Amazon’s 2025 Prime Big Deal Days offered an early read of consumer behavior for the upcoming holiday season and how brands should adjust to shifting expectations. PMG’s analysis of over 30 million Amazon US products showed a marketplace characterized by increased price sensitivity, measured spending, and growing demand for value, as shoppers become more selective.

Consumers are redefining value

Prime Big Deal Days sales increased 3% year-over-year, compared to 13% growth last year. However, unit sales rose 17%, indicating consumers are still buying but choosing lower-priced items. The average selling price of the 1,000 best-selling items on Amazon US during Prime Big Deal Days fell 4.7%, the largest drop since early 2024, while the average discount rate decreased from 28% to 24%.

Essential and affordable categories like Grocery, Clothing, and Beauty drove the most gains, while Electronics, Patio & Garden, and Video Games underperformed. This “trading down” trend reflects a broader recalibration of consumer priorities: people are stretching budgets, comparing prices, and delaying high-ticket purchases for everyday essentials.

The dual strategy that drove results

PMG data revealed that brands combining deeper discounts with stronger paid media visibility achieved the best results, even in a leaner discounting environment. The most successful brands offered discounts of 25% or higher, ideally 30% or more, while increasing their paid search presence by 10–30% during the event.

This combination of value and discoverability was strongly linked to higher revenue growth across categories, especially in Beauty & Personal Care, where increased paid visibility amplified the impact of competitive pricing. Price matters, but visibility will determine which brand ultimately captures the sale.

Planning for a longer, more competitive peak

These behavioral signals are shaping a longer, more complex holiday season. Recent sale events show consumers have spread out their shopping over a wider timeframe, reducing the impact of any day-one surge. The traditional “doorbuster” mentality has shifted to a deal vigilance mindset, where shoppers monitor prices and buy when the value feels right.

To win in this environment, brands should:

• Seed demand early, using upper-funnel media to build familiarity ahead of peak conversion periods.
• Sustain promotions longer with shallower discounts to maintain attention share across the extended season.
• Prioritize products with clear price advantages versus competitors and allocate spend accordingly.

Holiday 2025 will reward brands that think beyond short-term spikes. Now, success depends on integrating pricing, media, and timing strategies to meet consumers throughout their journey, and sustaining visibility and value long after the initial sale.