Amazon Prime Day has hit a new high in Australia, with a 128% spike in first-time shoppers and record brand involvement.

According to ecommerce accelerator Pattern, 93 of the top 100 brands on Amazon Australia joined the event.

“Prime Day 2025 has firmly cemented itself in the Australian retail landscape,” said Merline McGregor, Managing Director of Pattern Australia. “Brands that once avoided discounting are now participating, recognising the power of Prime Day to drive discovery, conversions, and market share.”

The beauty category led the charge, with some brands experiencing performance up to five times higher than usual.

Even those without active deals saw triple-digit growth due to a marketplace-wide surge in traffic.

In the US, however, Walmart’s competing “Deals” event reportedly outperformed Amazon’s Prime Day across several key metrics, including online spending and app engagement, according to Bloomberg.

Evening hours proved golden in Australia, with 7pm–11pm delivering nearly 30% of daily sales, while day one alone generated more ad-driven sales than days two and three combined.

Conversion rates soared 55% compared to standard trading, indicating that consumers came to Prime Day ready to buy.

“Shoppers know what they want from Prime Day,” said McGregor. “They come prepared to buy, making this event extremely efficient for brands who have their inventory, listings and ad strategy locked in.

“It’s a testament to how the Australian market is evolving and shows that Prime Day is now driving conversions, not just curiosity.”

Ad spend also saw a major uplift, with brands now allocating more budget to Prime Week than to Black Friday or Cyber Monday.

Sponsored product ads dominated, accounting for 80% of ad-attributed sales, while rising competition pushed average cost-per-clicks on brand campaigns up 47%.

“Prime Day is the ideal moment for brands to put their products in front of an engaged, high-converting audience,” said McGregor.

“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.”