Global Media In Focus: Q2 Benchmarks & Prime Day Performance Recap

Prime Day broke new ground this year, extending to four full days for the first time, and shoppers around the world showed up in a big way. From massive deal-hunting surges to intense brand competition, the event once again proved to be one of the most critical periods in the eCommerce calendar.

However, sales are only part of the story. How did media performance differ across Amazon’s top markets? What can brands learn from the regional trends that defined this year's event?

Our newly released Global Amazon Media Q2 2025 Report breaks it all down. It dives deep into marketplace benchmarks, Prime Day outcomes, and performance trends across some of Amazon's leading markets, including the US, UK, Canada, Germany, Mexico, and Australia.

Key Takeaways from the Report

• Sponsored Ads Spend Surged: Global Sponsored Ads investment jumped 39% YoY in Q2, with Prime Day alone seeing a massive 70% increase compared to 2024. Brands went all-in to capture shopper intent during this key period.
• Australia Stands Out in Efficiency: Australia led in shopper engagement and efficiency, with the highest SPC in Q2 (for the fifth straight quarter) and a 40% uplift in both CTR and SPC during Prime Day.
• The UK Leads in Conversions: The UK remained the top market for conversions, leading global conversion rates in Q2 and delivering standout performance again during Prime Day
• Mexico Offers Low CPCs But with a Tradeoff: While Mexico boasted the lowest CPCs globally, at a 70% discount in Q2 and 65% during Prime Day, conversion rates remained the weakest across the board.
• Prime Day 2025 Delivered Strong Growth: Overall, this year’s Prime Day saw significant YoY growth, with a 70% increase in spend and a 57% rise in sales.

Why This Matters

Amazon’s advertising landscape is evolving rapidly, and regional market dynamics are playing an increasingly important role. Whether you're a global brand or targeting a single region, understanding these nuances is critical to planning smarter media strategies, especially during major events like Prime Day.

Get the Full Report

Our Global Amazon Media Q2 2025 Report with Prime Day Recap is now available, packed with data, insights, and analysis from our team at Podean Intelligence, the research division behind some of our most powerful marketplace strategies.

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The report is powered by Podean Intelligence, our in-house research division made up of marketplace experts, data scientists, and analysts who have been behind the scenes of some of our most impactful thought leadership. With extensive experience across global markets, Podean Intelligence helps brands unlock the full potential of their Amazon media investments.

Explore our full library of media reports and research to gain a deeper understanding of how Amazon advertising has evolved over the past few quarters.