Prime Day came to life on 15th July, 2015 as a way to celebrate Prime members on Amazon's 20th birthday. In 2025, Prime Day returns in July, once again bringing Prime members big discounts across a wide range of categories.
As Prime Day continues to grow and bring new innovations to customers, here’s a look back at the highlights from each year.
Prime Day came to life on 15th July, 2015 as a way to celebrate Prime members on Amazon's 20th birthday. In 2025, Prime Day returns in July, once again bringing Prime members big discounts across a wide range of categories.
As Prime Day continues to grow and bring new innovations to customers, here’s a look back at the highlights from each year.
When and where: 15 July, 2015 in 9 countries
Amazon turned 20 and on the eve of its birthday, the company introduced Prime Day, a global shopping event. Our only goal? Offer a volume of deals greater than Black Friday, exclusively for Prime members.
Our first Prime Day was July 15, 2015 and lasted 24 hours, spanning nine countries including the U.S., the UK, Spain, Japan, Italy, Germany, France, Canada, and Austria.
Prime Day 2015 highlights
When and where: 12 July, 2016 in 10 countries
The second Prime Day event surpassed Prime Day 2015 by more than 60% worldwide, and more than 50% in the U.S.
Prime Day 2016 highlights
When and where: 11-12 July, 2017 (30 hours) in 13 countries
For the first time, Prime Day expanded beyond a 24-hour event in order to give Prime members even more opportunities to save.
Prime Day 2017 highlights
When and where: 17-18 July, 2018 (36 hours) in 17 countries
Prime Day 2018 was even bigger and better than the year before, extending to 36 hours of amazing deals.
Prime Day 2018 highlights
When and where: 15-16 July, 2019 in 19 countries
For the first time ever, Prime Day ran for a full 48 hours. Prime Day 2019 was the largest shopping event at the time in Amazon history with more than one million deals exclusively for Prime members. Over the two days of Prime Day, sales surpassed the previous Black Friday and Cyber Monday combined.
Prime Day 2019 highlights
When and where: 13-14 October, 2020 in 19 countries (Prime Day in India was held in August)
In 2020, the pandemic shifted Prime Day from its usual date in July. Despite the necessary adaptation, Amazon delivered big sales for small businesses and big savings for Prime members yet again.
In 2020, Amazon invested $18 billion to help small and medium-sized businesses succeed in its store and designed this Prime Day to support small businesses even more—including funding a promotion that helped drive over $900 million in sales for small businesses in the two weeks leading up to Prime Day.
This Prime Day again delivered the two biggest days ever for third-party sellers, nearly all of whom are small and medium-sized businesses. Sellers saw record-breaking sales, surpassing $3.5 billion in total across 19 countries. Prime members around the world saved over $1.4 billion during the event and got a jump start on their holiday shopping.
Prime Day 2020 UK highlights
Prime Day 2020 global highlights
When and where: 21-22 June, 2021 in 20 countries
The two-day event delivered Prime members over 2 million deals across every category, along with the best in entertainment benefits and never-before-seen exclusives across Prime Video, Amazon Music, and Prime Gaming.
Prime Day 2021 was the biggest two-day period ever for Amazon’s third-party sellers at the time. Prime members shopped more in 2021 than any previous Prime Day and scored deep discounts across home, fashion, beauty, and electronics. Members purchased more than 250 million items worldwide and saved more than any Prime Day before.
Prime Day 2021 UK highlights
Prime Day 2021 global highlights
When and where: 12-13 July, 2022 in more than 20 countries
Prime members purchased more than 300 million items worldwide, making the 2022 event the biggest Prime Day in Amazon’s history. And, more shopping meant more savings—Prime members saved over $1.7 billion, more than any previous Prime Day event.
2022 was also the biggest Prime Day event for Amazon's independent sellers, most of whom are small and medium-sized businesses, whose sales growth in Amazon’s store outpaced Amazon's retail business.
Prime Day 2022 highlights
UK Prime Day Trends
Worldwide Prime Day trends
Shopping
Small businesses
Amazon Live
When and where: 11-12 July, 2023 in more than 20 countries
Prime Day 2023 was on 11th to 12th July. “The first day of Prime Day was the largest sales day in Amazon’s history, and Prime members saved more this year than any other Prime Day event,” said Doug Herrington, CEO of Amazon Stores.
In 2023, Amazon offered more deals than any past Prime Day event, with Home, Fashion, and Beauty among the top-selling deal categories, and Fire TV Stick, Ninja Foodi Dual Zone Air Fryer, and COSRX Advanced Snail Skin Repair Serum among the top-selling deals.
When and where: 16-17 July, 2024 in more than 20 countries
During Prime Day 2024, Prime members shopped millions of deals across more than 35 categories, and purchased more items than any previous Prime Day shopping event. Independent sellers – most of which are small and medium-sized businesses – sold more than 200 million items during the Prime Day event.
The opportunity to save big meant a record-breaking number of customers signed up for Prime in the three weeks leading up to Prime Day, with millions of new members worldwide.
"Prime Day 2024 was a huge success thanks to the millions of Prime members globally who turned to Amazon for fantastic deals, and our much-appreciated employees, delivery partners, and sellers around the world who helped bring the event to life for customers," said Doug Herrington, CEO of Worldwide Amazon Stores. "We love helping Prime members save money, and Prime Day is the ultimate celebration of the savings, selection, and convenience that Prime membership provides customers looking for shopping, entertainment, food delivery, and more."
Some of the UK bestsellers included:
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