Amazon Prime Day 2025 delivered strong results in Canada, with non-Amazon retailers benefiting from bargain-hunting consumers who spread their spending across multiple channels. According to Salesforce data, Canadian sales grew by 9% year-over-year during the four-day event, outpacing the United States and demonstrating the resilience of Canadian retail despite economic uncertainty.
This year’s Prime Day ran for four days, from July 8 to 11, making it the longest event since its inception. The expanded timeline helped Canadian retailers see incremental gains, particularly in the latter half of the sale period.
“Sales growth for North American non-Amazon retailers increased 1% year-over-year during last week’s Prime Day events and by 9% in Canada,” said Caila Schwartz, Director of Consumer Strategy and Insights at Salesforce. “The strongest growth came during the final two days in Canada, where retailers recorded sales growth of 16% and 23% respectively.”
This spike suggests that many shoppers waited to make purchases, either to compare deals or because of the extended promotional activity by competitors.
Canadian Consumers Focus on Value
Canadian consumers showed strong engagement with promotional events despite broader financial caution. Salesforce data reveals that the average discount rate in Canada was 20%, slightly lower than the 22% seen in 2024, yet growth still outpaced expectations.
“What makes it even more impressive is that the average discount level being offered was down 2% from last year,” said Schwartz. “Shoppers who were holding out for a bargain from Amazon clearly went elsewhere as the week went on.”
Pre-event promotions also paid off for Canadian retailers. In the three days leading up to Prime Day, non-Amazon retailers saw sales gains of 9%, 3%, and 13% respectively. Schwartz explained that capturing consumer attention before the main event can lead to strong results.
“We definitely are seeing other players in the industry preempt Prime with their own deal events,” she said. “That seems to be a really good strategy because it allows retailers to engage shoppers before the noise of Prime Day takes over.”
Canada Outperforms the United States
While Canadian retailers enjoyed 9% growth, the United States posted a modest 1% increase for non-Amazon sales during Prime Week. Globally, non-Amazon retailers experienced an 8% rise, with Europe leading gains at double-digit levels. The European surge has been linked to recent interest rate cuts, which boosted consumer confidence and spending power across the region.
“What is happening in Europe in regards to interest rate cuts had a clear impact,” noted Schwartz. “We saw Q1 was pretty flat, but by Q2, every region across Europe saw strong growth, and that carried into Prime Day. It could indicate what might happen in North America if we see similar cuts.”
Top Categories: Apparel and Beauty Lead in Canada
Although Salesforce does not track Amazon-specific transactions, its data shows a “halo effect” across the broader retail industry during Prime Day. In Canada, apparel and beauty emerged as standout categories during the event, reflecting consumer appetite for discretionary purchases when discounted.
Globally, handbags and luggage saw the highest growth at 30%, followed by food and beverage (+27%) and sporting goods (+25%). These trends suggest shoppers continue to prioritize lifestyle and wellness categories alongside essentials.
Mobile Shopping Reaches New Heights
Another significant trend is the continued rise of mobile commerce. In Q2 2025, 72% of Canadian traffic came from mobile devices, and 67% of orders were completed on mobile — a notable increase from 63% in the same period last year.
“We appear to have reached a level of parity in terms of traffic penetration, but orders are still growing,” explained Schwartz. “The Canadian shopper is just getting even more comfortable transacting across mobile, and we attribute that to mobile wallet adoption.”
Payment solutions such as Apple Pay, PayPal, and Venmo have made the process frictionless, encouraging consumers to finalize purchases on their phones.
Economic Pressures Influence Behaviour
While Canadian Prime Day performance was strong, macroeconomic headwinds continue to shape consumer sentiment. Inflation, high interest rates, and economic uncertainty are driving more cautious spending habits.
“Our data shows that Canadians are feeling more pessimistic about the state of the economy compared to consumers in the U.S. and Europe,” said Schwartz. “They are prioritizing savings and essentials, and 44% reported buying less now than they were six months ago.”
This contrasts with U.S. shoppers, who reported more optimism and indicated a willingness to spend disposable income on goods. Only 14% of Canadians surveyed said they were buying more this year, signaling a continued pullback from discretionary purchases except during major promotional events.
Holiday Outlook: Discount Strategies Will Be Key
Looking ahead, Salesforce predicts a competitive holiday season, with Canadian shoppers continuing to seek value. Inflationary pressures and cautious financial planning will keep discount-driven strategies at the forefront for retailers.
“Canadian consumers have told us they are waiting for deals and discounts,” Schwartz said. “Brands that show up strategically, similar to what we saw during Prime Day, will be best positioned to win.”
The data suggests that retailers should prepare for early promotions leading into Black Friday and Cyber Monday, leveraging lessons from Prime Day to optimize inventory and engagement.
Why Prime Day Matters for Canadian Retail
Although Prime Day is an Amazon-branded event, its influence extends far beyond the platform. The Salesforce report demonstrates how Canadian retailers can benefit from the halo effect, provided they time their promotions effectively and cater to value-driven shoppers.
As mobile shopping accelerates, consumer price sensitivity intensifies, and interest in domestic products grows, with 31% of Canadians prioritizing items made at home, retailers that embrace these trends will gain a competitive advantage.
As Schwartz summarized: “There’s space in these shopping events for every brand to show up. Using that space strategically, and cutting through the noise, can deliver strong results.”
