Amazon Prime Day has evolved into one of the most significant retail events of the year—and 2025 is no exception. Spanning from July 8 to 11, the annual sales marathon offers massive discounts to Prime members across virtually every product category, from tech and fashion to household essentials. With millions of shoppers searching for the best deals in real time, visibility in Google’s search results becomes not just a competitive advantage for publishers; it’s almost a strategic necessity.

That’s precisely why analyzing news SEO performance around Prime Day is so compelling. Publishers are not just competing with each other for clicks; they’re also up against Amazon’s own ecosystem of domains, e-commerce platforms, affiliate networks, and influencers. And while sponsored content and paid placements play their role, organic visibility, especially on Google’s mobile and desktop SERPs (Search Engine Results Pages), offers insight into who really won the attention game during the sale.

In this article, we take a multi-dimensional look at the visibility landscape around Amazon Prime Day 2025: First, we explore the keywords that generated visibility from July 8 to 10 across all ranking types and platforms. Next, we break down performance by surface, examining which publishers appeared on mobile and desktop SERPs as well as zooming in on the mobile and desktop News Boxes in the U.S. The SERP analysis covers a range of ranking types, including News Boxes, Video Boxes, Publisher Carousels, Web Stories, Featured Snippets, Visual Digests, and classic organic rankings. While SERPs contain a mixture of these elements, News Boxes remain a critical indicator for news publishers specifically. Lastly, we will take a closer look at the final day of the 2025 Amazon Prime Day, July 11, in terms of publisher visibility on mobile SERPs and in mobile News Boxes to see whether visibility has shifted for the event’s finale.

Let’s dive into the data!

The first three days of the 2025 Prime Day event: July 8 to 10

For the first half of this article, we will take a close look at the initial three days of the event, from July 8 to 10, to see what the news coverage looked like for the first stages of Prime Day. Then, later on, we will have a look at the final day, July 11, to see if the keyword set shifted and whether the makeup of the most visible publishers was still the same.

Keywords that shaped Prime Day visibility

This list contains all keywords that ranked on any of the surfaces (mobile/desktop SERPs and/or News Boxes) during the examined time frame from July 8 to 10 and are thematically related to Amazon Prime Day. The keywords are sorted alphabetically and listed without ranking values. Instead of focusing on numbers here, this overview aims to provide a first impression of the range, wording, and thematic structure of the search terms before we dive deeper into the ranking data in the following sections.

Notable patterns in the keyword composition

The list of keywords related to Amazon Prime Day 2025 reveals several clear trends in how the topic was framed editorially. Almost all keyword variations include the core term “prime day,” which serves as the central anchor across combinations like “prime day deals,” “prime day laptops,” “prime day live,” or “prime day sale.” The few exceptions, such as the more generic “amazon,” show that while Amazon is the context provider, “Prime Day” has become the actual keyword brand.

Many of the keywords are tightly tied to brands or specific products. Prominent mentions include Amazon, Apple, Samsung, and Sony, along with device-specific keywords such as “airpods,” “kindle,” “nintendo switch 2,” or “oura ring 4.” This suggests that keyword targeting during the Prime Day window was heavily influenced by high-interest brands and flagship tech products.

Another notable pattern is the focus on performance-oriented and service-driven phrases like “the best prime day,” “prime day live,” “best prime day deals,” or “prime day power.” These reflect user intent around finding real-time, curated, and high-value content—whether it’s to follow live deals or determine which products are actually worth buying.

Comparing keyword rankings across Google surfaces

To better understand where visibility occurred around Prime Day 2025, the keywords listed above were matched with their ranking frequencies across four different Google surfaces: the mobile SERP, desktop SERP, mobile News Boxes, and desktop News Boxes. The table below provides an overview of how often each keyword appeared on each surface from July 8 to 10, 2025.

Almost all keywords were represented across all four surfaces, albeit in different ranking orders. The only exception was “amazon nintendo switch 2,” which did not appear in the Desktop News Box rankings.

