45+ Amazon Black Friday & Cyber Monday Statistics (2026)

By Stanislav Yordanov, co-founder of Amazon Experts · Published 26 Oct 2026 · Data covers the 2024 and 2025 holiday seasons

US shoppers spent $44.2 billion online over Cyber Week 2025, up 7.7% on 2024, with Cyber Monday alone at a record $14.25 billion (Adobe). 87% of Cyber Weekend shoppers bought or planned to buy on Amazon, far ahead of Walmart at 65% (Numerator). Amazon itself did not publish its usual Black Friday results for 2025, so any “Amazon sold $X billion on Black Friday” figure you see online is an estimate, not Amazon data.

Below are 45+ Amazon Black Friday and Cyber Monday statistics on sales, shopper behaviour, Amazon advertising, AI shopping and the UK. Every figure links to its original source and states the year it covers. We run Amazon accounts ourselves, so the last section explains what the numbers mean for brands selling on Amazon this Q4.

Top Amazon Black Friday and Cyber Monday Statistics

1. US online spend over Cyber Week (Thanksgiving to Cyber Monday) reached $44.2 billion in 2025, up 7.7% year over year. (Source: Adobe, 2025)
2. Cyber Monday 2025 was the biggest online shopping day of the year in the US at $14.25 billion, up 7.1%. (Source: Adobe, 2025)
3. 87% of US Cyber Weekend shoppers shopped or planned to shop at Amazon in 2025, against 65% at Walmart and 42% at Target. (Source: Numerator, 2025)
4. More than 60% of sales in Amazon’s store during its 2024 Black Friday Week and Cyber Monday event came from independent sellers. (Source: Amazon, 2024)
5. For 2025, Amazon published no Black Friday or Cyber Monday recap at all, the first time it skipped one since at least 2016. (Source: Modern Retail, 2026)
6. Global Cyber Week online sales reached a record $336.6 billion in 2025, up 7%. (Source: Salesforce, 2025)
7. AI and AI agents influenced $67 billion of global Cyber Week sales, or 20% of orders. (Source: Salesforce, 2025)
8. More than 300 million customers used Amazon’s AI shopping assistant Rufus in 2025, which Amazon says delivered nearly $12 billion in incremental annualised sales. (Source: Amazon Q4 2025 results)
9. Amazon advertising costs rose in Europe: CPCs were up 7.5% year over year on Black Friday 2025 and 10.3% on Cyber Monday. (Source: Pacvue & Helium 10, 2025)
10. UK shoppers were expected to spend £6.4 billion over Black Friday 2025, still below the 2019 record of £7.9 billion. (Source: PwC UK, 2025)

What Amazon Reported (and Stopped Reporting)

For years Amazon closed the event with a press release calling it its “biggest ever”. Those releases never gave a total sales figure. In 2025 Amazon dropped the release entirely and moved holiday results into its quarterly earnings.

• Amazon’s 2024 Black Friday Week and Cyber Monday event ran for 12 days, from 21 November to 2 December, and Amazon reported record sales and a record number of items sold, without giving totals. (Source: Amazon, 2024)
• The 2025 event also ran for 12 days, from 20 November to 1 December. (Source: Amazon, 2025)
• Electronics, Toys and Beauty were Amazon’s best-selling US categories during the 2024 event. (Source: Amazon, 2024)
• Two of the ten best-selling products on Amazon UK during Black Friday Week 2024 were beauty products: Maybelline Sky High Mascara and CeraVe Blemish Control Face Cleanser. (Source: Amazon UK, 2024)
• Amazon’s net sales in Q4 2025, the quarter that includes Black Friday and Christmas, were $213.4 billion, up 14% year over year. (Source: Amazon, 2026)
• Third-party seller services revenue reached $52.8 billion in Q4 2025, up 11%. (Source: Amazon, 2026)
• Amazon’s advertising revenue in Q4 2025 was $21.3 billion, up 23%, growing faster than its overall sales. (Source: Amazon, 2026)
• eMarketer estimated Amazon’s 2025 US holiday sales grew 7.1% year over year, ahead of 6% for e-commerce overall. (Source: eMarketer via Modern Retail)

Black Friday and Cyber Monday Online Spending Statistics

Source: Adobe 2024, Adobe 2025.

• At its peak between 8pm and 10pm on Cyber Monday 2025, US shoppers spent $16 million online every minute. (Source: Adobe, 2025)
• US online spend for the full 2025 holiday season (1 November to 31 December) reached a record $257.8 billion, up 6.8%. (Source: Adobe, 2026)
• Cyber Week accounted for about 17% of all US holiday-season online spend in 2025 ($44.2B of $257.8B). (Calculated from Adobe data)
• In 2025, 25 days of the holiday season passed $4 billion in US online spend, up from 18 days in 2024. (Source: Adobe, 2026)
• Globally, Black Friday 2025 generated $79 billion in online sales (up 6%) and Cyber Monday $53 billion (up 7%). (Source: Salesforce, 2025)
• Global order volume over Cyber Week 2025 rose only 2%, while the average selling price rose 6%, so most of the growth came from higher prices, not more orders. (Source: Salesforce, 2025)

Black Friday Shopper Behaviour Statistics

NRF surveyed 3,099 US adults over Thanksgiving weekend 2025; Numerator surveyed more than 9,100 verified Cyber Weekend buyers.

