “sold more than 200 million items during the Prime Day event.” In 2023, Prime members “purchased more than 375 million items worldwide.” In 2022, that number was more than 300 million, and in 2021, it was north of 250 million.
But this year, what stood out to this longtime Amazon watcher is that the company didn’t disclose anything about the number of items sold. The last time it made that choice was 2020, when nothing normal was happening anywhere in the world, and Prime Day was moved from summer to October. Before that, you have to go back to the second-ever Prime Day in 2016 to find a wrap-up that didn’t provide any update on the number of “units” sold.
When asked about this year’s missing metric, Amazon spokesperson Jessica Martin pointed Fortune to an Amazon blog post that shares facts about historical Prime Day events, but otherwise declined to comment on the absence of specific product sales tallies for 2025.
We’ll see if Amazon provides any more details in future earnings reports later this year. Until then, the missing metric raises questions about just how successful Prime Day really was.
