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Last week, we talked about how maybe the trend is shifting toward DTC over marketplaces.

Curious about this, we dug deeper into our data, which saw more than $80M in revenue over Prime Day this year. Our digging was mostly exploratory in nature, curious how consumer behavior shifted over the four days and whether any sale “fatigue” set in. Would revenue trail off over the four days?

The answer: A pretty emphatic no. DTC sales held strong for the entirety of Prime Day.

What’s interesting to me about this isn’t just the revenue resilience. It’s the shape of how that came together.

In analyzing same store data from Stamped’s customer base, the average order discount during Prime Day 2025 (18.49%) was higher than 2024 (17.29%) and 2023 (15.44%), leading to only a slightly higher AOV (3.7% lift). And nearly 40% of all orders ended up discounted—in line with historicals.

What that might say, and I’m hypothesizing here, is that the cultural event of Prime Day temporarily shifts brand discovery from lifestyle-first to discount-first.

That has a big implication on who buys and when.

While sales, generally, are limited in nature to create urgency, a longer promotional period creates an advantage for DTC brands who have invested heavily in lifestyle and UGC assets.

Imagine, for instance, that a consumer is somewhat familiar with your brand, but not intimately so. They check your website during Prime Day, because, hey, everyone runs sales, and they see you’re running what appears to be a pretty good deal. They add some items to cart and, like most consumers, just leave them there.

The discount here is the motivating factor, so how do you capture that abandoned revenue? You can’t offer a discount. It’s already there.

This scenario, in a sense, flips the traditional brand acquisition play on its head. You’ve switched from marketing your brand to marketing your discount effectively shooting yourself in the foot when it comes to your winback merchandising efforts.

This is where a longer sales window works to a DTC brand’s advantage: Imagine serving those compelling lifestyle and UGC assets to those consumers once they’ve declared intent around the sale.

An extra day or two means you can begin pushing social proof, creating emotional connections, and more. It’d likely significantly boost transactions over the four-day window, because you’re no longer just relying on the discount to drive purchases.

You’re also relying on the brand elements you’ve created and use at all other points in the year.