Prime Day poised to top $21bn globally – but UK experts warn of Amazon dominance risks

Amazon’s longest-ever Prime Day event, running from 8–11 July, is expected to generate record-breaking sales of $21.4 billion globally, with UK shoppers forecast to contribute nearly £2 billion, according to delivery specialists Parcelhero.

But while consumers and marketplace sellers are set to benefit, concerns are rising about the broader implications of Amazon’s growing dominance in the UK economy.

Parcelhero’s Head of Consumer Research, David Jinks M.I.L.T., said the sale, which has expanded to four days for the first time, is set to deliver a 60% surge in global gross merchandise value (GMV) compared to last year. Amazon’s own product sales are projected to hit $11.5bn, while independent sellers could generate a further $10bn – a 67% year-on-year rise.

That growth would be good news for UK SME traders who use Amazon’s marketplace, Jinks said, especially with UK Prime Day sales predicted to jump from £1.2bn last year to £1.92bn this year.

Last year, Amazon reported that over 100,000 items were sold per minute during Prime Day, and customers globally saved around $2.5bn. The event is being closely watched amid speculation that it is designed to cushion Amazon’s US operations from future disruptions, particularly new tariffs proposed by President Trump.

But while the sales uplift is welcome, Jinks cautioned that Amazon’s expanding grip on UK e-commerce could come at a cost. The retail giant has pledged to invest £40bn in the UK over the next three years, with plans to open four new fulfilment centres and significantly expand its delivery and office infrastructure.

“As Amazon’s dominance grows, there’s a real risk that smaller sellers become overly dependent on the platform,” said Jinks. “If that relationship sours, or a seller is suspended or delisted for policy breaches – or even just because their products are deemed CRaP (Cannot Realise a Profit) – it can be devastating.”

Amazon is also under scrutiny from the UK’s Groceries Code Adjudicator, which has launched a formal investigation into the company’s supplier practices. The probe follows a sharp drop in Amazon’s compliance score in the GCA’s 2024 annual survey, falling from 59% to just 47%, the lowest of all major retailers.

“There’s no doubt Amazon continues to innovate,” Jinks added. “Prime Day brings real opportunities for savings and for sellers to thrive. But as it becomes the pipeline for nearly everything we buy, UK policymakers and traders must remain alert to the risks of over-reliance.”

With new technologies such as drone delivery and 3D printing on the horizon, Amazon’s influence is set to grow even further. But the balance between innovation, fair competition and long-term sustainability for UK retailers remains a delicate one.

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Prime Day poised to top $21bn globally – but UK experts warn of Amazon dominance risks