Prime Day 2025 drives 128% surge in new Amazon shoppers in Australia
Australian consumer participation in Amazon Prime Day 2025 increased significantly, with new data from eCommerce accelerator Pattern revealing a 128% rise in first-time customers compared with last year.
Pattern's analysis found that Prime Day is now considered a major shopping event for both consumers and brands in Australia, as 93% of the top 100 brands on Amazon Australia offered special deals during the period.
Brand and consumer engagement
According to Merline McGregor, Managing Director of Pattern Australia, both new and established brands are increasingly prioritising Prime Day due to its reach and impact. McGregor said, "Prime Day 2025 has firmly cemented itself in the Australian retail calendar, not just for consumers but also for established and emerging brands."
She added, "What's most notable this year is the extent of consumer and brand participation. Even brands that dominate their categories and historically avoided discounting are now engaging, recognising Prime Day as an opportunity to be discovered by new consumers, capture high-intent traffic, defend market share and build momentum heading into the second half of the year."
Sector performance and shopping trends
The beauty sector saw some of the most substantial growth during Prime Day 2025. Brands in this category reported performance increases of between three and five times their average results, with even those not running special offers experiencing significant sales uplifts. Pattern attributed this to the increased marketplace traffic across the event.
McGregor noted, "When millions of Australians are shopping on Amazon at the same time, the entire marketplace benefits. That's why smart brands (whether running deals or not) prioritised being visible through targeted advertising and stock readiness."
Pattern's data showed that consumer activity peaked between 7pm and 11pm, accounting for almost 30% of daily transactions. The first day of Prime Day emerged as the strongest for sales, with advertising-generated sales outstripping the results of days two and three combined, as shoppers aimed to secure deals early.
Behaviour and conversion
Conversion rates during Prime Day rose by 55% for participating brands, indicating that more customers arrived on the platform with the intent to make a purchase rather than simply to browse. The average order size did not change substantially from previous events.
"Shoppers know what they want from Prime Day. They come prepared to buy, making this event extremely efficient for brands who have their inventory, listings and ad strategy locked in," McGregor said. "It's a testament to how the Australian market is evolving and shows that Prime Day is now driving conversions, not just curiosity."
Advertising investment and competition
With the increased importance of Prime Day, brands also allocated more budget to advertising, surpassing what is typically dedicated to Black Friday and Cyber Monday. Pattern reported that sponsored product advertisements accounted for around 80% of ad-attributed sales during the week, underlining their effectiveness.
At the same time, competition intensified, leading to a 47% increase in average cost-per-click for sponsored brand campaigns compared to the previous week, as companies competed for the most attractive placements. McGregor explained, "There's no such thing as business-as-usual advertising during Prime Week. Where and how you invest your budget over the week is also just as important as the size of your budget. For instance, we saw fatigue set in by the weekend, with no major bounce-back in ad performance on Saturday. That suggests brands should consider pausing retargeting after Day 3 and shift their focus to prospecting and final-day urgency messaging."
Upcoming trends
The findings from Prime Day 2025 point to strategic shifts among brands seeking to maximise visibility and sales during major online events in Australia.
"Prime Day is the ideal moment for brands to put their products in front of an engaged, high-converting audience," McGregor concluded. "Analysis from this year shows that the brands that succeed are the ones that come prepared with the right inventory, the right advertising strategy and collaborate with accelerators like Pattern to maximise their impact."