Amazon’s Fall Prime Day 2025: A $9.1B Health and Beauty Triumph
Amazon’s Fall Prime Day 2025 generated an impressive $9.1 billion across US retailers, marking a 7.2% increase year-over-year. This surge in sales is attributed to consumers embracing earlier holiday shopping. The beauty and wellness categories emerged as the clear winners, with 22% of shoppers purchasing beauty and cosmetics products, closely followed by health and wellness items at 21%.
The shopping event, which spanned October 8-9, was met with remarkable consumer satisfaction. A whopping 58% of consumers reported being very or extremely satisfied with the discounts offered. The average order value stood at $45.42, with 90% of orders falling under $100. This indicates strategic, budget-conscious purchasing decisions by the consumers.
Amazon has continued to ride the beauty wave with their ongoing Holiday Beauty Event, which runs until November 2. This event features rotating 48-hour flash category deals, with specific focus days for different product categories. Shoppers can expect up to 45% off Health & Wellness products (October 24-25), up to 40% off Personal Care items (October 26-27), and up to 50% off Fragrances (October 28-29).
Prime members enjoy additional perks, including fast, free shipping. Prime for Young Adults members receive an enticing 10% bonus cash back during the first week of the event.
Source: https://beautymatter.com/articles/beautys-performance-on-october-prime-day-2025