Amazon declared Prime Day 2025 its biggest such promotion ever, while market research company Numerator noted the consumer approach to the event this year reflected uncertainty about prices and the economy.
Amanda Schoenbauer, a Numerator analyst, commented, “This year’s Prime Day event was shaped by a variety of forces, including ongoing economic pressures and a new four-day format. We saw a shift in shopping behaviors, as consumers prioritized lower-priced everyday essentials over big-ticket purchases. Best-sellers included practical items like beverages, dish soap and paper products. This back-to-basics trend reflects the cautious spending mindset we’re hearing from consumers in response to today’s economic environment.”
The Numerator Prime Day Live Tracker indicated home goods sales stayed strong and fairly consistent throughout the July 8-11 event, purchased by 26% of shoppers, tied with health and wellness products and just below household essentials at 29% and apparel and shoes at 30%. Next most purchased product categories were beauty/cosmetics at 25%, followed by consumer electronics at 18%, pet products at 16%, groceries at 14% and, in a tie at 12%, toys/video games and office/school supplies.
At the time of its last tracker assessment of the four-day event, at 4 p.m. on July 11, Numerator noted, average order size was $53.34. With regard to frequency, 63% of households shopping the Prime Day had placed two or more separate orders, bringing the average household spend to $156.37. Average price per order came in at $24.59, down a bit from an earlier reading, according to Numerator.
The grocery and household essentials categories combined for more than 40% of Prime Day purchasing, consistent with forecasts suggesting consumers would lean more on necessities during the event. The top three items purchased during Prime Day, Numerator reported, were Premier Protein Shakes, Dawn Platinum Powerwash, and Liquid I.V. Packets Packs hydration products.
Some 51% of Prime Day shoppers purchased items they had been waiting to buy; 37% bought merchandise they typically purchase on Amazon; 37% purchased products offered as general discount deals; and 26% bought merchandise included in special sales.
Shoppers were mostly female (76%) middle income (47%) and older (29% were 65 or more and 21% were 55 to 64). Suburbanites were the largest group participating in Prime Day by residence, at 40%, followed by urban shoppers at 31% and rural shoppers at 28%.
In the course of their Prime Day shopping, 56% of consumers reviewed prices offered by other retailers for merchandise they considered purchasing, with Walmart, at 49%, and Target, at 35%, the top banners visited, according to the Numerator research. As to bargains, 40% of Prime Day shoppers stated they were very happy with the deals offered, while 28% were extremely happy and 27% were somewhat happy.
Without yet reporting details, Amazon stated Prime Day customers saved billions on deals across 35-plus product categories, more savings than during any previous Prime Day event. The four-day promotion was bigger than any previous four-day period that included a Prime Day event, Amazon asserted, with record sales and more items sold. The company added members saved on best-selling brands such as Dyson, Medicube, and Philips Sonicare.
“This year’s extended Prime Day event delivered incredible savings to our members across millions of deals,” said Doug Herrington, CEO of Amazon Worldwide Stores. “We’re thrilled to see record savings for our customers, who found great prices on the everyday essentials and products they love. This event wouldn’t be possible without the dedication of our employees, delivery partners, vendors, and sellers who worked tirelessly to serve our customers. Their efforts made this our biggest Prime Day yet, and I’m grateful for their contributions.”
