Amazon’s annual Prime Day event is expected to exceed £2bn in UK sales, according to Adobe.
This year sees Amazon’s longest ever Prime Day as it spans four days. Adobe expects to see UK sales surpass £2.1bn, a 10.7% rise compared to the same time last year.
It also reported that UK online spending on day one of the Prime event reached £676.5m, marking July 8 as the strongest online spending day for the UK in 2025.
The first day of the event saw a 6.8% increase in spending compared to day one in 2024.
So far, spending has been driven by members purchasing electronics, home and garden items, and personal care products.
Computers, personal care appliances and home decor saw an 85%, 65% and 56% uptick, respectively.
Across many online retailers, this is an opportunity to offer discounts. Adobe found that prices decreased 11% on July 8, with the biggest drops in apparel, electronics, and home and garden.
Adobe Digital Insights lead analyst Vivek Pandya said: “Online Spending kicked off to a strong start on the first day of the Prime Event and became the largest online shopping day of 2025.
“Consumers responded well to strong discounts and capitalised on the opportunity to gain value, across a vast array of product categories.”
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