• A record 202.9 million Americans shopped between Thanksgiving and Cyber Monday 2025, up from 197 million in 2024. (Source: NRF, 2025)
• More people shopped online (134.9 million, up 9%) than in stores (129.5 million, up 3%) over the 2025 holiday weekend. (Source: NRF, 2025)
• 75.9 million Americans shopped online on Cyber Monday 2025, up from 64.4 million in 2024. (Source: NRF, 2025)
• Thanksgiving weekend shoppers spent an average of $337.86 on holiday items in 2025, the highest since 2019. (Source: NRF, 2025)
• 56% of Cyber Weekend 2025 buyers shopped mostly or only online, up from 52% in 2024. (Source: Numerator, 2025)
• 93% of Cyber Weekend buyers bought from two or more retailers, so being on Amazon alone does not guarantee you the sale. (Source: Numerator, 2025)
• 38% of Cyber Weekend 2025 buyers bought beauty or cosmetics, the second most purchased category after apparel and shoes (62%). (Source: Numerator, 2025)
• 64% of Cyber Weekend buyers said rising prices had a moderate or significant impact on their shopping; of those, 53% now look for promotions and coupons. (Source: Numerator, 2025)
• 59% of Cyber Weekend buyers had also shopped earlier sales such as Amazon’s Prime Big Deal Days. (Source: Numerator, 2025)

Mobile and Payment Statistics

• 57.5% of US Cyber Monday 2025 online spend ($8.2 billion) happened on mobile, up from 41.4% in 2020. (Source: Adobe, 2025)
• Mobile devices drove 70% of online orders worldwide during Cyber Week 2025. (Source: Salesforce, 2025)
• On Thanksgiving Day 2025, 61.6% of US online spend came from mobile. (Source: Adobe, 2025)
• Buy Now Pay Later drove $1.03 billion of US online spend on Cyber Monday 2025, and $20 billion over the full holiday season. (Source: Adobe, 2026)

AI Shopping and Amazon Rufus Statistics

• Traffic from generative AI tools to US retail sites grew 670% year over year on Cyber Monday 2025 and 693.4% over the whole holiday season. (Source: Adobe, 2026)
• In 2024, chatbot-driven traffic to retail sites on Cyber Monday grew 1,950% year over year. (Source: Adobe, 2024)
• Retailers using AI agents grew Cyber Week 2025 sales 32% faster than those that didn’t. (Source: Salesforce, 2025)
• More than 300 million Amazon customers used Rufus in 2025. (Source: Amazon, 2026)
• Amazon credits Rufus with nearly $12 billion in incremental annualised sales in 2025. (Source: Amazon, 2026)

Amazon Advertising Statistics for Black Friday and Cyber Monday

These figures come from the Pacvue and Helium 10 Cyber 5 Benchmark Report, which covers thousands of advertisers in the US and Europe.

Source: Pacvue & Helium 10, 2025 Cyber 5 Benchmark Report.

• Average daily spend on Amazon US Sponsored Products and Sponsored Brands rose 4.4% year over year on Black Friday 2025 but fell 6.7% on Cyber Monday. (Source: Pacvue & Helium 10, 2025)
• Amazon US sponsored ads returned $6.85 in sales per $1 of ad spend on Black Friday 2025, a 25.2% improvement on 2024. (Source: Pacvue & Helium 10, 2025)
• Beauty & Personal Care had the highest average daily ad spend of any Amazon US category over Black Friday and Cyber Monday 2025, up 6.08% year over year. (Source: Pacvue & Helium 10, 2025)
• In Europe, Amazon Sponsored Products returned $8.06 per $1 on Black Friday 2025 and $6.75 on Cyber Monday. (Source: Pacvue & Helium 10, 2025)
• Amazon DSP returned $6.03 per $1 in the US on Black Friday 2025, but DSP ROAS over the Cyber 5 period fell 14.1% year over year. (Source: Pacvue & Helium 10, 2025)
• In Europe, 62.13% of Amazon DSP sales on Black Friday 2025 came from customers new to the brand. (Source: Pacvue & Helium 10, 2025)

Black Friday Discount and Category Statistics

Peak discount off listed price over the holiday season. Source: Adobe, 2026.

