Melbourne – July, 2025
Australian consumers participated in Amazon Prime Day 2025 in greater numbers than ever before, with a 128% increase* in first time customers according to global ecommerce accelerator Pattern. New data also highlighted Prime Day’s growing reputation as a nationwide ecommerce event, with 93% of the top 100 brands on Amazon Australia participating with special offers.
“Prime Day 2025 has firmly cemented itself in the Australian retail calendar, not just for consumers but also for established and emerging brands,” said Merline McGregor, Managing Director of Pattern Australia. “What’s most notable this year is the extent of consumer and brand participation. Even brands that dominate their categories and historically avoided discounting are now engaging, recognising Prime Day as an opportunity to be discovered by new consumers, capture high-intent traffic, defend market share and build momentum heading into the second half of the year.”
Beauty category leads, evening hours deliver peak sales
Beauty emerged as the standout category for 2025, with brands seeing performance increases of between x3 and x5 compared with typical results. Even brands without active deals experienced strong triple-digit growth, as the halo effect of marketplace traffic lifted overall performance.
“When millions of Australians are shopping on Amazon at the same time, the entire marketplace benefits,” said McGregor. “That’s why smart brands (whether running deals or not) prioritised being visible through targeted advertising and stock readiness.”
Consumers showed a strong preference for shopping in the evening, with 7pm to 11pm accounting for nearly 30% of total daily performance. Day one also proved to be the most lucrative, with advertising sales exceeding the combined totals of day two and three as shoppers rushed to secure the best deals early.
Higher conversion rates signal greater consumer confidence
While average basket size held steady, conversion rates for brands participating in Prime Day jumped 55%, suggesting that shoppers came into Prime Day with clear intent to purchase, rather than browse.
“Shoppers know what they want from Prime Day. They come prepared to buy, making this event extremely efficient for brands who have their inventory, listings and ad strategy locked in,” McGregor said. “It’s a testament to how the Australian market is evolving and shows that Prime Day is now driving conversions, not just curiosity.”
Ad budgets shift, but costs climb
Given the success of previous Prime Day events, brands significantly increased their advertising investment in 2025. Budgets for Prime Week now surpass those allocated for Black Friday and Cyber Monday. Sponsored product ads proved to be the most effective channel, accounting for approximately 80% of all ad-attributed sales.
Competition was also very strong. Sponsored brand campaigns saw average cost-per-clicks rise by 47% compared to the week prior as brands competed heavily for top-of-page placements.
“There’s no such thing as business-as-usual advertising during Prime Week,” said McGregor. “Where and how you invest your budget over the week is also just as important as the size of your budget. For instance, we saw fatigue set in by the weekend, with no major bounce-back in ad performance on Saturday. That suggests brands should consider pausing retargeting after Day 3 and shift their focus to prospecting and final-day urgency messaging.”
The brands that come ready to win, do
Australia’s strong Prime Day results reinforce the sales event’s growing strategic value to brands looking to grow business and visibility.
“Prime Day is the ideal moment for brands to put their products in front of an engaged, high-converting audience,” McGregor concluded. “Analysis from this year shows that the brands that succeed are the ones that come prepared with the right inventory, the right advertising strategy and collaborate with accelerators like Pattern to maximise their impact.”
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*Based on aggregated performance data from Pattern’s Australian marketplace clients, where Pattern is the number one 3rd party seller on Amazon.
