Key Takeaways:Organic visibility outperformed paid media as beauty’s growth driver.Shopper behavior shifted toward deliberate, cross-channel, promo-driven decision-making.Agility and connected commerce defined the brands that won Prime Day.Amazon's Fall Prime Day 2025 (October 8 and 9) generated $9.1 billion across US retailers (+7.2% year over year (YoY)) as shoppers dipped their toes into holiday purchases earlier than the usual enticement of Black Friday and Cyber Monday. Beauty and wellness shoppers played their part, with 22% of shoppers buying beauty and cosmetics, followed by health and wellness items at 21%. Deal contentment was high, with 58% of consumers stating they were very or extremely satisfied with the discounts offered.Prime Day Purchase Behavior Rundown:According to Numerator data, the average order value for Prime Big Deal Days 2025 was $45.42, with 44% of orders at $20 or less and 90% under $100. Consumer sentiment around the event suggests increasing deliberation and cross-channel comparison. Nine in ten shoppers were aware of the sale ahead of time, and 83% said the event was one of their main reasons for shopping on Amazon during that window. Sixty-one percent of shoppers also participated in Prime Day 2025 in July, indicating a growing cadence of deal-oriented engagement across Amazon’s calendar.Nearly half (48%) of Prime Big Deal Days shoppers said tariffs and inflation influenced their purchase decisions, while 29% reported being more cautious about spending due to broader economic uncertainty.