This comparison highlights not only which terms were most prominent overall but also how visibility patterns differ by device and result type.

All Prime Day related keywords with their number of rankings the Mobile SERPs, Desktop SERPs, mobile News Boxes, and Desktop News Boxes that ranked from July 8 to 10

Ranking-based insights across surfaces

Looking at the distribution of keyword rankings from July 8 to 10 across the mobile and desktop SERPs and the mobile and desktop News Boxes, several patterns stand out:

• Across both SERPs and News Boxes, desktop tends to generate slightly higher ranking volumes than mobile. For example, the keyword “prime day deals” recorded 4,882 desktop SERP rankings versus 4,175 on mobile and 2,473 rankings in the desktop News Box versus 1,900 in the mobile News Box. This points to a broader indexing or inclusion of content on desktop results pages, both standard and news-focused.
• “Prime day” and “prime day deals” dominated all surfaces, with each recording 4,000-4,800 rankings on mobile and desktop SERPs and between 1,600 and almost 2,500 in the News Boxes. These two terms clearly anchored coverage, signaling a blend of informational and transactional user intent.
• Other high-ranking keywords like “amazon prime day” and “prime day apple” also maintained consistently strong visibility across all instances, confirming that both brand association (Amazon/Apple) and general event interest (Prime Day itself) worked in tandem to drive performance.
• Keywords linking Prime Day with specific brands, such as “prime day apple,” “sony prime day,” and “samsung prime day,” ranked prominently, particularly on the desktop SERP. For instance, “prime day apple” appeared 2,645 times on desktop SERPs and 2,159 times on mobile. Visibility in the News Boxes was also strong for some of these, such as “prime day apple” (836 mobile, 1,322 desktop).
• Fewer keywords exceeded 100 rankings in the mobile News Box compared to desktop. Only three keywords crossed the 500 mark on mobile, including “prime day deals” (1,900), “prime day” (1,636), and “amazon prime day” (1,012).
• At the bottom of the ranking spectrum, keywords such as “prime day laptops,” “prime day samsung,” and “best prime day deals” showed consistently low ranking volumes. These may indicate a narrower topical focus, lower user search volume, or fewer publishers addressing these combinations in a newsworthy format.

Overall, the SERPs were more inclusive in keyword variety and ranking volume, while the News Boxes were more competitive and curated—rewarding highly focused content around products, deals, and shopping guidance.

A look at the top publishers for each surface

Let’s now take a look at the publishers that stood out on each surface during the first three days of the 2025 Prime Day event. We’ll first examine the SERPs (mobile and desktop) and then have a more zoomed-in look at the News Boxes (mobile and desktop).

Top publishers on the mobile SERPs (July 8-10)

The mobile SERPs for Prime Day-related keywords show a clear hierarchy of high-performing publishers that emerged between July 8 and 10, with a mix of general news outlets and commerce-savvy tech verticals leading the visibility race. Here are the key insights:

Top 6 publishers for the Amazon Prime Day 2025 (mobile SERPs)

Note: This analysis focuses exclusively on news publishers. Other domains that ranked—such as online platforms or commercial sites—were excluded but are still visible in the accompanying graphic. For context: amazon.com led the mobile SERPs with 10.91% visibility, followed by YouTube in 3rd place (8.14%) and aboutamazon.com in 7th (4.02%). The strong presence of YouTube in particular highlights how prominently video content, such as deal reviews, product explainers, or influencer rundowns, featured in Google’s mobile search results around Prime Day.

