Almost all consumers will shop Prime Day

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 Prime Day total online revenue in 2021.