{"id":205066,"date":"2025-07-28T14:33:53","date_gmt":"2025-07-28T14:33:53","guid":{"rendered":"https:\/\/www.similarweb.com\/blog\/?p=205066"},"modified":"2025-08-28T12:15:06","modified_gmt":"2025-08-28T12:15:06","slug":"prime-day-2025-br","status":"publish","type":"post","link":"https:\/\/www.similarweb.com\/blog\/pt\/ecommerce\/amazon-insights\/prime-day-2025-br\/","title":{"rendered":"Prime Day 2025: o que aprendemos com a Amazon sobre o comportamento do consumidor e a disputa por tr\u00e1fego"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">O Amazon Prime Day 2025 chegou com for\u00e7a total ao Brasil nos dias 15 e 16 de julho, e os dados da Similarweb mostram como esse evento j\u00e1 se consolidou como um dos principais marcos do calend\u00e1rio promocional do e-commerce nacional.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Nesta an\u00e1lise, exploramos os principais aprendizados sobre a performance da Amazon e de seus concorrentes diretos. Os insights revelam oportunidades valiosas para marcas que desejam se antecipar, entender o comportamento do consumidor e ajustar suas estrat\u00e9gias com base em dados concretos.<\/span><\/p>\n<h2><b>Um ponto de virada para a Amazon<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Ap\u00f3s um in\u00edcio de ano desafiador, com retra\u00e7\u00e3o de 7,8% em visitas e queda nas convers\u00f5es, a Amazon utilizou o Prime Day como uma alavanca estrat\u00e9gica para recuperar desempenho.<\/span><\/p>\n<p><b>Em 15 de julho, primeiro dia da campanha, o site da Amazon Brasil registrou 10.96 milh\u00f5es de visitas totais, <\/b><span style=\"font-weight: 400;\">um aumento de +90% em rela\u00e7\u00e3o \u00e0 m\u00e9dia dos dias anteriores.<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-large wp-image-205071\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/07\/attachment-trafego-amazon-1024x520.png\" alt=\"\" width=\"1024\" height=\"520\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/07\/attachment-trafego-amazon-1024x520.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/07\/attachment-trafego-amazon-300x152.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/07\/attachment-trafego-amazon-768x390.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/07\/attachment-trafego-amazon.png 1145w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p><span style=\"font-weight: 400; font-size: 8pt;\">Fonte: Similarweb. Desktop e mobile web, jun. 22 &#8211; jul. 25, Brasil.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Nos aplicativos, o pico de usu\u00e1rios ativos na data foi expressivo.\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>+119,5%<\/b><span style=\"font-weight: 400;\"> de usu\u00e1rios ativos no iOS, totalizando 7 milh\u00f5es de usu\u00e1rios ativos no 15\/07.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>+93%<\/b><span style=\"font-weight: 400;\"> no Android, com 3 milh\u00f5es de usu\u00e1rios ativos na mesma data.\u00a0<\/span><\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"alignnone size-large wp-image-205072\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/07\/attachment-usuarios-ativos-apps-1024x537.png\" alt=\"\" width=\"1024\" height=\"537\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/07\/attachment-usuarios-ativos-apps-1024x537.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/07\/attachment-usuarios-ativos-apps-300x157.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/07\/attachment-usuarios-ativos-apps-768x403.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/07\/attachment-usuarios-ativos-apps.png 1073w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p><span style=\"font-weight: 400; font-size: 8pt;\">Fonte: Similarweb. Desktop e mobile web, jun. 22 &#8211; jul. 25, Brasil<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A Amazon se destaca como um dos \u00fanicos marketplaces no Brasil com maior atividade no app no sistema iOS do que no Android. Comportamento que se intensificou durante o Prime Day, isso indica possivelmente uma base de usu\u00e1rios com maior poder aquisitivo, o que pode influenciar estrat\u00e9gias de comunica\u00e7\u00e3o e segmenta\u00e7\u00e3o da marca.<\/span><\/p>\n<h2><b><\/b><b>O que os consumidores buscaram durante o evento?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">A an\u00e1lise das buscas da ind\u00fastria de Marketplaces revela prefer\u00eancias claras e ligadas ao contexto da esta\u00e7\u00e3o e do calend\u00e1rio:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u201cLiquidificador\u201d: <\/span><b>+228%<\/b><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u201cJaqueta masculina\u201d: <\/span><b>+211%<\/b><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u201cAquecedor port\u00e1til\u201d: <\/span><b>+197%<\/b><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u201cPlayStation 5\u201d e \u201csmartphone\u201d no geral tamb\u00e9m apresentaram crescimento relevante<\/span><\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"alignnone size-large wp-image-205073\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/07\/attachment-terms-1024x411.png\" alt=\"\" width=\"1024\" height=\"411\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/07\/attachment-terms-1024x411.