1. CNN
   With 8.48% overall visibility, CNN takes the top spot in the mobile SERPs among news publishers, peaking at 17.85% on July 9 at 11 pm—the highest peak recorded for any publisher during the period. The outlet accumulated 1,311 keyword rankings, with strong performance on core queries like “prime day deals” (383 rankings), “prime day” (363), and “amazon prime day” (230). CNN’s top article, The last day of Amazon Prime Day is here. Our experts found the 161 deals worth shopping, seems to have been optimized for relevance and utility, catering to deal-seeking readers with a sense of urgency on the event’s final day.
2. Yahoo
   Yahoo follows closely with 7.91% visibility, peaking at 13.62% on July 8 at 7 pm. Across its 1,161 keyword rankings, the site was especially prominent for “prime day deals” (308), “prime day” (274), and “prime day apple” (259). The editorially driven top article—The best Amazon Prime Day Deals of 2025: Our editors’ top picks have savings up to 70% off—combines curation and discount appeal, positioning Yahoo well for user intent aligned with savings discovery.
3. Engadget
   As part of the Yahoo brand, Engadget carved out its own niche with 5.14% visibility, reaching a 14.56% peak on July 9 at 11 am. It achieved 585 keyword rankings, mainly via brand-specific queries like “prime day apple” (133), “prime day” (122), and “prime day deals” (110). The publication’s top-performing article—The best Prime Day Apple deals on Airpods, iPads, MacBooks, and more—indicates a focus on Apple’s product ecosystem, a strategy that paid off particularly well for hardware- and brand-driven queries.
4. New York Times
   The New York Times secured 4.70% visibility, peaking at 15.01% on July 10 at 10 am. The outlet accumulated 897 keyword rankings, largely driven by “prime day deals” (265), “prime day apple” (175), and “prime day” (172). The most visible article—The Best Prime Day Deals on Laptops and Tablets We Recommend—showcases NYT’s commerce content strategy, which blends product recommendations with editorial authority, making it highly visible during the decision-making phase of the shopping event.
5. NBC News
   NBC News recorded 2.98% visibility, with its peak at 11.88% on July 10 at 10 pm. It had 496 keyword rankings, ranking most strongly for “prime day” (132), “prime day apple” (99), and “prime day deals” (74). Its top article—The 157+ Best Prime Day Deals Actually Worth Your Money—focuses on comprehensive deal coverage, signaling NBC’s alignment with buyer-oriented utility content for this event.
6. New York Post
   Rounding out the top group is the New York Post, which reached 2.66% visibility, peaking at 13.94% on July 10 at 10 am. The publication secured 374 keyword rankings, with top performance on “prime day deals” (97), “prime day apple” (87), and “prime day” (58). Its leading article—157+ best Amazon Prime Day deals we’re updating obsessively all Day 3—taps into real-time deal tracking and dynamic content updates, a strategy that likely boosted click-through rates and surface consistency.

Top publishers on the desktop SERPs (July 8-10)

The desktop SERPs for Amazon Prime Day 2025 mirrored many of the trends seen in mobile search results, with a few shifts in positioning and emphasis. Several publishers continued their strong cross-platform presence, while others carved out a more distinct role on desktop. Here’s how the leading outlets performed:

Top 6 publishers for the Amazon Prime Day 2025 (desktop SERPs)

As with the mobile results, this section only considers news publishers. Commercial platforms like amazon.com (9.71% visibility), YouTube (8.44%), and aboutamazon.com (4.03%) also appeared among the top 10 but were excluded from this analysis. The strong showing of YouTube once again underscores the growing relevance of video-based content in product discovery and deal coverage, even on desktop.

