Preliminary research results from Numerator indicated that Prime Day 2026 ended with average household spending dropping by 10% from the event in 2025, as shoppers were less focused on hosting Amazon and splurging than on finding bargains on needed items wherever they were offered.
The market researcher stated that three Prime Day themes were evident in its research results:
- Demand Shifted. Consumers were more focused on everyday essentials than on discretionary categories, with only 14% of shoppers purchasing consumer electronics such as televisions and cell phones, down five points year over year.
- Deal Satisfaction Declined. Six in 10 consumers were extremely or very satisfied with this year’s deals, down from 67% in 2025.
- Prime Day Shoppers Played the Field. Consumers treated Prime Day as part of a multi-retailer shopping event, with 52% comparing prices across retailers.
When it came to other retailers shopped during the Prime Day event, Walmart was favored by 67% of consumers, Target by 41% and club retailers by 28%.
“After a slower start compared to last year, Prime Day shopping picked up slightly in the final 48 hours of the sale,” said Amanda Schoenbauer, a Numerator analyst. “However, this year’s Prime Day shoppers shied away from big-ticket purchases that were a hallmark of past events, prioritizing savings on essentials in an inflationary environment.”
