Amazon dominates shoppers’ minds when it comes to its annual Prime Day savings promotion period (July 8-11), despite other retailers also offering discounted deals.
Several retailers, including Argos, JD Williams and Boots, ran promotions to boost their own online sales during the Prime Day period. However, while they may have had sales success, new research suggests customers weren’t actively looking for such deals. Instead, it’s Amazon that dominates share of mind during the period.
In an analysis of 160 million online search queries across more than 100 retail sites during Prime Day 2024 and 2025, search and product discovery platform Constructor found that there was no increase in sales-related searches – such as ‘for sale’, ‘promo’ or ‘clearance’ on non-Amazon sites, during the period in either year.
This is in contrast to the wider industry Black Friday promotion. Across the same set of retailers, promo-related search activity jumped by 1.5x during Black Friday 2024.
Biggest Prime Day yet
Prime Day was first launched in July 2015, to celebrate Amazon’s 20-year anniversary. The 2025 event was Amazon’s longest yet, expanding from 48 hours of deals to 96 hours. “Amazon has built Prime Day into more than just a mid-summer promotion – it’s become a cultural event that rivals Black Friday in terms of visibility and shopper engagement,” says Nate Roy, strategic director of ecommerce innovation at Constructor. “And in recent years, with many retailers and brands launching their own major promotions during that window, the result is a July sales landscape that’s increasingly crowded and coordinated.”
“But despite these parallel efforts, the data shows that most shoppers aren’t trained to look for deals across other sites. Even though early sales results from other retailers have been promising, our data suggests that they have yet to fully capitalise on the opportunity – there’s still a lot of potential left on the table. To capture it, retailers need to find ways to increase awareness. It’s not enough to just run a sale; to maximise effectiveness, you’ve got to let people know it exists,” he says.
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