1. Yahoo
   Yahoo claims the top spot on the desktop SERPs among news publishers with 8.21% visibility, peaking at 16.35% on July 10 at 9 am—the highest visibility peak across all desktop publishers. With 1,357 keyword rankings, Yahoo maintained its keyword dominance from mobile, especially for “prime day deals” (377), “prime day” (320), and “prime day apple” (291). Its leading article—The best Amazon Prime Day Deals of 2025: Our editors’ top picks have savings up to 70% off—is the same as on mobile, underlining its consistent editorial and SEO strategy across devices.
2. CNN
   CNN follows with 6.51% visibility, peaking at 15.22% on July 10 at 10 am. Its desktop performance closely matches its mobile footprint, securing 1,314 keyword rankings with particularly strong showings for “prime day deals” (393), “prime day” (363), and “amazon prime day” (218). The top-performing article on desktop—The 129 best Amazon Prime Day deals 2025—is distinct from the one used on mobile, suggesting CNN tailored its headline and format for different devices while maintaining high topical relevance.
3. New York Times
   The New York Times reached 5.44% visibility, peaking at 9.95% on July 10 at 9 am. It collected 1,098 keyword rankings, driven by “prime day deals” (401), “prime day” (193), and “prime day apple” (163). Interestingly, the top desktop article—Deal we love: Braun Series 9 Pro 9477cc Electric Razor—deviates from the broader shopping guides used on mobile, signaling a focus on high-performing product-specific posts to attract intent-driven desktop users.
4. Engadget
   Appearing once again in the top group, Engadget achieved 5.29% visibility, with a peak of 13.56% on July 10 at 10 pm. The outlet gathered 762 keyword rankings, led by “prime day” (179), “prime day apple” (170), and “prime day deals” (122). While the specific top article—Amazon Prime Day 2025 deals are live: Our top picks on …—mirrors the outlet’s commerce orientation, the slightly shifted peak timing compared to mobile suggests Engadget’s desktop content could have been picked up by late-evening traffic.
5. NBC News
   NBC News recorded 2.90% visibility, with its highest point at 9.63% on July 10 at 10 pm—identical timing to Engadget’s peak. It secured 562 keyword rankings, with a familiar emphasis on “prime day” (156), “prime day apple” (117), and “prime day deals” (87). Like on mobile, the top article is The 157+ Best Prime Day Deals Actually Worth Your Money, indicating cross-platform strength for comprehensive deal roundups.
6. USA Today
   Rounding out the top six, USA Today reached 2.85% visibility, peaking early in the Prime Day cycle at 7.74% on July 8 at 1 am. The publisher registered 417 keyword rankings, focusing on “prime day apple” (97), “prime day deals” (87), and “amazon prime day” (69). Its standout piece—Live Prime Day 2025 sale coverage: Top Amazon deals to …—suggests a real-time editorial approach aimed at early-bird shoppers scanning desktop SERPs for up-to-the-minute information.

Top publishers in the mobile News Boxes (July 8-10)

In the mobile News Boxes—Google’s dedicated news section within the mobile SERPs—visibility was shaped by a mix of shopping guides, product recommendations, and timely deal coverage. Many of the top-performing publishers also led the rankings on SERPs overall, but the News Box dynamics rewarded especially well-structured, frequently updated, and editorially trusted content. Here’s a breakdown of the top outlets:

Top 6 publishers for the Amazon Prime Day 2025 (mobile News Box)

1. Yahoo
   Yahoo leads the mobile News Boxes with 10.51% visibility, peaking at 19.1% on July 10 at 2 pm. The outlet amassed 735 keyword rankings, anchored by “prime day” (181), “prime day deals” (177), and “prime day apple” (150). The leading article—The best Amazon Prime Day Deals of 2025: Our editors’ top picks have savings up to 70% off—was a consistent performer across all surfaces, underlining Yahoo’s strong cross-platform content strategy and its prominence during the event’s final push.
2. CNN
   CNN follows closely with 10.19% visibility, peaking at 22.96% on July 9 at 11 pm—the highest individual visibility spike across all publishers and platforms. The network earned 657 keyword rankings, with “prime day deals” (223), “prime day” (213), and “amazon prime day” (142) leading the pack. Its top article—We found the 134 best Amazon Prime Day 2025 deals after shopping thousands of offers—reflected CNN’s emphasis on thorough curation and late-evening publishing cadence.
3. Engadget
   A frequent presence across platforms, Engadget garnered 6.70% visibility, peaking at 18.93% on July 10 at 11 pm. It appeared 369 times in mobile News Boxes, with rankings dominated by “prime day apple” (89), “prime day deals” (88), and “prime day” (85). Its top-performing article—The best Prime Day Apple deals on Airpods, iPads, MacBooks, and more—highlighted the brand’s specific niche focus on Apple-related tech coverage.
4. New York Times
   The New York Times follows closely with 5.68% visibility, peaking at 18.06% on July 10 at 10 am, showing consistent strength across both SERP and News Box environments. It logged 558 keyword rankings, especially for “prime day deals” (142), “prime day” (132), and “amazon prime day” (68). The top article was The Best Prime Day Deals on Laptops and Tablets We Recommend, the same one as on mobile SERPs.
5. NBC News
   With 3.62% visibility overall, NBC News saw its highest visibility at 16.25% on July 10 at 10 pm. It recorded 235 keyword rankings, driven by “prime day” (82), “prime day deals” (44), and “amazon prime day” (34). Its best-performing article, The 157+ Best Prime Day Deals Actually Worth Your Money, also performed well on other surfaces, showcasing the value of continuously updated deal hubs.
6. New York Post
   The New York Post rounds out the top group with 3.36% visibility, peaking at 16.77% on July 10 at 10 am. It achieved 197 keyword rankings, with “prime day deals” (65), “prime day” (43), and “amazon prime day” (39) as the most frequent. Its leading article, 157+ best Amazon Prime Day deals we’re updating obsessively all Day 3, is also the same one as the top article on the mobile SERPs for the publisher.

