A tale of two Prime Days
Amazon’s decision to cement an October Prime event alongside its summer flagship has reshaped the retail calendar. The company said its 2024 October Prime campaign delivered more than 150 million items sold worldwide, setting a precedent for this year’s expectations. Yet the question remains: does doubling down on mega-sales actually strengthen customer loyalty, or does it numb shoppers to the urgency of limited-time promotions?
Our newsroom has watched Amazon cultivate habitual spending through exclusives and early access perks, a tactic that dovetails with broader AI-driven personalization shifts we covered when Google tightened its advertising policies. See how rivals adapt The October window also pressures competitors like Walmart and Argos to respond with flash sales of their own, fragmenting attention and stretching marketing budgets thin.
The upside: data, demand, and promotion-hunting
From Amazon’s vantage point, a second Prime Day offers another wave of behavioral data before the holiday rush. Last year, Adobe reported that UK online spending during the event jumped 22 percent year over year, led by electronics and home goods. Source For brands, especially those relying on Amazon’s logistics network, the event can clear inventory ahead of the Black Friday scramble while testing new product bundles.
Consumers also benefit when they know what to target. Pair that with our MacBook upgrade guide to make sure headline discounts are genuinely impressive. See how configurations compare
The downside: fatigue and diminishing returns
Even loyal Prime members admit that constant countdown timers can be exhausting. A 2025 Forrester survey found that 41 percent of UK consumers felt overwhelmed by the number of promotional emails tied to Prime events. Source Small businesses on the platform also face steep ad bids to remain visible. Amazon’s sponsored product cost-per-click rates climbed 18 percent in the two weeks leading up to last year’s October event, according to Marketplace Pulse. Source
This fatigue complicates Amazon’s narrative that more events equal more delight. If customers start waiting for every sale, they may delay purchases altogether, hurting third-party sellers who rely on consistent cash flow. That tension mirrors the balancing act we highlighted in our op-ed about responsible AI adoption in consumer gadgets—good intentions must be backed by sustainable execution. Read our ethics perspective
Where Amazon goes from here
To keep the momentum without burning out audiences, Amazon must make the October event feel distinct. One approach could be leaning into refurbished tech and sustainability messaging, capitalizing on the company’s pledge to reach net-zero carbon by 2040. Source Curating offers around energy-efficient devices or circular economy programs would also align with shoppers’ growing interest in resilient supply chains, a theme we explored in our coverage of global semiconductor alliances. Follow supply chain strategy
Ultimately, shoppers should remember that the best offer is the one that meets a real need. Use wish lists, price trackers, and budget caps to stay focused, and rely on trusted reviews—like our deep dives into emerging gadgets—to decide whether the hype is worth it. Browse our latest reviews A second Prime Day can be a boon, but only if Amazon maintains the trust and excitement that made the first one unmissable.