Amazon Prime Day 2025: Assessing Impact on Irish Consumers and Retailers

As of midnight on July 11, 2025, Amazon Prime Day concluded, marking a significant milestone as it was the first event since the launch of Amazon's dedicated Irish website, Amazon.ie. This annual shopping event has evolved into one of Amazon's largest sales periods, rivaling Black Friday and Cyber Monday. According to Ali Dunn, Ireland Country Manager at Amazon, "We are excited to bring our first dedicated Prime Day to Irish customers, following our Amazon.ie launch in March. We remain committed to continuously adding more value for members in all the countries we serve, including Ireland."

The company has made substantial investments in Ireland, employing approximately 6,500 individuals across various locations, including Cork, Dublin, and Drogheda. Since 2004, Amazon has invested over €22 billion into its Irish operations, which encompass six facilities, including fulfillment centers, delivery stations, and corporate offices.

Prior to the introduction of Amazon.ie, thousands of Irish businesses operated using the .ie domain, with a total of 326,562 registered by the end of last year. Jean McCabe, CEO of Retail Excellence Ireland, emphasized the competitive landscape, stating, "Amazon has been part of the retail landscape in Ireland for some time. While initiatives like its Prime Day might lead to a short-term boost in sales for some retailers who use the site, the bigger picture shows numerous innovative Irish retailers who have consistently offered world-class products and optimal service."

Prime Day, often referred to as a misnomer since its inception as a single sales day ten years ago, has transformed into a multi-day event. This year, the event spanned four days from July 8 to July 11. During this period, a survey commissioned by Aviva Insurance Ireland revealed that 29% of Irish consumers increased their online shopping for household and clothing items compared to in-store spending over the past year. Convenience was cited as the top reason for this shift, with 54% of respondents preferring the ease of shopping from home, while 51% believed they found better prices online.

Financial projections for Amazon Prime Day indicate a significant surge in online spending, with estimates suggesting that U.S. retailers could see sales reach $23.8 billion, a 28.4% increase according to Adobe Analytics. Exclusively available to Prime members, the event is designed to create a psychological commitment that encourages members to prioritize Amazon over competitors. With over 200 million paid Prime members globally, Amazon’s strategy extends beyond immediate sales, fostering long-term customer loyalty through a subscription model, which is pivotal for the company's revenue stream.

In summary, while individual consumers may benefit from discounts during Prime Day, Amazon's strategic positioning ensures it reaps substantial rewards, bolstering its market share and reinforcing consumer loyalty. As the e-commerce landscape continues to evolve, the implications of events like Prime Day will remain critical, shaping the future of retail both in Ireland and internationally.