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/07\/attachment-terms-300x121.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/07\/attachment-terms-768x309.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/07\/attachment-terms.png 1028w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p><span style=\"font-weight: 400; font-size: 8pt;\">Fonte: Similarweb. Desktop e mobile web, \u00faltimos 28 dias (at\u00e9 18 de julho), Brasil.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A sazonalidade, marcada pelo inverno e f\u00e9rias escolares, teve papel decisivo, refletindo uma inten\u00e7\u00e3o de compra planejada e orientada por necessidade, conveni\u00eancia e entretenimento, especialmente em produtos de maior poder aquisitivo<\/span><\/p>\n<h2><b>Estrat\u00e9gia n\u00e3o \u00e9 s\u00f3 pre\u00e7o: o papel dos canais, da comunica\u00e7\u00e3o e da jornada<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Mais do que descontos, o que se destacou no Prime Day foi a capacidade das marcas de se posicionarem estrategicamente ao longo da jornada do consumidor.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As an\u00e1lises da Similarweb indicam que os principais marketplaces do pa\u00eds \u2014 Amazon, Shopee, Mercado Livre e Magalu \u2014 apostaram em campanhas robustas durante o m\u00eas de julho, refletindo o crescimento da relev\u00e2ncia comercial do per\u00edodo.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Os investimentos dos marketplaces apresentaram uma trajet\u00f3ria de crescimento a partir da primeira semana de julho, totalizando US$ 8.2 milh\u00f5es. Amazon e Shopee lideraram os aportes no per\u00edodo, sendo as marcas que mais investiram em m\u00eddia.<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-205074\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/07\/attachment-Admetricks_PrimeDay.png\" alt=\"\" width=\"887\" height=\"401\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/07\/attachment-Admetricks_PrimeDay.png 887w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/07\/attachment-Admetricks_PrimeDay-300x136.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/07\/attachment-Admetricks_PrimeDay-768x347.png 768w\" sizes=\"(max-width: 887px) 100vw, 887px\" \/><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-205079\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/07\/attachment-participacao-investimento.png\" alt=\"\" width=\"998\" height=\"550\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/07\/attachment-participacao-investimento.png 998w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/07\/attachment-participacao-investimento-300x165.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/07\/attachment-participacao-investimento-768x423.png 768w\" sizes=\"(max-width: 998px) 100vw, 998px\" \/><\/p>\n<p><span style=\"font-weight: 400; font-size: 8pt;\">Fonte: Admetricks. Desktop, mobile web &amp; Social Media, \u00faltimos 18 dias (at\u00e9 18\/07), Brasil.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Al\u00e9m disso, varia\u00e7\u00f5es interessantes na forma como cada player construiu sua narrativa promocional:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Amazon<\/b><span style=\"font-weight: 400;\"> refor\u00e7ou diferenciais log\u00edsticos como entrega r\u00e1pida e frete gr\u00e1tis, somados a benef\u00edcios para membros Prime. A marca tamb\u00e9m apostou em influ\u00eancia nacional, com a cantora Sandy como rosto da campanha, unindo apelo aspiracional e reconhecimento de marca.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Mercado Livre<\/b><span style=\"font-weight: 400;\"> disputou a aten\u00e7\u00e3o do consumidor no dia 7.7 com a Shopee, apostando em um volume expressivo de cupons, totalizando <\/span><b>R$ 37 milh\u00f5es em ofertas<\/b><span style=\"font-weight: 400;\">.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Shopee<\/b><span style=\"font-weight: 400;\"> focou em gatilhos promocionais como frete gr\u00e1tis, cupons (R$ 7 milh\u00f5es) e descontos agressivos entre <\/span><b>20% e 50%<\/b><span style=\"font-weight: 400;\">.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Mais do que pre\u00e7os baixos, os resultados indicam que o sucesso depende de<\/span><b> interpretar o comportamento do consumidor em tempo real <\/b><span style=\"font-weight: 400;\">e entregar valor percebido em cada ponto de contato.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Com uma estrat\u00e9gia bem executada e investimentos consistentes em comunica\u00e7\u00e3o e experi\u00eancia do usu\u00e1rio, a Amazon conseguiu reverter a tend\u00eancia de retra\u00e7\u00e3o observada no in\u00edcio do ano. O resultado foi claro: <\/span><b>durante o Prime Day, a empresa ultrapassou o Mercado Livre em tr\u00e1fego<\/b><span style=\"font-weight: 400;\">, assumindo a lideran\u00e7a entre os marketplaces analisados no Brasil.