What's happening:
Amazon Prime Day wrapped up late last week, marking the first time the sales event lasted four days as opposed to the usual two. Not only was it the company’s longest Prime Day, but the extended sale meant Amazon saw record-breaking figures for the event, which was equivalent to “more than two Black Fridays”. Data from our latest Consumer Pulse gives some additional insight into shopper sentiment as the sale concluded. While participation was strong, many Prime members approached the deals with more intention and less impulse, prioritizing purchases they had already planned, aiming to save on essentials, and factoring in broader economic concerns like potential tariff impacts. At the same time, competing sales from Walmart, Target, and others introduced more choice into the mix, with many Prime members browsing across multiple retailers to compare deals and maximize value, suggesting that Prime Day is no longer the option when it comes to mid-year savings.
What we found:
- 66% of Prime members made at least one purchase during the sale.
- Planned purchases seemed to dominate over impulse ones, with the top reason for participating being to save on items they already intended to buy (49%).
- 50% of Prime members said the potential for future tariffs influenced their decision to shop during Prime Day.
- 64% also shopped other retailers’ sales during the same week, with Walmart’s competing sale being the most popular among cross-shoppers (76%).
- While most Prime members still feel they get good value from Prime Day, nearly half still feel the quality of deals has declined, especially among Gen Z (57%) and Millennials (60%).
Why it matters:
On the surface, this year’s Prime Day looked like business as usual, with strong turnout and record spend for the highly anticipated sales event. However, looking beyond the sales numbers and participation tells a more nuanced story. This past week’s sales were met with more intention as economic concerns and the growing number of competing sales shaped a more deliberate approach. Shoppers came in with a plan, focused on items they already needed, and compared across multiple retailers. This signals that consumers aren’t just chasing discounts, they’re weighing their options and making choices that make the most of their budget. For brands, this serves as a reminder that sales events are no longer just about driving urgency. They’re a reflection of how well your offer aligns with what today’s shopper actually needs.
Data collected June 11-13, 2025
(N=724 (Prime Members), MoE ±3.7%, 95% CI)
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