Marketplace advertising platform Pacvue reported a set of preliminary sales data from Prime Day 2025. Prime Day occurred July 8-11, the first time Prime Day, which had been a two-day event since 2017, lasted four days. Pacvue analysis indicates Amazon’s move to a four-day sale closed on a generally positive note, with total sales and ad spend up year-over-year. Data collected by Pacvue includes: Year-over-year total brand average sales were up 34% compared to the 48-hour Prime Day 2024. Year-over-year total ad spend was up 48%. However, year-over-year average daily spend was down 26% as brands spread budget across more days and average daily sales dropped 33% compared to the prior year’s Prime Day event. Despite slower sales growth tracked by Pacvue during the first two days of the event compared to the prior year prior (as predicted given the 2025 sale period was twice as long), strong performance during the second two days drove sustained sales volume. Pacvue’s hourly sales and spend data indicates customers favored early morning shopping on the first day and a final push during the evening of the fourth day (Friday, July 11), with consistent mid-day shopping behavior for days two and three. From an advertising perspective, Pacvue says most companies approached the four-day window with measured investment, prioritizing Amazon as their key channel while still maintaining visibility on Walmart and Target.