Coresight Research’s review of Amazon Prime Day 2025 saw year-over-year purchase activity gains across multiple core categories, including home products and seasonal merchandise for back-to-school and summertime activities.
Among household categories, as designated by Coresight, 25% of shoppers purchased furniture, furnishings or decorative products for the home, up from 13.8% during the Prime Day event last year, Coresight reported. At the same time 22% bought household appliances, up from 19.1% during Prime Day 2024, and 20% shelled out for home improvement or garden items, up from 11.8%
The top five categories purchased were clothing, footwear or fashion accessories, purchased by 38.3%, up from 30.3%; health products, purchased by 33.2%, up from 19.1%; pet products, purchased by 32.1%, up from 19.1%; food or beverages, purchased by 32.1%, up from 13.8%;, and everyday household products, purchased by 30.1%, up from 24.3%. Some 29.6% of consumers purchased electronics, up from 19.1% a year ago.
Amazon featured more aggressive Prime Day promotions, and marketplace retailers optimized inventory and leveraged tools provided by the company to boost sales, according to Coresight.
Coresight observed the gap between planned consumer purchases and consumer buying behavior during the Prime Day was wider this year, suggesting higher engagement. In 2025, 48.2% of consumers in the United States made a purchase on Prime Day, a higher proportion than the 34.4% who planned to spend during the promotion. In 2024, 37.6% of shoppers actually spent, while 33.9% planned to do so. In addition, the proportion of consumers who spent more money during Prime Day 2025 than during the event the year before was 43.4%, versus 30.9% on the 2024 occasion.
In all, three quarters of shoppers spent the same or more on Prime Day this year than last, Coresight reported. In 2024, the figure was just more than 60%. In seasonal terms, 26.5% of consumers planned back-to-school purchasing, and 38.8% bought something for the occasion. Some 43% planned to purchase vacation/summer-related leisure goods, and 46.9% actually bought something for the season.
