Amazon’s 2025 Prime Week generated a 6% uplift in total Ordered Revenue for Marshall Managed Brands, outperforming the combined weekly results of last year’s event. The performance reinforces the value of extending the event’s duration – suggesting that more shopping days can translate to greater revenue potential. This analysis is based on a review of approximately 40 Amazon brands, representing $25M in weekly GMV.
Key Takeaways:
2025 Prime Week: July 6th – 12th | 2024 Prime Week: July 14th – 20th
Beyond the Topline Metrics, Five Core Drivers Stood Out on Amazon:
FIRST: Significant increase in ad spends & CPC declines played a major role in performance. Our brands leaned heavily into paid media, and that investment paid off—ad-driven sales rose meaningfully YoY, contributing to 60% of the total YoY sales increase. The strong lift in media efficiency helped capture heightened demand during the extended event. While overall sales improved, the proportion attributed to advertising rose by 600 basis points YoY—indicating increased reliance on paid media.
Amazon CPCs decreased by $0.20 compared to last year’s Prime event, driven primarily by reduced spend or full exits from several China-based brands. These brands, which either held a small share of voice or relied heavily on Sponsored Products for high visibility, played a much smaller role this year. The shift likely reflects broader challenges such as inventory constraints and rising tariff-related costs.
SECOND: Traffic remains a key concern, with YTD traffic down 8% across managed brands and Prime Week down 19%. Despite deeper discounts, increased ad spends, and broader Prime awareness, traffic did not meet expectations. To address the traffic decline, we will continue to expand upper-funnel prospecting through non-brand keywords, DSP, and off-Amazon channels to attract new audiences. Simultaneously, optimize retail media allocation and enhance PDP and brand store content to improve engagement and conversion efficiency which has been working.
THIRD: Day 1 of the 2025 Prime Event (7/8) captured the highest traffic and drove the largest share of total sales – accounting for 34% of the four-day event’s sales volume. Consistent with historical trends, Day 1 remains the most critical window to place strategic bets and maximize for early momentum.
FOURTH: We saw a notable improvement in conversion rate, CVR rising +150bps YoY. This uplift played a key role in driving the remainder of our incremental YoY sales growth. Given the 19% traffic decline, a typically CVR offset would have been closer to +50bps. However, the strong performance in CVR effectively bridged the sales gap created by lower traffic, allowing us to maintain overall momentum, despite the headwinds.
FIFTH: The effort of Walmart, Target and Wayfair to remain competitive during Amazon Prime Week likely diverted some shopper traffic away from Amazon. However, our Marshall Managed Brands saw strong performance across these alternative platforms, highlighting the value of a multi-retailer promotional strategy.
- Wayfair: Marshall Managed Brand’s YTD Shipped COGs were -14.3% YoY, with site traffic -7%. During Prime Week 2025, Wayfair saw strong improvement compared to 2024. Wayfair has shared that non-promotional periods have seen softer performance in 2025, as customers appear to be holding out for major deal events.
- Shipped COGS: +6.8% YoY
- Traffic: +2.3% YoY
- CVR: +50bps YoY
- Walmart: Marshall Managed Brands Retail Sales +110%, with unit volume +209% when comparing this year’s Summer Deal Event to last year’s July Walmart+ Week. However, ASP decline by 32% YoY across 1P and 3P, suggesting significantly deeper discounting in this year’s event.
- Highest volume days were the third (7/10) and fourth (7/11) days
- SKUs on Deal were +221% in retail sales and +287% in units YoY with ASP -17% YoY and -44% v the week prior.
- Target: experienced +103% YoY increase in units sold during its Circle Week event, while ASP -40% YoY. The promotion launched 2-days ahead of Amazon’s Prime Event, with those early days emerging as the strongest performers. Day 1 and Day 2 accounted for 16% and 18% of total Circle Week sales.
