Amazon UK’s Four-Day Prime Event Outperforms Black Friday in Record Spending

UK shoppers spend £2.08 billion during extended summer savings event, signaling a shift in seasonal shopping trends

UK consumers spent more during Amazon’s recent summer Prime Event than they did during Black Friday 2024, according to data from Adobe Digital Insights. Running from July 8 to 11, the four-day sale generated £2.08 billion in online sales—nearly double the amount spent during last year’s Black Friday weekend.

The opening day, July 8, was the single largest online spending day of 2025 in the UK so far, with £676.5 million in transactions recorded.

Compared to the same four-day period in 2024, total sales rose 11.1% year over year.

Home, tech, and kids’ categories lead the way

While apparel ranked as the top category for savings, with prices down 17% compared to a year ago, the largest spending increases were seen in:

• Home items, up 98% year-over-year

• Computers, up 82%

• Kids’ clothing, up 76%

Online shoppers also leaned into premium purchases. Adobe noted that the share of items sold from the most expensive product quartile rose by 32% compared to the year-to-date average. These included higher-priced items in home, appliances, garden, and tools.

Vivek Pandya, lead analyst at Adobe Digital Insights, said the results reflect continued demand for event-based sales, even in a cautious economic climate.

“The success of the Prime event shows that UK consumers are still quite price-sensitive, and eventised shopping moments with competitive discounts continue to hold strength in unlocking strong levels of growth,” Pandya said.

She added that retailers may find this surge encouraging after a slow first half of the year. “These figures will be welcome news to the retail sector, who will be hoping that this period marks the start of more summer spending.”

What this means for CouponOutlet readers

For shoppers focused on real savings, Amazon’s extended Prime Event may now be as important as Black Friday—especially for categories like electronics, home upgrades, and seasonal apparel.

It also highlights a shift in buying habits, where consumers are holding off for major event-based sales to make larger purchases at better value.

CouponOutlet will continue tracking verified Prime discounts, upcoming flash sales, and summer promotions from Amazon UK and other retailers, helping readers spot authentic deals and avoid fake listings.