The Amazon Prime Day 2025 Recap Report from market researcher Numerator, based on its tracking studies focused on verified buyers, determined that 41% of households in the United States participated in the retailer’s July 2025 promotional event, up six points from last year’s version.
Categories seeing the most Prime Day action included Health & Beauty, purchased by 55% of consumers, Home & Garden, by 49%, Apparel, by 39%, Electronics, by 33%, and Household by 28%.
Compared to Prime Day 2024, this year’s promotion generated more orders per household, at 3.4 versus 2.9, and higher spend per household, at $179.63 versus $174.20. However, Prime Day 2025 occasioned lower order size in dollars at $53.22 versus $60.63 for last year’s event and lower spend per unit, at $24.62 versus $27.41.
Participating consumers planned the majority of their Prime Day purchases, with 87% of event shoppers having an idea of what they wanted to purchase before clicking on Amazon, while 51% purchased something they’d been waiting to buy on sale and 37% shopped for the same items they typically buy on Amazon.
Among other Numerator findings:
- 65% of Prime Day orders involved one item, 19% involved two items and 10% involved three or more items.
- 72% of households placed two or more orders during the four-day Prime Day sale, and 26% placed five or more orders.
- 45% of households spent under $100 and 9% spent over $500.
- 66% of Prime Day shoppers said they were extremely or very satisfied with this year’s deals.
At a time when consumers are wary about discretionary purchases, the top 10 items based on total units sold leaned toward edibles and consumables including: Premier Protein Shakes, Dawn Platinum Powerwash, Liquid I.V. Hydration Multiplier, Amazon Fire TV Stick, Ring Battery Doorbell, Amazon Basics Everyday Paper Plates, Temptations Classic Cat Treats, Miss Mouth’s Messy Eater Stain Treater, Energizer AA Batterie, and Crest 3D Whitestrips.
The product segments that saw the most Prime Day growth were women’s apparel, up 3.4 points year over year, vitamins and supplements, up three points, skin care, up 2.7 points, medical products, up 2.5 points, and hair, up 2.1 points.
