Amazon's 2025 July Edition Prime Day is stretching further than ever - now spanning four full days. The expansion signals both ambition and caution, giving brands more time to convert, but also more room for fatigue. With uneven consumer demand and growing regional divergence, success this year will depend on how well brands can read the early signals, and align with what shoppers are really looking for. Similarweb have examined platform behaviour to product trends, and market performance across key categories in the lead-up to Prime Day - Here are some of the headline trends to watch.