Amazon doubled the days of its annual Prime sale for 2025, making the sale a four-day event, from July 8 to 11. And so far, it seems to be paying off.

CNBC is reporting that on Tuesday, the first day of Amazon's four-day Prime sale, U.S. online sales jumped 9.9% year over year to $7.9 billion, according to Adobe Analytics.

It was the "single biggest e-commerce day so far this year," Adobe told the outlet.

Related: 2 Simple Strategies to Save More on Prime Day 2025

But not all vendors are seeing increased sales.

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