Top publishers in the desktop News Boxes (July 8-10)

In the desktop News Boxes, editorial depth and sustained content updates were key drivers of visibility. Many of the same outlets that performed well in the mobile News Boxes held strong here too, often with similar content repurposed or updated to suit different user behaviors on desktop. Let’s look at the top-ranking publishers on this surface:

Top 6 publishers for the Amazon Prime Day 2025 (desktop News Box)

1. Yahoo
   Yahoo once again tops the list with 10.54% visibility, hitting its peak at 20.42% on July 10 at 9 am—the highest visibility recorded on desktop News Boxes during the Prime Day period. The brand amassed 949 keyword rankings, led by “prime day” (240), “prime day deals” (233), and “prime day apple” (195). Its top article—The best Amazon Prime Day Deals of 2025: Our editors’ top picks have savings up to 70% off—demonstrates impressive power and wide relevance across all surfaces, as it is the same one as for the other three.
2. CNN
   CNN follows with 7.52% visibility, peaking at 17.65% on July 10 at 10 am. The publisher saw 673 rankings in the desktop News Boxes, again with a strong showing for “prime day deals” (227), “prime day” (210), and “amazon prime day” (139). Its lead article—We found the 100 best Amazon Prime Day 2025 deals after shopping thousands of offers—echoes its mobile performance and helped cement CNN’s role as a consistent guide for Prime Day savings.
3. Engadget
   Engadget landed at 6.60% visibility, reaching a high of 17.49% on July 10 at 10 pm. It was featured in 508 keyword rankings, especially for “prime day apple” (123), “prime day” (115), and “prime day deals” (105). With Amazon Prime Day 2025 deals are live: Our top picks on headphones, smartwatches, robot vacuums and more, Engadget maintained its tech-forward focus and aligned well with desktop users looking for high-ticket items and electronics.
4. New York Times
   With 6.55% visibility, the New York Times nearly matches Engadget. Its peak occurred at 14.77% on July 10 at 8 am, likely benefiting from early-day consumer interest. The publisher racked up 764 keyword rankings, with strong results for “prime day deals” (274), “prime day” (158), and “amazon prime day” (71). The featured piece—Deal we love: Braun Series 9 Pro 9477cc Electric Razor—is the same one as the top article on the desktop SERPs.
5. USA Today
   USA Today achieved 3.50% visibility, with its highest spike of 10.18% on July 8 at 4 pm. The outlet appeared in 282 keyword rankings, mainly for “prime day deals” (69), “amazon prime day” (65), and “prime day apple” (53). The top-performing article—I’m live-tracking the best Prime Day deals. Here’s what people are shopping today—leverages a live-updating format that proved effective in boosting relevance and visibility early in the Prime Day window.
6. NBC News
   NBC News rounds out the top group for desktop News Box visibility with 3.44% visibility, peaking at 12.2% on July 10 at 10 pm. It earned 302 keyword rankings, led by “prime day” (92), “prime day deals” (52), and “amazon prime day” (37). Its consistent top performer across all surfaces—The 157+ Best Prime Day Deals Actually Worth Your Money—also maintained traction here, reaffirming the value of comprehensive and frequently updated listicles.