<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-205076\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/07\/attachment-image.png\" alt=\"\" width=\"605\" height=\"387\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/07\/attachment-image.png 605w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/07\/attachment-image-300x192.png 300w\" sizes=\"(max-width: 605px) 100vw, 605px\" \/><\/p>\n<p><span style=\"font-weight: 400; font-size: 8pt;\">Fonte: Similarweb. Desktop e mobile web, jun. 25 &#8211; jul. 25, Brasil<\/span><\/p>\n<h2><b>O que sua marca pode aprender com isso?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">O Prime Day 2025 deixa um recado claro para o varejo digital: <\/span><b>dados e timing s\u00e3o diferenciais competitivos<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Com as solu\u00e7\u00f5es da Similarweb, sua equipe pode:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Analisar a performance dos concorrentes em momentos sazonais<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Identificar tend\u00eancias de busca e comportamento antes dos picos<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Medir o impacto real das a\u00e7\u00f5es e otimizar decis\u00f5es em tempo real<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Marcas que monitoram o mercado com precis\u00e3o, entendem a jornada do consumidor e tomam decis\u00f5es baseadas em intelig\u00eancia digital ganham vantagem, mesmo sem o maior or\u00e7amento.<\/span><\/p>\n<p><b>Pronto para transformar dados em a\u00e7\u00e3o?<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Quer entender como aplicar esses aprendizados \u00e0 realidade da sua empresa? <a href=\"https:\/\/similarweb2.orthisbe.com\/calendar\/team\/t\/7\"><strong>Fale com nossos especialistas<\/strong><\/a> e veja como a Similarweb pode apoiar sua estrat\u00e9gia com insights acion\u00e1veis e intelig\u00eancia competitiva.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">__<\/span><\/p>\n<p><a href=\"https:\/\/support.similarweb.com\/hc\/en-us\/articles\/360001631538-Similarweb-Data-Methodology\"><span style=\"font-weight: 400;\">Metodologia Similarweb<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Os times de Insights &amp; Comunica\u00e7\u00e3o da Similarweb podem extrair dados adicionais ou ainda mais atualizados a pedido de ve\u00edculos de imprensa no Brasil (jornalistas podem escrever para<\/span> <a href=\"mailto:juliane.mergener@similarweb.com\"><span style=\"font-weight: 400;\">juliane.mergener@similarweb.com<\/span><\/a><span style=\"font-weight: 400;\">).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Cita\u00e7\u00e3o: ao citar nossos dados, fa\u00e7a refer\u00eancia \u00e0 Similarweb como a fonte. Refer\u00eancias \u00e0 Similarweb devem preferencialmente constar como \u201cplataforma de Intelig\u00eancia de Marketing Digital\u201d e estar associadas ao<\/span> <a href=\"https:\/\/www.similarweb.com\/\"><span style=\"font-weight: 400;\">site da empresa<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Isen\u00e7\u00e3o de responsabilidade: todos os dados, relat\u00f3rios e outros materiais fornecidos ou disponibilizados pela Similarweb s\u00e3o baseados em dados obtidos por terceiros, e incluem estimativas e extrapola\u00e7\u00f5es com base nesses dados. A Similarweb n\u00e3o ser\u00e1 respons\u00e1vel pela exatid\u00e3o dos materiais e n\u00e3o ter\u00e1 nenhuma responsabilidade por qualquer decis\u00e3o de terceiros baseada no todo ou em parte destes materiais.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n&#8212;<\/span><\/p>\n<p><strong>An\u00e1lise e Insights:<\/strong><span style=\"font-weight: 400;\">\u00a0Vicky de Almeida, Insights Leader LATAM na Similarweb<\/span><\/p>\n<p><strong>Edi\u00e7\u00e3o de texto:<\/strong><span style=\"font-weight: 400;\">\u00a0Juliane Mergener, Content Specialist Brazil na Similarweb<\/span><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>O Amazon Prime Day 2025 chegou com for\u00e7a total ao Brasil nos dias 15 e 16 de julho, e os dados da Similarweb mostram como esse evento j\u00e1 se consolidou como um dos principais marcos do calend\u00e1rio promocional do e-commerce nacional. Nesta an\u00e1lise, exploramos os principais aprendizados sobre a performance da Amazon e de seus [&hellip;]<\/p>\n","protected":false},"author":561,"featured_media":205081,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[6582,6610],"tags":[],"class_list":["post-205066","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecommerce","category-amazon-insights"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Prime Day 2025: o que aprendemos com a Amazon sobre o comportamento do consumidor e a disputa por tr\u00e1fego | Similarweb<\/title>\n<meta name=\"description\" content=\"Descubra como a Amazon e seus concorrentes se movimentaram durante o Prime Day 2025 e o que sua empresa pode aprender com os dados analisados 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