More than half of consumers plan to research purchases before shopping on Prime Day, using tools, including artificial intelligence, to compare products and prices across retailers rather than relying exclusively on Amazon, according to a survey sponsored by product experience firm Akeneo.
The Akeneo survey indicated that consumers are taking a more research-driven approach to shopping during major retail promotions, with 62% comparing prices across retailers before making a purchase and only 9% trusting deals without verifying them. Of course, these days, retailers frequently align major discount initiatives around Prime Day.
According to the survey, 43% of consumers have used AI tools such as ChatGPT or Google Gemini to help with research and shopping ahead of Prime Day, Akeneo noted. Consumers are using AI to find discounts, compare products and prices, discover new brands and summarize reviews before making final decisions about what to buy as retailers begin promoting the savings they’re offering up to and including the major events.
Even with the use of AI, savings still drive purchasing, with 55% of consumers in the survey saying price has the biggest influence on what they buy during Prime Day, versus 3% who say AI-generated recommendations or search results are their biggest purchase driver. Yet, Akeneo pointed out that 22% of consumers reported purchasing a product based on an AI recommendation, while another 20% said AI influenced their consideration of a product even if they did not complete a purchase.
With uncertainty a factor in the marketplace, 74% of consumers said the current economic climate is affecting how they plan to shop, with many cutting back on overall spending, prioritizing lower-cost essentials, and waiting for deeper discounts, such as those available during Prime Day and related retail events, before making purchases.
“Consumers aren’t shopping on instinct alone,” said Romain Fouache, CEO of Akeneo, in announcing the survey results. “They’re comparing products across channels, validating purchases, and using AI to make smarter buying decisions. As AI becomes more integrated into the shopping experience, consumers still expect accuracy, transparency and trust before making a purchase. Whether shoppers discover products through AI tools, retailer websites or search engines, the quality of product information will continue to shape how confident consumers feel when buying.”