Key publisher insights across all four surfaces (July 8-10)

• Yahoo was the most consistently visible publisher, ranking in the top two on all four surfaces and claiming first place in both desktop and mobile News Boxes. Its evergreen editorial format with product roundups proved adaptable across devices and ranking types.
• CNN follows closely, especially strong in mobile environments, where it even made it to first place on the SERPs. Its content consistently ranked highly across both News Boxes and SERPs, often with tailored headlines per surface (e.g., article variants with different deal counts).
• The New York Times appeared in the top 4 across all four surfaces, though its strongest showing came on the desktop SERP and mobile News Box, with both broad product roundups and focused deal highlights.
• Engadget, as part of the Yahoo network, performed impressively—particularly in the News Boxes—thanks to its niche tech focus and detailed product recommendations for Apple, audio, and home tech. It reached 3rd place in the mobile News Box and 4th in desktop SERP.
• NBC News showed solid, if slightly lower, visibility across all surfaces, often with a single, comprehensive deal list that remained visible over multiple days.
• USA Today only appeared among the top 6 on the desktop SERPs and News Boxes, but made the most of its presence with live deal coverage that peaked early on July 8.
• The New York Post was primarily visible in the mobile environments, appearing in the top six on mobile SERPs and mobile News Boxes, likely due to its real-time updating article strategy and entertainment-forward tone.

How July 11 differed from the first Prime Day days (July 8-10)

While the core analysis initially focused on the first three days of Amazon Prime Day 2025, July 11, the official final day of the event, also delivered notable visibility across Google’s mobile and desktop search surfaces. We’ll first see how the keyword set for that day differed before once again diving into the publisher visibility across surfaces.

Keywords that ranked on July 11 for the 2025 Prime Day

In total, 17 keywords appeared in the News Boxes and SERPs across mobile and desktop on this final day. Mobile SERPs generated 5,147 rankings, desktop SERPs 5,925, while the mobile and desktop News Boxes contributed 1,938 and 2,468 rankings, respectively. Interestingly, the same 17 keywords appeared on all surfaces—with one exception: the keyword “amazon” did not receive any rankings in the desktop News Box.

The smaller keyword set compared to the multi-day span of July 8–10, the July 11 data offers several interesting takeaways. First, while many of the central keywords remained consistent—such as “prime day,” “prime day deals,” “amazon prime day,” and “prime day apple”—the final day also introduced a set of new terms that did not rank earlier. These include “prime day anker,” “prime day apple deals,” “prime day laptop,” “prime day soundbar,” “prime day tonight,” “prime day tv,” “prime deals,” and “watch prime day.” These additions reflect a shift in focus toward last-minute product categories and urgency-driven search behavior. Terms like “prime day tonight” and “watch prime day” suggest a narrowing temporal window and interest in live coverage or real-time updates as the sales wrapped up.

In contrast, several of the more exploratory or brand-specific queries that ranked earlier in the week no longer appeared on July 11. Missing from this final-day snapshot are broader searches like “prime day live,” “prime day sale,” and “best prime day deals,” as well as more niche brand-related combinations such as “oura ring 4 prime day” or “sony prime day”. Their absence could indicate a natural drop-off in exploratory shopping behavior as users began focusing on final decision-making and specific product searches rather than browsing generalized offers.

The most visible publishers on July 11 for the 2025 Prime Day

Based on the updated keyword set for July 11, we now also have a clear picture of how publisher visibility played out on the final day of Amazon Prime Day 2025. While many familiar names returned, several new entries appeared across the four surfaces. Let’s take a closer look at which publishers stood out across mobile and desktop SERPs and News Boxes, and how their performance compared to the previous days.

