Amazon wasn’t the only game in town when it came to Prime Day savings (July 8–11) this year. From Argos to JD Williams to Boots and more, many UK and global retailers rolled out competing promotions — hoping to ride the Prime Day wave, with many seeing success.
But did shoppers know to look beyond Amazon for deals? And do they associate mid-July with widespread savings, the way they do around Black Friday? New data from Constructor suggests the answer is: Not yet.
Constructor analysed over 160 million search queries across more than 100 retail sites during Prime Day 2024 and 2025. The data shows:
- Amazon’s Prime Day dominance is clear. While many retailers ran competing sales, Constructor’s data shows shoppers weren’t looking for them. There was no increase in sales-related searches (such as for “sale,” “promo” or “clearance”) on non-Amazon sites during the Prime Day period this year or last.
- That’s a sharp contrast to Black Friday. Across the same set of retailers, promo-related search activity jumped by 1.5x during Black Friday 2024 — signalling shopper expectations around discounts at many different stores.
- Deal-hunting searches vary across categories year-round. For instance, beauty shoppers are more likely to search for “sale,” fashion shoppers look for “sale” and “clearance,” and home improvement shoppers lean on terms like “offer” and “outlet.”
“For nearly a decade, Amazon has built Prime Day into more than just a mid-summer promotion — it’s become a cultural event that rivals Black Friday in terms of visibility and shopper engagement,” said Nate Roy, strategic director of eCommerce innovation at Constructor. “And in recent years, with many retailers and brands launching their own major promotions during that window, the result is a July sales landscape that’s increasingly crowded — and coordinated.”
“But despite these parallel efforts,” he continued, “the data shows that most shoppers aren’t trained to look for deals across other sites. Even though early sales results from other retailers have been promising, our data suggests that they have yet to fully capitalise on the opportunity — there’s still a lot of potential left on the table. To capture it, retailers need to find ways to increase awareness. It’s not enough to just run a sale; to maximise effectiveness, you’ve got to let people know it exists. That means using personalised marketing and making sure your site’s search, navigation, and other product discovery tools draw attention to deals and make them easy to find.”
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