Prime Day’s Ripple Effect: Online Merchants Beyond Amazon See Sales Surge

This year’s Amazon Prime Day (8–11 July) didn’t just boost Amazon’s bottom line. New data from Checkout.com, the global digital payments provider, shows that online merchants outside of the marketplace also saw significant gains, with revenues rising 9 percent on the first day alone compared to the prior month. Electronics and interior furnishings led the way, with sales surging 35 and 34 percent respectively in regions where Amazon ran promotions.

Drilling down into the UK, Checkout.com’s data shows that timing was everything. The first day of Prime Day drove the sharpest spending, with sales peaking between 7-8pm on Tuesday as commuters logged on after work. By Friday, the final day, the peak shifted to 9am-12pm, reflecting the rise of home working. With Tuesdays now the biggest office day, shoppers are holding off until they get home, while Fridays see Brits filling their baskets from their kitchen tables. The message for retailers is clear: well-timed offers can make the difference between browsing and buying.

Adobe Analytics also reported that U.S. online spending during the four-day event hit US $24.1 billion – a 30 percent year-on-year increase and a figure greater than two Black Fridays combined. The figures show that Prime Day has grown into a mid-year shopping moment that reshapes consumer expectations across the industry.

“Prime Day has become more than just an Amazon event. it’s now a catalyst for the entire digital retail ecosystem,” said Rory O’Neill, Chief Marketing Officer at Checkout.com. “We saw that shoppers didn’t just spend on Amazon, they were primed to buy more broadly, creating a halo effect for merchants across sectors. That momentum doesn’t stop in July. As we head into Back-to-School, Halloween and Black Friday, and in the UK towards key moments like Singles’ Day, Christmas and Boxing Day sales, the merchants that will win are those who move fast to capture demand on day one and ensure every transaction counts.”

With nearly half of shoppers unwilling to retry a failed payment, the research highlights how smooth checkout experiences are just as important as discounts. Retailers who get both right stand to turn short-term surges into long-term growth, making Prime Day less of a one-off spike and more of a springboard into the peak shopping season ahead.