Skip to main content

Almost all consumers will shop Prime Day

Prime Day logo
Most consumers have an interest in Prime Day this year.

Inflation is not dampening shopper enthusiasm for Prime Day.

Nearly all (95%) of respondents said they are likely to browse or buy something during Prime Day this year, according to an Amazon-focused poll of 1,000 U.S. consumers by omnichannel marketing platform Skai. While there has not yet been a formal announcement, it is widely assumed Amazon will once again host its annual Prime Day sales holiday sometime during summer 2023.

Despite lingering consumer concerns about inflation, only 14% of respondents said they were going to spend less on Prime Day this year than last year, and 27% are planning to spend more on Prime Day this year. Nearly 70% of respondents are likely to compare prices on other retailers' websites before making a purchase on Prime Day

Product category findings

The survey asked respondents about product categories they will shop on Prime day:

  • Consumer electronics, household products, and fashion and apparel are the top three categories respondents are interested in shopping for Prime Day 2023.
  • 94% of respondents are interested in buying household products on Prime Day. 
  • 91% of respondents. are interested in buying consumer electronics on Prime Day 
  • 89% of respondents are interested in buying fashion and apparel products on Prime Day.
  • 83% of respondents are interested in buying beauty and personal care products on Prime Day 
  • 74% of respondents are interested in buying toys and games on Prime Day 
  • 74% of consumers are interested in buying pet products on Prime Day.

Survey: Prime Day shoppers do their homework

A Prime Day-themed survey of more than 1,000 Prime members from performance marketing firm Tinuiti reveals figures including:

  • 20% of respondents who plan to shop during the Prime Day event will begin researching what products they might buy more than a week in advance.  Another 51% of respondents will begin researching products in the week before Prime Day.
  • Prime members are most likely to use a general search engine like Google to determine if a Prime Day item is a good deal, with 54% of respondents doing so. About one-quarter (26%) of all respondents turn to social media for this purpose, but that rate jumps to 46% among Gen Z Prime Day shoppers.

Prime Day 2022 breaks records with almost $12 billion in sales

Prime Day has become a big business event. According to Adobe Digital Economy Index data, total U.S. online spend across retailers reached an all-time high of $11.9 billion (including $6 billion on day one and $5.9 billion on day two), representing 8.5%growth compared to $11 billion in PrimeDay total online revenue in 2021.

This ad will auto-close in 10 seconds