Top publishers on the mobile SERPs (July 11)

Mobile SERP visibility on July 11 of the top 6 publishers for the Amazon Prime Day

CNN remained firmly in first place with 12.46% visibility, up from 8.48% during July 8–10. It peaked at 2 a.m. with 15.59% visibility—also the highest peak overall—and once again focused on general Prime Day coverage. Its top article, “Amazon Prime Day is almost over. Save time and shop these 173 editor-approved deals,” was highly visible across keywords like “prime day,” “prime day deals,” and “amazon prime day.”

Several tech-focused publishers newly entered the top 6. TechRadar reached 4.56% visibility, peaking at 8 p.m., with a strong focus on laptops and soundbars. Wired followed closely with 4.49%, peaking at 3 p.m., where it gained traction through product-specific content, including a Sony soundbar deal. Tom’s Guide also entered the chart with 4.39%, focusing on last-minute laptop deals.

Yahoo and Engadget, which had been strong contenders previously, both slipped slightly in rankings. Yahoo dropped to 3.35% (from 7.91%), though it still ranked well for high-volume keywords like “prime day deals” and “prime day.” Engadget saw a drop from 5.14% to 3.33%, with a continued focus on Apple and Samsung tech products.

Top publishers on the desktop SERPs (July 11)

Desktop SERP visibility on July 11 of the top 6 publishers for the Amazon Prime Day

CNN again claimed the top spot with 7.89% visibility—up from its previous 6.51% in second place (July 8–10)—and peaked at midnight with 11.81%. It remained consistent in terms of keyword focus and article performance.

Yahoo dropped slightly to second place with 6.23% (from 8.21%, previously first place), while Wired made a strong showing at 5.18%, achieving by far the highest individual peak of the day (20.17%) at 3 p.m. for an article on iPad deals.

TechRadar and Tom’s Guide both entered the desktop SERP top 6 for the first time on July 11, each at 4.45%, with peaks in the early evening. Both emphasized last-chance laptop deals. The New York Times rounded out the list with 3.30% visibility, slightly down from its previous 5.44% in 3rd place, but still featured prominently for general deal-focused queries.

Top publishers in the mobile News Boxes (July 11)

Mobile News Box visibility on July 11 of the top 6 publishers for the Amazon Prime Day

CNN also led in the mobile News Boxes, growing its share to 15.12% (from 10.91% in second place) and peaking at 2 a.m. with an impressive 24.27% visibility. Its article encouraging readers to “save time and shop these 173 editor-approved deals” once again dominated.

TechRadar, Tom’s Guide, and Wired all made strong new appearances in this space as well, each with over 6% visibility. Their content leaned heavily into actionable shopping advice on what deals to grab and which ones might disappear soon.

Engadget dropped to 4.29% (previously 6.70%), while The Verge entered the top 6 for the first time with 3.98%. The Verge’s top article focused on the Nex Playground—a timely, product-specific piece aimed at family-oriented tech shoppers.

Notably, Yahoo, which had previously ranked first in the mobile News Boxes from July 8 to 10, fell out of the top 6 entirely on the final day.

Top publishers in the desktop News Boxes (July 11)

Desktop News Box visibility on July 11 of the top 6 publishers for the Amazon Prime Day

In the desktop News Boxes, CNN extended its lead with 10.78% visibility (up from 7.52% and second place), peaking at 3 a.m. with 18.64%. As on other surfaces, its flagship article on final-day shopping dominated the space.

Yahoo came in second at 7.88%, slightly down from its previous 10.54% in first place. Wired gained significant ground here as well, peaking at 6 p.m. with the day’s highest visibility spike of 29.67%. It ended the day at 7.40% visibility thanks to a product-focused article that positioned the iPad as the best tablet option.

Tom’s Guide (5.46%) and TechRadar (5.24%) both saw solid visibility, with content similar to what performed well on mobile. Meanwhile, Engadget dropped from third to sixth place with 4.05%, still ranking in the top 6, but with reduced momentum compared to the earlier days.

Final thoughts: What publishers can take away from Prime Day 2025

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