A preliminary look at Prime Big Deal Days 2025 suggests consumers prioritized lower-priced home goods, according to Numerator.
Average spending per order was $45.42, with 44% of orders under $20 and 90% under $100, underscoring shoppers’ continued focus on value. In comparison, 53% of households placed two or more orders, and 10% placed five or more, bringing the average household spend to $104.69, with 14% spending more than $200.
Based on a poll of verified shoppers, Numerator found that 90% of consumers participating in Prime Big Deal Days were aware of the event before shopping, and 83% said it was one of the main reasons they shopped on Amazon during the promotional period. Then, 61% of event shoppers said they also shopped during Prime Day 2025 in July, while 19% could not recall.
Prime Big Deal Days purchasers also reported checking out other fall sales events, with 36% interested in Walmart Deals and 27% in Target Circle Week, Numerator indicated.
Of consumers participating in the poll, according to Numerator:
- 58% said they were extremely or very satisfied with the deals offered, with only 3% saying they were not at all satisfied.
- 14% said the deals were better than those offered during July’s Prime Day event, while 58% said they were the same, and 13% said they were worse.
- 45% acknowledged buying something they had been waiting to buy on sale.
- 35% shopped for products included in general Prime Big Deal Days deals, 28% shopped for everyday needs such as groceries and household essentials, and 25% stocked up on sale items.
- 48% stated that tariffs had an impact on their Prime Big Deal Days purchase decisions, with 29% more cautious about spending because of the current economic climate and 28% limiting spend because of inflation or cost-of-living concerns.
- 56% compared Amazon’s prices or products with other retailers online and in-store.
Among those who compared prices, 68% did so against Walmart, 43% against Target, 25% against club retailers such as Sam’s Club and Costco, 20% against department stores, 18% against grocery stores, 17% against home improvement stores, 13% against Best Buy, 13% against eBay, 12% against beauty retailers, 11% against Temu, and 7% against apparel retailers.
As the holidays near, 61% of consumers plan to shop on Black Friday, 58% on Cyber Monday, 21% on Thanksgiving and 33% on the Saturday or Sunday after Thanksgiving.
When it comes to getting celebratory, 7% of Big Deals Days shoppers said they purchased festive products other than gifts, including Thanksgiving supplies, Christmas decorations, wrapping paper, etc., while 7% bought Halloween items such as costumes, decor items and candy. In all, 23% of Prime Big Deal Days shoppers said they purchased holiday gifts during the sale, down one point from 2024’s Prime Big Deal Days, and 33% said they completed at least half of their holiday gift shopping by purchasing during the event, up three points.
Looking ahead, 84% of Big Deal Days shoppers said they would definitely or probably shop on Amazon again for holiday items and gifts over the next three months.
Numerator pointed out that the top categories purchased during the Big Deal Days event were:
- Apparel and Shoes at 26%
- Household Essentials at 26%
- Beauty and Cosmetics at 22%
- Health and Wellness at 21%
- Home Goods at 21%
- Pet Products at 15%
- Toys and Video Games at 14%
- Groceries at 14%
- Consumer Electronics at 13%
- Books, Videos & Media at 10%
- Small Appliances at 9%
- Tools and Home Improvement at 9%
- Smart Home Devices at 8%
- Office Supplies at 7%
- Baby Items at 6%
- Lawn and Garden at 5%
