Market research firm Numerator reported average household spend on Amazon Prime Day’s opening date, June 23, slipped 16% on average versus the 2025 version of the event, and average order value slid 17% year over year as shoppers were more focused on everyday essentials.
Average household spend was $89.04, down from $106.41 at the same point last year, as Prime Day average order value shrunk to $48.36 from $58.37, according to Numerator.
Other day-one findings include, Numerator stated:
- 59% of households participating in Prime Day had already placed two or more orders.
- 68% of items purchased sold for less than $30.
- 67% of shoppers were extremely or very satisfied with Prime Day deals this year.
- 57% compared Amazon’s prices to those offered by other retailers before making a purchase.
- 50% purchased items were those consumers were waiting to buy on sale during Prime Day.
By comparison, in the early read on Prime Day 2025, Numerator maintained 41% of Prime Day shoppers were very happy with the deals they saw, 27% were extremely happy, and half reviewed prices at other retailers before purchasing from Amazon.