• Electronics was the biggest category on Cyber Monday 2025 at $3.7 billion in US online spend, up 12.8%. (Source: Adobe, 2025)
• Electronics, apparel and furniture together made up 57% of US Cyber Monday 2025 online spend. (Source: Adobe, 2025)
• US shoppers spent $0.5 billion on cosmetics online on Cyber Monday 2025, up 7%. (Source: Adobe, 2025)
• US online returns over the 2025 holiday season fell 1.2% year over year. (Source: Adobe, 2026)

UK Black Friday Statistics

• UK consumers were expected to spend £6.4 billion over Black Friday 2025, up 1.5% from £6.3 billion in 2024. (Source: PwC UK, 2025)
• Only 46% of UK shoppers said they were interested in Black Friday 2025, down from 53% in 2024. (Source: PwC UK, 2025)
• UK Black Friday shoppers planned to spend £262 each in 2025, up 13%; men planned to spend £309 and women £216. (Source: PwC UK, 2025)
• Just over two-thirds of UK Black Friday spend was expected to go online for home delivery, with 12% via click and collect and 20% in store. (Source: PwC UK, 2025)
• Technology (48%), fashion (38%) and health and beauty (28%) were the top categories UK shoppers planned to buy; among women, health and beauty rose to 36%. (Source: PwC UK, 2025)
• Card transactions on Black Friday 2025 were the highest of the year so far in the UK, 62% above average. (Source: Barclays via PA, 2025)
• 68% of UK adults doubt the real value of Black Friday and Cyber Monday deals. (Source: Opinium for Barclays, 2025)
• UK store footfall on Black Friday 2025 was 1.9% lower than a year earlier. (Source: MRI Software via PA, 2025)

Where the data disagrees

Adobe and Salesforce report different US totals. Adobe puts US Black Friday 2025 online spend at $11.8 billion; Salesforce puts it at $18 billion. Adobe measures transactions on US retail sites it tracks directly, while Salesforce models spending across its platform data and extrapolates to the wider market. Both show similar growth, so compare each source with itself year to year, not with the other.

“Amazon Black Friday sales” figures are estimates. Amazon has never disclosed its Black Friday or Cyber Monday revenue, and in 2025 it published no recap at all (Modern Retail). Totals for “Amazon’s Black Friday weekend” usually reuse Adobe’s figure for the whole US market.

What These Statistics Mean for Amazon Sellers

We sell on Amazon ourselves, across the UK, US and Europe. This is how we read the numbers for Q4:

• Growth is coming from price, not volume. Global orders grew only 2% while prices rose 6%. Shoppers buy fewer things and compare harder, so your listing has to win the comparison in seconds.
• Your main image is judged on a phone. Most Cyber Monday spend now happens on mobile. Check your main image fill and how it renders in a phone search tile with our free Amazon main image checker, and read how the 85% fill rule works.
• Plan for higher CPCs in Europe. CPCs rose 7.5% to 10.3% in Europe. Set budgets per day for the event and protect your best-converting keywords, rather than raising bids across the account. See how we run Amazon PPC and DSP.
• Beauty converts, but costs more per click. Beauty had a 28% conversion rate on Black Friday and the highest daily ad spend. Brands with complete listings and A+ content get the most from that traffic. See our work with beauty and cosmetics brands.
• Write for Rufus, not just for keywords. With 300 million Rufus users, answer the questions shoppers actually ask in your bullets, A+ and Q&A. See how to optimise a listing for Rufus and our professional listing service.
• Black Friday is now 12 days. Amazon’s event runs for almost two weeks before Cyber Monday. Stock, deals and budgets need to last the whole window, not one day.

Amazon Black Friday Statistics FAQ

How much did Amazon sell on Black Friday 2025?

Amazon has not disclosed it. It published no Black Friday or Cyber Monday recap for 2025 and reports holiday performance only in its quarterly results. Its Q4 2025 net sales were $213.4 billion, up 14% year over year.

How many shoppers use Amazon on Black Friday?

In Numerator’s 2025 survey of more than 9,100 Cyber Weekend buyers, 87% shopped or planned to shop at Amazon, ahead of Walmart (65%) and Target (42%).

When is Black Friday 2026 on Amazon?

Black Friday 2026 falls on 27 November and Cyber Monday on 30 November. In 2024 and 2025 Amazon ran its Black Friday Week event for 12 days, ending on Cyber Monday. Amazon announces the exact 2026 dates closer to the event.

Is Black Friday or Cyber Monday bigger?

In the US, Cyber Monday is bigger online: $14.25 billion in 2025 against $11.8 billion for Black Friday, according to Adobe.

Do Amazon ad costs go up on Black Friday?

In Europe, yes: CPCs rose 7.5% on Black Friday 2025 and 10.3% on Cyber Monday year over year. In the US, CPCs in several large categories fell year over year while returns on ad spend improved, according to Pacvue and Helium 10.